Role of Social Media Marketing by Hotels in Promoting Tourism in Rajasthan.pdf

ROLE OF SOCIAL MEDIA MARKETING BY HOTELS
IN PROMOTING TOURISM IN RAJASTHAN
By:
DEPARTMENT OF MANAGEMENT STUDIES
2023
Rani Sharma
Final Seminar for the Degree of Doctor of Philosophy

Objectives & Hypothesis
Research Design &
Methodology
Sample Size Determination
Analysis, Tabulation &
Graphical Representation
Findings and Suggestions
Conclusion
COVID & Hotel Industry
01
02
03
04
05
06
07
08
Background of the Study
Statistics and Facts
Introduction
Research Roadmap
Social Media Profiles of
Rajasthan Heritage Hotels
Review of Literature
Problem Statement
Study Justificati
on
09
10
11
12
13
14
15
The main part of this thesis defense presentation
Overview
START
END

Background
of
the
Study
Research Focus:
Rajasthan Heritage Hotels leverage social media significantly for marketing
and guest engagement.
01
Literature Gap:
There's a lack of in-depth analysis on how heritage hotels in Rajasthan receive
benefit and what challenges they face with social media marketing.
02
Research Objectives:
This study examines user and non-user perspectives on the impact of social
media on heritage hotels and explores the various factors that define the role
of social networking sites in the marketing of heritage hotels in Rajasthan.
03
Methodology:
Primary data was collected from social media managers of heritage hotels
in Rajasthan, totaling 78 samples, using online Microsoft forms.
04

Statistics & Facts
Source- Article published by Manoukian, J., (2021, February 17). The ultimate list of travel statistics for 2019 & 2020. Retrieved March 24, 2021, from
https://crowdriff.com/resources/blog/travel-statistics
General
Travel
79% of travel marketers used Facebook Ads, and that number will continue to rise.
The travel industry has the fourth-largest search ad spend.
Facebook and Instagram, Amazon, and Google Ads were each cited by four in 10 global
travel marketers as the top platforms- with Facebook narrowly leading the pack.
65% of travel markets plan to spend more on Facebook Ads
Digital advertising represents the largest portion of ad spending for all global travel
marketers and that number will only grow.
Historical and heritage tours jumped 125 percent in popularity for global travelers.
Destination
Marketing
Statistics
52% of prospective travelers have liked a Facebook page about their destination.
38% of active Instagram users use the app to discover travel content from influencers,
celebrities, and brands.
80% of Destination Marketing Organization (DMO) Facebook ads direct visitors to
their website.

Travellers
74% of travelers engage with social media during their trips.
There are one million weekly searches for travel-related hashtags.
About 75% of travel followers are likely to take action on videos, such as
swiping up for more information, visiting a website, or downloading an app.
97% of millennials share travel photos on social media.
Marketing
Brands allocate 61% of marketing budgets to online channels to reach
travelers.
TripAdvisor saw a 50% increase in experiences, tours, and attractions, with
operators adding 30,000 new options last year.
Globally, Facebook (30%) and Instagram (28%) are considered the most
effective platforms by travel marketers for targeting new audiences.

Hospitality
Statistics
48% of people are willing to showcase hotels on social media in exchange for
rewards.
50% of brands plan to boost digital ad spending on Facebook and Instagram.
Facebook and Instagram dominate hotel marketers' budget allocations.
Facebook is considered the most effective for targeting new audiences in various
segments.
Only 48% of marketers see a return on investment from using social media platforms.
Websites with user-generated content (UGC) galleries see visitors spending 90%
more time.
Attraction
Statistics
89% of millennials choose travel activities based on peer-generated online content.
21% of social media-inspired travelers seek information on attractions during trip
research.
40% of travelers share activity and attraction reviews on social media post-trip.
Mobile searches for "things to do/activities" + "near me" have surged 6X in the past
two years.

1.1 Integrated Marketing Communication
As per the American Association of Advertising Agencies,
“IMC is defined as an all-inclusive plan which evaluates strategic roles of a
variety of communication disciplines which helps in providing clarity,
consistency and highest communication impact.”
INTRODUCTION

1.2 Social Media and Its Evolution
Source: 126 Amazing Social Media Statistics and Facts. Retrieved, from
https://www.brandwatch.com/blog/amazing-social-media-statistics-
and-facts/

1.3 Social Media Marketing
The technique of drawing
attention and exposing a
brand on social media
platforms is known as
social media marketing.

Honeycomb Model of Smith (2007)
The Honeycomb model
of social media
marketing given by
Smith (2007) identifies
the seven functional
forces each of which
represents key aspects
of social media ecology.

1.4 Hospitality Industry and Its Sectors
Hospitality: A term
describing the act of
affiliation between the
guest and the host. The
guest is compassionately
welcomed and given
genuine care by the host.

1.5 Hotels and Its Vivid Categories
Hotels: A place where the guest
or the travelers gets to stay or
accommodation and food or
beverages when they travel from
one place to another (Mah, R. W.
2015).
Characteristics of Hotels –
A hotel is a home away from
home.
The hotel industry is
distinctive and unique.
The hotel is a small nation in
itself.
The hotel industry has been
part of civilization.
A conceptual framework of the hotel industry

(Institute of Hotel Management, Bhubaneshwar, 2017)
Categories of Hotel Industry
1.5.a. Heritage Hotels – Heritage hotels were originally the properties of the erstwhile
royal families of India, like forts, palaces, old Havelis and mansions.
1.5.b. Luxury Hotels – As the name suggest, these type of hotels are equipped with
infrastructure and facility of superior quality. Tourists in such hotels are primitively
upper-class executives.
1.5.c. Budget Hotels – They generally accommodate customer of the upper-middle
and medium-middle class.
1.5.d. Resorts- These categories of hotels in India are specifically found in places
having
natural scenic beauty like hill stations or seaside, which are far away from the
residential areas.
1.5.e. Airport Hotels- They are situated close to airport terminals and offer
transportation services for pick-up and drop-off from hotels to airports as well as
from airports to hotels.

1.6 Heritage Hotels and Its History
The history of heritage hotels started in Europe.
At the very first, Maharaja Man Singh II of Jaipur turned his palace into a
hotel named Ram Bagh Palace.
Pre-booking and post-booking phases of hotel booking

1.7 Social Media Marketing and Hotels
Social media is a vital tool
for marketing, managing,
and sustaining hotel
brands.
Dedicated social media
teams are common in the
hotel industry, utilizing
these platforms to attract
new customers, boost
engagement, enhance
satisfaction, and improve
customer retention.

International and National tourist arrival trends in Rajasthan (1990–2020)
In
Millions
Source: Department of Tourism, Government of Rajasthan
National
International

1.8 Tourism Industry
According to the data of 2018 by the World Travel and Tourism Council
(WTCC), tourism contributes as follows-
9.2 percent of India’s GDP,
8.1 percent of the total employment.
17.9 percent increase in foreign exchange earnings.
1.9 Tourism in Rajasthan
Rajasthan's tourism industry accounts for around 15 percent of the
state's economy.
Rajasthan share of contribution in India’s foreign and domestic tourist
arrival is about 11.2 percent and 3.3 percent respectively.
It is regarded as the third most popular travel destination in India,
behind Goa and Kerala.

Social Media Marketing
Content
Marketing
Email
Marketing
IMC
Advertising
Personal Selling
Sales Promotion
Sponsorships
Public Relations
Search Engine
Optimization
Search Engine
Marketing
Pay Per Click
Advertising
Affiliate
Marketing
Instant
Messaging
Marketing
E-Marketing
Hospitality Industry
Transportation
Food and
Beverage
Entertainment
Activities
Accomodation
Luxury Hotels
Budget Hotels
Resorts
Airport Hotels
Heritage Hotels
RAJASTHAN
SECTOR
1
SECTOR
2
Research Roadmap

Facebook- 98 heritage hotels
Instagram- 89 heritage hotels
Twitter- 64 heritage hotels
Pinterest- 43 heritage hotels
Youtube - 23 heritage hotels
Tripadvisor- 107 heritage hotels
SOCIAL MEDIA PROFILES OF RAJASTHAN HERITAGE HOTELS
This data is primarily
collected from the
different active
social media
accounts of
Rajasthan heritage
hotels in the month
of February to
March 2021.
Logo Total No. of Heritage Hotels

REVIEW
OF
LITERATURE Sector-Wise Classification
Year-Wise Classification
No. of Reseach
Papers Reviewed
44
31
5
Travel and Tourism
COVID and Hotel Industry
Sectors
Total 80
Travel and Tourism
55%
38.8%
COVID and Hotel Industry
6.3%
2022 2021 2020 2019 2018 2017 2016 2015 2014 2013 2012 2011 Before 2010
0
5
10
15
20

Summary of Research Paper Reviewed
International papers
Sr.
No.
Title of Paper Methodology Conclusion
Author(s)
2 Folinas, S., &
Metaxas, T.
(2020)
Tourism: The Great Patient of
Coronavirus COVID-2019
Multistudy experimental
approach
VR positively influences attitudes toward a destination more than
less immersive technologies like websites. Varying levels of sensory
information in VR lead to significant differences in mental imagery,
sense of presence, destination attitudes, and visit intentions.
3 Gössling, S.,
Scott, D., &
Hall, C. M.
(2020)
Pandemics, tourism and
global change: A rapid
assessment of covid-19.
Comparative study COVID-19 offers vital lessons for the tourism industry, policymakers,
and researchers on the impacts of global change. The current
challenge is to collectively glean insights from this global crisis and
expedite the shift towards sustainable tourism.
1 Alyahya, M., &
McLean, G.
(2021)
Examining tourism consumers’
attitudes and the role of
sensory information in virtual
reality experiences of a tourist
destination.
Historical research
approach
The Corona Virus has convulsed the world tourism industry, with large
hotel chains and digital platforms such as booking being forced to
cancel reservations.The tourism industry faces an unprecedented
confluence of threats
Explored the impact of social media marketing strategies on
organizational efficiency, highlighting that the key objectives are
raising awareness and improving brand image. Research findings
indicate that industrial marketing organizations strategically use
Twitter, Blog, and Facebook for their social media marketing, with all
three platforms significantly predicting organizational efficiency.
4 Enyioko, N. C.
and Nwokah,
N. G.
(2019)
Social media marketing
Strategies and Organisational
efficiency.
Reviewed the relevant
literature and empirically
analyzed the data
collected for the study by
using statistical tools.

Sr.
No.
Author(s)
5 Voorveld, H.
A. M.
(2019)
Brand Communication in
Social Media: A Research
Agenda
Based on an overview of
the current state of
research.
Study findings suggest six future research directions: exploration of
social media influencers, personalized brand content, ethical concerns
in social media content and consumer empowerment, focus on platform
characteristics beyond Facebook, integration of social media in the
media mix and consumer journey, and utilization of real social media
data. These directions collectively shape the social media research
agenda.
6 Arceo, P. B. M.,
Cumahig, I. R.
C., Mesa, M. B.
D.,
Buenaventura,
M. J. V. and
Tenerife, J. T.
(2018)
The Impact of Social
Media Platforms to
Online Consumers’
Intention to Purchase in
Restaurant Industry
Validated consumer online
activities and social media
presence through factor
analysis using SPSS.
The study identifies diverse factors influencing restaurant visits,
including online convergence, social media platforms, user frequency,
and types. The theoretical model indicates that various social media
user types, through online convergence, influence consumers to dine-in.
Social media not only affects consumers but also benefits businesses
through its free and accessible advantages. The study categorizes
social media users into four types: watchers/listeners,
networkers/socializers, engagers, and expressers/informers.
7 Cruz-Milan,
O
(2018)
Plog’s Model of
Personality-Based
Psychographic Traits in
Tourism: A Review of
Empirical Research.
Empirical research of
secondary data constituting
a longitudinal wise
information.
Practitioners in tourism industry can benefit from looking at Plog’s
psychographic model as basis for planning and implementation of
marketing strategies.
8
Hosani, N.A., &
Salam, A.
(2018)
Sustainable City
Transport Strategies:
Tourist Perspectives on
Dubai.
Used systematic random
sampling to gather data from
1000 tourists through self-
administered questionnaires.
Survey have shown that the majority of tourist responses, strongly believe
diversifying Dubai’s transport modes would lead to highly sustainable
transport systems.

Sr.
No.
Author(s)
9 ElAydi, H. O.
(2018)
The Effect of Social Media
Marketing on Brand
Awareness through
Facebook: An Individual-
Based Perspective of Mobile
Services Sector in Egypt.
Created an electronic
questionnaire with Likert five
scales for data collection.
Descriptive statistics were
calculated using SPSS software.
Study findings indicate that social media builds brand awareness,
potentially boosting future sales revenue. Engaging with
customers through post likes encourages content sharing and
interaction, expanding the company's circle of influence.
Interaction, content sharing, and credibility rank highest among
social media marketing activities.
10 Yin, J., Zheng,
X., & Fang, S.
(2018)
The Dynamic Analysis of
Tourism Industrial
Ecologization in Mainland
China: Its Status and
Evolution.
Applied entropy method to
assess index weights, examined
TIE level, and dynamically
analyzed TIE system
coordination.
Industrial ecologization is an important trend of tourism industry.
Moreover, Tourism industrial ecologization is the best choice and
method to achieve tourism sustainable development.
11 Windira, A.,
Waluya, B.,
& Yuniawati,
Y.
(2018)
The Effect of Experiential
Value of Tourist Behavioral
Intentions in Taman Buah
Mekarsari.
Systematic random sampling of
100 respondents. Type of
research is descriptive and
causal. Data collected by
Interview, questionnaire,
observation & literature study.
The results showed that the experiential value have a significant
influence on the behavioral intentions and the biggest influence of
experiential value obtained through entertainment.
12 Rihova, I.,
et.al
(2018)
Customer-to-customer co-
creation practices in
tourism: Lessons from
Customer-Dominant logic.
Pragmatic philosophy, qualitative
interviews, and observations.
The conclusions highlight the importance of value formed when
tourists co-create with each other in tourism settings and the
authors identify specific opportunities for facilitating this process.
13 Castro, J.C.,
et.al
(2017)
Tourism Marketing:
Measuring Tourist
Satisfaction
Sampled 610 random tourists for a
semi-structured personal survey.
Utilized partial least squares
method for statistical analysis.
Variables such as product, price, distribution and tourist service
are considered important in measuring tourist satisfaction.

Sr.
No.
Author(s)
14 Mwinuka, O.H.
(2017)
Reviewing the role of
tourism marketing in
successful sustainable
tourist destination.
Conducted content analysis in four
online databases (EBSCO, Taylor &
Francis Online, Web of Science, and
Science Direct) from 2012-2016.
This literature review has sought to contribute to the existing
literature on the role of tourism
marketing that underpins the development of successful
sustainable tourist destinations.
15 Bhati, A., &
Pearce, P.
(2017)
Tourist attractions in
Bangkok and Singapore;
linking vandalism and
setting characteristics.
The audit instrument served as the
primary data collection tool.
Conducted a pilot study at three
public tourist sites.
Recent reviews of state and themes of tourist attraction
research reveal only moderate attention to the theme of
property damage and vandalism.
16 Hua, L. Y., et.
al
(2017)
Social Media as a Tool to
Help Select Tourism
Destinations: The Case of
Malaysia.
Structured questionnaire and in-
depth interview.
Shows that perceived usefulness, ease of use, risk, and
electronic word-of-mouth (e-WOM) directly influence attitude
and indirectly affect intention through attitude. Attitude is
considered the mediator between perceived risk and behavioral
intention.
17 Ismail, A. R.
(2017)
The influence of perceived
social media marketing
activities on brand loyalty:
The mediation effect of
brand and value
consciousness.
Administered a self-administered
questionnaire to a convenience
sample of 346 undergraduate
students.
Social media marketing significantly impacts brand loyalty, with
brand consciousness and value consciousness mediating this
relationship. The increasing importance of social media
marketing offers insights for marketers in shaping brand loyalty.
Perceived social media marketing activities are a key driver of
brand loyalty.
18 Nabben, A.,
et.al
(2016)
Smart Technologies in
Tourism : Case study on the
influence of iBeacons on
customer experience
during the 2015 SAIL
Amsterdam event.
An embedded, single-case study
based on Secondary data
collected.
Based on user interviews and SAIL app reviews, iBeacon
technology improves tourist experience, particularly in crowd
management and app usage.

Sr.
No.
Author(s)
20 Yilmaz, B.S.
(2016)
Conducted qualitative research
through structured interviews
(face-to-face and via email) with
38 participants.
Exploring motivations and reasons for using social media as
a storytelling medium, along with examining tourist
narratives, could offer valuable insights into tourist behavior
for researchers and suppliers.
21 Ram, Y.,
Bj€ork, P., &
Weidenfeld, A
(2016)
Authenticity and place
attachment of major visitor
attractions.
Designed a self-report
questionnaire with four parts:
place attachment, authenticity,
information about the current trip,
and personal details.
Results indicate a positive correlation between place
attachment and authenticity.
22 SI, S.
(2016)
Social Media and Its Role in
Marketing.
Descriptive approach to explain the
findings by reviewing the secondary
data.
Today, social media is inseparable from online presence, and
blogging can significantly impact company marketing and
development. Whether it's an individual, a startup, a small
organization, or a large corporation, engaging in online
business and maintaining an ongoing dialogue with
constituents is essential. Companies are reallocating
resources and reevaluating traditional outreach methods.
19 Çetı̇ nkaya,
M.Y., & Öter, Z.
(2016)
Role of tour guides on tourist
satisfaction level in guided
tours and impact on re-
visiting Intention: a research
in Istanbul.
Developed a questionnaire,
conducted a pilot test, and chose
a survey method for collecting
primary data. Sample size was
600.
Tour guides play a crucial role in transforming tourists' visits
into experiences by providing knowledge, interpretation of
attractions, cultural insights, and excellent communication
and service skills.
The Impact of Social Media
on the Tourist Experience:
Telling Your Story to your
Connected Others

Sr.
No.
Author(s)
23 Alves, H.,
Fernandes, C.
and Raposo,
M.
(2016)
Social Media Marketing:
A Literature Review and
Implications.
Conducted content analysis on social
media marketing articles in the Web of
Science database. Analyzed 44 studies
using a variation of the systematic review
approach, involving synthesis- and
interpretation-based assessment.
Results indicate that most studies have primarily focused
on analyzing the consumer perspective on social media
marketing and how companies extract value from these
channels for client relationship management. There's a
need for qualitative studies to better understand the
utilization of social media marketing within marketing
strategies.
24 D'Urso, P.,
Disegna, M.,
Massari, R., &
Osti, L.
(2016)
Fuzzy segmentation of
postmodern tourists.
Surveyed 997 international visitors
through the "International Tourism in Italy"
survey, focusing on those who vacationed
in South Tyrol (Northern Italy) in 2010 and
2011. Utilized a 10-point Likert scale.
Paper concludes discussing both academics &
practitioners implications of the segmentation procedure
suggested.
25 Reino, D.S., &
Hay, B.
(2016)
The Use of YouTube as a
Tourism Marketing Tool.
Utilized web analysis and a case study
approach with a sample of 32 European
city destinations.
YouTube offers tourists organic information sources,
enabling them not just to observe but also actively
contribute to shaping a destination's image. This
enhances tourists' knowledge base for better-informed
decision-making.
26 Designed a questionnaire and
administered 1,550 surveys.
Tourists in Crete prefer passive activities,
influenced by nationality, age, and season of visit.
Andriotis. K,
Agiomirgia
Nakis. G, &
Mihiotis. A
(2016)
Tourist Vacation
Preferences: The Case
Study of Mass Tourists
to Crete

Sr.
No.
Author(s)
27 Iblasi, W. N.,
Bader, D. M. K.
and Al-Qreini,
S. A.
(2016)
The Impact of Social Media as a
Marketing Tool on Purchasing
Decisions (Case Study on
SAMSUNG for Electrical Home
Appliances)
Researchers gathered
information from SAMSUNG
customers using a
questionnaire distributed to a
sample of 93 individuals across
three company branches.
Social networking sites are effective for E-marketing and influence
consumer purchasing decisions. Using social media as a marketing tool
significantly impacts various stages of the purchase decision process,
encouraging its use in E-marketing.
29 Naqvi, S.
wajahat
(2015)
Social Media Marketing in
Pakistan: Trends and Impact.
Collected primary data from
150 respondents using a
research questionnaire.
Facebook, with its well-communicated and effective ads, stands as the
most used social network. It presents a significant opportunity as a new
medium to raise awareness about products among customers. The study
indicates a growing trend in social network usage and contributes to
understanding and designing effective communication strategies for
reaching the target market through social media networks.
28 Stephen, A. T.
(2015)
The role of digital and social
media marketing in consumer
behavior.
Article reviews recent research
on consumers in digital and
social media marketing settings.
Reviews recent research on consumers in digital and social media
marketing, identifying five themes: consumer digital culture, responses to
digital advertising, effects of digital environments on consumer behavior,
mobile environments, and online word of mouth (WOM).
30 Lee, W. and
Chhabra, D.
(2015)
Heritage hotels and historic
lodging: Perspectives on
experiential marketing and
sustainable culture
Collected primary data through
a structured questionnaire and
analyzed it using SPSS
software.
Introduce dynamic and reconstructive approaches to sustainably using
heritage accommodations. Emphasizing economic benefits for host
communities, sustainable heritage tourism aims to promote social and
cultural inclusion and community well-being. Heritage hotels, although
understudied, present a significant field of inquiry.
31 Bowtell, J.
(2015)
Assessing the value & market
attractiveness of the accessible
tourism industry in Europe: a
focus on major travel and
leisure companies.
Conducted semi-structured
interviews with managerial
staff from major travel and
leisure companies.
The study suggests that the accessible tourism market is a distinct and
potentially lucrative sector with significant growth potential, presenting
major travel providers with an opportunity for substantial revenues.

Sr.
No.
Author(s)
33 Healy, T. G.
and Wilson, A.
(2015)
in the Hospitality
Industry: Is it worth the
effort?
The study comprised three
phases: qualitative interviews
with eight hotel executives
(Phase 1), monitoring social media
engagement at a Miami hotel
(Phase 2), and experimenting with
social media advertising impacts
(Phase 3).
Research indicates that social media engagement and advertising
positively impact hotel reservations and revenue generation. While
social media engagement enhances customer service and brand
awareness, its direct influence on buying behavior remains
unvalidated. Additionally, studies suggest that fans exhibit a higher
likelihood of purchasing, sharing, and engaging when targeted with
marketing offers on social media.
32 Long, S. B. and
Wongsurawat,
W.
(2015)
Social media marketing
evaluation using social
network comments as an
indicator for identifying
consumer purchasing
decision effectiveness.
Samsung Mobile Thailand
Facebook fan page comments
tracked daily for 5 months.
Key comments influencing purchasing decisions in social media
marketing include usage experience issues, information requests,
business practice concerns, and product launch feedback. These
variables serve as indicators for consumer decisions, aligning with
the HOE theory. This theory posits that messages from online brand
community interactions impact consumer purchasing choices.
Study affirms a robust MTE instrument with 34 items spanning ten
experiential dimensions, including authentic local experiences, novel
experiences, self-beneficial experiences, significant travel
experiences, serendipitous and surprising experiences, local
hospitality, social interactions, impressive local guides and tour
operators, fulfillment of personal travel interests, and affective
emotions.
Data collection from secondary
and primary sources (interviews
and questionnaires).
Memorable Tourism
Experiences: Scale
Development
Chandralal, L.,
& Valenzuela,
R.
(2015)
34

Sr.
No.
Author(s)
35 Wu, S., &
Chen, Y.
(2015)
The social, economic, and
environmental impacts of
casino gambling on the
residents of Macau and
Singapore.
Study used convenient sampling
and applied Cronbach's alpha,
descriptive statistics,
independent t-test, one-way
ANOVA, and correlation analysis
for measurement.
Tourism development must be economically sustainable without
depleting essential resources, especially those from the
environment and the host community, crucial for the future of
tourism.
36
Bédiová, M., &
Ryglová, K
(2015)
The main factors influencing
the destination choice,
satisfaction and the loyalty
of ski resorts customers in
the context of different
research approaches.
Primary data primarily entered
models via questionnaire
surveys.
Empirical research confirms that destination loyalty is strongly
influenced by customer satisfaction and memorable experiences.
37
Gillovic, B., &
McIntosh, A.
(2015)
Stakeholder perspectives
of the future of accessible
tourism in New Zealand.
Conducted exploratory research
through semi-structured
interviews with ten key New
Zealand tourism industry
stakeholders, and analyzed
qualitative data thematically.
Research findings, informed by key tourism industry stakeholders,
highlight the implications of a country projecting an image of
inaccessibility. This impacts the destination's communicated
impression and excludes the needs of a growing access market.
39 Tomic, N., &
Bozic, S.
(2014)
Factors Affecting City
Destination Choice Among
Young People in Serbia
Individuals up to 35 years, with a
higher proportion of females.
Most respondents were aged
20-24. Online survey (Google
Docs) used for data collection.
Effective hospitality and restaurant service are the most influential
factors. Good and affordable accommodation is the most
significant item, while short travel distance and the possibility for
couch surfing are less important.
38 Mc. A Baker,
D.
(2014)
The Effects of Terrorism
on the Travel and Tourism
Industry
Secondary data-based
descriptive research.
As the tourism industry grows, so does the threat of terrorism and
its impacts.

Sr.
No.
Author(s)
41 Taillon, J.M.
(2014)
Understanding Tourism as
an Academic Community,
Study or Discipline.
An empirical study of
secondary data.
Tourism is currently an indiscipline, an academic study, and a global
network of researchers.
42 Wang, R. and
Chen, T.
(2014)
An Empirical Study on use
of Social Media in the Hotel
Industry in China: A Study
of Customers’ Preferences
and Attitudes
Data collection from survey
questionnaires and interviews
with individuals in the hotel
and tourism industry.
Study indicates that hotels and online ticket firms prefer using social
media to attract guests and potential consumers. Top three factors
influencing hotel choice: price (71.84%), location (68.16%), and online
rating (33.06%).
44 Thoumrungroj
e, A.
(2014)
The Influence of Social
Media Intensity and EWOM
on Conspicuous
Consumption.
Data collected through quota
sampling based on Thai
population demographics with
a sample size of 1,142.
Introduces a model connecting social media use intensity with Thai
consumers' reliance on electronic word of mouth (EWOM) and
conspicuous product consumption. Study findings show direct and
indirect impacts of social media intensity on conspicuous
consumption, indicating that social media and EWOM are effective
tools for stimulating demand for such products.
45 Balakrishnan,
B. K. P. D.,
Dahnil, M. I., &
Yi, W. J.
(2014).
The Impact of Social Media
Marketing Medium Toward
Purchase Intention and
Brand Loyalty Among
Generation Y.
Conducted random surveys
and distributed questionnaires
to Malaysian university
undergraduate students,
achieving a 75% response rate
from 200 distributed
questionnaires.
Social media is a crucial marketing tool to engage the younger
generation, highlighting the cyber world's significant role in modern
marketing for faster and more efficient customer outreach. The
research offers guidelines for global brands to effectively apply social
media marketing for product and brand promotion.
Social media interactions between marketers and consumers are
interactive, collaborative, and continuous. The findings will aid tourism
marketers in understanding language conventions in the Chinese
social media landscape.
This study adopt Systemic
Functional Linguistics.
Tourism Marketing
Communications on a
Chinese Social Media
Platform
Ge, J.
(2014)
40

Sr.
No.
Author(s)
46
Pomirleanu,
N.,
Schibrowsky
, J., Peltier, J.
W. and Nill,
A.
(2013)
A review of internet
marketing research
over the past 20 years
and future research
direction.
Reviewed two decades of
marketing literature from
selected business
journals, focusing on
internet marketing.
In the past eight years, 68.5% of internet marketing research has
been published, indicating an increase in articles within top
marketing journals. A broader range of journals now publish
internet marketing articles, with sustained interest in consumer
behavior, internet strategy, and internet communications, while
emerging areas include social media and networks. Anticipated
growth areas in the coming years include mobile internet, social
media and networks, and internet analytics.
47 Lee, D.,
Hosanagar, K.
and Nair, H. S.
(2013)
The Effect of Social
Media Marketing
Content on Consumer
Engagement: Evidence
from Facebook.
Analyzed over 100,000
unique messages from 800
companies on Facebook
using Amazon Mechanical
Turk and advanced Natural
Language Processing
algorithms.
Adding persuasive content, such as emotional and philanthropic
elements, enhances message engagement. In contrast, standalone
informative content, like prices and product features, decreases
engagement. However, when combined with persuasive elements,
informative content boosts engagement. Hence, persuasive
content appears to be the key for effective engagement.
48 Hajli, M. N.
(2013)
A study of the impact
of social media on
consumers.
Collected primary data
through a structured
questionnaire.
Social media enables users to create content through online
communities, reviews, and recommendations. Trust promoted by
social media strongly influences purchase intent, while perceived
usefulness is another significant factor affecting the intention to
buy.

National papers
Sr.
No.
Author(s)
1
Bhalla, R.,
Chowdhary,
N., & Ranjan, A.
(2021)
Spiritual tourism for
psychotherapeutic healing
post covid-19
Utilized narrative inquiry as a
qualitative research design.
Post-COVID-19, nature-based travel for spiritual elevation,
transformation, and healing is the preferred choice. The study
informs policy formulation and enhances understanding of people's
perceptions and expectations for post-COVID-19 travel.
3 Kishnani, N.
(2019)
Sustainable Development
of Ecotourism in Madhya
Pradesh: Prospects &
Problems
Study relies on secondary data
from reliable sources and
personal observations.
Tourism growth has created new livelihood opportunities but must
be managed responsibly to avoid habitat degradation and
biodiversity threats.
4 Nasir, S.
(2019)
Tourism Business
Cooperation
between India & South East
Asian Countries: Studying
Interregional Tourist
Movements to Explore
Buddhist Tourist Places in
India
Study focuses on two key case
studies: Indo-ASEAN
cooperation in the tourism
sector and the development
status of the Buddhist circuit
as an attraction for tourists
from ASEAN member
countries.
India and ASEAN share rich cultural and historical ties, with both
aiming to leverage these connections. However, improving
transportation and financial services, such as banking connectivity,
land transport facilitation, and visa regime liberalization, is essential for
fostering business support in the tourism sector.
2 Kaushal, V., &
Srivastava, S.
(2021)
Hospitality and tourism
industry amid covid-19
pandemic: Perspectives on
challenges and learnings
from India.
Conducted interviews with 15
senior professionals in the
hospitality industry and
tourism education services.
Due to the COVID-19 outbreak, the tourism and hospitality industry
has encountered unprecedented challenges. In the context of the
current pandemic, Human Resource Management, Health and Hygiene,
Continuity, and Concerns should be considered crucial aspects in the
evolving theory of hospitality and tourism.
5 Gore, S.
(2019)
Stakeholder Collaboration
for a Religious Tourism
Mega Event
Data collected through
structured questionnaire
interviews with stakeholders.
Stakeholders collaborate for economic benefit, conflict management,
and conservation in tourism. Research aids policymakers in
comprehending the challenges faced by stakeholders when planning
tourism events.

Sr.
No.
Author(s)
6
Kakati, B. K.
(2019)
Rural Tourist Products:
An Alternative for
Promotion of Tourism
In North East India
Paper relies on secondary
data from studies
conducted by various
organizations.
Community-based tourism is gaining attention for its contribution to
sustainable development, including poverty alleviation through
employment, community development, and conservation efforts.
Bhat, Z. S.
(2018)
as A Key to Social
Change
7 Research paper relies on
existing secondary data.
Research findings indicate that retailers can boost brand awareness
through creative engagement on social media. These platforms serve as
a stage for retailers to craft unique experiences, leveraging information
stored on social media sites to enhance user interactions. Social
networking sites are instrumental in improving brand appeal, expanding
target markets, and offering numerous opportunities for interactions,
particularly beneficial for small retailers.
8 Rathnakar, G
(2018)
Impact of Social Media
on Event Marketing -
an analysis.
Research methods include
exploratory literature
reviews, networking with
experts, practitioner
interactions, questionnaire
surveys, and knowledge-
mining interviews.
Social media can transform conventions into practical strategies,
making marketing and branding through these platforms a valuable and
increasingly secure investment. A traditional strength of social media
lies in its role as a hedge against inflation and its contribution to
diversifying portfolios, products, and brands.
9 Verma, M. and
Verma, K.
(2018)
Social Media a
Promotional Tool:
Hotel Industry
Survey questionnaires
assessed social media usage
by hotels and identified its
advantages in the NCR region.
Social media is impacting hotels, serving as a tool to attract and retain
clients while enhancing online presence. Hotels engage in social media
marketing primarily to build and promote their image. These platforms
also provide insights into customer preferences and behavior,
supporting effective Customer Relationship Management (CRM).

Sr.
No.
Author(s)
10 Safwan A, M.,
&
Pulikkamath,
A.
(2018)
Tourism Promotional
Activities and it's
impact: An experience
of DTPC Malapurram,
Kerala
Descriptive analysis of primary
and secondary data, with primary
data collected from 150
individuals using a convenience
sampling method.
DTPC Malappuram's quality services contribute to the satisfactory
development of the host community, benefiting both economically
and socially.
11 Dahiya, K., &
Batra, D.
(2018)
India - Sustainability
and the Tourism
Rankings
Descriptive study based on
secondary data analysis,
including literature review and
examination of five-year plans
and national tourism policies.
The study reveals a paradox in the sustainability and tourism rankings
of the Indian tourism industry. While India is advancing in global
tourism rankings, its environmental sustainability rankings have
significantly declined from 41 to 134 between 2007 and 2017.
12
K S, V., & T A,
B.
(2017)
An Evaluation of Indian
Tourism Industry Under
GST Regime.
The study relied solely on
secondary data collection,
focusing on the impact of GST
on the tourism industry in
India.
GST brings both simplified rules and increased costs and
compliances.
13 Kumar, A.,
et.a; (2017)
Analyzing Consumer
Preference for Online
Booking of Tourism and
Hospitality in India.
Constructed a questionnaire
with both dependent and
independent variables
measured using a 5-point
Likert Scale.
Survey results confirm that among the 9 variables reviewed in the
literature, only 3 drive decision-making or preference for online
booking: discounting options, advance booking, and time-saving for
the user.
Facebook acts as a consumer market research tool for destinations,
allowing them to gather user insights, measure content engagement,
and crowdsource ideas. The main challenge in promoting a
destination on Facebook is budgeting and staffing.
This article is based on
secondary data sources.
Tourism Destination
Marketing Using
Facebook As A
Promotional Tool.
Rahman, S.
(2017)
14

Sr.
No.
Author(s)
20
Munjal, S.
(2015)
Sustainable Eco-Tourism:
A Case Study from India -
Andhra Pradesh.
Case study by collecting
the relevant secondary
data.
Beyond tourism, governments, academic institutions, development
agencies, and NGOs are promoting sustainable eco-tourism. Differing
from conventional mass tourism, eco-tourism emphasizes ecological
and social sensitivity. Major business associations such as WITC, UNEP,
UNESCO actively support eco-tourism projects.
21 Prasad , S., &
Bhatia, V.
(2014)
The Impact of Cultural
Attractions and Amenities
in Building Image of a
Tourist Destination- A
Study of Tourists Visiting
Jaipur.
The sample comprised 126
tourists who completed a
structured questionnaire
with 34 questions, each
measured on a five-point
scale. The study was
conducted in well-known
hotels in Jaipur.
Tourists were highly satisfied with Jaipur's cultural attractions and
amenities, with a notable preference for cultural attractions. A substantial
number expressed a positive image and willingness to revisit and
recommend the destination.
22 Negi, M.S.,
et.al
(2014)
Indian Tourism and
Hospitality Industry-
Trends and Development.
Data collected through
secondary sources .
Indian tourism and hospitality sector show growth in terms of Foreign
Tourist Arrival and Foreign Exchange Earning.
Study utilizes both
secondary and primary
data.
23 Dayananda,
K.C.
(2014)
Tourism and Employment:
Opportunities and
Challenges in Karnataka-
Special Reference To
Kodagu District
Kodagu offers significant tourism development opportunities, creating
employment, generating income, improving living standards, and
contributing to national economic development.
Kodagu offers significant opportunities for tourism, creating employment,
income, and contributing to economic development.
A pilot survey involving 23
post-graduate students
was conducted before the
main survey.
Understanding Social
Media mindset of
consumers: An Indian
perspective.
Mishra, S. and
Tyagi, A.
(2015)
19

Sr.
No.
Author(s)
24 Khanna, S., &
Pathania, N.
(2014)
Travel Motivation, Travel
Behaviour and Travel
Destination Choice: A
Relationship Framework
among Pilgrim Tourists.
Empirical study using a
questionnaire gathered data
from 240 respondents, Analysis
employed statistical techniques
including ANOVA, Percentage
Method, t-test, Regression, and
Co-relation.
There is a strong correlation between tourists' motivational factors for
travel and their behavioral patterns.
25 Kapur, R.
(2014)
Travel and Tourism in
India: A Developmental
Perspective
Descriptive analysis of
collected secondary data.
Tourism in India has flourished due to its rich cultural heritage,
religious sites, ancient structures like temples, tombs, forts, and
palaces that draw visitors globally.
26 Jaswal, S.
(2014)
Role of Tourism Industry
in India’s Development.
Study relies on secondary data
from various agencies and
organizations.
Consider environmental degradation, pollution, litter impact, and
wildlife conservation when promoting tourism.
Collected primary data from
interviews with Deans and
Directors of 30 Indian Business
Schools using a structured
questionnaire.
27 Kumar , A.
(2014)
Strategic Planning for
Effective Hospitality and
Tourism Education:
Some Observations and
Suggestions.
Few institutions effectively incorporate industry perspectives into
their curriculum for the benefit of students and corporations. Efforts
should be made to integrate both more effectively.
SNS allows the hotel industry to engage with consumers throughout
the vacation journey, fostering a real connection. This connection
leads to increased purchase intensity and offers a platform for
innovative advertising, promoting the business growth of the hotel
industry. Leveraging SNS provides a competitive advantage by
reducing advertising costs, creating awareness, capturing a larger
market, facilitating global transactions, improving customer service,
and acquiring new customers.
Used structured questionnaires
and interviews for quantitative
data, while qualitative information
was gathered through methods
like in-depth interviews and
observation.
The Effect of Social
Networking sites On
Hotel Industry in Pune
Region.
Shirase, R.
(2014)
28

Sr.
No.
Author(s)
29 Kaushik, R.
(2012)
Impact of Social Media
on Marketing.
Analyzed qualitative
and quantitative data
from secondary sources
on the World Wide Web.
Social media bridges the gap between marketers and consumers
through ongoing dialogue, trust-building, and targeted interaction
with the right audience, rapidly.
Descriptive and
exploratory research.
30 Bajpai, V.,
Pandey, S.
and Shriwas,
S.
(2012)
SociaL Media
Marketing: Strategies &
its Impact. Social Media
Marketing: Strategies &
its Impact.
Marketers should ensure their site is listed in local business
directories for easy consumer access. Customizing messages
across sites prevents redundant communications, and offering
exclusive coupons to social communities is another effective
strategy.
31 Neti, S.
(2011)
Social Media and its
role in Marketing
Exploratory and
descriptive research
work.
Social media is unavoidable for individuals and businesses. Blogging
positively impacts branding and company growth, with a Hubspot
report indicating that businesses with blogs gather 68% more leads
than those without. The author recommends that every business
should embrace social media.
Conducted analytical
research on randomly
sampled primary and
secondary data (sample
size: 100).
32 Rani, P.
(2005)
Study on Impact of
Tsunami: A Natural
Disaster in Travel &
Tourism Industry in
Andaman & Nicobar
Islands, India
The tsunami reduced tourist numbers to one-fourth in the affected
tourism sector.

RESEARCH
DESIGN
AND
METHODOLOGY
Existing studies mainly focus on an international or nationwide scale, with limited
attention to specific states or cities.
Existing research primarily emphasizes the traveler's perspective rather than the
service provider's. In the context of heritage hotels, it’s a niche area of particular
significance in Rajasthan that is often overlooked.
Studies have been conducted in fragments on social media marketing, the hotel
industry, and tourism. However, there is a need to comprehensively understand
how hotel social media marketing impacts state tourism.
Research Gap Analysis
01: Knowledge Void
02: Theory Application Void
03: Evaluation Void

Problem
Statement
What is the intrinsic value of social media
for the hospitality industry, specifically
focusing on service providers?
How does social media contribute to the
creation of brand value within the
hospitality and tourism sector?
Problem Statement 01
Problem Statement 02

The availability of wide variety of marketing options in the hotel industry
makes it more complex.
Limited understanding of its role in the hotel industry and promotion of
Rajasthan tourism adds difficulty.
Rajasthan is a state of rich heritage, tradition and culture that attract tourist
worldwide and has a wide spectrum to market and promote via social media
sites.
Study Justification
The study shall be relevant for the social media managers of the hotel industry
and specifically the heritage hotels.
Besides this, the study will also be relevant for the policy-makers of diverse
fields like the hotel industry, travel and tourism industry and academic
departments, etc.
01
02
03
04
05

3.4
OBJECTIVES
&
HYPOTHESIS
Objectives
&
Hypothesis Objectives Hypothesis
Statistical test
applied
To study the role of social media marketing
on website traffic of Rajasthan heritage
hotels.
on the brand engagement of Rajasthan
heritage hotels.
on the communication and interaction of
Rajasthan heritage hotels.
To examine if different star rating of
Rajasthan heritage hotels holds difference in
opinion regarding the impact of social media
on their marketing practices.
To study and compare the opinion of
Rajasthan heritage hotels using social media
and those who are not using social media in
regards to positive and negative utilities of
the platform.
To analyze the marketing objectives of
Rajasthan heritage hotels for using various
social networking sites.
Increased use of social media marketing tools
positively impacts the website traffic of
positively impacts the brand engagement of
positively impacts the communication and
interaction of Rajasthan heritage hotels.
Marketing practices on social media
significantly differ on the basis of star ratings of
Kruskal-Wallis
test
Kruskal-Wallis
test
Kruskal-Wallis
test
Kruskal-Wallis
test

Research
Design
Co-
relational,
Descriptive
and
Exploratory
Research Design & Methodology
Locale
State of
Rajasthan
Primary
Data
Collected
A Likert scale
questionnaire,
administered
through
Microsoft
Forms, was
used to gather
insights from
Rajasthan
heritage hotel
employees
managing
social media
marketing
channels.
Secondary
Data
Collected
Books,
research
papers,
published
articles,
official
websites,
reports,
statistics
and facts
from
different
reliable
internet
sources.
Time
Frame
Data was
collected
from
September
2021 to
January
2022.
Universe of
the Study
Rajasthan
has 118
heritage
hotels listed
by the
Department
of Tourism
in 2020
Sampling
Unit
Data was
collected
from 78 out
of 118
heritage
hotels, as
the
remaining
37 did not
utilize social
media for
marketing.
Purposive
sampling
was
employed.
Data Analysis
&
Interpretation
SPSS
software was
utilized for
data analysis,
including
Factor
Analysis,
Kruskal-
Wallis, KMO
Test,
Bartlett's
Sphericity
Test, and
other
relevant
tests.

115
Total Responses
Received
Sample Size
Determination
118
37
78
Population of
Rajasthan
Heritage Hotels
Social Media Users
(Actual Sample
Size)
Social Media
Non-Users

Research
Instrument
(Standard
Questionnaire)
Standard questionnaire was designed after
checking and supplementing the research
variables of the study.
The questionnaire comprises clear and concrete
closed-ended questions, ideal for statistical
analysis and percentage calculations.
The questionnaire is split into two segments,
with the first segment featuring 9 multiple-choice
questions focused on general hotel data.
The second segment includes 2 Likert scale
questions to assess the positive and negative
aspects of social media marketing for Rajasthan
heritage hotels.

Questionnaire
Design Source
Question
Number
Particular
Basic question on Hotels and
their Social Media Channels.
Item 1 : Adapted from CHHEDA, S. H.
(2014)
Item 2 : Adapted from Mabry, E. F. (2008)
Item 3 : Adapted from Eerola, T. (2016)
Item 4 : Adapted from Eerola, T. (2016
PART
A
PART
B
Part
Item
1 to 4
Item
5 to 9
Item 10
(Likert
Scale)
Item 10
(Likert
Scale)
Questions for Hotels to study
in-depth about Social Media
Marketing (Objectives, Benefits,
Revenue, etc)
Item 5 : Adapted from Eerola, T. (2016)
Item 6 : Adapted from Mabry, E. F. (2008)
(2014)
(2014)
(2014)
Questions to administer the
positive impact of Social media
marketing on Hotels.
Questions to administer the
negative impact of Social media
marketing on Hotels.
Item 10 : Adapted from Prafull, S. R.
(2014)
Item 11 : Adapted from Prafull, S. R.
(2014)

ANALYSIS,
TABULATION
AND
GRAPHICAL
REPRESENTATION
Test of Reliability
Average
time
taken to
fill out the
survey
Positive utilities of social media marketing Negative parameters of social media marketing
Cronbach’s Alpha Test
Time
taken to
fill
survey form
N Range
(Max- Min) Minimum Maximum Mean Std.
Deviation
78 05:48 04:07 9:55 5:20 1:54
Cronbach's
Alpha
N of Items
14
.901
Reliability Statistics
Cronbach's
Alpha
N of Items
8
.833
Reliability Statistics

Learning how to Use Social Media Platforms is Easy.
Extraction
Initial
Parameters
Social media are a commonly used advertising platform.
Social media advertising is effective.
Helps in New Customer Acquisition.
Helps in Building More Business Relations.
One-to-one Communication Between Consumer and Owner.
Improves Client Relations.
More and Wide reach.
Ability to Transact Business Globally.
1.000
Communalities Calculated for Positive Parameters (Extraction Method: Principal Component Analysis)
Build Trust for the Hotels Marketing on the Social Media.
Develop Competitive Advantage.
Effect of Promotional Activities.
Reservations (by guests) after SNS.
Overall, Social Media Platforms are Useful for the hotel.
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
.694
.504
.699
.659
.546
.770
.647
.900
.905
.714
.751
.675
.442
.618

Total
Variance
Explained
Com
pone
nt
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total Total Total
% of
Varianc
e
% of
Varianc
e
% of
Varianc
e
Cumu
-lative %
Cumu
-lative %
Cumu
-lative %
Extraction
Method:
Principal
Component
Analysis.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
6.720 48.003 48.003 6.720 48.003 48.003 6.299 44.994 44.994
1.580
1.221
.880
.754
.563
.503
.421
.344
.282
.247
.197
.152
.134
11,289
8.725
6.289
5.389
4.024
3.596
3.007
2.455
2.012
1.764
1.407
1.087
.956
59.291
68.016
74.305
79.694
83.718
87.313
90.320
92.775
94.786
96.550
97.957
99.044
100.00
1.580
1.221
11.289
8.725
59.291
68.016
1.965
1.258
14.037
8.984
59.032
68.016

Values of
Rotated
Component
Matrixa of
Positive
Parameters
Component
Increasing
Website
Traffic
Boost Brand
Engagement
Improving
Communication
and Interaction
Social media advertising is effective.
Develop Competitive Advantage.
Effect of Promotional Activities.
Build Trust for the Hotels
Overall, Social Media Platforms are Usefull.
Learning the Use of Social Media is Easy.
Helps in New Customer Acquisition.
Improves Client Relations.
Its a commonly used advertising platform.
Helps in Building More Business Relations.
Revenue Generate after SNS.
Ability to Transact Business Globally.
More and Wide Reach.
Faciliates One-to-one Communication
.824
.822
.806
Extraction
Method:
Principal
Component
Analysis.
Rotation
Method:
Varimax with
Kaiser
Normalization.
.805
.769
.754
.748
.730
.707
.651
.643
.942
.926
.877

Normality
Test of the
Three
Factors
Identified
Above
One-Sample Kolmogorov-Smirnov Test
Increasing
Website
Traffic
Boost Brand
Engagement
Improving
Communication
and Interaction
N
Normal Parameters a,b
Most Extreme Differences
a. Test distribution is Normal.
b. Calculated from data.
78
.43301 4.9679 4.4968
.52917
.213 .537
-.212
.002
1.871
78 78
Mean
Std. Deviation
Absolute
Positive
Negative
Kolmogorov-Smirnov Z
Asymp. Sig. (2-tailed) .000 .002
.16787 .45315
.103
-.213
.424
-.537
.212
.133
1.884 4.745

Star Ratings of Rajasthan Heritage Hotels
Inference- Majority of heritage hotels in
Rajasthan are in the three-star category
with 55.10% percent
Frequency
Distribution
3 Star Ratings
55.1%
4 Star Ratings
23.1%
5 Star Ratings
12.8%
Rajasthan heritage hotels using social media for
marketing
Inference- 75.60% of respondents
are using social media extensively for
marketing and promoting.
Yes No
0
10
20
30
40
50
60

1 Year 1-6 Months 6 months to 1 Year
0
10
20
30
40
50
60
70
0 20 40 60
Facebook 73
Instagram 72
Pinterest 34
Twitter 51
Youtube 17
Trip Advisor 75
Series 1
Time duration of using social media
Inference- Out of seventy-eight Rajasthan heritage
hotels, sixty-eight have been active on social media
for more than a year, which has a significant
percentage of 87.2 percent.
Active social media accounts of respondents
Inference-Facebook and Instagram are the
most used social media accounts by Rajasthan
heritage hotels and Youtube is the least used
one.

Inference- In comparison to Facebook and Instagram, Twitter is less preferred. Accordingly, there
are lesser no. of followers on the Twitter account. YouTube and Pinterest are one of the least social
media networks preferred by Rajasthan heritage hotels.
No. of followers on social media accounts of respondents
Facebook Instagram Twitter YouTube Pinterest
Below 100 101 -500 501-1000 1000 -10000 More than 10,000 NA
0
10
20
30
40
50
60

Inference- Posting photos and videos over social media platforms are considered to be
highly important by Rajasthan heritage hotels. Whereas posting blogs are considered least
important.
Importance of social media tools
Photo Video Hotel Description Offers Deals and Discounts Information about nearby Activity tips
Blog
Not at all important Least Important Neutral Important Very important
0
20
40
60
80

Inference- Social media accounts are highly useful in generating leads and
highlighting brand development. And it does not reduce the marketing
cost.
Objective of using social media networks
0% 20% 40% 60% 80% 100%
Generate leads
Platform to highlight brand development
Improving marketing/business strategy
Customer service
For new business avenues
Build community
Reduces cost of marketing

Inference- All Rajasthan heritage hotels embrace social media as a key advertising and communication platform,
providing advantages such as reaching new guests, building business relations, and fostering direct communication
for trust. Its global reach eliminates geographical barriers, facilitating international business transactions. Active and
strategic use of social media grants heritage hotels a competitive edge, leading to increased reservations and
broader global reach.
Positive Utilities of Social Media
Easeness in Use Commonly advertising Platform Advertising Effectiveness Customer Acquisition
Building Business Relations One-to-one Communication Improves Client Relations Reach Global Business
Trust Building Competitive Advantage Promotion Effect Booking
Disagree Neutral Agree Strongly Agree
0
20
40
60
80

Inference- Rajasthan heritage hotels widely embrace social media but acknowledge its time-consuming nature,
affecting core activities. Handling increasing queries and concerns poses a burden. Also, the lack of control over
misinformation and potential reputation damage is a notable concern for hotels, emphasizing the need for strategic
online management.
Negative Parameters of Social Media
Afraideness Time Consumption Integreation Problem Management of Followers Cost Consideration
Less Control of Information Spread Expose Companies to Threat & Insults
Strongly Disagree Disagree Neutral Agree Strongly Agree
0
10
20
30
40

Inference-76.9 percent of respondents strongly
agreed and 20.5 percent of respondents agree on
the overall usefulness of social media. Only 2.6
percent have shown a neutral response.
Overall Social Media Usefulness
Strongly Agree
76.9%
Agree
20.5%
Neutral
2.6%
Strongly Disagree
83.3%
Disagree
11.5%
Neutral
3.8%
Overall Social Media Non-Usefulness
Inference- 83.3 percent of respondents strongly
disagreed & 11.5 percent of respondents disagreed.
The remaining 3.8 percent are neutral and only 1.3
percent have shown strong agreement.

Ha1: Increased use of social media marketing tools positively impacts the website traffic of
Interpretation- There is a significant difference in increasing website traffic and the time
duration of using social media for business with χ2 = 8.431, p = 0.015, which is less than 0.05.
Hypothesis
Testing
Ranks
Increasing
Website
Traffic
Time
Duration N
Mean
Rank
1 Year +
1-6 Months
6 months
to 1 Year
68
1
9
78
Total
42.31
11.50
21.39
Mean Rank of Increased Website Traffic
Test Statisticsa,b
Increasing Website Traffic
Chi-
Square
Df
Asymp.
Sig
8.431
2
.015
a. Kruskal Wallis Test
Test Results- Alternative hypothesis is accepted.
b. Grouping Variable: How long has your
company been using social media ?

Ha2: Increased use of social media marketing tools positively impacts the brand engagement of
Interpretation- There is no significant association between the increased use of social media marketing
and brand engagement for Rajasthan heritage hotels, as indicated by χ2 = 1.512, p = 0.470 (p > 0.005).
Ranks
Boost
Brand
Engagement
Time
Duration N
Mean
Rank
1 Year +
1-6 Months
6 months
to 1 Year
68
1
9
78
Total
39.86
41.00
36.61
Mean Rank of Boost Brand Engagement Test Statisticsa,b
Boost Brand Engagement
Chi-
Square
Df
Asymp.
Sig
1.512
2
.470
Test Results- Alternative hypothesis rejected.

Ha3: Increased use of social media marketing tools positively impacts the communication and interaction
of Rajasthan heritage hotels.
Interpretation- Improving communication and interaction has χ2 = 2.719, p = 0.257, which is more
than 0.05 indicating that there exists no variability among these two factors.
Ranks
Improving
Communication
and
Interaction
Time
Duration N
Mean
Rank
1 Year +
1-6 Months
6 months
to 1 Year
68
1
9
78
Total
40.01
69.00
32.39
Mean Rank of Improving Communication and Interaction
Test Statisticsa,b
Improving Communication
and Interaction
Chi-
Square
Df
Asymp.
Sig
2.719
2
.257
Test Results- Alternative hypothesis rejected.

Ha4: Marketing practices on social media significantly differ on the basis of star ratings of Rajasthan heritage
hotels.
Interpretation- There is a significant difference in opinion
among star categories of Rajasthan heritage hotels regarding
the impact of social media on increasing website traffic (χ2 =
14.059, p = 0.003). However, there is no discernible difference in
opinion on the effects of social media in boosting brand
engagement and improving communication among different
star ratings, as indicated by χ2 = .951, p = 0.813, and χ2 = .0629,
p = .890, respectively.
Ranks
Increasing
Website
Traffic
Star Ratings N
Mean
Rank
2
3
4
8
42
18
10
32.13
33.29
45.64
Mean
rank
of
three
identified
factors
Test Statisticsa,b
Increasing Website Traffic
Chi-
Square
Df
Asymp.
Sig
14.059
3
.003
b. Grouping Variable: How long has your company been using social media ?
Test Results- Alternative hypothesis accepted.
Factors
5 60.45
Total 78
Boost
Brand
Engagement
2
3
4
8
42
18
10
41.00
39.15
38.81
5 41.00
Total 78
Improving
Communication
and Interaction
2
3
4
8
42
18
10
37.75
38.06
42.03
5 42.40
Total 78
Boost Brand Engagement
.951
3
.813
Improving Communication
and Interaction
.890
3
.629

Inference- Rajasthan heritage hotel using social media has found it less challenging, as the
mean value on all the negative aspects is lesser than that of non-users.
Objective 5- To study and compare the opinion of Rajasthan heritage hotels using social media and those
who are not using social media in regards to positive and negative utilities of the platform.
Mean Value of Social Media User Mean Value of Social Media Non-user
0 1 2 3 4 5
Overall Social Media Usefulness
Afraidness
Time Consumption
Integration Problem
Management of Followers
Cost Consideration
Less Control of Information Spread
Expose Companies to Threat & Insults
Overall Social Media Non-Usefulness

Mean Rank
Overall, Social Media Platforms
are Useful for the hotel.
N Sum Of Ranks
Mean Rank
78
37
Parameters
Social Media Users
Social Media Non-Users
Afraid of the Acceptability of
SNS.
SNS Takes a Lot of Time from
Core Activities
Problem of Integrating
Business and Web Activities
Too many Fans/Followers to
Manage
Cost of Expertise, Hardware
and Internet Facilities
Less Control of Information
Spread
Expose Companies to Threat &
Insults
Overall, Social Media Platforms
are Not Useful for the hotel
Social Media Users
Social Media Users
Social Media Users
Social Media Users
Social Media Users
Social Media Users
Social Media Users
Social Media Users
78
37
78
37
78
37
78
37
78
37
78
37
78
37
78
37
69.96
32.78
5457.00
1213.00
42.38
90.93
3305.50
3364.50
48.08
78.91
44.17
87.15
44.27
86.95
44.04
87.43
42.33
91.03
41.97
91.78
44.99
85.43
3750.50
2919.50
3445.50
3224.50
3453.00
3217.00
3435.00
3235.00
3302.00
3368.00
3274.00
3396.00
3509.00
3161.00
Mean rank of Social Media Parameteres

Ranks
Mann-Whitney U
N3
N7
N5
P14
Wilcoxon W
Z
Asymp. Sig. (2-tailed)
N1 N2 N4 N6
N8
510.000
1213.000
-6.333
.000
224.500
3305.500
-7.604
.000
669.500
3750.500
-5.026
.000
364.500
3445.500
-6.757
.000
372.000
3453.000
-6.657
.000
354.000
3435.00
-6.890
.000
221.000
3302.00
-7.624
.000
193.000
3274.000
-7.797
.000
428.000
3509.000
-7.024
.000
Mann-Whitney test on the opinion of social media users and non-users on social media parameters
a. Grouping Variable: Type of Hotels
Inference- There is a significant difference in the opinion of social media users and non-users in
regard to different parameters of social media. Overall social media platforms are useful for
heritage hotels as the mean rank is higher in the case of social media users (69.96). Besides that,
social media non-users have also denied the non-usefulness of social media platforms for them.
They know its usefulness of it as the mean rank is 85.43.

Objective 6- To analyze the marketing objectives of Rajasthan heritage hotels for using various social
networking sites.
Social Networking Sites
Generate leads
Pinterest Twitter
Facebook
Platform to highlight
brand development
Improving marketing
strategy
Build community
Instagram Youtube Trip Advisor
Objective for using
Social Media Networks
For new business
avenues
Reduces cost of
marketing
Customer service
N N% N N% N N% N N% N N% N N%
71
69
63
29
33
6
35
92.2 %
89.6 %
81.8 %
37.7 %
42.9 %
7.8 %
45.5 %
70
68
62
30
33
6
35
90.9 %
88.3 %
80.5 %
39.0 %
42.9 %
7.8 %
45.5 %
32
33
29
21
20
2
19
41.6 %
42.9 %
37.7 %
27.3 %
26.0 %
2.6 %
24.7 %
49
49
45
26
26
6
29
63.6 %
63.6 %
58.4 %
33.8 %
33.8 %
7.8 %
37.7 %
15
16
15
14
15
1
13
19.5 %
20.8 %
19.5 %
18.2 %
19.5 %
1.3 %
16.9 %
73
70
64
30
32
5
35
94.8 %
90.9 %
83.1 %
39.0 %
41.6 %
6.5 %
45.5 %

Pearson Chi-Square Tests
Objective for using Social Media Network
Social networking sites
Df
Results are based on nonempty rows and columns in each innermost sub-table
147.460
42
.000*
Pearson Chi-Square test applied on social networking sites of Rajasthan heritage hotels and objectives for
using social media networks.
*. The Chi-square statistic is significant at the .05 level.
Inference- It is evident that, Facebook and Instagram are mostly used social media
networking sites and are used for fulfilling every objective and purpose of Rajasthan heritage
hotels. On the contrary, Pinterest, Twitter and Youtube are the least used social networking
sites by heritage hotels of Rajasthan for fulfilling their business objectives.
Chi-square
Sig.

To study the role of social media
marketing on website traffic of
S
No.
Results
Test Applied
Objective
marketing on the brand
engagement of Rajasthan
heritage hotels.
marketing on the communication
and interaction of Rajasthan
heritage hotels.
To examine if different star rating
of Rajasthan heritage hotels holds
difference in opinion regarding the
impact of social media on their
marketing practices.
Kruskal Wallis Test Accepted
Kruskal Wallis Test
Kruskal Wallis Test
Kruskal Wallis Test
Rejected
Rejected
Accepted
Summary of the Hypothesis Testing
Alternative Hypothesis
1
2
3
4
Increased use of social media
marketing tools positively
impacts the website traffic of
marketing tools positively
impacts the brand engagement
marketing tools positively impacts
the communication and interaction
Marketing practices on social
media significantly differ on the
basis of star ratings of Rajasthan
heritage hotels.

Findings and Suggestions
Social Media Impact on Rajasthan Heritage Hotels: Star Ratings Analysis
Kruskal-Wallis test reveals significant differences in social media's role across heritage hotel star
ratings in Rajasthan.
Notably, five-star heritage hotels lead in increasing website traffic, with a mean rank of 60.45. Four-star
hotels follow at 45.64, trailed by three-star hotels at 33.29. Two-star hotels show the least increase.
No significant association found between star ratings and communication/brand engagement.
Regardless of the rating, brand engagement and communication trends remain consistent (asymp. sig
values: .813 and .890, both exceeding .005).
01
Social Media Engagement and Revenue Growth in Rajasthan Heritage Hotels
Cross-tab analysis reveals a significant association between active social media accounts and revenue
increase (Chi-square value: .000).
Notably, not all social networking sites contribute equally to revenue growth. Facebook, Tripadvisor,
and Instagram stand out as the most impactful, contributing 98.5%, 98.5%, and 95.4% respectively to
the revenue increase of heritage hotels in Rajasthan.
02

Popular Social Media
Platforms among Rajasthan
Heritage Hotels
Pearson Chi-Square test
results indicate that
Rajasthan heritage hotels
predominantly use Facebook
and Instagram, with 94.8%
and 93.5% respectively, to
fulfill various objectives.
In contrast, Twitter, Pinterest,
and YouTube are less utilized
platforms.
Heritage Hotel Star Ratings vs.
Social Media Followers
Kruskal-Wallis test results
show no statistically
significant relationship
between star ratings of
Rajasthan heritage hotels and
their social media followers
(asymp Sig value > .50).
Contrary to assumptions,
there is no direct correlation
between higher star ratings
and increased social media
following for these hotels.
Social Media Marketing among
Rajasthan Heritage Hotels
Among 118 registered heritage
hotels in Rajasthan, 78 are active
on social media, with 59 using it
for marketing and promotion.
Notably, 19 heritage hotels use
social media for content sharing
but refrain from sponsored and
paid advertising.
Three-star heritage hotels lead in
embracing social media,
constituting 55.1% of the
majority.
04
03 05

Social Media Tools Preferences
in Rajasthan Heritage Hotels
prioritize posting photos and
hotel descriptions, with mean
values of 4.97 and 4.94.
Blogs are least valued, with only
five-star hotels assigning
importance (mean rank: 56.45).
Information about nearby areas
is most significant for four and
five-star heritage hotels, with
mean ranks of 51.31 and 41.0
respectively.
Objective of Using Social
Media
extensively use social media to
achieve objectives:
Generating leads: 97.40%
Brand highlighting: 93.60%
Improving marketing and
business strategy: 84.60%
Disadvantages of Social Media
for Rajasthan Heritage Hotels
While social media's
disadvantages for Rajasthan
heritage hotels are minimal,
the most recognized drawback
is the time consumption, with a
mean value of 3.63.
Overall, hoteliers disagree with
negative aspects of social
media use, as indicated by
mean values less than 3 for all
parameters.
07
06 08

Advantages of Social Media for Rajasthan Heritage Hotels
Heritage hotels strongly endorse social media's benefits, especially in terms of "More and Wider
Reach" (mean value: 4.97) and "Ability to Transact Business Globally" (mean value: 4.96).
Overall, social media platforms are deemed highly useful for these hotels, with an average
score of 4.74.
Social media advertising proves very effective for bookings and revenue, although it comes with
associated costs.
It serves as a valuable platform for building business relations, gaining a competitive advantage,
and fostering direct communication between guests and hotel owners, enhancing relationships
and trust.
Four and five-star categories benefit the most from social media, with mean values exceeding 4.
Positive results from the Rotated Component Matrix (Varimax with Kaiser Normalization)
indicate strong statistical support (except for one parameter, "Revenue Generate after SNS,"
with a value of .643).
09

Increasing Website Traffic and Time Duration
Kruskal-Wallis test reveals a significant
difference in increasing website traffic
concerning the time duration of social media
use for business (asymp. sig. value: .015).
Heritage hotels in Rajasthan using social
media for more than a year achieve the highest
mean rank (42.31) in increasing website traffic.
The results suggest that social media
outcomes require time, emphasizing the
importance of continuous practice for heritage
hotels.
Objective of Using Social Media and Star
Ratings of Rajasthan Heritage Hotels
A chi-square test with a sig value of 0.128
indicates no significant difference in the
usage of social media objectives across
star ratings.
Rajasthan heritage hotels employ social
media for a common set of objectives,
with no specific focus based on star
ratings.
10 11

Usage of Social Media Platforms for Marketing by Rajasthan Heritage Hotels
Social networking sites significantly impact the marketing of Rajasthan heritage hotels, with
three key variables—increasing website traffic, boosting brand engagement, and improving
communication and interaction—cumulatively accounting for 68.016%.
Eight factors influence website traffic, including social media advertising effectiveness (.824),
competitive advantage (.822), and effective promotional activities (.806) (refer Table 5.8). Other
contributing factors include building trust (.805), ease of using social media (.754), higher
revenue generation (.643), and overall usefulness of social media platforms for heritage hotels
(.769).
Four factors enhance communication and interaction: helpful in new customer acquisition
(.748), improving client relations (.730), building more business relations (.651), and ease in
one-to-one communication between consumers and owners (.877).
Brand engagement is influenced by the ability to transact business globally and achieve more
and wider reach, with values of .942 and .926 respectively.
12

Heritage Hotel Star Ratings and Social Media
Tools
There is no significant difference in most factors
among different star ratings, except for offer
deals and discounts (.005), information about
nearby (.038), and blogs (.002).
Five-star Rajasthan heritage hotels prioritize
factors other than offering deals and discounts.
Information about nearby is highly valued by
four and five-star categories, with mean ranks of
51.31 and 41.0 respectively. Only five-star
hotels prioritize posting blogs, with a mean rank
of 56.45.
Four-star heritage hotels utilize all social media
tools.
Rajasthan Heritage Hotels not Using Social
Media
Among 118 registered heritage hotels in
Rajasthan, 37 do not use social media, with no
non-users in the five-star category.
Non-users acknowledge the usefulness of
social media with a mean value of 3.81 but face
challenges, notably the demand for more time
away from basic work (mean value: 4.19).
Despite challenges like fear, cost, lack of
control, and associated risks, non-users deny
the overall usefulness of social media. Hoteliers
recognize social media's importance as a
marketing tool but find implementation
challenging due to these hurdles.
13 14

Comparison of Social Media Users and Non-Users
in regards to Challenges of Social Media based on
their Star Ratings
Social media users in heritage hotels show significant
differences in three challenges: fear of SNS
acceptability (.008), SNS consuming too much time
from core activities (.007), and challenges in
integrating business and web activities (.009). These
differences are notable in two and three-star rated
hotels.
Non-users of social media also exhibit significant
differences in three challenges: fear of SNS
acceptability (.021), problems integrating business and
web activities (.021), and the cost of expertise,
hardware, and internet facilities (.064). Similarly, these
differences are prominent in two and three-star rated
heritage hotels.
Views on Social Media Parameters: Users
vs. Non-Users
Users and non-users of social media in
Rajasthan heritage hotels differ in their
perceptions of various social media
parameters.
Social media users find it less challenging,
evident in lower mean values on negative
parameters compared to non-users.
In terms of overall positive aspects, social
media users express a higher mean value
(69.96).
Non-users, however, reject the notion of
social media platforms being non-useful for
their business, as indicated by a mean rank
of 85.43.
15 16

Suggestions 01 - Complementary Role with Traditional Marketing Strategies
Social media is not effective in isolation; it should complement traditional strategies.
It offers versatile organizational benefits and hotels should adopt social media for
marketing, experiencing increased benefits with consistent use, making challenges
more manageable.
02 - Effective Comment Management for Hotels
Prompt responses to comments and inquiries are crucial, potentially influencing
booking decisions.
Utilize platforms such as Hubspot’s Social Media Inbox, Napoleon Cat, and
Agorapulse for efficient social inbox management.
03 - Establish a Dedicated Marketing Department
It ensures effective operations and pursuit of lucrative opportunities.
To bolster market share, adopt robust marketing strategies and engage in public
relations initiatives both domestically and internationally.

04 - Utilize Facebook
Create hotel profiles, go live, and run advertisements.
Post local attractions, eye-catching images, short live videos, offers, and contests.
05 - Leverage Instagram
Create an Instagram business profile linked to the hotel’s website and Facebook page.
Focus on visually appealing posts, showcasing the hotel's interior, exterior, services, and
amenities.
Share information about nearby activities, use popular hashtags, share Instagram reels,
and post stories.
06 - Harness TripAdvisor
Write compelling descriptions with unique features and high-quality images.
Utilize the TripAdvisor reviews express program and traveler reviews app for better
engagement

07 - Emphasize Blogging
Post blogs to share the history of the place and city, promoting business growth.
Boost SEO, provide shareable content for social networks, and engage with influential
bloggers.
08 - Automate Email Requests
Send automated emails to guests, requesting reviews to be posted on social media.
Offer rewards to guests for user-generated content to enhance engagement, trust, and
brand awareness.
09 - Customer-Driven Content
Address customer needs and problems through social media content.
Utilize SEMrush’s Topic Research Service and BuzzSumo’s tool for content discovery.

10 - Highlight Social Media Presence
Inform guests about social media accounts through newsletters, in-room notes, and other
materials.
Encourage guests to upload images and videos, offering rewards through contest
software.
11 - Post Creative Content
Share creative content during peak hours regularly to expand reach and increase
engagement.
12 - Use Analytics and Competitor Analysis
Utilize tools like Social Media Tracker and Rival IQ for analytics and competitor
performance analysis.
13 - Optimize Hashtags
Improve hashtag usage for increased visibility using tools like RiteTag.

14 - Government Involvement
State government should actively promote and conserve heritage assets.
Invest in social media education programs for heritage properties.
Regularly train hotel staff on digital marketing and keep them updated on social media
advancements.
15 - Influencer Marketing
Explore influencer marketing, given that a significant percentage of Instagram users seek
travel-related content from influencers, celebrities, and companies.
16 - Guest Engagement
Encourage guests to share images and videos, tagging with hashtags. Incentivize
participation through rewards, facilitated by contest platforms like Wishpond and
ShortStack.

Conclusion
11
Tourism, a globally active endeavor, finds its pinnacle in Rajasthan, celebrated for its
historical, religious, architectural, and natural allure. Recognizing the business potential,
heritage hotels in Rajasthan offer a regal experience, aligning with the state's hospitality
ethos like "Athithi Devo Bhava" and "Padharo Mahre Desh."
The study investigates the impact of social media marketing on heritage hotels in
Rajasthan, revealing its indispensable role in attracting, engaging, and satisfying guests.
Social media emerges as a vital tool for just-in-time marketing, garnering direct feedback
and fostering personalized interactions. The rising use of social media has significantly
contributed to increased website traffic, brand engagement, and improved communication
in Rajasthan's heritage hotel industry.
It is imperative for non-adopters to integrate social media into their marketing strategy for
sustained growth.
In the contemporary landscape, the synergy between social media and Rajasthan heritage
hotels is a formidable force, directly impacting the promotion of tourism in the state.

Further research should be done considering the particular city.
Further study should elucidate the comparison between heritage
hotels and non-heritage hotels.
Assess the state government's role in marketing the hotel industry.
Research the impact of influencers on heritage hotel marketing,
and then further differentiate between adopters and non-adopters.
Future research should be done on specific tools of social
media marketing like how posting blogs play a role in social media
marketing for the hotel industry.
Address user privacy and security concerns related to digital
marketing on social media platforms.
Explore the yearly impact of digital surroundings on the hotel
sector, considering both short-term and long-term effects.
Incorporate diverse research methods, including one-shot
experimental studies, longitudinal studies, and archive data gathering.
Scope for Further Research

Limitations of the Study
The research area is concentrated in Rajasthan.
A state-wise study could give more insight.
The research included only heritage hotels.
The data from non-heritage hotels can also be
collected and compared with the current
findings.
The study requires a letter informing the hotels
about the need for the survey been asked to fill
and convince them of the privacy &
confidentiality of the same.
The study also has a few data based on secondary
data available and there is no adequate measure to
judge their reliability.
Low-interest level of respondents in filling up the
survey. Regular calls, emails and visits took ample
of time.
Because of the secrecy, it has been impossible
to receive entire information from the officials.
01 02
03 04
05 06

Study
Implications
01: Strategic Marketing Insights
The study provides actionable insights for
Rajasthan heritage hotels to enhance
marketing strategies and improve market
share.
02:Encouraging Social Media Adoption
The study offers valuable insights to non-
users, motivating them to recognize the
advantages of social media and fostering
enthusiasm for adopting these platforms.

Other sectors of the tourism industry like,
transportation and food industries are using
interactive marketing strategies.
Research Beneficiaries
Hotel industry in general.
Research scholars and students who are
interested in gaining insight into the hotel
industry of Rajasthan.
02
01
03

COVID AND
HOTEL INDUSTRY
Report of WHO
Rajasthan hotels and bars struggle to survive due to COVID brakes on tourism.
COVID has changed tourism. Will it also make it more responsible?
Rajasthan: Tourism sector revives but road ahead remains bumpy.
Some heritage properties and resorts in Rajasthan to reopen from July 1.
Jaisalmer: Rise in cases fuels Jaisalmer Hotel booking cancellations
Hotels shut, taxis sold, guides 'begging': How COVID devastated tourism in Delhi,
Agra, Jaipur.
01
02
03
04
05
06
O7

LIST OF RESEARCH PAPER PUBLICATIONS
Travel and Tourism Marketing In
India: A literature review of
published research work.
Published in- International Journal
of Scientific Research in Engineering
and Management (IJSREM), Volume:
04 Issue: 06 | June -2020 ISSN:
2582-3930
Using Social Media Platforms to
reach out to Prospective Travelers:
A case Study of Rajasthan Heritage
Hotels
Published in- Oorja, Volume: 20
Issue: 01 | January-December -2022
ISSN: 2395-6771
In-depth study and critical analysis
of the HRD and training aspect with
regards to Garment Industry of
Rajasthan
Published in- International Journal of
Scientific Research in Engineering and
Management (IJSREM), Volume: 04
Issue: 04 | April -2020 ISSN: 2582-
3930
Facebook: Most used Engagement
tool by Heritage Hotels in
Rajasthan Published in- Industrial
Engineering Journal, Volume 15 Issue
12 * December 2022
Analyzing the Potential of Social
Media for Heritage Hotels of India
Published in- Oorja, Volume: 19 Issue:
01 | January-December -2021 ISSN:
2395-6771
Analyzing the Role of Social Media
in Hotels of Rajasthan.
Published in- Kala Sarovar, Volume:
24 Issue: 02 | April-June -2021 ISSN:
0975-4520
01 03
04 05 06
02

LIST OF RESEARCH PAPER PUBLICATIONS
Travel and Tourism Marketing In India: A literature review of published research work.
Published in- International Journal of Scientific Research in Engineering and Management (IJSREM), Volume: 04
Issue: 06 | June -2020 ISSN: 2582-3930
Using Social Media Platforms to reach out to Prospective Travelers: A case Study of Rajasthan Heritage
Hotels
Published in- Oorja, Volume: 20 Issue: 01 | January-December -2022 ISSN: 2395-6771
In-depth study and critical analysis of the HRD and training aspect with regards to Garment Industry of
Rajasthan
Published in- International Journal of Scientific Research in Engineering and Management (IJSREM), Volume: 04
Issue: 04 | April -2020 ISSN: 2582-3930
Facebook: Most used Engagement tool by Heritage Hotels in Rajasthan
Published in- Industrial Engineering Journal, Volume 15 Issue 12 * December 2022
Analyzing the Potential of Social Media for Heritage Hotels of India
Published in- Oorja, Volume: 19 Issue: 01 | January-December -2021 ISSN: 2395-6771
Analyzing the Role of Social Media in Hotels of Rajasthan.
Published in- Kala Sarovar, Volume: 24 Issue: 02 | April-June -2021 ISSN: 0975-4520
01
03
04
05
06
02

LIST OF BOOK PUBLISHED
Mastering Book Marketing : The
Publisher's way
The Basics of Writing and
Publishing
ISBN-978-93-90765-58-4 ISBN- 978-93-90765-56-0

LIST OF PAPERS PRESENTED
Engaging with Customers Using Social Media Platforms: A Case Study of Rajasthan's Heritage Hotels
International Research Conference 2022, Jamnalal Bajaj Institute of Management Studies, University
of Mumbai.
Using Social Media Platforms to reach out to Prospective Travelers: A case Study of Rajasthan
Heritage Hotels in the International Conference held on 9-10 September 2022 "Digital Transformation
for reinventing Competitive advantage "Impact and Future Scenario" at IIIM Jaipur.
Certificate of presenting the research paper titled “Opportunities, Challenges and Issues of Startups
in India : A study with reference to Startups in Jaipur” in international conference on “Economic
Growth and Structural Changes “organized by School of Economics, Shri Mata Vaishno Devi
University, Katra, Jammu and Kashmir | 2018
Certificate of paper presentation in the 5th Rajasthan Science Congress held at Amity University
Rajasthan | 2017
01
02
03
04

LIST OF WORKSHOPS ATTENDED
Certificate of participation for participating in the one day international seminar/webinar organized on the
occasion of birth anniversary of Swami Vivekananda on National Youth Day in India "Youth Mental Health and
Well-Being: Professional Perspectives " organized by International Council for Education, Research and
Training (ICERT) on January 12th, 2023.
Certificate of participation for participating in the one day international seminar/webinar organized on the
occasion of UN "International Human Right day" on "Dignity, Freedom, and Justice for all" organized by
International Council for Education, Research and Training (ICERT) | 2022
Certificate of participation for participating in the online workshop on “Usage of Database and Research
Metrics” organised by Centre of Research, Innovation and Training, IIS (deemed to be University), Jaipur on
07-08 April 2022.
Certificate of participation in the One-day International webinar organized by International Council for
Education, Research and Training (ICERT) on “Reshaping Today’s Education: Progressive Education in 21st
Century” held on March 19, 2022.
01
02
03
04

Certificate of participation for participating in the online workshop on “How to catch fake/cloned/predatory
journals in academics” organised by Centre of Research, Innovation and Training in collaboration with Internal
Quality Assurance Cell, IIS (deemed to be University), Jaipur on 10th November 2021.
Certificate of participation in “Online Faculty Development Programme on Implications of National Education
Policy 2020 on Higher Education in India” held on 27th April, 2021, IIS University.
Certificate of participation and contribution of research paper on “Ecotourism in Rajasthan: Its hurdles and
prospective.” in International Conference on Management & IT(Online Conference) held on 7-8 August 2020 at
IIIM, Jaipur.
Certificate of participation in “Faculty Development Programme” on Creativity and Innovation in Professional
Teaching held on 7th December, 2019, ISIM, Jaipur .
Certificate of Participation in the Seminar on Management Thoughts of Dr. A.P.J. Abdul Kalam held at University
of Rajasthan | 2015
Certification of participation in the International Conference on Marketing organized at The IIS University | 2015
05
06
07
09
08
10

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APPENDIX - QUESTIONNAIRE FOR HOTELS OF RAJASTHAN
Name of your Hotel-
………………………………………………………......................................................………………………
01 -
Part - A
Year of Establishment-
………………………………………………………......................................................………………………
02 -
Is your hotel in Rajasthan?
(a) Yes (b) No
03 -
Please indicate the star rating of your hotel-
(a) 5 Star (b) 4 Star
(c) 3 Star (d) 2 Star
(e) 1 Star
04 -

Role of Social Media Marketing by Hotels in Promoting Tourism in Rajasthan.pdf

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