Travel Motivation Among Millennials- Role of Social Media on Tourism in Madhya Pradesh

Abstract

The emergence of new internet-enabled technologies and social media, with increasing usage of smartphones, have transformed communication in the tourism industry. Social media has enabled tourists to search, share, and co-create tourism-related content. It has become one of the potential sources for tourists to plan, organize, and fulfill their expectations. The following paper aims to explore the role of social media on tourists’ intentions to visit tourist destinations in Madhya Pradesh. The research design explores already available and published reading materials along with performing a primary data survey. The study collects responses from 170 tourists through a structured questionnaire. Analysis of the same was conducted using descriptive techniques like percentages, charts, and F test based on gender in Excel. The key findings reveal a strong influence of social media on tourism and travelers who primarily rely on social media for information searches and planning their vacations. Destination managers and travellers being the primary stakeholders have been using social media for co-creating (e-word of mouth), sharing, and disseminating tourism experiences that have led to the emergence of new business models. The study aims to assist tourism destination managers in managing their online communications to enhance their customer loyalty and destination branding through customer engagement and retention through social media marketing applications. The research study will offer unique dimensions for the extensive use of social media marketing for tourism destination image and tourist intention.