Title: Intercultural communication through social media and its impact on tourism industry

Authors: Jyoti Ranjan Das; Rashmi Ranjan Panigrahi; Ajay Ku. Khatua

Addresses: Faculty of Management Science, Institute of Business and Computer Studies (IBCS), Siksha 'O' Anusandhan (Deemed to be University), Khandagiri, Bhubaneswar, Odisha, India ' Faculty of Management Science, Institute of Business and Computer Studies (IBCS), Siksha 'O' Anusandhan (Deemed to be University), Khandagiri, Bhubaneswar, Odisha, India ' Faculty of Management Science, Institute of Business and Computer Studies (IBCS), Siksha 'O' Anusandhan (Deemed to be University), Khandagiri, Bhubaneswar, Odisha, India

Abstract: Intercultural communication (IC) through social media plays a vital role in the growth and development of tourism industry. In today's scenario intercultural communication via social media plays a pivotal role in tour and travel decisions. Social media (SM) has been considered as the most accepted platform for exchanging of information. This article is based on the objective to know the contribution of social media on the growth of Indian tour and travel industry. Data are collected from primary sources through structured questionnaire from respondents of four selected states of India, i.e., Odisha, Bihar, Chhattisgarh and West Bengal and analysed with the help of descriptive statistics. This research identifies the positive contribution of intercultural communication with development of tourism sector with the help of social media platform. Research contributes for the development of tourism industry and also helpful in tour and travel decision.

Keywords: cultural tourism; Indian tourism; intercultural communication; SM communication; SM platform; social media; tourism destination; travel decision.

DOI: 10.1504/IJEB.2021.115715

International Journal of Electronic Business, 2021 Vol.16 No.2, pp.103 - 117

Received: 09 Dec 2019
Accepted: 25 Mar 2020

Published online: 11 Jun 2021 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article