Browsing by Author "Jagdale, Dhananjay Sunil"
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- Examining the impact of social media on tourist behaviour and experiencePublication . Jagdale, Dhananjay Sunil; Pedro, Ilda Maria HortaTourists are now a significant economic force and social media helps tourists plan their travels, and it also has a big impact on the tourism sector, which is an information-intensive economy. It helps to promote destinations, raise awareness, and influence their behaviour and decision-making process. Meanwhile, when it comes to creating jobs and boosting the economy, the tourism industry has a high potential, however, there is fierce competition in the tourism sector. Plans and initiatives of the government are seen to have changed tourist behavior. There is a lack of data about the impact of social media on the experiences and behaviours of tourists. Therefore, this study explored the impact of social media on tourist behaviour and experience. Considering this, this study evaluated how social media influences the tourist behaviour, experiences and their decision-making process to visit a destination, examined the role of social media, play on the tourist experiences and tourist decision making process. A quantitative approach was adopted through the distribution of questionnaires to individuals who have a desire to travel, already travelled or they are currently travelling. The data of 513 individuals was collected for the work. Based on binary logistic regression model, and the one-way ANOVA technique the data was evaluated using IBM SPSS Version 27 software. The study found that social media significantly impacts the tourist intention. The destinations’ positive reviews and recommendations on social media significantly influence tourists’ intention to travel to that destination. Therefore, the findings suggest that the tourist destinations’ management companies, hotels should prioritize branding and internet presence, focus more on good customer service, investing in interesting narratives and aesthetically pleasing material to make a significant emotional impact on prospective tourists, and maintain good online reviews. Effective management of internet reviews and recommendations can also improve the appeal of tourist destinations.