Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards

  • Rashmiranjan Choudhury North-Eastern Hill University, Shillong, Meghalaya, India
  • Priyakrushna Mohanty Pondicherry University, Pondicherry, India

Abstract

Marketing has reached new heights with social media platforms. In the changing scenario of the service industry, tourism is seen to receive the most attention from customers, stakeholders and other sectors through social media. The development of communication technology has enriched social media marketing. In India, Facebook has taken a lead role because of its market outreach and user count. Different tourism associates use this medium to showcase their products and services. In this context, Kerala is way ahead in social media marketing strategies while Odisha is in the niece states. This paper aims to analyse the social media marketing strategies adopted by the Odisha tourism board and other tourism boards through a comparative analysis. The study suggests some strategic measures for Odisha tourism board to ensure the effective use of social media in tourism.

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Published
2018-07-01
How to Cite
CHOUDHURY, Rashmiranjan; MOHANTY, Priyakrushna. Strategic Use of Social Media in Tourism Marketing: A Comparative Analysis of Official Tourism Boards. Atna - Journal of Tourism Studies, [S.l.], v. 13, n. 2, p. 41-56, july 2018. ISSN 0975-3281. Available at: <http://journals.christuniversity.in/index.php/atna/article/view/2032>. Date accessed: 19 apr. 2019. doi: https://doi.org/10.12727/ajts.20.4.

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