IMPACT OF SOCIAL MEDIA MARKETING IN INDIAN TOURISM SECTOR WITH RESPECT TO AGARTALA, TRIPURA

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MANAGEMENT THESIS
IMPACT OF SOCIAL MEDIA MARKETING IN INDIAN
TOURISM SECTOR WITH RESPECT TO AGARTALA,
TRIPURA
Name:- Koushik Sarkar

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Contents
ABSTRACT................................................................................................................................ 5
INTRODUCTION........................................................................................................................ 6
OBJECTIVE.............................................................................................................................. 11
METHODOLOGY..................................................................................................................... 12
ANALYSIS ............................................................................................................................... 13
Gender:-................................................................................................................................. 13
Age of the respondents: -......................................................................................................... 14
Qualification:- ........................................................................................................................ 15
Social media is effective for advertising:- ................................................................................. 17
Social media is better than any other types of media for the purpose of tourism sector:-............... 18
Social media helpful for choice of selecting a tourist destination:-.............................................. 19
12.1 Social media is the best communication platform for interacting with marketers: - ........... 20
12.3 Do not have a tendency of ignoring/avoiding ads on social media as I do with commercial
ads:- ................................................................................................................................... 22
12.4 I always carry a mobile device to access social media:- .................................................. 23
12.5 I monitor what other people post on holiday destinations:-.............................................. 24
12.6 I do not enjoy interacting with other travellers on social media:- .................................... 25
12.7 Social media can be an advantage to reach global audience even in remote corners of the
world :-............................................................................................................................... 26
12.8 Social Media helps to overcome the distance barriers and other communication obstacles:-
.......................................................................................................................................... 27
12.9 Social media can disclose confidential information :- ..................................................... 28
12.10 Social media can spread bad comments easily and go viral which can harm a business:-. 29
13. Social Media and the tourist decision making: -................................................................... 30
13.1Travel reviews influence my decisions ........................................................................... 30
13.2 Find social media to be unreliable for information. ........................................................ 31
13.3 Draw their list of alternative places to visit through social media:-.................................. 32
13.4 Interactions with virtual friends cannot influence my behaviour:-.................................... 33
13.5 received recommendations and advices from travellers prior to visiting any place:-.......... 34
13.6 Respondents original decision is modified or changed after reviewing travel content on
social media:-...................................................................................................................... 35
Hypothesis ................................................................................................................................. 36

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FINDINGS................................................................................................................................. 37
CONCLUSION.......................................................................................................................... 38
RECOMMENDATION .............................................................................................................. 39
REFERENCES........................................................................................................................... 40
APPENDICES........................................................................................................................... 41

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ABSTRACT
India is a large market for travel and tourism. It offers a diverse portfolio of niche tourism
products - cruises, adventure, medical, wellness, sports, MICE, eco-tourism, film, rural and
religious tourism. India has been recognised as a destination for spiritual tourism for domestic
and international tourists.
Total contribution by travel and tourism sector to India’s GDP is expected to increase from
US$ 136.3 billion in 2015 to US$ 275.2 billion in 2025. India ranked third among 184 countries
in terms of travel & tourism’s total contribution to GDP in 2016. Travel and tourism is the third
largest foreign exchange earner for India. A sum of US$ 19.884 billion was earned under
foreign exchange through tourism during January-September 2017. The sector accounted for
9.3 per cent of total employment generated in the country in 2016 and the employment in the
sector is expected to rise to 46.42 million by 2026.During January – September 7.1 million
foreign tourists have arrived in India.
Web 2.0 is the term given to describe a second generation of the World Wide Web that is
focused on the ability for people to collaborate and share information online. Web 2.0 basically
refers to the transition from static HTML Web pages to a more dynamic Web that is more
organized and is based on serving Web applications to users. Other improved functionality of
Web 2.0 includes open communication with an emphasis on Web-based communities of users,
and more open sharing of information. Over time Web 2.0 has been used more as a marketing
term than a computer-science-based term. Blogs, wikis, and services are all seen as
components of Web 2.0.

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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. The promotion of tourism also requires the usage of marketing mix.
Tourism marketing is the application of marketing concepts in the travel and tourism industry.
Tourism marketing refers to the organized, combined efforts of the national tourist bodies and
the businesses in the tourism sector of an international, national or local area to achieve growth
in tourism by maximizing the satisfaction of tourists. In doing so, the tourist bodies and
businesses expect to receive profits. As in case of any marketing mix, promotion of the product
places a major role. ICT technologies and use of the Internet have been changing the way
tourism businesses operate.
The present study focuses on issues relating to using social media marketing as a means of
promoting tourism.
The government allocated Rs. 1,840.77 crores to the tourism ministry in the budget for the next
fiscal, including Rs. 959.91 crore for the Integrated Development of Tourist Circuits specific
themes (Swadesh Darshan scheme). The ministry would be receiving a little over Rs 250 crore
more in the 2017-18 fiscal as compared to the ongoing financial year for which it was allocated
Rs 1,590.32 crore, according to the budget document.
According to the WTTC data, Travel & Tourism generated INR14.1 trillion (USD208.9 billion)
in 2016, which is the world’s 7th largest in terms of absolute size, the sum is equivalent to 9.6%
of India’s GDP. Additionally, the sector supported 40.3 million jobs in 2016, which ranks India
2nd in the world in terms of total employment supported by Travel & Tourism. The sector
accounts for 9.3% of the country’s total jobs.

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LITERATURE REVIEW
Authors Yea
r of
publ
icati
ons
Region of
study
Title Description
Anwesha
Mukherjee,
Manasa
Nagabhushan
am
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.
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

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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.
Nevena
Kuric
2016 University
of Basel
and The
university
of
Fribourg
Social media
and
promotion of
Tourist
Destination
with negative
country
image
This study taken Hypotheses like
H1: Country image has a direct effect on
intention to visit
H2: Social media photo-video sharing and
word of mouth moderate the relationship
between country image and intention to visit.
H3: Social media sales promotion moderate the
relationship between country image and
intention to visit.
Due to the fact that first hypothesis is accepted,
this study confirmed importance of country
image in case of tourism by proving that
country image has direct effect on intention to
visit.
Alzbeta
Kiralova
2015 Madrid,
Spain
Development
of Social
Media
Strategies in
Tourism
Destination
Globalization and concentration of supply
increases the level of competition that already
requires new strategies of internet
communications. In terms of the demands on
financial resources and know-how are entry
barriers of destinations via the internet
relatively low.
Ahmedran
jha
2010 Sweden Promoting
Tourism
in Abu Dhabi
using Social
Media
It is deduced from the results that people are
using social media for numerous purposes and
expect more from social media than traditional
media in terms of quantity and quality of
information. Users are more demanding when
it comes to social media and claim for
customized solutions. Although the trend of
promoting tourism through social media is
catching up rapidly and consumers are
becoming aware of it but currently some of the
potential travellers are not fully familiar with
its functionalities and applications

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Asst. Prof.
Dr. Gonca
Guzel Sahin
and Gunce
Sengün
2015 Atilim
University
The Effects
of Social
Media on
Tourism
Marketing: A
Study among
University
Students
The aim of this study is discussing the
importance of social media in tourism
marketing. The study is based on a survey
implemented on the students of Atilim
University evaluating the effects of social
media among young generation. According to
the results of the survey, social media has
influences in tourism sector both in positive
and negative ways, as the tourism decisions of
young generation have been strongly affected
by comments and personal experiences of
other users on social media.
Dr. Dexter R.
Buted, Nancy
S. Gillespie,
Jandel B.
Conti,
Bernadeth A.
Delgado,
Ruth Mae P.
Marasigan
Sher Kimmie
A. Rubico,
Sevilla S.
Felicen
2014 Batangas
City,
PHILIPPI
NES
Effects of
Social Media
in the
Tourism
Industry of
Batangas
Province
This study says that Facebook, Twitter,
YouTube, Blogs and Websites were the social
networking site frequently used by individuals
and hospitality industry. Social media
applications served as an avenue to
disseminate the information faster especially
for the tourism establishments with lesser cost.
The main problem encountered in using social
media is that, customers’ opinions, thoughts
and expressions are not well presented that
leads to bad impressions and unfair criticism.
Action plan was proposed to address the
problem encountered in using Social Media.
Charita Jashi 2013 Tbilisi -
batumi,
georgia
Significance
of Social
Media
Marketing in
Tourism
Tourists not only differ in their motivation, but
also their ability to take advantage of social
media. The impacts of changing behaviour of
customers in tourism industry are very high.

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Marshalls 2007 South
Africa
Country
Image and Its
Effects in
Promoting a
Tourist
Destination
Case Study:
South Africa
Relevant marketing strategy in this case could
be promotion through events and deeds (i.e.
sports events) and some element can be
influenced (in terms of trade, investment or
tourism). However, some elements such as
history or geography dispensation could not be
influenced.
Stephanie
Hays ,
Stephen John
Page &
Dimitrios
Buhalis
2012 10
internation
al tourism
destination
s as
indicated
by the
United
Nations
World
Tourism
Organizati
on
(UNWTO)
Social media
as a
destination
marketing
tool: its
use by
national
tourism
organisations
The study found that the majority of the
examined DMOs are not currently utilising
social media to their full effectiveness when it
comes to the ability to interact and engage with
consumers and also social media is still not
widely recognised and/or respected as a vital
tool in marketing strategies, and thus is
frequently underfunded and/or neglected.
Social media offers DMOs with a tool to reach
a global audience with limited resources. The
aim of this study is to explore the usage of
social media among the DMOs.
Fan &
Shahani
2014 Pakistan Country
Image of
Pakistan: A
Preliminary
Study
Study indicates that media play important role
in forming people’s perceptions regarding
country, as well as government and people
(“the least expensive, but most powerful”).
This was proven by watching slide show of
Pakistan which, consequently, made people
reconsider their opinion on the country and
intention to visit

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

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METHODOLOGY
 Study design: -
o Descriptive research: - Descriptive research does not fit neatly into the definition of
either quantitative or qualitative research methodologies, but instead it can utilize
elements of both, often within the same study. The term descriptive research refers
to the type of research question, design, and data analysis that will be applied to a
given topic.
 Duration of study: -
o 04-sep-2017 to 23-Nov-2017 (2 months)
 Data collection procedure: -
o Primary data through questionnaire method
o 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

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ANALYSIS
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
Interpretation:- From the above diagram shows that 65% male and 35% are female .

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Age of the respondents: -
Table No.2
Figure No.2
Interpretation:- This diagram shows that 23% respondents are Below 20 years, 20-30 are
66% and 11% are 31-50 years.
Age
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

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Qualification:-
Table No.3
Figure No.3
Interpretation: - from the above diagram shows that 1% are Below higher secondary, 25% are
+2 higher secondary, 45% are Graduate and 29% are post graduate.
Qualification
Frequency Percent Valid Percent
Cumulative
Percent
Valid Below higher secondary 1 1.0 1.0 1.0
+2 Higher secondary 25 25.0 25.0 26.0
Graduate 45 45.0 45.0 71.0
postGraduate 29 29.0 29.0 100.0
Total 100 100.0 100.0

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Monthly Income:-
Monthly Income
Cumulative
Percent
Valid Below Rs.10000 45 45.0 45.0 45.0
Rs.10000-20000 32 32.0 32.0 77.0
Rs.20000-50000 20 20.0 20.0 97.0
Rs.50000 and above 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table No.4
Figure No.4
Interpretation: - form the above diagram shows that 45% are Below Rs.10000, 32% are
Rs.10000-20000, 20% are responded Rs-20000-50000, 3% are Rs.500000 and above.

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Social media is effective for advertising:-
Q.9
Valid No 18 18.0 18.0 18.0
Yes 82 82.0 82.0 100.0
Total 100 100.0 100.0
Table No.5
Figure No.5
Interpretation :- This diagram shows that 82% respondent think that social media is effective
for advertising a service and 18% saying No.

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Social media is better than any other types of media for the purpose of tourism sector:-
Q.10
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
Table No.6
Figure No. 6
Interpretation :- In this analysis shows that 97% respondents are saying that social media is
better than any other media for the purpose of tourism sector.

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Social media helpful for choice of selecting a tourist destination:-
Q.11
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
Table no. 7
Figure No.7
Interpretation :- This diagram shows that for selecting a tourist destination or place social media
is useful 22% are strongly agreed, 48% are agreed, 23% respondents saying Neutral, 5% are
Disagree and 2% are strongly disagreed.

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12. Effectiveness of social media ;-
12.1 Social media is the best communication platform for interacting with marketers: -
Table No.8
Figure No.8
Interpretation :- From the above diagram it shows that 32% are strongly agreed, 56% are
agreed, 10% respondents saying Neutral and 2% are strongly disagreed for interacting with
marketers social media is the best communication platform.
Q.12.1
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

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12.2 Do not trust information obtained via social media than via commercial adds.
Q12.2
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
Table No. 9
Figure No. 9
Interpretation: - from this analysis it found that 6% are strongly agreed, 36% are agreed, 35%
respondents saying Neutral, 9% are Disagree and 14% are strongly disagreed for the
information that comes in social media.

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12.3 Do not have a tendency of ignoring/avoiding ads on social media as I do with
commercial ads:-
Q12.3
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
Table No. 10
Graph No.10
Interpretation: - This diagram shows that 20% are strongly agreed, 30% are agreed, 38%
respondents saying Neutral, 9% are Disagree and 3% are strongly disagreed for
ignoring/avoiding ads on social media.

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12.4 I always carry a mobile device to access social media:-
Table No. 11
Graph No. 11
Interpretation:- From the above diagram it shows that 18% are strongly agreed, 51% are agreed,
26% respondents saying Neutral, 3% are Disagree and 2% are strongly disagreed For carry a
mobile phone device to access social media.
I always carry a mobile device to access social media.
Valid 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

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12.5 I monitor what other people post on holiday destinations:-
Q12.5
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
Table No.12
Graph No.12
Interpretation:- This analysis shows that 14% are strongly agreed, 61% are agreed, 18%
respondents saying Neutral, 5% are Disagree and 2% are strongly agreed for monitored what
other people post on holiday destinations.

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12.6 I do not enjoy interacting with other travellers on social media:-
Q12.6
Valid SA 17 17.0 17.0 17.0
A 39 39.0 39.0 56.0
N 33 33.0 33.0 89.0
D 10 10.0 10.0 99.0
SD 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table No. 13
Graph No. 13
Interpretation:- From the above diagram 17% are strongly agreed, 39% are agreed, 33%
respondents saying Neutral, 10% are Disagree and 1% are strongly disagreed to do not enjoy
interacting with other travellers on social media.

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12.7 Social media can be an advantage to reach global audience even in remote corners of the
world :-
Q12.7
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
Table No. 14
Graph No. 14
Interpretation:- This diagram shows that 16% are strongly agreed, 57% are agreed, 22%
respondents saying Neutral, 4% are Disagree and 1% are strongly disagreed for social media
can be an advantage to reach global audiences

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12.8 Social Media helps to overcome the distance barriers and other communication
obstacles:-
Table No.15
Graph No. 15
Interpretation:- This analysis shows that 25% are strongly agreed, 41% are agreed, 25%
respondents saying Neutral, 8% are Disagree and 1% are strongly disagreed to overcome the
distance barrier and other communication obstacles with the help of social media.
Q12.8
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

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12.9 Social media can disclose confidential information :-
Table No. 16
Graph No. 17
Interpretation:- From the above analysis it found that 12% are strongly agreed, 47% are agreed,
31% respondents saying Neutral, 4% are Disagree and 6% are strongly disagreed that social
media can disclose confidential information.
Q12.9
Valid SA 12 12.0 12.0 12.0
A 47 47.0 47.0 59.0
N 31 31.0 31.0 90.0
D 4 4.0 4.0 94.0
SD 6 6.0 6.0 100.0
Total 100 100.0 100.0

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12.10 Social media can spread bad comments easily and go viral which can harm a business:-
Q12.10
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
Table No. 18
Graph No. 18
Interpretation:- from the above analysis it found that 17% are strongly agreed, 44% are agreed,
29% respondents saying Neutral, 8% are Disagree and 2% are strongly disagreed for spread
bad comments easily and go viral which can harm a business and tourist via social media.

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13. Social Media and the tourist decision making: -
13.1Travel reviews influence my decisions
Table No.19
Graph No. 19
Interpretation:- This graph shows that 14% are strongly agreed, 47% are agreed, 9%
respondents saying Neutral, 1% are Disagree and 2% are strongly disagreed for travel review
influence decision.
Q.13.1
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

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13.2 Find social media to be unreliable for information.
Table No. 20
Graph No. 20
Interpretation:- from the above analysis it shows that 19% are strongly agreed, 42% are agreed,
33% respondents saying Neutral, 4% are Disagree and 2% are strongly disagreed social media
to be unreliable for information.
Q13.2
Valid SA 19 19.0 19.0 19.0
A 42 42.0 42.0 61.0
N 33 33.0 33.0 94.0
D 4 4.0 4.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

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13.3 Draw their list of alternative places to visit through social media:-
Table No. 21
Graph No. 21
Interpretation:- from the above analysis it find that 23% are strongly agreed, 46% are agreed,
30% respondents saying Neutral, 4% are Disagree and 1% are strongly disagreed for draw the
list of alternative places to visit through social media.
Q13.3
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

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13.4 Interactions with virtual friends cannot influence my behaviour:-
Table No.22
Graph No. 22
Interpretation:- From this analysis it displayed that 22% are strongly agreed, 36% are agreed,
31% respondents saying Neutral, 9% are Disagree and 2% are strongly disagreed to interacting
with virtual friend cannot influence behaviour.
Q13.4
Valid SA 22 22.0 22.0 22.0
A 36 36.0 36.0 58.0
N 31 31.0 31.0 89.0
D 9 9.0 9.0 98.0
SD 2 2.0 2.0 100.0
Total 100 100.0 100.0

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13.5 received recommendations and advices from travellers prior to visiting any place:-
Table No. 23
Graph No.23
Interpretation:-This diagram show that 17% are strongly agreed, 49% are agreed, 28%
respondents saying Neutral and 6% are Disagree.to recommendations and advices from
travellers prior to vising any place.
Q13.5
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

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13.6 Respondents original decision is modified or changed after reviewing travel content on
social media:-
Table No.24
Graph No.24
Interpretation: - From this diagram it found that 21% are strongly agreed, 44% are agreed,
24% respondents saying Neutral, 7% are Disagree and 4% are strongly disagreed for original
decision is modified or changed after reviewing travel content on social media.
Q13.6
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

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Hypothesis
H0:- Social mediamarketing doesnotgivesrise topositivepublicityof Indiantourismsector.
H1:-Social mediamarketinggivesrise topositivepublicityof Indian tourismsector.
T-Test
T-TestSignificantvalue: 1.98
AndT-Testcalculatedvalue: 13.11
Since the calculatedvalue of T-testismore thanthe significantvalue of T-distribution,we rejectthe
Null hypothesisandacceptthe alternate hypothesis.
Accordingto my researchfinding, Social mediamarketinggivesrise topositivepublicityof Indian
tourismsector.
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

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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. In 2009-2010,
altogether 3,25,694 tourists, including 4,763 foreigners, had visited Tripura. The corresponding
figures rise to 3,59,296 and 5,290 in 2010-2011 and 3,66,281 and 6,550 in 2011-2012.

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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.

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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.

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REFERENCES
 https://www.ibef.org/industry/tourism-hospitality-india.aspx ( visited on 11.11.17 at
8.00pm)
 https://www.omicsonline.org/open-access/role-of-tourism-industry-in-indias-development-
2167-0269.1000126.php?aid=28312( visited on 11.11.17 at 8.00pm)
 https://www.telegraphindia.com/1120927/jsp/northeast/story_16013704.jsp(Visitedon20-
11-17 at 4.00pm)
 https://www.facebook.com/ministryoftourismgoi?group_id=0 ( visited on 11.11.17 at
8.00pm)
 Lange-Faria, W., & Elliot, S. (2012). Understanding the role of social media in destination
marketing. Tourismos, 7(1).
 Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160.
 Miguéns, J., Baggio, R., & Costa, C. (2008). Social media and tourism destinations:
TripAdvisor case study. Advances in tourism research, 26(28), 1-6.
 Gohil, N. (2015). Role and Impact of Social Media in Tourism: a case study on the initiatives
of Madhya Pradesh State Tourism. International Journal of Research in Economics and
Social Sciences, 5(4), 8-15.
 Madasu, P. (2013). Social media marketing and promotion of tourism. Management
Insight, 9(1).
 Gururaja, R. Impact of Social Media on Tourism and Hospitality.
 Madondo, E. (2016). The influence of social media in promoting the tourism industry in
Durban, South Africa(Doctoral dissertation).
 Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, 358-366.
 Buted, D. R., Gillespie, N. S., Conti, J. B., Delgado, B. A., Marasigan, R. M. P., Rubico, S. K.
A., & Felicen, S. S. (2014). Effects of social media in the tourism industry of Batangas
Province. Asia Pacific Journal of Multidisciplinary Research| Vol, 2(3).

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APPENDICES
QUESTIONNAIRE
Dear Sir/Madam,
I am Koushik Sarkar, Student of ICFAI University, Tripura, conducting a thesis survey to know the
impact of social media marketing for Indian tourism sector with respect to Agartala, Tripura.
1.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……..
8.Do you think social media can change the marketing 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)………………………………………
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.
10.How useful do you think that social media has been in your choice of selecting a tourist
destination?

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a. SA [ ] b. A [ ] c. N [ ] d. D [ ] e. SA [ ]
11.Effectiveness of social Media
Please tick the most appropriate SA A N D SD
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
12.Social media and the tourist decision making: -
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
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

IMPACT OF SOCIAL MEDIA MARKETING IN INDIAN TOURISM SECTOR WITH RESPECT TO AGARTALA, TRIPURA

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