Factors influencing Indian tourism promotion in social media

Social media in India has become an essential tool for the successful information dissemination and publicity of a piece of information intended to be promoted in public. This paper analyses the impact of social media on Indian tourism outlining the success factors required for promotion of Indian tourism. The results of our study suggest that consumers are engaged in social networks for tourism trips and sharing the travel experience is one of the most important factors that influence the success of tourism promotion. The factors in our study have been identified through the literature review and the expert opinion. The experts chosen for the study are tourism operators in south India. We use Interpretative structural modeling to analyze the interrelationship between the factors. This study results indicates, tourist destination is the most key influencing factors for Indian tourism promotion in social media.