International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Social Media Marketing and Its Influence on Tourism and Hospitality Industries in India

Author(s) Dr. Rajesh Kakumanu, Ms. Divya Kakumanu
Country India
Abstract Social media has become one of the most influential communication and marketing channels for tourism and hospitality businesses in India. Tourism destinations, hotels, travel agencies, restaurants, transport operators and government tourism departments increasingly use digital platforms to attract tourists, build destination image, communicate offers, and manage customer engagement. This study examines the influence of social media marketing on the tourism and hospitality industries in India by using both primary and secondary data. Primary data were collected from 147 respondents through a structured questionnaire covering demographic characteristics, platform usage, travel information search behaviour, content preferences, and actual travel decisions influenced by social media. Secondary data were compiled from the Ministry of Tourism, Government of India, Press Information Bureau, DataReportal, WTTC, Incredible India, and selected official tourism websites and social media platforms of Indian state tourism departments. The findings indicate that social media has a strong influence on travel decisions 71.43 percent of respondents either strongly agreed or agreed that posts, reels and videos influence their choice of tourist destinations, and 64.63 percent reported visiting a destination after seeing it on social media. YouTube, Instagram, travel blogs and Facebook emerged as important sources of travel-related information. The research paper concludes that social media marketing is no longer a supplementary promotional tool; it is a central component of destination branding, hospitality marketing, tourist engagement and consumer decision-making in India.
Keywords Social Media Marketing, Tourism, Hospitality Industry, Destination Promotion, Consumer Behaviour, India
Field Sociology > Tourism / Transport
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-10
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E-ISSN 2582-2160
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