Abstract

Aim- With social media profusely consuming the clock hours of an average individual, it evidently plays a role in impacting the person’s choice either directly or indirectly. Thus, the study aims at assessing how the individual’s social media presence are likely to impact its travel related choices in its decision making process. Determine the extent of usage, its reliability as a source of information, its impact on various travel decision, likelihood to share tourist’s experience, its role in enhancing the decision making process along with various factors governing such behavior and interrelationship. Complete analysis is followed by suggestion that the study brings in for the marketer. Methodology-Exploratory and descriptive analysis has been employed. For such purpose both primary and secondary data has been collected via structured questionnaire and journals, articles, reports respectively. Descriptive analysis was performed by running SPSS tool. Statistical analyses such as ANOVA, Chi-square and correlation tests are performed. Findings- Major finding of the study reinforce the fact of increasing influence of social media in tourist purchase decision. Content communities like review forums, blogs etc. are on an additive edge in terms of the content relied by tourist for decision making over social media and exert major influence in determining leisure and outdoor activities to explore. Additionally social media being a reliable source does not govern its extent of usage in terms of social media activities including liking page, commenting, posting reviews etc. Unwillingness and inactive usage of social account were found to be major factor contributing to such attitude. The study also underlines that negative EWOM spreads expeditiously as the respondents showed higher tendency to share experience when feel dissatisfied. Overall respondents place significant reliability over social media channels thereby impacting one’s choice and adding value to the decision making process. Study also showed significant role of gender, age and education in impacting tourist choice. Future Implication-Study has huge implication for the tourism industry operators. As the role of social media is increasing with the passage of time it has huge bearing on the tourist purchase decision thereby impacting the strategies of tourism operators. Tendency of shift in the existing behavior and attitude in fast changing social world poses a word of caution to the marketers to keep abreast with the changing attitude and behavior of the tourist and social media impact on it.Suggestions- Analysis of the results brought in significant insight for the marketers to stress on. Marketers though placing greater reliance over content on content communities highlighting the activities to explore, accommodation can get deeper outlook on how the customers perceive tier offering and their experience of the product offered. Tying up with such information vendors like Makemytripetc. can add to their competitive advantage. Formulating the strategies depending on the profile of respondents in terms of age, gender and education can further help in building its edge as these variables were found to be significant in terms of impacting tourist choice, tendency to share experience and reliability. Own social media groups by companies can further deepen insight into the tourist attitude and behavior.

Keywords: Social Media, Content Communities, Pre Trip, During Trip and Post Trip