A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism

Transcription

1 A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism Surya Ramdas. Director, Padmashree Dr. D Y patil Institute of Management Studies, India. suryaramdas@rediffmail.com Abstract Over the years the tourism industry has undergone a major change. Among the major stimulating factors, one being the use of information and the social media for communication. Online and Social media channels are playing a vital role as information provider for most of the domestic tourists or international tourists. The aim of this paper is to study impact of social media of the minds of the traveler on the basis of the searches done through the various search engines and the decision taken thereby. The study comprised of a research design that identifies a traveler's use of a various search engines for planning travel with major tourist destinations The analysis of the search results showed that online and social media channels form a major part of the search results, influencing the travelers in choosing their tourist. This study confirms the growing importance of Online searches and social media channels in the online tourism domain. It also helps in identifying the challenges faced by traditional providers of travel-related information. Key Words: Social media, Search engine, Travel information search, Online tourism 1

2 1. Objectives of the Study To study the importance of online searches and social media channels To study the use of online consumer behavior of the individuals using online search engines and social media for travel related searches To study the impact of the online search information on the decision making of the tourists. 2. Introduction and Importance of Online Searches and Social Media Channels The total contribution of Travel & Tourism to GDP was INR7, 642.5bn. This accounted to 6.7% of GDP in 2014, and is forecast to rise to INR16, 587.2bn (7.6% of GDP) in This primarily reflects the economic activity generated by industries such as hotels, travel agents, airlines and other passenger transportation services (excluding commuter services). But it also includes, for example, the activities of the restaurant and leisure industries directly supported In 2014, the total contribution of Travel & Tourism to employment, including jobs indirectly supported by the industry, was 8.7% of total employment. As per the World Travel and Tourism Council, India is not only the second larges tourism market in Asia after China, the country was also ranked in the twenty fastest growing tourism destinations worldwide by and further the direct contribution of travel and tourism to GDP in India is expected to grow in the years to come. There were more than 6.85 million international tourist arrivals in India. This has substantially increased from 2.65 million earlier in the year The online travel agencies and the websites, search engines are prioritizing different ways and means to promote tourism. Social media is also another way to attract consumers. The Ministry of Tourism, Government of India has also recently started using social media to promote tourism sites.the hotel industry has already marked its presence through the various websites. Tourism therefore is an industry has a nature of extensive information and it demands an important role of internet communication technologies in the promotion and marketing of destinations to the travelers. At the present time, usage of Internet has become a primary tool for the delivery of information The tourism industry is preparing to take advantage of online and social media market in the industry mainly depends upon the way of promotion of destination, the customers opinion and thereby publicity and sharing of the information through positive word-of-mouth advertising. One of the instances, such as the case of the Incredible India campaign and Bharat Darshan campaign, integration of social media in to the marketing strategy of Indian 2

3 Tourism has shown remarkable, measurable results in increased rates of visits as well as visitor satisfaction. As a result, various states around the country are becoming more reliant on social media as a cost-efficient and effective tool for tourism marketing for their respective state 3. Research Methodology 3.1 Scope of Study This study was carried out in Pune City, India, because the city is also known for its manufacturing and automobile industries, as well as for research institutes of information technology (IT), education, management and training, which attracts migrants, students, and professionals from India, South East Asia, the Middle East, and Africa. Pune is also one of the fastest growing cities in the Asia Pacific region. 3.2 Research Design and Sample Size A Questionnaire survey was carried out for 50 persons on a random sample method who work in IT industries in Pune. The study was intended to indentify the difference in purpose of travel whether for business or leisure tourism. The major steps in such kind of decisions were Engine search, plan the trip and make a decision by buying. The author also studied the behavior of the consumers on the reviews on the website and influence on decision making. A study on which were the major websites referred by them was also evaluated. 3.3 Major Findings of the Study The perspective of an online customer who intends go on tourism involves travel information search through various search engines. There were various websites like yatra.com; makemytrip.com; cleartrip.com; hotels.com; which provided competitive rates in each of the websites in terms of price of airlines to hotel bookings. The second step is Travel planning and finally is the buying process which comprises of actual payment. This is a three step process comprises of Search, Planning and Payment. The questionnaire aimed at identifying the behavior of the customers on the basis of purpose of travel whether for business purpose or leisure, and accordingly the use of social media and online searches for tourism. More than 80% of the selected samples were of the opinion that, if it s a business tourism, they abide by the company rules and policies and therefore book the airlines and the hotels as well as the car rentals as recommended by their company. However the Business travelers seek relevant information regarding the place of stay, the hotel using the information and communication tools. The Tourists on leisure are very active by visiting various travel related websites to seek several options. More than 90% of the selected samples were of the opinion that if they are booking a leisure tour, they verify the reliability through the reviews received on the website 3

4 by the tourists having previous experience. They were of the opinion that the sites and places which have received negative reviews are to be avoided. More than 80% of the sample prefers to use the online search and travel related websites. Social media has also seen a significant increase in providing various types of information and promotion. The various social media websites mainly comprise of Facebook, twitter, youtube etc. However social media sites have restricted access and hence rely on online searches and websites. 70% of the Sample Size rely on the information that is provided through visual images on the website. The others try to seek information with regards to various discounts and price offers available. More than 80% of the sample were satisfied with the information provided on the websites. This will enable them to plan their trips and accordingly make payments. 3.4 Limitations of the Study Due to time constraints, the sample was restricted only to 50. Impact of Internet usage and social media on the tourism is based on the opinions and reviews and reactions received from individuals, which may tend to change. 4. Conclusion Social media and online searches are the most effective tools in marketing tourism. There has been a significant increase in the number of travelers who have booked online. This has impacted the business of traditional travel companies who have to therefore look at new and innovative products. This also gives rise to competition among the several online websites who have to ensure proper presentation of the information in a systematic manner leading to the customer taking a tourism decision in a much faster manner. Online and Social Media is one of the most effective form of marketing which can be used to enhance, brand loyalty, increase awareness, enhance customer service thereby lead to increase in sales. It can be used to present a business brand to millions of people worldwide at the same time. As social media continues to grow, so will the importance of harnessing it as a marketing tool for all industries References articles.economictimes.indiatimes.com en.wikipedia.org/wiki/tourism_in_india International Journal of Research in Economics and Social Sciences ISSN 2249, Volume 5, Issue 4 Dr Neeraj Gohil Role and Impact of Social Media in Tourism: A Case Study on the Initiatives of Madhya Pradesh State Tourism knoema.com atlas -India-topics Tourism -Travel-and-Tourism-Total-Contribution-to-GDP -Total- Contribution-to-GDP-percent-share Marketing For Hospitality and Tourism, Published by Pearson India in 2014, Philip Kotler 4

5 Wikepedia.org Proceedings of the International Academic Research Conference on Marketing & World Travel and Tourism Economic impact 2015 wttc.org ww.bestindiansites.com - tourism 5