IMPORTANCE OF SOCIAL MEDIA PLATFORMS IN TOURISM INDUSTRY

Abstract

The utilization of social media has matured during the past decade and has begun to influence almost all areas like belief, standard of living, assessments, decision-making and especially travelling. It also influence usage and purchase pattern of services and products. Social media has developed as dominant channel for all tourism industry to associate with their target audience.
Originally, the primary intention of social media was entertainment however, the rise in the use of internet and the development in communication and information technologies many firms diverted their business to social media to promote and market their products. Tour and Travel firms have been fast to move to social media to market and enhanced their products to connect with potential customers. Tourism entrepreneurs may reach more potential customers instantly and at cost next to nothing through the active utilize of social media.
On other side, social media has appeared as one of the unique place that influences tourists’ travel options. Particularly tourists, who mostly procure intangible products, use of social media networking platforms as information sources in order to ensure that they buy right products prior they experience them. Nowadays, the rising numbers of tourists are also posting photos, videos, ratings, reviews and their vacation related experiences in social media.
The chapter investigates and explores the importance of Social Media Platform in Tourism Industry in terms of influencing tourists and their purchase decision. The chapter also examines online buying trends of tourism customers and the possible relationship between participant demographics and some of the variables like information acquired from social media, use of social media for tourism services, the act of buying influence and intention to share tour experiences.

Keywords: Social Media, Tourism, Consumer, Purchase Decision, Travel Experience.

Full text

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IMPORTANCE OF SOCIAL MEDIA PLATFORMS IN
TOURISM INDUSTRY
Abstract
The utilization of social media has
matured during the past decade and has
begun to influence almost all areas like
belief, standard of living, assessments,
decision-making and especially travelling. It
also influence usage and purchase pattern of
services and products. Social media has
developed as dominant channel for all
tourism industry to associate with their
target audience.
Originally, the primary intention of
social media was entertainment however,
the rise in the use of internet and the
development in communication and
information technologies many firms
diverted their business to social media to
promote and market their products. Tour
and Travel firms have been fast to move to
social media to market and enhanced their
products to connect with potential
customers. Tourism entrepreneurs may
reach more potential customers instantly
and at cost next to nothing through the
active utilize of social media.
On other side, social media has
appeared as one of the unique place that
influences tourists’ travel options.
Particularly tourists, who mostly procure
intangible products, use of social media
networking platforms as information
sources in order to ensure that they buy right
products prior they experience them.
Nowadays, the rising numbers of tourists
are also posting photos, videos, ratings,
reviews and their vacation related
experiences in social media.
The chapter investigates and
explores the importance of Social Media
Platform in Tourism Industry in terms of
Author
Dr. Rinzing Lama
Indian Institute of Tourism and Travel
Management

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influencing tourists and their purchase
decision. The chapter also examines online
buying trends of tourism customers and the
possible relationship between participant
demographics and some of the variables like
information acquired from social media, use
of social media for tourism services, the act
of buying influence and intention to share
tour experiences.
Keywords: Social Media, Tourism,
Consumer, Purchase Decision, Travel
Experience.

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I. INTRODUCTION
In current era, the use of social media has grown promptly since the past decade; it
has become very popular and playing a significant role in all domains of our lives especially
tourism industry. Social media has emerged as powerful channel for tourism business to
connect with their target audience. It also acts an important role as information sources of
travelers and potential tourists. Social Media emerged as a major component as it facilitates
the interaction between customers and tourism domain. Originally, the basic purpose of social
media platforms was enjoyment and refreshment only though with the rise in the use of the
internet and improvement in information and communication technologies, people engaged in
the tourism industry started conversing with each other and customers through social media.
Social media has become a day-to-day part for the populace in the globe, so their users will
effortlessly read any sort of information furnished. Taking advantage of social media to
promote tourism products has confirmed to be a brilliant strategy.
Nowadays, tourists are becoming smarter and those who know how to use social
media platforms can instantly obtain various information’s seek inspiration and make
decisions about their trips through smart phones, tablets and computers. Social media
facilitate real time communication between tourists and tourism businesses; enable flawless
customer services and personalized interactions. Hence, social media permits destinations to
highlight their exclusive attractions, culture and offerings to global tourists, fostering interest
and generating tourism revenue. Social media platforms have transformed the tourism
industry, redefining how travelers plan, discover and share their experiences. These social
media networking platforms ranging from YouTube, YouTube Shorts, Facebook, Instagram,
TikTok, and Twitter/X have become necessary devices for both tourists and tourism sector.
Through real-time interaction, engaging contents and captivating visuals social media has
changed the way people explore the world and how tourism business connect with their target
audiences. The tourism industry also does not rely on offline but online and many countries
are preparing a sizeable digital tourism market to compete with attract foreign tourist.
Tourism businesses such as tour operators, travel agencies, airlines, hotels and
destination marketing associations now leverage social media’s enormous reach and
engagement potential to endorse their offerings and connect with travelers on a personal
level. Through carefully curetted posts, interactive stories and user-generated content, these
businesses created an immersive online presence that resonates with desires and aspirations
of modern travelers. Additionally, the prominence of social medias’ are seen as the source of
research data in numerous areas such as the mechanism of e-word of mouth, customer
decision-making and travel recommendations have grown. Many states and countries view
social media as a primary tool for supporting their tourism industries. Social media platforms
have transformed the way travelers search, engage with and share their travel experiences in
tourism industry.
II. SOCIAL MEDIA AND TOURISM
The online world has changed unexpectedly in the last ten years, gratitude to the
invention of social media; people now exchange feelings, ideas, personal information, images
and videos at a truly astonishing rate. Since time immemorial, people have been fond of

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sharing their travel stories and social media made it easy to do so with a large audience than
ever.
Among all social media platforms there is no doubt that Facebook is the king, with
over 2.38 billion monthly active users, making it the biggest social network worldwide
(Forever Vacation, 2023). Followed 1.9 billion YouTube followers and 1.5 billion Whatsapp
followers’ monthly active users respectively and Instagram along with over 1 billion monthly
users has become the new ‘landing page’ for many business, not least those, which depend
on, image driven marketing such as hotels and resorts.
Social media has had a relevant role in tourism industry on the way people plan and
experience their travel. Social media is a collection of applications that combine basic human
need with web 2.0 technology which allow user generated content to create and share
information. Social media as a variety of online information sources that customers develop
or share with others. People use social media platforms for a variety of reasons but the basic
premise remains the same: to communicate with others, to strengthen relationships, to
improve campaigns and to provide new experiences to users.
1. The Following are Some of the Benefits of Social Media:
 People can build a public spot where you can converse with others.
 Business can get closer to its consumers.
 Social media has the capability to set up belief and credibility.
 Advocate for augmented transparency.
 Social media is likely to follow up in real time.
 Generate opportunities for third-party syndication and assistance.
 Social media allows viral dispersal.
 Social media is less expensive
 Social media is preferable to have a deeper understanding of human’s lifestyles.
 Shorten the time it takes to obtain information.
Social media plays a vital role in tourism by enabling destinations, businesses and
travelers to connect, share experiences and promote destinations. It helps travelers
discover new places, share their experiences through photos and reviews and receive
recommendations from peers. For businesses and destinations, social media provides a
platform to market their offerings engage with customers and gain valuable insight
through user-generated content. It has become a vital tool for shaping travel trends and
motivating travelers’ decisions.
Social media’s relevance in the tourism industry cannot be overstated. Social
media has profoundly transformed the tourism industry in various ways.
2. Some Key Points Highlighting its Significances are as Follows:
 Destination Discovery: Travellers often turn to social media platforms like
Facebook, Instagram, YouTube, Pinterest, TikTok, Clubhouse and X/Twitter which
allow travellers to discover maiden and exciting travel destination through captivating
visuals and videos and finally sparking inspiration for their upcoming tour.

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 User-Generated Content: Travellers share images, videos, and reviews, creating
authentic content that influences travellers’ decisions and serves as valuable
testimonials for destinations and businesses. Positive experiences shared on social
media can motivate others to visit a particular destination.
 Real Time Updates: Social media platforms enables instant sharing of events,
promotions, and critical information like weather conditions, enhancing travellers’
experiences which ensure that travellers have the latest information and plan their tour
accordingly.
 Engagement and Interaction: Tourism businesses associate with travellers directly
on social media platforms providing personalized help, answering queries, and
building stronger customer relationships.
 Brand Building: Social media platforms allow tourism businesses to establish and
enhance their brand identity, creating a strong online presence which resonates with
potential tourists.
 Targeted Marketing: Tourism businesses can tailor their marketing efforts to
specific demographics, interests and behaviours, increasing the effectiveness of their
campaigns.
 Influencer Collaboration: Collaborating with travel influencers allows tourist
destinations and businesses to leverage their large and engaged follower base to
promote tourism offerings.
 Virtual Tourism: Live streams, 360-degree videos, and virtual reality content
enables potential travellers to virtually explore destinations before making decisions.
 Crisis Management: During crises such as natural disasters or health emergencies,
social media platforms provides a platform for quick dissemination of safety
information, updates and substitute plans to travellers.
 Feedback and Insights: Social media platforms provide a direct one stop shop for
gathering feedback; reviews and insights for travellers helping businesses ameliorate
their services based on traveller opinions.
 Booking and Reservations: Some social media platforms offer integrated booking
features allowing travellers to research, plan and book their tours without leaving the
platform.
 Global Reach: Social media go beyond geographical boundaries allowing tourism
businesses to attract diverse international viewers.
Overall, social media has become an integral tool for tourism, influencing how
destinations are discovered, experiences are shared, and travel decisions are made.
III. RELEVANCE OF SOCIAL MEDIA FROM THE TOURIST’S PERSPECTIVE
As we enter the year 2023, it is transparent that social media platform has transformed
the way people communicate, interact, and explore the world. Social media is a core pillar of
the modern information community. Customer behavior has changed dramatically because of
technological advancement and the widespread adaption of mobile devices, which has had a
direct impact on how we connect and use social commerce to make decisions and buy online.
Companies started using social media to engage with their customers, raise brand awareness,
influence customer attitudes, collect feedback, improve current products and services and
boost sales. Likewise, customers use social media to search for or explore information, such
as product qualification, when they have a demand for or are interested in something.

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Customers can use social media to quickly gather information and direct their attention to the
point that they want. Social media remarkably influences travel motivation and destination
image. When a customer wants to purchase a product to meet a need, this is the process. The
procedure entails finding, purchasing, using, evaluation, and offering services.
As for travel becoming more inclusive, a report discloses that travelers tend to value
cultural engagement as a key factor when deciding on a destination with 86 percent of
travelers traveled abroad for this reason (Google/Storyline Strategies, 2022). The research
also shows that three in four travelers will seek out information specific to their cultural and
ethnic backgrounds. Top sources include word of mouth, travel guide sites and social media
influencers.
1. From a Tourist's Perspective, Social Media Holds Enormous Relevance. The
Following are the Details:
 Destination Inspiration: Social media platforms provide a wealth of visually
captivating content that inspires travellers to explore maiden destinations.
 Travel Planning: Tourists can research and organize trips by reading reviews,
watching videos, and following hashtags related to their desired destinations.
 Real-time Information: Social media platforms offers real-time updates on events,
weather conditions, local news, and travel advisories, helping tourists make informed
decisions.
 Local Insights: Connecting with local communities and other travellers by using
social media allows tourists to gain insights into authentic experiences, hidden gems,
and cultural practices.
 Itinerary Ideas: Tourists can find sample itineraries and suggestions from other
travellers, assisting them make the most of their time at a destination.
 Virtual Exploration: By using live streams and virtual reality content, tourists can
virtually traverse a destination before physically visiting, enhancing their anticipation.
 Personalized Experiences: Envolving with tourism businesses on social media
enables tourists to receive personalized recommendations and assistance.
 Travel Communities: Social media platforms foster communities of like-minded
travellers, providing a space to share stories, advice, and tips.
 Safety Information: During the time of emergencies or unexpected situations, social
media can provide vital safety information and alternative plans.
 Memory Sharing: Tourists share their own travel experiences on social media
platforms, preserving memories and inspiring others to embark on similar holidays.
 Interacting with Influencers: Following travel influencers allows tourists to get
insights, tips, and recommendations from experienced travellers.
 Booking and Reviews: Social media platforms often integrate booking options and
allow tourists to read reviews, helping them choose accommodations, activities, and
services.
In essence, social media empowers tourists with information, connectivity, and the
opportunity to enhance their travel experiences from inspiration to sharing cherished
memories.

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IV. RELEVANCE OF SOCIAL MEDIA IN TOUR OPERATORS AND ALLIED
SECTORS
The use of social media platforms has become a habitual behaviour in people’s
everyday’s life. When people browse social media platforms, they are exposed to vast
numbers of images and post describing various characteristics, attributes or other aspects of a
particular destinations. These contents might inspire them to add a specific destination or
venue to their ‘bucket list’ for future trips. The tourism services supported by social media
platforms in the current scenario are becoming a very essential medium in promoting the
services to prospective tourist customers in a fast and effective way. By using user-generated
content and influencer collaborations, social media has become a powerful tool for shaping
travel trends and driving tourists’ choices. Social media has made tourism industry highly
competitive and this has benefitted customers, travel entities have reduced their profits and
they pass on the benefits of reduced cost to the consumers as well to stay in business and
increase business share
1 Social Media is Highly Relevant for Tour Operators and Allied Sectors due to its
Potential To Influence Various Aspects of their Business:
 Marketing and Promotion: Social media platforms offer cost-effective and targeted
marketing opportunities, allowing tour operators to reach a wide audience and
promote their products.
 Brand Building: Establishing a strong social media presence helps tour operators
build brand awareness, credibility, and recognition within the industry.
 Engagement and Customer Interaction: Direct interaction with potential customers
fosters engagement, allowing tour operators and allied sectors to address inquiries,
provide personalized recommendations, and build customer relationships.
 Highlighting Experiences: Tour operators and allied sectors can use social media to
highlight their products, share images and videos of destinations, and give potential
customers a glimpse of what to expect.
 User-Generated Content: Encouraging travellers to share their experiences on social
media platforms generates authentic content that acts as testimonials, influencing
others to choose their services.
 Influencer Collaborations: Collaborating with travel influencers allows tour
operators to leverage their reach and credibility to promote their tours.
 Crisis Communication: During crises or disruptions, social media provides a vital
platform to communicate updates, safety measures, and alternative plans to travellers.
 Customer Feedback and Insights: Social media feedback helps tour operators and
allied sectors improve their offerings based on customer opinions and preferences.
 Market Research: Social media platforms provide insights into industry trends,
customer behaviour, and competitors' activities.
 Sales and Booking: Integrated booking features on platforms facilitate direct sales
and reservations, streamlining the booking process for customers.
 Employee Advocacy: Encouraging employees to share their experiences and
perspectives can humanize the business and create a sense of trust.
 Networking and Partnerships: Social media enables tour operators to connect with
other businesses in the travel ecosystem, fostering collaborations and partnerships.

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 Education and Information Sharing: Tour operators can use social media to
educate potential customers about destinations, cultures, travel tips, and relevant
news.
Social media offers tour operators and allied sectors a multifaceted platform to
connect with customers, promote services, build brand identity, and adapt to the dynamic
nature of the travel industry.
V. RELEVANCE OF SOCIAL MEDIA IN FUTURE
As technology and social media platforms continue to evolve, their relevance in the
tourism industry is expected to further expand, influencing how traveler plan, experience and
reminisce about their holidays. In this ever-evolving landscape, the synergy between social
media platforms and the tourism industry has transformed the way people dream, plan, and
embark on their holidays. This integration has not only amplified businesses marketing
efforts but has also empowered travellers with unprecedented access to information, creating
a dynamic environment that continues to shape the future of travel.
1 The Relevance of Social Media is Expected to Continue Growing in the Future, with
Several Trends and Factors Shaping its Importance:
 Advanced Technology Integration: Social media platforms will likely incorporate
more advanced technologies like virtual reality, augmented reality, and AI-driven
personalization, offering users even more immersive and tailored experiences.
 E-Commerce Integration: Social commerce is expected to expand, allowing users to
directly purchase products and services within platforms, including travel-related
bookings and experiences.
 Video Content Dominance: Video content will likely remain a dominant format,
with live streaming, short-form videos, and interactive video experiences gaining
prominence.
 Influencer Evolution: The influencer landscape might evolve, with micro-
influencers and nano-influencers gaining traction, resulting in more authentic and
niche-focused content.
 Privacy and Data Protection: As concerns about data privacy grow, platforms might
focus on enhanced privacy features and user control over data sharing.
 Virtual Travel Experiences: Virtual tourism could become more sophisticated,
offering users virtual tours, 360-degree videos, and immersive travel experiences from
the comfort of their homes.
 AI-Enhanced Customer Service: AI-powered chatbots and customer service tools
will likely continue to improve, providing quicker and more accurate responses to
user queries.
 Localized and Hyper-Targeted Content: Social media platforms may further refine
content delivery, offering highly localized and hyper-targeted content to users based
on their preferences and locations.
 Environmental and Sustainable Travel: Social media could play a role in
promoting environmentally conscious and sustainable travel practices, influencing
both businesses and travellers.

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 Crisis Communication and Resilience: Social media will remain crucial for crisis
communication, helping businesses and travellers adapt to unexpected disruptions like
natural disasters and pandemics.
 New Platform Innovations: The emergence of new social media platforms with
innovative features could affect how users interact, share, and engage with content.
 Social Responsibility and Activism: Social media might continue to serve as a
platform for raising awareness about social and environmental issues, encouraging
responsible travel and activism.
 Integration with Everyday Life: Social media could become even more integrated
into users' daily routines, shaping how they plan, communicate, and share
experiences.
In the future, social media's relevance is expected to extend beyond just
communication, becoming a central hub for various activities, including travel planning,
e-commerce, education, and advocacy. Apart from all these, travellers nowadays are
becoming more conscious and aware of the impacts their tours. There has larger push for
more sustainable travel options and activities.
 83% of travelers are experiencing travel guilt about their past trips they now worry
may not have been sustainable (passport-photo.online)
 67% of travelers claim they have purchased carbon offsets at least once when booking
plane, bus or train tickets in the past two years (pastport-photo.online)
 89% of travelers claim they will travel more sustainable in the next 24 months
(pastport-photo.online)
 81% of travelers confirm that sustainable travel is important to them, with 50% saying
that recent news about climate change has influenced them to make more sustainable
travel choices (booking.com)
 59% of travelers say they want to leave the place they visit better than when they
arrives, with 33% revealing that they chose to travel outside of peak season to avoid
overcrowding (booking.com).
 64% of travelers say that they world avoid popular tourist destinations and attractions
to ensure more even dispersal of the impant and benefits of their visit (booking.com)
 66% of travelers want to have experiences that are representative of the local culture
(booking.com)
VI. CONCLUSION
The importance of social media platforms in tourism is undeniable, as they have
transformed the way travelers explore, engage with and share their travel experiences. The
usages of social media for promoting travel have cost implications as well. Promotion
through social media is inexpensive and at the same time, it ensures the growth of the
business. Companies save a lot of money since the advertising and marketing campaigns
require less expenditure now. Social media platforms have affected the tourism industry in a
very positive manner. People want to visit unexplored destinations and share photos and
videos of their travels on social media; these social media posts serve as a free advertisement
for unexplored places and attract new customers. Social media offers easy and abundant
information about the places people are planning to visit, travelers use this information and

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are expected to have a memorable time since they already know what to expect of a particular
place.
Apart from Above Mentioned Points the Other Reasons are:
 Social media allows tourism businesses to reach a vast audience globally. It is an
effective way to engage with potential travellers, display destinations, and share
appealing visuals.
 Tourism businesses can provide real-time updates about events, promotions, and
travel advisories, keeping travellers well informed.
 Travellers often share their experiences through photos, videos, and reviews on social
media. This user-generated content serves as authentic recommendations and
testimonials, influencing others to explore similar destinations.
 Social media helps tourism businesses build and enhance their brand awareness. They
can establish a distinct online presence, making it easier for potential tourists to find
and choose their services.
 Platforms like Twitter and Facebook enable direct interaction between tourists and
businesses. This fosters better customer service, as travellers can ask questions and
receive quick responses.
 Social media allows tourism businesses to target specific demographics, interests, and
behaviours. This precision enhances the effectiveness of marketing campaigns.
 Collaborating with travel influencers can significantly boost a destination's visibility.
Their content can inspire their followers to explore new places.
 During crises like natural disasters or pandemics, social media can be used to provide
timely updates, safety information, and alternative plans to travellers.
 Tourism businesses can gather valuable insights from social media data. This includes
feedback, preferences, and trends that help them tailor their offerings.
 Some platforms offer integrated booking and reservation features, allowing travellers
to plan and book their trips directly.
Finally, I would like to conclude by saying social media platforms play a pivotal role
in the tourism industry by connecting businesses with travellers, fostering engagement, and
shaping travellers’ perceptions and decisions.
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