IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v25y2022i9p1416-1431.html

Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India

Author

Listed:
  • Prem Kumar
  • Jitendra Mohan Mishra
  • Yedla Venkata Rao

Abstract

Today, the promotion of tourism destinations is evident through social media as tourists have become content creators and influencers. Destination Marketing Organizations (DMOs) promote destinations through various social media platforms of which Facebook, Twitter, and YouTube are common. Of these platforms, Facebook is widely used for promotion, consumer research, and customer service, which makes it the foremost choice of DMOs for destination promotion. In India, the State and Union Territory tourism departments act as DMOs. The study explores how Indian DMOs strategically employ Facebook to promote their destinations. Six months’ data were collected from the Facebook pages of 32 DMOs for content analysis. Semi-structured interviews were conducted with seven managers of tourism departments. The Jammu and Kashmir and Kerala DMOs have shown high user engagement through firm-generated content (visual content and informative posts). The findings conclude that DMOs are using Facebook as a supplement to traditional marketing tools and rarely for customer service and research. DMOs benefit from the contents of scenic beauty, culture, and cuisine which appeal more to engage users on Facebook pages. Further, implications for management and managerial actions have been suggested.

Suggested Citation

  • Prem Kumar & Jitendra Mohan Mishra & Yedla Venkata Rao, 2022. "Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(9), pages 1416-1431, May.
    • Handle: RePEc:taf:rcitxx:v:25:y:2022:i:9:p:1416-1431
    DOI: 10.1080/13683500.2021.1921713
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2021.1921713
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2021.1921713?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nugzar Todua & Levani Danelia, 2025. "The Effect of Social Media Marketing on Consumer Behavior in the Georgian Tourism Industry," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 549-560, June.
    2. Jayasankara Prasad Cherukuri, 2024. "Role Of Social Media Marketing On Destination Choice And Revisit Intentions: A Study Of Foreign Medical Tourists In India," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 37(37), pages 1-3.
    3. Monika Pettersen-Sobczyk, 2023. "Social Media Influencer Marketing in the Promotion of Tourist Destinations," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 585-594.
    4. Peer Jeelani & Huma Rashid & Shamim Ahmad Shah & Farzana Ahad & Shabana Gulzar, 2025. "Sustainability in tourism demands a mode shift: Appraisal of heritage tourism; a safe bet for developing regions," Natural Resources Forum, Blackwell Publishing, vol. 49(1), pages 614-636, February.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rcitxx:v:25:y:2022:i:9:p:1416-1431. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.