Travel Intention and Behaviour Role of Social Media in Tourism on Millennials in Madhya Pradesh

Namrata Kishnani, Alpa Ghosh, Rasmeet K. Malhi

2023

Abstract

Emerging internet technologies and smart phone penetration have transformed the marketing communication in tourism industry. Social media has enabled tourists to search, share and co-create tourism related content making it as one of the most potential source to plan, organize and fulfil their expectations. Purpose: This paper aims to explore the role of social media on tourists’ intention to visit tourism destinations in Madhya Pradesh among millennial. Design: The research is a quantitative study that relies on structured questionnaire for collecting responses from tourists and analysis of the same was conducted using descriptive techniques and anova.Findings: The key findings reveal a strong positive influence of social media on decision making and travel behaviour to gather and share tourism information and experiences on social networks resulting into greater engagement and retention. The study aims to facilitate destination marketing communications on digital networks for enhanced branding and customer experience. Originality: The study explores new paradigms of destination marketing communication by means of relevant user generated content on targeted group.

Paper Citation

in Harvard Style

Kishnani N., Ghosh A. and Malhi R. (2023). Travel Intention and Behaviour Role of Social Media in Tourism on Millennials in Madhya Pradesh. In Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR; ISBN 978-989-758-687-3, SciTePress, pages 868-871. DOI: 10.5220/0012516100003792

in Bibtex Style

@conference{pamir23,
author={Namrata Kishnani and Alpa Ghosh and Rasmeet K. Malhi},
title={Travel Intention and Behaviour Role of Social Media in Tourism on Millennials in Madhya Pradesh},
booktitle={Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR},
year={2023},
pages={868-871},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012516100003792},
isbn={978-989-758-687-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR
TI - Travel Intention and Behaviour Role of Social Media in Tourism on Millennials in Madhya Pradesh
SN - 978-989-758-687-3
AU - Kishnani N.
AU - Ghosh A.
AU - Malhi R.
PY - 2023
SP - 868
EP - 871
DO - 10.5220/0012516100003792
PB - SciTePress