IMPACT OF SOCIAL MEDIA ON TOURIST OF KULLU-MANALI: HIMACHAL PRADESH

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1 IMPACT OF SOCIAL MEDIA ON TOURIST OF KULLU-MANALI: HIMACHAL PRADESH Madhu Bala 1,Tanvi Patiyal 2 ABSTRACT 1. Department of Commerce, Himachal Pradesh University, Shimla, India 2. Department of Commerce, Himachal Pradesh University, Shimla, India The importance of social media is developing in the domain of the tourism business. The main objective of the study is to know the impact of social media on the tourist. The present is confined on tourist of Kullu- Manali, Himachal Pradesh. Questionnaire method has been used to collect the data from 100 randomly selected respondents. Further, for analyzing the data descriptive analysis technique and factor analysis model has been used. The study reveals that there are two factor namely, adoption/information effectiveness and services quality which have positive impact on the tourist while using social media. On the other hand, social media helps in getting information, interaction with other tourists and getting reviews /recommendation which further help in making their decision making. Keywords: Social media, tourist, Kullu-Manali. I.INTRODUCTION Social media can be defined as internet based application group that has built ideological and technological foundation of Web 2.0 and allow users to exchange and create contents in marketing. 1 Social media has created a virtual market place in the world where one can interact with each other within no time. Social media helped in making decision faster and grabbing the best of offer available on social media. 2 Further, development and improvement in information and communication technology industries allow user in sharing their information and experiences through electronic world of mouth communication. And Tourism is one sector that has a close relation with information technology. 3 In Himachal Pradesh, tourism sector is considered as most important sector of the economy and tourism sector contributes 6.6 percent in state GDP which is quite significant and helps in future growth. The state is endowed with all the basic resources necessary for thriving tourism activity like geographical and cultural diversity, clean and peaceful environment and beautiful streams, scared shrines, historic monuments and the friendly and hospitable people which attract tourists towards Himachal Pradesh. Kullu-Manali hill station is one of the most visited hill station in Himachal Pradesh which is located on the banks of Beas River. Social media plays an important role in attracting tourist towards Kullu-Manali because of its marvelous landscapes, hospitality of its 280 P a g e

2 people, their distinctive life style and rich culture. Thus, the present study has made focus on tourist of Kullu- Manali. 4 II.LITERATURE REVIEW Venkatesh, B.A. and Suresh, M. (2016) 5 in their article factor influencing Indian tourism promotion in social media has examined the impact of social media on south Indian tourism. Study revealed that managing trips and sharing travel experiences are the main factors that influence tourism promotion. Rathore, K.A. et.al. (2017) 6 entitled social media usage for tourism: a case study of Rajasthan tours has examined the role of social media in tourism industry. Study found that tourist information providers have made focus on various challenges like legal and administrative while using social media. Yu Bin et.al. (2017) 7 in their study the effects of social on Tourism Consumer adoption intention: evidence from Urumqi found that interactivity, service quality, information effectiveness, convenience and participation have a positive influence on tourism. Further, study revealed that tourists pay attention on sharing, connectivity and service quality as education and income level increases. OBJECTIVE 1. To study the impact of social media on the tourist. METHODOLOGY To carry out research work, the area of study is confined to Kullu- Manali, Himachal Pradesh. To accomplish the objective of the study primary data is collected through questionnaire method from the tourists of Kullu- Manali. Random samples of 100 tourists have been taken to acquire the relevant information. Further, to examine the impact of social media on tourists, factor analysis has been used. ANALYSIS AND INTERPRETATION Table 1 Descriptive Statistical Analysis for Demographic Profile of Respondents Dimension Number Percentage Gender Male 56 56% Female 44 44% Age % % Above % Marital status Married 48 48% 281 P a g e

3 Single 52 52% Income level (Rs) Upto % % Above % Nationality Indian 78 78% Foreigner 22 22% Source: Primary Data It has been interpreted from the table 1 that male consumers (56%) travel more than the female (44%) and maximum of them belongs to age group of above 30 years (54%). On the other hand, unmarried tourists (52%) are more in comparison to married couples and maximum of them are Indian having income over Rs Table 2 Sources of Information for Holiday plan Sources of information Frequency Percent Valid Percent Cumulative Percent Friends /Family/Relatives Personal experience Social Media sites Travel agencies Newspaper/TV/radio Any other Table 2 shows that 35 percent of the respondents are of the opinion that they collect the information for planning a holiday from friends/family/relatives, followed by personal experience and social media sites, whereas few of the respondents through travel agencies, newspaper/tv/radio and other medium. Table 3 Social Media Sites Helping More in Holiday Plan Social media sites Frequency Percent Valid Percent Cumulative Percent Facebook Twitter Instagram Google You tube Any other P a g e

4 From the table 3 it is depicted that 36 percent respondents said that facebook is helping more for planning a holiday, followed by you tube and Google +. Table 4 Respondents Views Regarding Visiting Frequency Timing Frequency Percent Valid Percent Cumulative Percent First time times More than 3 times From the above table 4 it is revealed that more than two fifth (42 percent) of the respondents visiting Kullu- Manali 2-3 times, 35 percent respondents visit first time and 23 percent respondents visit more than 3 times. Table 5 Respondent s Opinion about Duration of Staying Duration Frequency Percent Valid Percent Cumulative Percent One day days More than 3days Table 5 manifests that 42 percent of the respondents are of the opinion that they stay in Kullu- Manali 2-3 days, followed by more than 3 days and one day. Table 6 Respondents Views Regarding Satisfaction with Services Variables Frequency Percent Valid Percent Cumulative Percent Yes No Table 6 has been depicted that majority of the respondents were satisfied with services provided through social media. 283 P a g e

5 Table 7 Respondent s Opinion towards Ranking the Most Trustable Form of Advertising Form of advertising Frequency Percent Valid Percent Cumulative Percent Recommendation from peers Online reviewing Words of mouth Paid ads( TV, magazines, newspaper) From the table 7 it has been observed that 36 percent respondents said that recommendation from peers is most trustable form of advertising, followed by online reviews, words of mouth and paid ads such as TV, magazines, newspaper Table 8 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items No of Items Table 8 shows the result of reliability statistics. Value of Cronbach's Alpha based on standardized items has been obtained.738 which shows the reliability of the scale. Table 9 Descriptive Statistical Analysis of Factor Affecting the Satisfaction Level of Tourists Statements Mean S.D. N I will be always search for tourist information through social media I will consider social media to share and exchange tourist experience and information I will continue to use social media to reach for tourist information in the future When I get the relevant tourist information from the social media, I will have a basic understanding of the tourism products P a g e

6 Tourist information obtained from social media help me in reducing time, cost of money and energy. Hotels are same as they seen in social media sites The better quality of service, the more I am willing to adopt social media If service quality is good, I would recommend friends to adopt social media Table 9 exhibits the results for descriptive statistical analysis of factor affecting the satisfaction level of tourists. It has been observed that the value of mean is highest in case of quality of services (4.06) and followed by recommendation to friends (3.94) which depicts that these social media factors have a great influence on tourists of Kullu-Manali. Further, hotel visibilities on social media have faced the highest variation with Table 10 KMO and Bartlett s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..779 Bartlett's Test of Sphericity Approx. Chi-Square Df 28 Sig..000 Table 10, describes the result of KMO measure of sampling adequacy and Bartlett s test of sphericity. KMO measure is.779 and BTS has been found significant at 5percent level of significance. This means that correlation matrix is not identity matrix. Table 11 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Cumulative % Total % of Cumulative % Total % of Cumulative % Variance Variance Variance Extraction Method: Principal Component Analysis. Table 11 exhibits the results of total variance which determine the quantity of factors and this is done by using Eigenvalues which is greater than one. Therefore, first factor have Eigenvalues of % and second factor have whereas other are insignificant. 285 P a g e

7 Figure 1 Figure 1 is graphical representation of Eigenvalues. Therefore, it shows that after two factors curve has started to flatten. Table 12 Component Matrix Sr. Variables Component No I will be always search for tourist information through social media I will consider social media to share and exchange tourist experience and information. 3 I will continue to use social media to reach for tourist information in the future When I get the relevant tourist information from the social media, I will have a basic understanding of the tourism products. 5 Tourist information obtained from social media help me in reducing time, cost of money and energy. 6 Hotels are same as they seen in social media sites The better quality of service, the more I am willing to adopt social media If service quality is good, I would recommend friends to adopt social media Extraction Method: Principal Component Analysis. a. 2 components extracted. 286 P a g e

8 Table 12 shows that only two factors are extracted which have high value of loading. Table 13 Rotated Component Matrix Variables Component Factor Factor Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 3 iterations. Extraction Method: Principal Component Analysis. Table 13 presents the results of rotated component matrix. Therefore, two factors extracted through factor analysis are adoption/ information effectiveness and service quality. Further, table 13 depicts the loading of two factors i.e. statement 1,2,3,4 and 5 are loaded in factor 1 and 6,7 and 8 are loaded in factor 2. IV.CONCLUSION The study concludes that male tourists are more frequent visitors than female and maximum of tourist are Indian. The study revealed that unmarried/single tourists are more in numbers as compare to married consumers. The relationship between social media and tourist has shown a positive impact as social media is helping the tourist in making their holiday plan comfortable, in sharing their view, in interaction etc. Most of the time friend/family/peers are a great source of information but now social media is also considered in this regard. Facebook and youtube are the two most social sites which helped in making their plans better. Further, it has been observed that most of the respondents are visiting Kullu-Manali, two to three times and satisfied with services provided through social media. Moreover, tourists have more faith in the words of family/friend/peers which is followed by online reviews. In the end, it has been found that two factors namely adoption/info effectiveness and services quality are the two main factors which have played a great role in attracting tourists towards Kullu-Manali. 287 P a g e

9 REFERENCES 1.Andrlic, B. and Alwis, C.D.A. (2016). Importance of Social Media in Destination Marketing: Theory and Practice, Proceeding of 14 th IASTEM International Conference, Bangkok, Thailand, pp Emi (2014). Travel and Tourism Report Promotions, Unleashing the Power of Social Media on Travel, Global Briefing an s4 (4), pp Yilmaz, S.B. (2016). The Impact of Social Media on the Tourist Experience: Telling Your Story to Your Connected Others, Journal of Media Critiques, Vol. 2(8), pp Economic Survey of Himachal Pradesh, Venkatesh, A.B. and Suresh, M. (2017). Factors Influencing Indian Tourism Promotion in Social Media. Computational Intelligence and Computing Research Rathore, K.A., Joshi, C.U. and Ilavarasan W.V.P. (2017). Social Media for Tourism: A Case of Rajasthan Tourism. Information Technology and Quantitative Management, pp Cao, Q., Yu, B. and Tian, X.X.T. (2017). The Effect of Social Media on Tourism Consumer Adoption Intention: Evidence from Urumqi. J Account Mark an open Access Journal, Vol. 6(1), pp P a g e

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