A study on role of social media in promoting Tourism Industry in Rajasthan.

A Study of Marketing Strategies
with specific reference to Role
of Social Media in Promoting
Tourism Industry in Rajasthan

Flow of Presentation
Abstract
Introduction
Review of Literature
Research Gap
Statement of the Research Problem
Scope of study
Objectives
Hypothesis
Plan for Work and methodology
Limitation
Further Research

ABSTRAC
TDifferent social media platforms have over
several hundred billion active users.
It has helped travelers in gaining insight
into the location and planning their trips by reading
the reviews, blogs and the
experience shared,etc.
And all this is directly or indirectly influenced by
function of marketing strategies.
Among the industries that are quickly
turning to social media, tourism sector has
wide spectrum untouched.
Despite its contribution, there is little research
and studies that have been
conducted in the past to establish how
marketing strategies and social media impacts this
industry.
Talking about this perspective, this study will carry a research on marketing strategies with specific
reference to the role of social media in the tourism industry in Rajasthan.

M A R K E T I N G
S T R A T E G Y
A marketing strategy is a business's overall plan
for reaching people and turning them into
customers of the product or service that the
business provides.
It contains the company’s value proposition, key
marketing messages, information on the target
customer and other high-level elements.
Marketing strategies explain how the marketing
function fits in with the overall strategy for a
business.
I N T E R G R A D E D
M A R K E T I N G
C O M M U N I C A T I O N
IMC is a simple concept that integrates all the
methods of brand promotion to promote a
particular product or service among target
customers.
There are various tools used in IMC, which are
advertising, sales promotion, public relation,
personal selling and events etc.

S O C I A L
M E D I A
It is web-based communication tools that enable
people to interact with each other by both sharing
and consuming information.
Some prominent examples of social media are-
Facebook , Twitter, Google+, Wikipedia, Pinterest
etc.
S O C I A L M E D I A I N
C O N T E X T O F
T R A V E L A N D
T O U R I S M
The prior studies conclude that, the travelers
have widely adopted social media in order to
search for information, organize, share and
annotate their experiences and stories through
blogs, online communities, media sharing sites,
and other toolscollaboratively.

T O U R I S M
Tourism is the basic and the
most desirable human activity
which motivates people to travel
from one place to another.
It is the world's fastest growing
industry, which is concerned with
attracting people to a particular
destination and then providing
them with transportation,
housing, feeding, entertainment
and other facilities upon their
arrival andreturn.
RA J A S T H A N
Rajasthan derives its name from “Rajah”
“Sthana”, which literally means home of Kings.
It is situated in the Northwest part of India.
It has atotal area of 0.342 Sq.Kms,making it
geographically the largest state in the country.
It is aland of great beauty and diversity.
The state is popular for its culture, lively folk
dances, traditions, fairs and festivals,
handicrafts, art and music, stones ,textiles,
traditional handicrafts such as jewellery, marble
work, embossed brass, block printing,
embroidery, pottery and decorative paintings .
T O U R I S M I N RA J A S T H A N
Tourism in Rajasthan is a major
source of revenue earnings and it
contributes about 15% of the
economy of Rajasthan.
It's contributes about 11.2 per
cent and3.3 per cent share in
India's foreign and domestic
tourist arrivalsrespectively.
It has emerged as one of the
leading state in India.

Source: 126 Amazing Social Media
Statistics and Facts. Retrieved, from
h t t p s : / / w w w. brandwatch. c o m / b l o g / a m a z i
ng- social- media- statistics- and- f a c t s /

S O U R C E | H T T P :/ / W W W .O L A P I C .C O M / R E S O U R C E S / T H E - I M P A C T - O F - S O C I A L - M E D I A - O N - T R A V E L -
I N S P I R A T I O N _ B L O G - P 1 A W - F 1 T R - V 1 T H - T 1 S M /
R E L A T E D S T A T I S T I C S
Nine percent increased
footfall of tourists in
Rajasthan was recorded In
year 2018.
The increase in n u m b e r of
tourists was 9.44 per cent
during January to November
of 2018 as c o m p a r e d to last
year.
According to a recent survey
f r o m Adweek, 52% of
Facebook users d r e a m
about vacation w h e n on the
channel, even w h e n they
aren’t planning a specific
trip.
The importance of travel
content via social m e d i a is
proven by a recent survey
that found, 87% of
Millennials on
Facebook use the social
m e d i a site for travel
inspiration, while 2 0 % use
Twitter and Pinterest.
While on a trip, 6 0 % of
travelers, and 97% of
Millennial travelers, share
their travel photos.
30% of U.S. travelers turn
to social m e d i a to find trip
inspiration.
4 0 % of UK Millenial
travelers say that, they
consider h o w
instagramable a location is
w h e n trip planning.
74% of travelers use social
m e d i a while on vacation.
4 0 % of all online bookings
are n o w c o m i n g through a
mo b i l e device.
6 0 % of travelers us
nagivation apps (i.e. Google
Maps) while traveling

S O U R C E | H T T P S :/ / W W W .M D G A D V E R T I S I N G .C O M / M A R K E T I N G - I N S I G H T S / I N F O G R A P H I C S / V A C A T I O N I N G - T H E - S O C I A L -
M E D I A - W A Y - I N F O G R A P H I C /
R E P O R T B Y M D G A D V E R T I S I N G G R O U P , 2 0 1 8
Friends’ Facebook photos affect more
than 50 percent of users’ travel plans.
40 percent of UK Millennials consider
h o w photo- worthy a location is when
deciding where to go.
On Pinterest, thousands of boards
contain the words “travel inspiration.”
42 percent of consumers using their
phones to research trips
Forty percent of online bookings take
place on mobile,.
57.5 million American adults will use their
smartphones to book a trip this year.
52 percent of future travelers have
liked a Facebook page related to
their destination.
59 percent of travelers stating that
they’ve posted an update about an
u p c o m i n g trip.
The Trip Planning Stage: Finding
Social Media Inspiration
The Planning and Purchasing Stage:
Mobile’s Impact on Booking Getaways
After the Booking:Building
Excitement on Social Media
• 74% will use social media tools during their getaways.
• 85% of consumers use their phones to book travel activities, including restaurant reservations and sightseeing tours..
Overall, 6 0 % of travelers use social media to showcase their vacation photos. This n u m b e r rises for Millennials, a
wh o p p i n g 90 percent of young travelers share their vacation photos on social media during their trip.
• 39% of travelers ages 18–29 report that they wo u l d “check in” to an interesting location while traveling.
32% said they’ve tracked their interactions on their social posts while on the go.
• 45% of travelers like Facebook pages that are specific to their vacation.
46% will post hotel reviews, and 4 0 % review their activities and attractions.
• Dining experiences are important as well, wi t h 40 percent posting restaurant reviews.
Other
Statistics

R E V I E W O F L I T E R A T U R E

Sr.
No.
Author(s) Year Title of Paper Source Research Methodology Conclusion
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wise information.
Practitioners in tourism industry can benefit from looking
at Plog’s psychographic model as basis for planning and
implementation of marketing strategies.
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2018 Sustainable City
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to collect information from 1000
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strongly believe diversifying Dubai’s transport modes
would lead to highly sustainable transport systems.
3 Yin, J., Zheng, X., &
Fang, S.
2018 The Dynamic
Analysis of
Tourism
Industrial
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Its Status and
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Used an entropy method to
determine weight of each index,
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industry.
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choice and
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respondents.
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and causal.
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questionnaire, observation &
literature study were done.
The results showed that the experiential value have a
significant influence on the behavioral intentions and the
biggest influence of experiential value obtained through
entertainment.
5 Rihova, I., Buhalis, D.,
Gouthro, M.B., &
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375.
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The conclusions highlight the importance of value formed
when tourists co-create with each other in tourism settings
and the authors identify specific opportunities for facilitating
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•Audit instrument was the
primary tool for data collection in
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three public tourist sites.
Recent reviews of state and themes of tourist attraction research
reveal only moderate attention to the theme of property damage
and vandalism.

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No.
7 Castro, J.C.,
Quisimalin, M.,
Pablos, C.D., Gancino,
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Marketing:
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Satisfaction
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Sampling frame of 610 random
tourists, where a semi-structured
personal survey was applied.
Statistical techniques used is the
partial least squares method.
Variables such as product, price, distribution and tourist
service are considered important in measuring tourist
satisfaction.
8 Mwinuka, O.H. 2017 Reviewing the
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successful
sustainable
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Retrieved , from
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ploads/7/1/6/3/7163688
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017.pdf
Content analysis was undertaken in
four online electronic
databases(including EBSCO, Taylor
& Francis Online, Web of Science
and Science Direct) from 2012-
2016.
This literature review has sought to contribute to the
existing literature on the role of tourism
marketing that underpins the development of successful
sustainable tourist destinations.
9 Çetı̇nkaya, M.Y., &
Öter, Z.
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hr/7/1/article-p40.xml
•Questionnaire form was framed.
•Pilot test was conducted.
•Survey method was chosen in order
to collect primary data.
•Sample sixe was 600.
Tour guides are one of key front-line players in tourism
industry transform tourists’ visit from a tour into an
experience through their knowledge and interpretation of
destination’s attractions and culture, and their
communication and service skills.

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10 D'Urso, P., Disegna,
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Tourism
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ion_of_postmodern_tou
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interviewed through the
“International Tourism in Italy”
survey who spent a holiday in
SoutheTyrol (Northern Italy) in
2010 and 2011.
•A 10 point Likert’s type scale was
used.
Paper concludes discussing both academics &
practitioners implications of the segmentation procedure
suggested.
11 Reino, D.S., & Hay,
B.
2016 The Use of
YouTube as a
Tourism
Marketing Tool.
Travel and Tourism
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Research Globally. 69.
Web analysis and selected case
study approach with 32 European
city destinations as the sample base.
YouTube provides tourist with organic sources of
information and it allows them not only to gaze at what
they are seeing, but also to participate in the creation of a
destination image. It provides the tourist with an
increased knowledge base, upon which they can make
better-informed decisions.
12 Andriotis,, k.,
Agiomirgianakis,, g.,
& Mihiotis, a.
2016 Tourist vacation
preferences: the
case of mass
tourists to crete.
Tourism Analysis, 12,
51-63
Questionnaire was designed and
1,550 questionnaires were
administered.
Tourists visiting Crete prefer passive activities, and
following three main factors influence tourists’ activities
- nationality, age, and season of visit.

Sr.
No.
13 Nabben, A., Wetzel, E.,
Oldani, E., Huyeng, J.,
Boel, M.V.D., & Fan,
Z.
2016 Smart
Technologies in
Tourism : Case
study on the
influence of
iBeacons on
customer
experience during
the 2015 SAIL
Amsterdam event.
https://opendatainc
ubator.eu/files/2016
/06/Smart-
Technologies-in-
Tourism.pdf
An embedded, single-case study based on
Secondary data collected.
Following the user’s interviews and reviews of the SAIL
app, it can be concluded that the iBeacon technology
enhances tourist experience, especially in context of crowd
management and app usage.
14 Yilmaz, b.S. 2016 The impact of
social media on
the tourist
experience:
telling your story
to your connected
others
Journal of Media
Critiques,2(8), 133-
145
Qualitative research in form of structured
interviews (face-to-face and via e-mail)
was conducted with 38 people.
Understanding motivations and reasons for using social
media as a medium for storytelling, & examining narratives
of tourists, could provide a better understanding of tourist
behavior that might give valuable information to tourism
researchers and suppliers.
15 Ram, Y., Bj€ork, P., &
Weidenfeld, A
2016 Authenticity and
place attachment
of major visitor
attractions.
Tourism
Management, 52,
110e122.
doi:www.elsevier.
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n
A self-report questionnaire that included
four parts: place attachment,
authenticity, information about the
current trip and personal information
was designed as the main instrument.
Results indicate a positive correlation between place
attachment and authenticity.

Sr.
No.
16 Bowtell, J. 2015 Assessing the
value & market
attractiveness of
the accessible
tourism industry
in Europe: a focus
on major travel
and leisure
companies.
Journal of Tourism
Futures, 1(3), 203-222
Semi-structured interviews were
carried out with employees of major
travel and leisure companies in
managerial positions.
Study indicates that the accessible tourism market is a
distinct sector, possessing capacity for extensive future
growth, and thus presents major travel providers with a
potentially substantial and lucrative market, generating
potential revenues.
17 Chandralal, L., &
Valenzuela, R.
2015 Memorable
Tourism
Experiences:
Scale
Development
Contemporary
Management
Research, 11(3), 291-310
Collection of data fro secondary and
primary source(Interviews and
questionnaire)
Study confirmed a reliable and valid MTE instrument having
34 items across the ten
experiential dimensions: authentic local experiences; novel
experiences; selfbeneficial experiences; significant travel
experiences; serendipitous and surprisin gexperiences; local
hospitality; social interactions; impressive local guides and
tour operators; fulfilment of personal travel interests and
affective emotions.
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economic, and
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Research utilized convenient
sampling approach, Furthermore, this
study applied Cronbach's alpha,
descriptive statistics, an independent t-
test, one-way ANOVA, and a
correlation analysis for measurement
Tourism development needs to be economically viable but
should not destroy resources (particularly recourses from
physical environments and the society of the host
community) on which the future of tourism development
closely relies.

Sr.
No.
19 Bédiová, M., &
Ryglová, K
2015 The main factors
influencing the
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Acta Univ. Agric.
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Mostly the primary data has entered
in the models and have been gained
by means of questionnaire surveys.
Empirical research supports the notion that destination
loyalty is significantly influenced by customer’s satisfied
experience or memorable experience.
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McIntosh, A.
2015 Stakeholder
perspectives of
the future of
accessible tourism
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Journal of Tourism
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•Exploratory research was conducted.
•Semi-structured interviews were
carried out with ten key New Zealand
tourism industry stakeholders.
•Qualitative data were thematically
analysed.
The findings of this research – informed by key tourism
industry stakeholders – explicitly allude to the implications
of a country permeating an image of inaccessibility,
impacting upon the impression of the destination
communicated, and excluding the needs of a growing access
market
21 Mc. A Baker, D. 2014 The Effects of
Terrorism on the
Travel and
Tourism Industry
International Journal of
Religious Tourism and
Pilgrimage, 2(1)
It is a work of secondary data and
is a descriptive research.
As the tourism industry continues to grow so does treat of
terrorism and its impacts.

Sr.
No.
22 Tomić, n., & Božić, s. 2014 Factors affecting
city destination
choice among
young people in
serbia.
Journal of tourism –
studies and research in
tourism,(19), 15-22
Sample included people up to 35
years and sample size is. Higher
number of female respondents, and
the highest number of respondents
belonged to the age group 20-24.
The questionnaire was used as
research method the online survey
(Google Docs).
Good hospitality and restaurant service seem to be the
most influential factor. In connection with this, the most
dominant item is Good and cheap accommodation, while
Short travel distance and Possibility for couch surfing are
the least important.
23 Ge, J. 2014 Tourism
Marketing
Communications
on a Chinese
Social Media
Platform
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i/viewcontent.cgi?refere
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o.in/&httpsredir=1&arti
cle=1303&context=bus
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This study adopt Systemic
Functional Linguistics.
Conversations between marketers and consumers on
social media entail the nature of being interactive,
collaborative and continuous. And the results will help
tourism marketers to learn about language conventions
apparent in Chinese social media landscape.
24 Taillon, J.M. 2014 Understanding
Tourism as an
Academic
Community,
Study or
Discipline.
Journal of Tourism &
Hospitality, 3(3)
An empirical study of secondary
data.
Tourism is currently an indiscipline, an academic study,
and a global network of researchers.
25 Standing, C., Tang-
Taye, J., & Boyer, M.
2014 The Impact of
the Internet in
Travel and
Tourism: A
Research Review
2001–2010
Journal of Travel &
Tourism Marketing
Secondary Data Collected and a
Longitudinal research
Internet in tourism is required and is vitally
important to maintaining an informed sector.

Sr.
No.
NATIONAL PAPERS
1 Safwan A, M., &
Pulikkamath, A.
2018 Tourism
Promotional
Activities and it's
impact: An
experience of
DTPC
Malapurram,
Kerala
National Journal of
Multidisciplinary
Research and
Development, 3(1),
906-911.
Descriptive work of primary and
secondary data. Primary data of
150 people is collected through
convenience sampling method.
Quality and services provided by DTPC Malapurram are
of satisfactory quality and it is benefitting in
development of host community both economically and
socially.
2 Dahiya, K., & Batra,
D.
2018 India -
Sustainability
and the Tourism
Rankings
African Journal of
Hospitality, Tourism
and Leisure, 7(3)
Study is descriptive in nature and is
based on
secondary data analysis including
the review of relevant literature,
analysis of five-year plans
and national tourism policies.
The study highlights a paradoxical situation of
‘sustainability and the tourism rankings’ for the Indian
tourism industry. India is improving in global tourism
rankings. However, it has witnessed a major downfall in
environmental sustainability rankings over the past
decade. The rankings have fallen from 41 to 134 from
2007 to 2017.
3 K S, V., & T A, B. 2017 AN
EVALUATION
OF INDIAN
TOURISM
INDUSTRY
UNDER GST
REGIME.
Asia Pacific Journal of
Research , 1(56), 6-10
The study adopted only Secondary
source of data collections and study
area was GST and Its impacts on
Tourism industry in India.
GST is a mixed bag of better and easier rules and
regulations and increased costs and compliances.

Sr.
No.
NATIONAL PAPERS
4 Kumar, A., Kumar,
A., Chakraborty, D.,
Abhishek, P., & Rao,
P.H.
2017 Analyzing
Consumer
Preference for
Online Booking
of Tourism and
Hospitality in
India.
Atithya: A Journal of
Hospitality,3(2), 12-20.
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Consumer_Preference_f
or_Online_Booking_of
_Tourism_and_Hospital
ity_in_India
Questionnaire was constructed and
it had all the dependent and
independent variables which been
measured on a 5-point Likert Scale.
Survey results have confirmed that out of 9 variables
which were considered during literature review, only 3 of
them are actually driving the decision making or
preference for online booking, which are- discounting
options, advance booking , possibility and time saving for
the user.
5 Rahman, S. 2017 Tourism
Destination
Marketing Using
Facebook As A
Promotional
Tool.
IOSR Journal Of
Humanities And Social
Science (IOSR-
JHSS), 22(2), 87-90.
This article has been prepared by
studying data obtained from
secondary sources.
Facebook serve as a consumer market research tool for
destinations to gather user insights, measure content
engagement and crowd source ideas before bringing them
to market. However, biggest obstacle to promoting a
destination on Facebook is budgeting and staffing.
6 Hasan, M.K., Ismail,
A.R., & Islam, M.F.
2017 Tourist risk
perceptions and
revisit intention:
A critical review
of literature.
Cogent Business &
Management, .
Retrieved , from
https://www.tandfonlin
e.com/doi/abs/10.1080/
23311975.2017.141287
4
A study based on the literature
reviewed.
Study concludes that the area is dominated by both the
quantitative and the qualitative research, and a lack of
appropriate theoretical foundation is a major problem to
understand the common risk dimensions and their effect
on tourist revisit intention.

Sr.
No.
NATIONAL PAPERS
7 Gupta, T., & Mirjha ,
N.
2016 Development of
Tourism Industry
and Marketing in
Chhattisgarh
Hospitality,5(3)
The area of study is the State of
Chhattisgarh. Proposed study
employs exploratory and
descriptive design of research. And
the data has been collected both
from primary and secondary
sources.
Tourism in Chhattisgarh is rising with very slow pace. The
tourists visit in the year 2015 decrease from the previous
years 2014 and 2013.
8 Prasad , S., & Bhatia,
V.
2014 The Impact of
Cultural
Attractions and
Amenities in
Building Image
of a Tourist
Destination- A
Study of Tourists
Visiting Jaipur.
Indian Journal of
Applied Hospitality
and Tourism
Research, 6, 3-9.
•Sample consisted of 126 national
& international tourists who
completed a structured
questionnaire containing 34
questions.
•Each item was measured on five-
point scale.
•Study was carried out in some of
the well known hotels of Jaipur.
•Convenience sampling technique
has been used.
Tourists were satisfied with cultural attractions & amenities
of Jaipur but mainly they were satisfied with the cultural
attractions. Very significant number of tourist had a good
image of & they were keen about revisiting in future &
recommending their friends and relatives.
9 Negi, M.S., Tiwari,
M., & Singh, T.
2014 Indian Tourism
and Hospitality
Industry-Trends
and
Development.
Indian Journal of
Applied Hospitality
and Tourism
Research, 6, 52-67.
Data collected through secondary
sources .
There is an increase in Indian tourism and hospitality sector
in terms of Foreign Tourist Arrival & Foreign Exchange
Earning.

Sr.
No.
NATIONAL PAPERS
10 Khanna, S., & Pathania,
N.
2014 Travel
Motivation,
Travel Behaviour
and Travel
Destination
Choice: A
Relationship
Framework
among Pilgrim
Tourists.
Indian Journal of Applied
Hospitality and Tourism
Research, 6, 76-83.
•Study is empirical in nature .
•Data is collected through a
questionnaire .
•I240 respondents were approached
but only 155 useable responses.
•Statistical techniques used for the
analysis of the data include Annova,
Percentage Method, t – test,
Regression & Co-relation.
There is very high correlation ship between the motivational
factors of the tourists for their travel and behavioural pattern
that they follow.
11 Dayananda, K.C. 2014 Tourism and
Employment:
Opportunities and
Challenges in
Karnataka-
Special Reference
To Kodagu
District
IOSR Journal Of
Humanities And Social
Science (IOSR-
JHSS), 19, 01-11.
Study based on both secondary and
primary data.
Kodagu has great opportunities for tourism development,
thus creating large scale employment opportunities,
generating income, improving standard of living and
contributing for economic development of the nation.
12 Kapur, R. 2014 Travel and
Tourism in India:
A Developmental
Perspective
https://www.researchgate
.net/publication/3237712
20_Travel_and_Tourism
_in_India_A_Developme
ntal_Perspective
Descriptive work of secondary data
collected.
Tourism in India has largely developed and advanced, main
reasons recognized are India’s rich cultural heritage, religious
places, temples, tombs, forts and palaces of ancient rulers
which attract tourists from all parts of world.

Sr.
No.
NATIONAL PAPERS
13 Jaswal, S. 2014 Role of Tourism
Industry in
India’s
Development.
Hospitality, 3(2).
study is based on the secondary data
published by various agencies and
organizations
Environmental degradation, Pollution, Litter-impact and
Wildlife environment should be taken into consideration
while promoting tourism.
14 Kumar , A. 2014 Strategic
Planning for
Effective
Hospitality and
Tourism
Education: Some
Observations and
Suggestions.
Indian Journal of
Applied Hospitality and
Tourism Research, 6,
44-51.
Primary data has been collected
from Deans & Directors of 30
Business Schools in India, which
were personally interviewed
through structured questionnaire.
Not many institutions have been able to work on the right
method of including the industry’s viewpoints into
curriculum & structuring the course for student and
corporate benefit. Therefore an attempt to integrate the
both should be focused.
15 Rani, P. 2005 Study on impact
of tsunami a
natural disaster
in travel &
tourism industry
in Andaman &
Nicobar islands,
India
https://www.researchga
te.net/publication/3209
08274_study_on_impac
t_of_sunami_natural_di
saster_in_travel_and_to
urism_industry_on_An
daman_and_Nicobar_is
lands_of_India
Analytical Research of Primary and
Secondary data collected. Random
sampling method used(sample of
100)
Impact of tsunami on tourism sector was such that the
number of tourists get reduced to one fourth.

INTERNATIONAL ARTICLES
Sr. No. Articles Name Cited by
1 Fuzzy segmentation of postmodern tourists. 16
2 The use of Youtube as a tourism marketing tool. 36
3 Tourist vacation preferences: the case of mass tourists to Crete. 36
4 Customer-to-customer co-creation practices in tourism: lessons from customer-dominant logic. 9
5 Tourist attractions in Bangkok and Singapore; linking vandalism and setting characteristics. 1
6 Tourism marketing: measuring tourist satisfaction 1
7 Reviewing the role of tourism marketing in successful sustainable tourist destination. 2
8 Role of tour guides on tourist satisfaction level in guided tours and impact on re-visiting intention: a research in Istanbul. 8
9 Authenticity and place attachment of major visitor attractions. 101
10 The effects of terrorism on the travel and tourism industry 62
11 The impact of the internet in travel and tourism: A research review 2001–2010 88
12 The social, economic, and environmental impacts of casino gambling on the residents of Macau and Singapore. 41
Citation of Articles

Sr. No. Articles name Cited by
13 Smart technologies in tourism : case study on the influence of ibeacons on customer experience during the 2015 SAIL
Amsterdam event.
4
14 The impact of social media on the tourist experience: telling your story to your connected others 1
15 Assessing the value & market attractiveness of the accessible tourism industry in Europe: a focus on major travel and leisure
companies.
24
16 Memorable tourism experiences: scale development 26
17 The main factors influencing the destination choice, satisfaction and the loyalty of ski resorts customers in the context of
different research approaches.
3
18 Stakeholder perspectives of the future of accessible tourism in New Zealand. 12
19 Factors affecting city destination choice among young people in Serbia. 1
20 Tourism marketing communications on a Chinese social media platform 1
21 Understanding tourism as an academic community, study or discipline. 17
22 Plog’s model of personality-based psychographic traits in tourism: A review of empirical research. -
23 Sustainable city transport strategies: tourist perspectives on Dubai. -
24 The dynamic analysis of tourism industrial ecologization in mainland china: its status and evolution. -
25 The effect of experiential value of tourist behavioral intentions in Taman Buah Mekarsari. -

Research Gap
The studies on effectiveness of marketing strategies
with reference to promotion of tourism industry
in state of Rajasthan are found to be limited.
Moreover role of social media in marketing has also
wide scope of research as it is an emerging and newer
concept
There are many individual pieces of research found
separately on social media and the tourism industry. But
the research on social media in the context of the
tourism industry is also needed and it will hold the
importance.
Lastly, the researches are there at international level and
considering the overall country level. But there is a huge
untouched area to study when talking about a particular
state. Therefore research on Rajasthan should be
elucidated.

• Considering the research gaps
stated above, research on this area
will be beneficial.
• Considering Rajasthan tourism and
role of social media, study will hold
importance and research will be of
great use.
• The research problem m a y thus be
summarized as “A Study of
Marketing Strategies with specific
reference to Role of Social Media
in Promoting Tourism Industry in
Rajasthan”.
Statement of the
Research Problem

Scope of study
The study will focus on the role of social media in
influencing the tourist behavioral intentions,
destination image and tourist satisfaction.
Moreover the study will also focus on marketing
strategies performed by the industry players.
The study will be confined to the travelers visiting
Rajasthan and who have used social media for any
travel related activities or sharing of travel data
(photos, videos, experience, rating and reviews etc).
People that haven’t used social media for such
purpose will not be considered for the research.
Social media will include any kind of web-based
communication tools that enable people to interact
with each other by both sharing and consuming
information.

Objectives
To study the role of marketing strategies in promoting tourism industry in Rajasthan.
To examine the influence of social media in promoting tourism industry in Rajasthan.
To evaluate the relation between tourist and social media during entire holiday travel
process (from information seeking to availing).
To know the relationship between social media usage of users and their travel intentions.
To examine the extent to which social media can influence the final decision of a tourist.
To investigate the factors that contribute to the increased reliance on social media as the
source of information among travelers.

HYPOTHESIS
H1- When planning and taking trips, tourists consider the
functionalities of Social Media important.
H1(a)- Tourist do not considers the functionalities of Social
media important, when planning and taking trips.
H2-
Perceived usefulness of Social media positively
influences tourist satisfaction.
H2(a)- There exist a negative relationship between social
media and touristsatisfaction.
H3 – Destination image does get affected by Social media.
H3(a)-
There is no association between Destination image
and Social media.

Plan for Work and methodology
RESEA RC H
DESIGN
Study will focus on the role of
social media in influencing the
tourist behavioral intentions,
destination image and tourist
satisfaction.
Target population will be the
tourists who visit Rajasthan.
Surveywill be mainly conducted
on the historical places, hotels and
other public places.
SAM PLING
M ETHOD
“Purposive sampling”,
method will be employed in
recruiting the participants for
the study.
SAM PLING
SIZE
The projected sample size will be
381.
Asper the Rajasthan government
website(http://www.tourism.rajasth
an.go v.in/ annual-progress-
report.html), the Tourist arrival in
2018 was 475.27 Lac. Thesame has
been considered as the population.
Sample size calculator used -
https://www.surveysystem.com/ss
calc.htm

DATA
ANALYSIS
M ETHOD
DATA
C OLLEC TION
M ETHOD
Analysis and interpretation of the data will be in both quantitative and
qualitative manner.
For the data analytical process, Statistical Package for Social Scientists
(SPSS) software will be used.
Test that will be applied is –Correlation, Chi-square (categorical variablelike
behavioral intentions, Destination image etc), Simple regression
Thedata will be collected from primary and secondary sources.
Primary data will be collected through structured questionnaire from travelers.
Secondary data will be collected through government official website, books,
blogs and previous researches.

LIM ITATION
Research may face the issue of ethical considerations, time (consuming more time can surpass the time limit
available for this study) and shortage of monetary resources.
ETHICAL CONSIDERATION
Study might require the letter informing the tourist about the
need of the survey been asked to filled and convincing them for
the privacy & confidentiality of the same.
SAMPLE SIZE
As the survey will only be conducted in the state of
Rajasthan. Hence, the sample size could be small due to
cost involved in collecting the larger sample size. It may be a
limiting factor.

Fur the r s tudi e s s houl d be
mor e focus e d on s pe ci fi c
indus tr y like hos pi tal ity ,
hote l, f ood a n d
be v e r age s , r e tai l e tc
i ns te ad of the e nti r e
tr av el a n d tour ism
se ctor .
Furthe r re se ar che s shoul d be
done cons ide ring the p a r ti cul ar
ci ty or the de sti nati on.
C o m p a r ison be tw e e n di ffe rent
gr oup of re sp o n d e nts such as
pe opl e w ho us e d soci al m e di a
for gai ni ng tour ism infor m a t i on
a n d w ho di dn’ t, or be tw e en
nati onal tour ists a n d for e ign
tour ists shoul d be c ar rie d out in
fur the r studi e s.
FURTHER RESEARCH

A study on role of social media in promoting Tourism Industry in Rajasthan.

A study on role of social media in promoting Tourism Industry in Rajasthan.

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