it's fully e-marketing which is based on social media.

1. Presented By:-
Koushik Sarkar
IMPACT OF SOCIAL
MEDIA MARKETING
ON INDIAN TOURISM
SECTOR WITH
RESPECT TO
AGARTALA, TRIPURA

2. INTRODUCTION
• Social media marketing (SMM) is a form of Internet marketing that
utilizes social networking websites as a marketing tool. The goal of SMM is to
produce content that users will share with their social network to help a
company increase brand exposure and broaden customer reach.
• Tourism is one of the largest sources of economic activity in the world, travel
and tourism generates economic activity worldwide. The industry also provides
millions of jobs direct and indirect. Tourism is not only one of the world's
largest, but also one of its fastest growing industries. The importance of tourism
and the entry of many new tourist destinations into the market have forced
many countries all over the world to go for promoting tourist places in their
respective countries.

3. LITRETURE REVIEW
Authors Year of
publica
tions
Region of
study
Title Description
Anwesha
Mukherjee,
Manasa
Nagabhush
anam
2016 Turkey,
China,
India,
Istanbul,
Sweden,
Britain,
Spain,
Germany,
France etc
Role of Social
Media in
Tourism
Marketing
This paper is fully based on a review of
literature and studies conducted across the
world on the usage of Social Media by tourism
organizations and the effect of Social Media on
the travel planning of tourists across the
world. For future research, a qualitative
analysis tool, ―Content analysis can be used
to analyse and understand the kind of content
used in various Social Media platforms to
promote tourism destinations.
Dr. Neeraj
Gohil
2015 Madhya
Pradesh
Role and
Impact of
Social Media
in Tourism: A
Case Study on
the Initiatives
of Madhya
Pradesh State
Tourism
This study is about the awareness of social
media approach in tourism and various
initiative taken by Madhya Pradesh tourism
through social media marketing. social media
proved to be a major communication vehicle
that spread across the region like wildfire.

4. Pardhasaradhai
Madasu
2013 India Social Media
marketing and
promotion of
tourism
This study basically carried out two things one is web
2.0 and other one was word of mouth. Also tells the risk
of social media uses like for example when there is bad
news or a crisis the impact on tourism can devastating.
There is number of events which got widespread
negative publicity directly affecting the tourism
industries of respective countries.
Rashmi
Gururaja
2014 India (40
hotels)
Impact of Social
Media on
Tourism and
Hospitality
The aim of this study is to understand this growing
importance of social media in the tourism industry and
to understand the impact of social media in the tourism
industry. The purpose is to understand the future role
of social media in the years to come on the tourism
industry so that it benefits the tourism industry
Elvis
madondo
2015 Durban,
South Africa.
The influence of
social media in
promoting the
tourism industry
in Durban, South
Africa
The aim of this study is to determine the influence of
social media in promoting the tourism industry in
Durban, South Africa and
determine the perceived effectiveness of social media as
a marketing communication tool in the tourism
industry. The survey was conducted in one of the many
major tourist destinations in Durban which 4 was the
Durban beach front. This study only addressed a small
sample of the tourism population of Durban, due to
high costs that are involved in sampling larger
populations.

5. OBJECTIVE
• To analyse impact of social media marketing in Indian
tourism sector with respect to Agartala, Tripura.

6. METHODOLOGY
• Study design: - Descriptive research
• Duration of study: -
– 04-sep-2017 to 23-Nov-2017 (2 months)
• Data collection procedure: -
Primary data through questionnaire method
Secondary data will be collected from various social media
sites, web sites and journals.
• Sample size: 100
• Sampling technique: Purposive Sampling
• Sample selection: People who are using social media
(Facebook, WhatsApp, LinkedIn, Twitter, Instagram)
• Data analysis: - Graphical and percentage analysis
T-Test analysis.

7. ANALYSIS

8. Gender
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 65 65.0 65.0 65.0
Female 35 35.0 35.0 100.0
Total 100 100.0 100.0

9. Age of the
respondents:
-
Age
Frequenc
y Percent Valid Percent
Cumulative
Percent
Valid Below 20
Years
23 23.0 23.0 23.0
20-30 Years 66 66.0 66.0 89.0
31-50 years 11 11.0 11.0 100.0
Total 100 100.0 100.0

10. Social media is
effective for
advertising:-
Q.9
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 18 18.0 18.0 18.0
Yes 82 82.0 82.0 100.0
Total 100 100.0 100.0

11. Social media is better than any other types of
media for the purpose of tourism sector:-
Q.10
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Valid No 3 3.0 3.0 3.0
Yes 97 97.0 97.0 100.0
Total 100 100.0 100.0

12. Social media helpful for choice
of selecting a tourist
destination:-
Q.11
Frequen
cy Percent
Valid
Percent
Cumulativ
e Percent
Valid SA 22 22.0 22.0 22.0
A 48 48.0 48.0 70.0
N 23 23.0 23.0 93.0
D 5 5.0 5.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

13. Social media is the best communication
platform for interacting with marketers:
-Q.12.1
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid SA 32 32.0 32.0 32.0
A 56 56.0 56.0 88.0
N 10 10.0 10.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

14. Do not trust
information obtained
via social media than
via commercial adds.
Q12.2
Frequency Percent Valid Percent
Cumulative
Percent
Valid SA 6 6.0 6.0 6.0
A 36 36.0 36.0 42.0
N 35 35.0 35.0 77.0
D 9 9.0 9.0 86.0
SD 14 14.0 14.0 100.0
Total 100 100.0 100.0

15. Do not have a tendency of
ignoring/avoiding ads on
social media as I do with
commercial ads:-
Q12.3
Frequen
cy Percent
Valid
Percent
Cumulativ
e Percent
Valid SA 20 20.0 20.0 20.0
A 30 30.0 30.0 50.0
N 38 38.0 38.0 88.0
D 9 9.0 9.0 97.0
SD 3 3.0 3.0 100.0
Total 100 100.0 100.0

16. always carry a mobile device to access social media:-
I always carry a mobile device to access social media.
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Va
lid
SA 18 18.0 18.0 18.0
A 51 51.0 51.0 69.0
N 26 26.0 26.0 95.0
D 3 3.0 3.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

17. I monitor what other people post on holiday destinations:-
Q12.5
Frequency Percent Valid Percent
Cumulative
Percent
Valid SA 14 14.0 14.0 14.0
A 61 61.0 61.0 75.0
N 18 18.0 18.0 93.0
D 5 5.0 5.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

18. Social media can be an advantage to reach global
audience even in remote corners of the world :-
Q12.7
Frequen
cy Percent
Valid
Percent
Cumulativ
e Percent
Valid SA 16 16.0 16.0 16.0
A 57 57.0 57.0 73.0
N 22 22.0 22.0 95.0
D 4 4.0 4.0 99.0
SD 1 1.0 1.0 100.0
Total 100 100.0 100.0

19. Social Media helps to overcome the distance barriers and other
communication obstacles:-
Q12.8
Frequenc
y Percent
Valid
Percent
Cumulative
Percent
Valid SA 25 25.0 25.0 25.0
A 41 41.0 41.0 66.0
N 25 25.0 25.0 91.0
D 8 8.0 8.0 99.0
SD 1 1.0 1.0 100.0
Total 100 100.0 100.0

20. Social media can spread bad comments easily and go viral
which can harm a business:-
Q12.10
Frequency Percent Valid Percent
Cumulative
Percent
Valid SA 17 17.0 17.0 17.0
A 44 44.0 44.0 61.0
N 29 29.0 29.0 90.0
D 8 8.0 8.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

21. Travel reviews influence my decisions
Q.13.1
Freque
ncy Percent
Valid
Percent
Cumulativ
e Percent
Valid SA 41 41.0 41.0 41.0
A 47 47.0 47.0 88.0
N 9 9.0 9.0 97.0
D 1 1.0 1.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

22. Draw their list of alternative places to visit through social
media:-
Q13.3
Frequency Percent Valid Percent
Cumulative
Percent
Valid SA 23 23.0 23.0 23.0
A 46 46.0 46.0 69.0
N 30 30.0 30.0 99.0
D 1 1.0 1.0 100.0
Total 100 100.0 100.0

23. received recommendations and advices from travellers prior to
visiting any place:-
Q13.5
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Valid SA 17 17.0 17.0 17.0
A 49 49.0 49.0 66.0
N 28 28.0 28.0 94.0
D 6 6.0 6.0 100.0
Total 100 100.0 100.0

24. original decision is modified or changed after reviewing travel
content on social media:-
Q13.6
Frequency Percent Valid Percent
Cumulative
Percent
Valid SA 21 21.0 21.0 21.0
A 44 44.0 44.0 65.0
N 24 24.0 24.0 89.0
D 7 7.0 7.0 96.0
SD 4 4.0 4.0 100.0
Total 100 100.0 100.0

25. T-Test
One-Sample Test
Test Value = .99
t df Sig. (2-tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
Q.11 13.118 99 .000 1.180 1.00 1.36
T-Test Significant value: 1.98
And T-Test calculated value: 13.11
Since the calculated value of T-test is more than the significant value of T-distribution,
we reject the Null hypothesis and accept the alternate hypothesis.
According to my research finding, Social media marketing gives rise to positive publicity
of Indian tourism sector.

26. FINDINGS
• Based on primary data this research found that maximum number of respondents are
male. 66% respondents are 20-30 years, 23% respondents are below 20 years and 30-50
years are 11%. Highest number of respondents are graduate and post graduate. Maximum
of there are income is Below Rs.10000. and also found that 95% respondents are online
active in Facebook, 92% respondents are active in WhatsApp and also found that 59%
people are active in Instagram social media platform and 51% are active in LinkedIn.87%
respondents think that social media can change the marketing of tourism service. Social
media has useful to choose of selecting a tourist destination the respondents are 22%
strongly agreed, 48% Agreed and 23% are neutral. Maximum of the respondents are
agreed that Social media is the best communication platform for marketers. 61%
respondents are agreed to monitor what other post on holiday destination. 57%
respondents are agreed and 16% are strongly agreed that social media can be an
advantage to reach global audience even in remote corners of the world. 12% respondents
are strongly agreed, 47% are agreed and 31 are neutral they thing that social media can
spread bad comments easily and go viral which can harm a business

27. CONCLUSION
• After the study it conclude that there is a more impact of social media rather
than the other medias in Indian tourism sector because it found that young
people are highly connected with social media. Maximum number of
respondent are using Facebook, WhatsApp, Instagram and also respondent
think that social media is highly effective for advertising a service.
Respondents are highly agreed for selecting tourist destination social media
is helpful and also, it’s a best communication platform. Social media is an
advantage to reach global audience even remote corner. It also can spread
bad comments easily and go viral which can harm the tourist and business.
For tourist decision making travel reviews which came in social media that
highly influence respondent’s decisions

28. RECOMMENDATION
• When people search for a new travel destination they usually get
recommendation from friends or family, but mostly from social ads.
Because of social media websites, the travellers post their pictures and
videos from their vacation. They can check in to several locations and
also post online reviews of the place they were visiting. After vacation,
people post more picture on Facebook, WhatsApp, Instagram, LinkedIn
and also other websites so If Indian Tourism give more focus on social
media it will very helpful for growing this sector

29. QUESTIONNAIRE1.Name: -…………………………………
2.Gender: - a. Male [ ] b. Female [ ]
3. Age: -
a. Below 20 years [ ] b. 20-30 years [ ]
c. 31-50 years [ ] d.51 years and above [ ]
4. Qualification: -
a. Illiterate [ ] b. below Higher secondary [ ]
c.+2 higher secondary [ ] d. Graduate [ ]
f. Post graduate [ ] g. Any other………………. (specify)[ ]
5. Monthly income
a. Below Rs.10,000 [ ] b. Rs.10,000-20,000 [ ]
c. Rs.20,000-50,000 [ ] d. Rs.50,000 and above [ ]
6.Are you part of an active online community?
Yes/No
7.Which social Media platform are you most active on?
a.Facebook [ ] b. LinkedIn [ ] c. Instagram [ ]
d. Twitter [ ] e. google+ [ ] f. Flickr [ ]
g. WhatsApp [ ] h. Other……..

30. 8.Do you think social media can change the marketing medium of tourism service?
Yes [ ] No [ ]
9.Do you think social media is effective for advertising a service?
Yes [ ] No [ ]
10. Is social media better than any other type of media for the purpose of tourism sector?
Yes (mention the reasons )……………………………………..
No (mention the reasons)………………………………………
o Please indicate your opinion on the following statements: -
SD – Strongly Disagree=5, D- Disagree=4, N – Neutral=3, A – Agree=2, SA – Strongly
Agree=1.
11. How useful do you think that social media has been in your choice of selecting a tourist
destination?
a. SA [ ] b. A [ ] c. N [ ] d. D [ ]
e. DA [ ]

31. Please tick the most appropriate SA A N D SD
Social media is very important for a tourist
Social media is the best communication platform for interacting with marketers
I do not trust information obtained via social media than via commercial ads.
I do not have a tendency of ignoring/avoiding ads on social media as I do with
commercial ads
I always carry a mobile device to access social media.
I monitor what other people post on holiday destinations
I do not enjoy interacting with other travellers on social media
Social media can be an advantage to reach global audience even in remote corners
of the world
Social Media helps to overcome the distance barriers and other communication
obstacles
Social media can disclose confidential information.
Social media can spread bad comments easily and go viral which can harm a
business
11.Effectiveness of social Media

32. Please tick the most appropriate SA A N D SD
Travel reviews influence my decisions
I find social media to be unreliable for information.
I draw my list of alternative places to visit through social
media
Interactions with virtual friends cannot influence my
behaviour.
I received recommendations and advices from travellers
prior to visiting any place
My original decision is modified or changed after
reviewing travel content on social media
12.Social media and the tourist decision making: -
13. Do you feel that tourism sector should using social media more in its day to day
operation?
Yes [ ] (Mention why…………………
No [ ] (Mention why)……………….
THANK YOU