Title: Social media marketing in the Himalayas: an examination of its influence on tourist decision-making in Himachal Pradesh

Authors: Arun Singh Thakur; Naveen Kumar; Vinay Chamoli; Nitesh Goyal

Addresses: UIHTM, Panjab University, Chaidigarh, India ' School of Management, Maharaja Agrasen University, Atal Shiksha Kunj, Kalujhanda Barotiowala (Solan) – 174 103 (HP), India ' School of Management, Maharaja Agrasen University, Atal Shiksha Kunj, Kalujhanda Barotiowala (Solan) – 174 103 (HP), India ' Department of Commerce, DAV College, Sector 10, Chandigarh, India

Abstract: Nestled amidst the awe-inspiring landscapes of Himachal Pradesh, this research delves into the intricate dynamics between social media marketing and the decision-making processes of modern-day tourists. Utilising a mixed-methods approach, the study quantifies the profound impact of platforms like Instagram, Facebook, and Twitter on travel choices. The analysis, rooted in the transformative power of social media, underscores the pivotal role of visual content in shaping tourists' perceptions and influencing their destination preferences. The findings not only contribute empirical evidence but also offer actionable insights for sustainable destination marketing practices, aligning with authenticity and addressing concerns related to overtourism. As the tourism landscape continues to evolve, this research aims to inform strategic decision-making in the broader context of responsible tourism development.

Keywords: social media marketing; tourist decision-making; Himalayan tourism; sustainable destination marketing; overtourism; authenticity.

DOI: 10.1504/IJBCG.2024.142220

International Journal of Business Competition and Growth, 2024 Vol.9 No.1, pp.43 - 60

Received: 23 Feb 2024
Accepted: 27 May 2024
Published online: 14 Oct 2024 *