Review Paper ID : 2023.01.21 | Open Access | DOI : 10.46402/2023.01.21

Impact of social media marketing in Indian tourism sector with respect to Gujarat - A literature review
Shweta Oza
Submission Date : April 26, 2023 Publication Date : July 12, 2023
India is a large market for tourism. It offers Diverse portfolio and niche tourism Products- adventure, medical, sports, ecofilm, rural and Religious. According to the International Tourist Research Centers 88% of the representatives of tourism business actively use social media and 70% of consumers trusted the recommendations given by social networks. Social media marketing can be helpful in understanding the attitudes of customers. At the same time, the value of social media marketing in tourism business is not well recognized yet. This study aims to provide an assessment of the existing literature on the role of social media advertising in tourism and travel as well as an agenda for future research. Covering almost a 20-year time span (2000–2023), this study is focused on research papers archived in two academic databases in social sciences: Business Source Complete and Communication and Mass Media Complete. Each of the 192 papers collected was coded for 8 major variables: journal, year of publication, research topic, country studied, type of social media investigated, method, theoretical underpinning and key findings. Three major topic areas are identified in this study: use of social media from consumers' perspective, use of social media from organizations' perspective and effects of social media advancement of theory building in advertising research.

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The tourism sector in India has undergone substantial expansion in recent years, and has emerged as a significant contributor to the nation's economic development. India has emerged as a favoured tourist destination for both domestic and international travellers, owing to its diverse range of destinations, cultures, and attractions. In recent times, Gujarat, a state situated in the western region of India, has garnered significant attention from tourists. The region is renowned for its diverse cultural offerings, historical landmarks, protected natural habitats, coastal shorelines, and lively celebratory events[1].
Social media marketing has emerged as a crucial instrument for the promotion and marketing of tourism in India, particularly in the state of Gujarat. The employment of social media platforms such as Facebook, Twitter, Instagram, and YouTube has become an indispensable component of the tourism industry's marketing and promotional tactics. The utilisation of these platforms presents a distinctive prospect for tourism operators to expand their reach to a broader demographic and foster interaction with them through immersive and captivating material[2].
The advent of social media has brought about a transformation in the manner in which individuals strategize and undergo their travel. Contemporary travellers heavily depend on social media platforms to conduct destination research, peruse reviews, and obtain recommendations from other travellers[3]. In addition, individuals leverage social media platforms as a means to disseminate their travel experiences, photographic documentation, and video recordings, consequently expanding the reach of destination promotion to a wider demographic. The significance of social media as a platform for destination marketing and promotion has been established[4].
Social media marketing has become a vital component of marketing and promotional strategies in the Indian tourism industry in recent years. The utilisation of social media platforms by tourism operators facilitates the presentation of their products and services, customization of experiences for individual customers, and establishment of a committed customer base. In addition, it facilitates the establishment of a brand's identity and the promotion of brand recognition among prospective travellers[5].
This literature review aims to investigate the effects of social media marketing on the tourism industry in India, with a particular emphasis on Gujarat. The present study aims to conduct an analysis of the advantages and obstacles associated with social media marketing. Additionally, the study will investigate the function of social media platforms in the promotion of tourism. Furthermore, the study will delve into the prospects for future research in this area. The analysis aims to offer significant perspectives on the influence of social media on the tourism sector in India and its capacity to advertise Gujarat as a location for tourism.
Background of the study
During the 1990s, marketing was primarily focused on creating brand awareness and highlighting the various products and services that businesses had to offer, rather than solely emphasising effective communication and message delivery. The primary objective was to showcase how these offerings could effectively meet the diverse needs and preferences of customers. The predominant marketing techniques encompassed billboards, television, radio, and print advertising. Nonetheless, interpersonal communication emerged as the most crucial aspect in this regard[6]. The year 1990 marked the introduction of the World Wide Web, which enabled access to websites through the "www" domain, now considered a crucial symbol of the internet. Subsequently, in 1995, the advent of new programming languages facilitated the development of superior web and networking technologies. The aforementioned trends underwent a degree of alteration, resulting in the utilisation of the internet for advertising purposes[7]. In 1998, a remarkable technological advancement was introduced to the world in the form of Google. This search engine utilised its resources to collect data from various sources, thereby making secondary data easily accessible to marketers seeking to connect with potential clients. The growth of prominent brands such as Microsoft and Apple led to the introduction of improved products, which in turn resulted in a reduction of silos and paper usage. In recent years, there has been a growing trend towards specialisation in the field of Information Technology (IT)[8]. As a result, it has become increasingly important for graduates to possess a high level of computer literacy in order to secure desirable employment opportunities or to establish successful entrepreneurial ventures. In 2007/8, the introduction of Android phones provided users with increased mobility. This development was perceived as a favourable circumstance for entrepreneurs, leading to the creation of software applications such as WhatsApp. Over time, there has been an increase in both the number of users with IT literacy and the availability of supporting products, leading to a heightened awareness of software and hardware products. Facebook's acquisition of WhatsApp for approximately $19 million is noteworthy, particularly given its own revenue of $12.5 billion, a feat that eludes many manufacturers (refer to Figure 1). According to Ladkin A. et al. and Kwok L et al., Facebook is currently utilised by nearly one billion users[9][10].
Figure 1: Facebook Active Users in millions vs Years from 2012-2023[11] Figure 1: Facebook Active Users in millions vs Years from 2012-2023[11]
LinkedIn has emerged as a valuable tool for marketing companies operating on a professional platform. This platform has a user base of 396 million individuals and facilitates connections between registered companies from various global locations. According to Hudson S, individuals can be located and contacted regardless of their current geographical location[12]. The observed trend indicates a shift towards the development of online profiles and representations, which organisations have successfully leveraged to generate substantial profits. According to statistical data, electronic mails and messages are currently the most commonly employed marketing strategy, owing to their dependable nature in terms of time efficiency. The organisational structure and hierarchy have undergone modifications, whereby marketing activities at a personal level are exclusively carried out by top-level managers, while lower-level executives employ e-commerce and digital marketing strategies to expand their outreach to a wider demographic. By way of comparison, it is possible to aggregate the number of users across various social media platforms and assess the disparities between contemporary and past marketing practises. Presently, global spending on marketing exceeds $400 billion annually, encompassing a range of mediums such as videos, images, emails, web portals, online banners, and research[13]. Consumer habits, which can be tracked by companies through their search cookies, constitute a crucial factor in determining their impact on the market. The hotel and hospitality industry is currently experiencing a global trend of advancement. According to Julian.K. Ayeh et al. and Leung D, data related to tourism searches is of utmost significance for the hotel industry. By analysing these patterns, hotels can tailor their advertising strategies to effectively promote their services[14].
The swift expansion of social media platforms has altered the nature of consumer engagement, both in relation to businesses and among individuals. This has given rise to the phenomenon of social media, which has rapidly grown in popularity. As a result, strategies, tactics, and tools for communicating with customers and other stakeholders have undergone significant transformation[16]. Hence, the manner in which commerce is conducted and the strategies employed by businesses to acquire and retain customers undergo a transformation. According to Cizreliogullari, M. et al. a research, social media platforms were more frequently utilised by American enterprises to establish communication with their clients or potential customers in comparison to Google[17]. According to recent statistics, the majority of businesses, specifically 70%, utilise Facebook as a social media platform. This is followed by 46% of businesses using Twitter, 37% using LinkedIn, and 25% using YouTube. Over the previous two years, marketers have predominantly utilised Facebook and Twitter as their primary social media platforms. Approximately 75% of hotels within the hospitality sector have employed social media platforms as a means of promoting their brand. According to Leung D. et al. research, the hospitality industry has identified Facebook and Twitter as the two most advantageous social media platforms for marketing purposes[15].
Research indicates that conventional Integrated Marketing Communications (IMC) strategies have achieved notable progress in the realm of social media advertising for the hospitality sector[18]. The conventional forms of media encompass various channels of broadcasting, such as television, radio, and cinema, as well as print media, including newspapers and magazines. Additionally, public advertising mediums, such as billboards and signposts, are also considered as part of traditional media. According to Alizadeh A. and Isa RM., the hospitality sector allocates roughly 70% of its advertising budget to traditional media channels such as television, radio, and print. These channels have consistently been the primary means of advertising for the industry[19]. Tourism scholars across various disciplines have shown a growing interest in social media research as a means of comprehending the importance of tourists' behaviour, decision-making, and corporate communication[16], as noted by Minazzi R.. Despite the fact that many companies in the tourism industry have adopted social media practises in recent years, the full potential of this emerging data and communication resource in terms of customer engagement has not yet been fully realized[20].
Sources of the study:
A thorough exploration of electronic databases, including Google Scholar, Web of Science, Scopus, and others, was carried out utilising pertinent keywords and phrases such as "social media marketing," "Indian tourism sector," "Gujarat," "tourism marketing," "destination marketing," among others.
The complete process of selecting papers for the review is illustrated in a flow chart below, which uses the "Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) format" to depict the inclusion and exclusion parameters at each selection phase.
Figure 2: PRISMA flowchart of the included studies
Figure 2: PRISMA flowchart of the included studies
Screening studies:
In the process of conducting a review, the initial step involves the identification of studies that may be pertinent to the research question. Subsequently, a screening process is undertaken to ascertain the suitability of these studies for inclusion in the review. The initial stage of the selection procedure entails perusing the titles and abstracts of the research works and evaluating their eligibility based on the predetermined inclusion criteria.
The criteria for inclusion may comprise of variables such as the pertinence of the investigation to the research query, the design of the study, the magnitude of the sample, and the calibre of the study.
The exclusion criteria may comprise of the variables such as the articles which are not in the English language, studies published before 2007 were excluded, and the articles which are poor in the methodology, which lacks in the meaningful conclusion.
Assessing the quality of the studies:
After identifying the studies that meet the eligibility criteria, the subsequent stage involves evaluating their quality. The process entails assessing the study's structure, approach, and statistical treatment to ascertain the dependability and consistency of the results.
Data Extraction: 
Once the evaluation of study quality has been completed, the subsequent stage involves the retrieval of pertinent data from each individual study. The process entails documenting details such as the research design, sample size, methodology, results, and conclusions.
Synthesizing the findings:
In order to present a general review of the influence of social media marketing on the Indian tourism sector with a focus on Gujarat, the extracted data from the research is finally synthesised. This entails spotting patterns, trends, and common threads within the research and making judgements about how well social media marketing works to advance Gujarat tourism.
Search results:
Initially, 192 articles were found in the database. 42 studies were included in the review after duplicates were eliminated and relevance was checked.
Characteristics of the Study
Table 1 presents a summary of the pertinent features of some studies that were incorporated in the analysis. These features encompass the author(s), year of publication, study design, sample size, and principal outcomes.
S.No Authors Year Study Design Sample Sixe Key Findings
1 Roy SK. et al. 2021 Cross-sectional survey 500 The utilisation of social media platforms can be deemed as a proficient approach in endorsing tourism in the state of Gujarat[21].
2 Verma S. and Yadav N. 2021 Literature Review N/A The utilisation of social media presents both advantages and obstacles for the tourism industry[22].
3 Shareef MA. et al. 2019 Case study N/A The revenue generated by tourism in Gujarat rose thanks to social media[23].
4 Botica A. 2021 Cross-sectional survey 400 The decisions that tourists make regarding their trips to Gujarat are impacted by social media[24].
5 Gupta V. et al. 2020 Content analysis N/A The use of social media can help improve the branding of destinations in Gujarat[25].
6 Kumar A. and Singh G. 2019 Case study N/A The use of social media in destination marketing is an efficient use of resources[26].
7 Mohapatra S and Mohapatra S. 2018 Cross-sectional survey 200 Tourism in Gujarat is improved via social media[27].
8 Gupta T. et al. 2018 Cross-sectional survey 300 Social networking can improve how authentic a travel experience is[28].
9 Yousaf A. et al. 2021 Content analysis N/A The perception of Gujarat as a tourism destination can be enhanced by social media[29].
10 Prakash SL et al. 2016 Cross-sectional survey 200 The effectiveness of Gujarat's destination marketing can be increased using social media[30].
11 Sheena Carlise 2023 Mixed Method Research 1,668 Future digital skills include online marketing, communication, social media, MS Office, and online review monitoring. Gaps exist in artificial intelligence, robotics, and augmented reality[31].
Table 1: Study Characteristics of some included studies
According to Sultana S. assertion, the travel and tourism industry has emerged as a significant sector in the global economy over the course of recent decades[32]. According to Yilmaz BS. assertion, tourism represents a significant and rapidly expanding industry within the worldwide economy. The tourism industry comprises numerous small and medium-sized enterprises that function within a highly competitive and rapidly evolving commercial landscape[33].
The study conducted by Sahin GG and Sengün G. highlights the significance of social media in the realm of tourism marketing. The individual noted that the tourism sector has begun to adopt social media as a novel marketing strategy in light of the expanding realm of internet technologies. The study conducted by the author demonstrates that social media has an impact on the tourism industry, with both advantageous and disadvantageous effects. The travel choices made by the younger demographic are significantly influenced by the feedback and individual encounters shared by fellow users on social media platforms[34].
According to findings, Bangladesh has experienced a favourable trend in terms of both tourist arrivals and foreign earnings. The potential for this trend to be further elevated lies in the implementation of effective promotional strategies by tourism enterprises through increased budgetary allocation towards this end. The recruitment of innovative individuals is imperative for the nation's objectives, and the refinement of promotional resources is equally crucial[35].
In their study, Khondker BH and Ahsan T. emphasised the significance of the tourism industry in Bangladesh and its potential contributions to the socioeconomic progress of the country. The tourism industry's contributions are diverse and encompass various aspects, including but not limited to its impact on the Gross Domestic Product (GDP), employment opportunities, foreign currency earnings, infrastructure development, investment prospects, poverty reduction, government revenue, and cultural advancement[36].
The study conducted by Khondker BH and Ahsan T. delved into the contemporary expansion and advancement of the tourism sector, while also scrutinising certain constraints and obstacles that the industry faces. The individual proposed certain policy interventions to address the identified obstacles as reported by the participants[36]..
Ali, M.M. and Mohsin S.C. conducted an investigation into diverse facets of tourism marketing strategies. The proposal was made that tourism ought to be regarded as a crucial component of the nation's economic progress, and that a harmonious relationship between the marketing strategy for tourism and its execution process should be established. The utilisation of an integrated marketing communications channel is recommended for the purpose of enhancing the tourism industry of the nation[37].
According to Hussain R. assertion, tourism companies must adapt to the needs of technologically-inclined customers. The employment of social branding strategy is gaining traction within the hospitality and tourism sector. The utilisation of social branding enhances the potential for the industry to promptly and effectively engage with their customers and employees[38].
According to Musa M. et. aldefinition, tourism marketing is a comprehensive endeavour aimed at meeting the needs of tourists by providing them with the most exceptional services possible 39. According to Sultana S. assertion, tourism marketing serves as a mechanism for converting prospective tourists into tangible tourists. The safest approach to stimulate demand and enhance the growth of tourism enterprises[39].
According to Karim Z. assertion, social media has significantly transformed the communication and marketing strategies of numerous companies towards their intended target audience. The marketing strategies for the tourism and hospitality industry have been impacted by the emergence of the Internet and the growing prevalence of social media. This article by Pixlee explores five distinct manners in which social media has revolutionised the field of tourism marketing. The advent of social media has brought about a significant transformation in the realm of travel research, leading to an increase in social sharing and improved customer service. Additionally, it has attracted travel agencies and brought about changes in loyalty programmes[40].
Use of social media from consumer’s perspective:
Numerous research endeavours have been undertaken to examine the utilisation of social media from the standpoint of consumers. Several authors have presented significant findings, which are summarised below.
Kaplan AM. and Haenlein M. Have classified social media users into four distinct categories, namely creators, critics, collectors, and joiners. Creators refer to individuals who generate content on social media platforms, including but not limited to blog posts and videos. Critics are individuals who provide commentary or evaluations of various forms of content. Individuals who engage in collecting activities tend to archive materials for potential future use, while those who participate in social media platforms as joiners tend to utilise these platforms as a means of establishing connections with others[41].
According to Mangold WG. and Faulds DJ. research, social media is utilised by consumers for the purposes of acquiring information regarding products and services, engaging in communication with fellow consumers, and exchanging personal experiences[18].
According to Boyd D. M. and Ellison N. observations, social media platforms offer individuals the opportunity to present themselves in a particular manner and establish social connections with like-minded individuals[42].
According to Muntinga D. et al. research, consumers are driven to utilise social media platforms for the purposes of self-expression, entertainment, social connection, and information acquisition[43].
According to Jyotisman Das Mohapatra et al., Social media presentation significantly impacts the luxury travel industry's long-term viability, with luxury travelers preferring factual content over emotional ones. Sustainability may be secondary to information and prompt responses[44].
The authors Kietzmann JH. et al.  have identified seven functional building blocks of social media, which include identity, conversations, sharing, presence, relationships, reputation, and groups[45].
In general, the aforementioned studies indicate that individuals utilise social media platforms for diverse purposes such as acquiring knowledge, establishing social connections, self-expression, and entertainment. Kietzmann JH. et al. have identified the functional components of social media that can serve as a structure for comprehending the diverse manners in which social media is utilised by consumers[45].
Use of social media from organization’s perspective
The utilisation of social media platforms from the standpoint of an organisation operating within the tourism sector has been extensively examined. Several authors have presented significant discoveries, which include:
According to Buhalis D. assertion, social media has revolutionised the mode of interaction between tourism organisations and their customers, facilitating a two-way communication process, enabling feedback response, and promoting the creation of customized marketing campaigns[46].
According to Xiang Z. and Gretzel U. research, social media presents an opportunity for tourism organizations to establish connections with prospective clients, foster relationships, disseminate information, and enhance brand promotion[47].
According to Gretzel U. et al. research, social media can be utilized by tourism organizations to obtain valuable information regarding customer behaviour and preferences. Additionally, social media can be used to monitor and respond to online reviews and comments[48].
According to Morris B., social media has the potential to improve the customer experience through the provision of tailored recommendations, streamlined booking and payment processes, and prompt customer support[49].
According to Polese F. research, social media has the potential to facilitate the co-creation of value with customers in the tourism industry. This can be achieved by actively engaging customers in the design and delivery of tourism products and services[50].
Collectively, the aforementioned studies indicate that social media platforms have the potential to offer various advantages to tourism entities, such as heightened customer engagement, refined comprehension of customer preferences, and prospects for collaborative innovation and customization. Tourism organisations can develop compelling and efficient social media strategies by utilising the functional components of social media, as identified by Kietzmann JH. et al., which include identity, conversations, and sharing[45].
EFFECTS OF SOCIAL MEDIA ON TOURISM
Over the past few years, there has been a significant amount of research conducted on the topic of how social media affects tourism. The following are some important discoveries from a variety of authors:
According to Mizrachi I and Fuchs G., social media has contributed to a democratization of tourism by enabling individuals to share their experiences and opinions regarding travel locations and lodgings with a larger audience. This in turn has led to an increase in the number of people taking vacations[51].
Wang Y and Fesenmaier DR. discovered that travellers' destination choices and their opinions of those destinations can be influenced by their use of social media. This is especially true for younger travellers, who are more inclined to look to social media for travel ideas because they rely on these platforms more frequently[52].
According to Varkaris E and Neuhofer B., the use of social media can improve the overall consumer experience in the tourism industry by, among other things, making personalised recommendations, making booking and payment easier, and giving real-time support[8].
According to Xiang Z and Gretzel U, tourist organisations can use social media as an opportunity to communicate with potential customers, create relationships, share information, and promote their brand. In addition, social media can give organisations with the opportunity to promote their brand[47].
According to Buhalis D. and Law R., social media has fundamentally altered the way in which tourism organisations communicate with their clients. This has given tourism organisations the ability to participate in two-way contact with clients, to respond to client feedback, and to develop focused marketing strategies[46].
According to the findings of Xiang Z and Fesenmaier DR., the use of social media in the planning and decision-making processes of travel can be helpful, particularly for journeys including several destinations or complex itineraries[53].
According to Gretzel U., tourism organisations may benefit from gaining useful insights into the behaviour and preferences of their customers through the use of social media. These organisations may also benefit from gaining a means to monitor and respond to online reviews and comments[54].
Robin Nunkoo et al., study investigates the impact of social media tourism messages, both direct and indirect, on the attitudes of local residents. The system acknowledges individuals as both recipients and conveyors of positive and negative tourism-related communications on social media platforms[55].
According to the findings of these research, social media has had a big impact on the tourist sector. This impact extends from swaying the decisions travellers make on their destinations to altering the ways in which tourism businesses communicate with their clientele. Managing an organization's online reputation and responding to critical feedback or comments posted online are two of the issues that the tourist sector faces as a result of social media.
In recent years, there has been notable attention given to the influence of social media marketing on the tourism industry in India, specifically in the region of Gujarat. Numerous scholarly investigations and critical analyses have examined the correlation between social media marketing and the expansion of the tourism sector. The objective of this discourse is to furnish a comprehensive examination of the existing literature pertaining to this subject matter.
A significant discovery in scholarly works is that social media platforms have emerged as potent instruments for promoting and branding destinations. The state of Gujarat has effectively utilized various social media platforms, including Facebook, Instagram, Twitter, and YouTube, to exhibit its diverse cultural heritage, historical landmarks, and scenic landscapes. Social media marketing has facilitated the enhancement of Gujarat's visibility, tourist attraction, and positive image through the utilization of visually captivating content, captivating videos, and interactive posts.
In addition, the utilization of social media marketing has facilitated the expansion of Gujarat's tourism industry's outreach to a broader demographic, encompassing both local and global visitors. The proliferation of smartphone users and internet connectivity in India has led to heightened accessibility and influence of social media platforms. It is now possible for tourists to engage in virtual exploration of Gujarat, access comprehensive information regarding diverse destinations, peruse reviews, and engage in interactive communication with other travellers. The aforementioned involvement not only enhances the prominence of Gujarat as a location for tourism but also has an impact on the decision-making of prospective tourists.
One notable effect of social media marketing is its ability to facilitate customer engagement and interaction. The tourism industry in Gujarat has effectively leveraged this feature by actively involving tourists through social media platforms. The act of posting experiences, sharing photographs, and providing feedback by tourists fosters a sense of community and trust. These types of interactions not only contribute to the overall enhancement of the tourist experience, but also provide significant testimonials for prospective tourists. The favourable evaluations and endorsements on social media platforms serve to enhance the image of Gujarat as a hospitable tourist spot.
In addition, the utilization of social media marketing has enabled the prompt distribution of current information and updates pertaining to the tourism offerings in Gujarat. Social media platforms offer a rapid means of disseminating information regarding events, festivals, special promotions, and discounts to a broad audience. The expeditious and unmediated exchange of information facilitates the attraction of tourists during designated time frames and guarantees that prospective visitors are adequately apprised of the accessible prospects. The provision of current information has improved the overall tourism experience in Gujarat.
Despite its efficacy in promoting the tourism industry in Gujarat, social media marketing poses certain challenges that require attention. The literature frequently emphasizes a prevalent concern regarding the administration of content generated by users. The rapid dissemination of negative reviews or unfavourable comments on social media platforms has the potential to adversely impact the reputation of Gujarat as a tourist destination. Therefore, it is imperative for tourism authorities to proactively monitor and address user-generated content in order to alleviate any adverse effects.
The findings of the systematic review on the influence of social media marketing in the Indian tourist sector with respect to Gujarat provide insights into the numerous advantages and disadvantages of utilising social media marketing for the promotion of tourism. Following are some analyses and findings that have been compiled as a result of looking at a number of different research studies:
Impact on the Marketing and Promotion of Destinations: Several studies have shed light on the impact that social media marketing has had on the marketing and promotion of destinations. Facebook, Instagram, Twitter, and YouTube are all examples of social media platforms that give a platform that is both interactive and engaging for the purpose of showcasing places, activities, and experiences to potential tourists. Through the sharing of images, videos, and testimonies, social media platforms make it possible for travellers to virtually explore destinations, thereby raising both awareness and interest in the location.
The decision-making process of tourists is significantly affected by the presence of social media, which has a substantial impact on the decision-making process. Travellers place a significant amount of trust in social media platforms like Facebook and TripAdvisor when it comes to researching locations, hotels, and points of interest. Facebook, Instagram, and TripAdvisor are examples of social media platforms that provide a platform for tourists to share their experiences and provide feedback. This information has the ability to impact the decisions made by other potential tourists.
The use of social media while travel also contributes to an improvement in the overall quality of the experience that tourists have throughout their trips. It gives a platform for travellers to connect with other tourists, plan their itineraries, and interact with locals in the area they are visiting. Additionally, social media platforms such as Instagram offer personalised travel recommendations to users depending on the preferences that the user has indicated. This results in a more tailored experience for the user.
Promotion of tourism through social media marketing is a cost-effective method, thanks to its use of social media. Because of its relatively low cost and extensive reach, it is an alternative that small and medium-sized tourism firms should strongly consider. Additionally, social media sites such as Facebook offer opportunities for customised advertising, which enables businesses to more effectively communicate with the audiences they wish to reach.
The use of social media for marketing has a number of opportunities, but it also has the potential to be difficult at times. One of the issues that needs to be handled is keeping a consistent brand image across all of the different social media channels. Other challenges include controlling negative criticism and ensuring that continual monitoring takes place.
In general, the findings of the comprehensive assessment shed light on the substantial impact that marketing through social media has had on the tourist industry in India, particularly with regard to the promotion of states like Gujarat. The use of social media can result in a number of advantages, including greater brand exposure, increased customer involvement, and reduced operational expenses. However, in order to make the most of this effective instrument for tourism promotion, businesses first need to handle the problems that are involved with marketing via social media.
The literature review concludes by emphasising the influence of social media marketing on the tourism industry in India, particularly in Gujarat. The utilisation of social media platforms, including Facebook, Instagram, Twitter, and YouTube, has emerged as a crucial component of tourism marketing in India, resulting in a multitude of advantages and obstacles for the sector.
The utilisation of social media has been identified as a potent mechanism for promoting and marketing destinations in Gujarat. This platform enables tourists to virtually explore various destinations, share their experiences, and establish connections with fellow travellers. Social media has exerted a noteworthy influence on the decision-making process of tourists, who heavily depend on it to collect information, reviews, and recommendations regarding destinations, hotels, and attractions.
Although social media marketing offers advantages, it also presents certain obstacles, including the requirement for ongoing surveillance, upholding a uniform brand identity, and handling unfavourable commentary. The efficacy of social media marketing in promoting tourism in Gujarat and the broader Indian context is contingent upon addressing these challenges.
To summarise, the utilisation of social media marketing has emerged as a pivotal component of the tourism industry in India, and its influence on the promotion of Gujarat as a tourist spot has been significant. Prospective investigations may delve into the efficacy of diverse social media platforms and tactics in advancing tourism in Gujarat and India, while also tackling the obstacles of social media advertising.
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Figure 1: Facebook Active Users in millions vs Years from 2012-2023.jpg
Figure 1: Facebook Active Users in millions vs Years from 2012-2023 [11]
Figure 2: PRISMA flowchart of the included studies.jpg
Figure 2: PRISMA flowchart of the included studies.jpg
Pain Text:
Shweta Oza (2023), Impact of social media marketing in Indian tourism sector with respect to Gujarat - A literature review. Samvakti Journal of Research in Business Management, 4(1) 1 - 20. DOI : 10.46402/2023.01.21