Analyzing Social Network Usage in the Indian Tourism Business

This report examines the influence of social networks on the tourism industry in India. It explores the advantages, such as increased brand awareness, cost-effectiveness, and the ability to influence consumer behavior through photo and video sharing, as well as the creation of brand awareness and building of a positive image. The report also highlights the disadvantages, including potential privacy violations, the risk of over-linking and information overload, negative customer feedback, and the time-intensive nature of maintaining a social media presence. The research emphasizes the importance of strategic social media management for tourism businesses to capitalize on opportunities while mitigating risks.

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Advantage and disadvantage of using social network in tourism business in India
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Introduction
The wide spread of the internet as well as the rapid technological advancement have transformed
almost all the businesses on the globe especially the tourism. The program of the tourism is
significantly reaching the internet nowadays that is crucial since the tourism is a data dependent
in addition to details demanding industry (Bramwell, 2011). To manage to decrease on the high
risk of exploring which obtain from the experimental attribute of the holiday travel relevant
purchases , the travellers’ ought to obtain lots of the data . The rise of the reputation of the social
networking sites has resulted in the social networking being the worldwide trend. After
numerous countries obtained the access of the internet, its improve use affected on the economy
along with the social life in the early the 20th century (Bramwell, 2011). The social networking
is the type of social media which permit the users to connect with others along with create
information. The change of the consumer behavior has influenced the social networking sites that
provide platforms for the customers to connect with the company and the other consumers. The
explosive growth of the populace of the internet users on the social media websites has had a
huge effect on the hospitality in addition to the tourism industry wherein the people are altering
the rule of the marketing (Bunakov, Zaitseva, Larionova, Chudnovskiy, Zhukova and Zhukov,
2015). For the company to achieve success the marketers are making decision depending on the
requirements of the consumers, the adjustments in the modern society as well as the development
of the technology (Zhao, Ritchie and Echtner, 2011). It has been positioned the social
networking sites may offer the social communication solutions that might generate the brand
consciousness and develop on the good image for the brand. In this research it will highlights the
advantage and the disadvantages of using the social network in the tourism business in India.
Project objective

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In this research the objective is to find out the advantages and the disadvantage the social
networks bring particularly in the tourism business in India.
Project scope
This research has been designed to identify the advantage and the disadvantage brought by the
social network to the tourism business (Chhetri, Arrowsmith and Corcoran, 2017). In the
research the focus of the research is in India which has diverse culture and language where
different tourist explore on the various sceneries.
Literature review
Over the last few years the social network has become a catchphrase particularly in the tourism
business in India. At the business level the social network has been found to provide
establishment as well as the maintenance of the brand image and reputation which lead to the
generation of the growth in business (Okazaki, Andreu and Campo, 2017). The social network
has led to advantage and disadvantage in the tourism business in India, these have been
highlighted as follows;
Advantages of the social network in tourism business
Influence on the consumer behaviors
The photo and the video sharing has been the norm in the 21st Century. Individuals are able to
connect with their friends as well as their family through the social media, particularly in the
social network sites. Individuals are able to view what exactly is occurring on the globe
(Okazaki, Andreu and Campo, 2017). The tourism company in India will take this opportunity of
the social networks to appeal to the clients by means of sharing of photos and videos of the most

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effective sceneries in the country (Chhetri, Arrowsmith and Corcoran, 2017). Based on research
it reveals that greater than 20% of the internet users, who are the enthusiasts of a particular brand
on the social networks carry out a travelling brand (Mahajan, 2015). The followers or maybe the
visitors of the tourism businesses can look at the reviews of the clientele whenever the loyal
client upload photos of the hotels, attractions and restaurants independently websites. In
accordance with Manap & Adzharudin (2013) emphasizes that the visitors frequently base their
expectations on the other traveller’s encounters to be able to acquire a number of advantageous
details as they can and prevent liability.
Creation of the brand awareness and the building of the image
The tourism businesses in India have participated on the social networks, which has assisted
them to build on the image as well as publicize their business as the reputation arises (Sigala,
Christou and Gretzel, 2012). Persuasive the customers that their funds is going to be very well
spent on the deals they provide is a difficult thing particularly if they are going to return to the
business which supports generate the brand awareness (García-Villaverde, Elche, Martínez-Pérez
and Ruiz-Hortega, 2017). The social network sites have been discovered to generate positive or
even negative ways. It does not matter whether it is a small venture, once the business get
involved with the social network sites, the data which they present available is essential because
it impact their business one way or the other. Every reply or even review is important to be able
to sustain on the brand image of the company (Sigala, Christou and Gretzel, 2012). Numerous
tourism enterprise in India are using the social network for their own benefits. The response to
the client is usually to be responded with morality to have the ability to secure their brand and
image no matter if the review are interpreted as either good or perhaps bad. Based on
Mahmoodet al 2012, claims that with the rapid in the altering in the technological know-how it

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will be impossible for almost any tourism business to disregard the social media. In India, Kashir
tourism have been using twitter aggressively to enable market on their brand image as well as
awareness.
Cost and the time effectiveness
Many tourism businesses in India are much aware of the social network sites on their
importance for them to gain popularity and create the awareness of their brand. An example of
this has been the Kerala tourism Monsoon campaign which was done in the Facebook (Vásquez,
G.A.N. and Escamilla, 2014). The essence of this campaign was to market their company and
make them popular thus creating the brand image (Luo and Zhong, 2015). The tourism industries
have taken on the part in the social networking by staying active online to be able not miss out
any specific posts. The business are working to invest a lot more in the social media in relation to
the personnel and the time since presently this is not such a high investment (Luo and Zhong,
2015). Each one of these investment of time and money on the social network are thought to be
very affordable nevertheless they accommodate effective as well as efficient utilization of the
tools of marketing. The social network are convenient because they permit the easy the use of the
client replies (Scott, Baggio and Cooper, 2008). Additionally, the tourism business in India have
found that through use of better communication technologies helps to bring more efficiencies,
and team work in the organization.
Disadvantages of social network in tourism business
The use of the social network in the tourism business in India has encountered several drawbacks
which has affected the industry to a great extent (Tussyadiah and Pesonen, 2016). On the first
disadvantage is on the issue of a possible violation of the privacy which is a current topic that

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could impact on the approach of the organization to the social media (Luo and Zhong, 2015).
Everything that the tourism business write provides a given level of perception about them and
anything which they undertake, even if it is uncomplimentary or perhaps confidential (Luo and
Zhong, 2015). The internet have been found not to forget and the reputation of the organization
could be affected negatively in a short period. Currently, every business is obliged to actively
engage in the social networks. The wide range of the possibilities as a result of thing is
undoubtedly a merit, the risk of over linking could lead to confusion as well as disorientation,
with the more customer contacts than one could realistically be able to manage (Okazaki, Andreu
and Campo, 2017). All the tourism business in India agrees that the social network should be
done well and it entails times as well as dedication. In the event that it is not research properly
and not maintained well, it could have reversed effect since the content is important.
As described by Racoma (2007) the downside of the social network paradoxically comes from
the truth that it is social. Exactly like any population or maybe a group within the populace , the
social networking could be gamed or perhaps manipulated by exactly what we describes as the
dominant factions (Luo and Zhong, 2015). With the rise of the utilization of the social network in
the tourism business in India there was proliferation of the unsolicited business content, an
intentional self-promotion along with savvy spammers, all intentional to the incremental cost as
well as little chance of being caught (Tinsley and Lynch, 2007). These online cheaters are able to
deliver the wrong message about the tourism organization to the consumer about the business
and are able to damage on the brand image which is irrevocable (Zehrer and Raich, 2010). The
accessibility of these tools could an advantage particularly to the other users hence allowing
them to abuse as the control of what is being posted is very limited.

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Another disadvantage which has been observed by the tourism business in India in regards to the
social networking is the issue of the content delivery (Tinsley and Lynch, 2007). The social
networks demands updated content which is consistent to be able to motivate the consumer in
order to engage (Manap and Adzharudin, 2013). Moreover, according to Manap and Adzharudin
(2009), it is easy to use the social network tools but very hard to maintain and take a significant
time which most of the business in tourism have never considered as an important element which
could impact on the balance between the workers appointed to the communication channels to
deliver the content (Luo and Zhong, 2015). On the contrary, the information could overload and
the social network could be regarded as disadvantage as a result of the burnt out users.
Another disadvantage which the business in tourism in India have encountered is the issue of the
negative feedback from the customers (Manap and Adzharudin, 2013). The social media users
have a free rein in posting whatever they want. This therefore means that the satisfied clients
leave a glowing reviews on the pages, but the unhappy one can leave angry rants in regards to
the business (Manap and Adzharudin, 2013). Additionally, the bad reviews can also come from
within the organization particularly from the workers who are disgruntles who are known to vent
on the social media about their work and the bosses, which would make the whole organization
to look bad (Mahmood, 2012). Another issue that the tourism business they have faced in regards
to the social network is that it is time intensive. It takes a lot of time as well as effort when it
comes to maintaining an interactive social media presence (Mahajan, 2015). In case that the
business in India have a small team or a limited resources, it sometimes become very difficult for
them to devote on the resources needed for the social media. Individuals needs to monitor on
each of the social network, be in a position to respond to the questions as well as the feedback
and the post valuable updates (Mahajan, 2015). Some individuals views this as a drawback since

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investing in the social network could be worth a lot to them therefore some tourism business in
India do not have social network or they are limited to a few.
Conclusion
The social network sites strategy has been getting popular particularly in the tourism business in
India. Many of the organization started on using the social network for intent to communication.
When it comes to the tourism business, communication among the customers continues to be an
impact to the way the client render their decision for destination. The social network has offered
opportunity to the tourism industry to interact with the clients in addition to their staff in a way
which is quick and efficient way. The wide connection of the social network is an excellent way
particularly in the spreading of the data around the world, for example the promotion of the
business in addition to building on the image for a given brand. Furthermore, it is a much
convenient for the tourism business to target their client by utilizing the information due to the
client who registered an account on the social network. Moreover, as much as the social network
has brought many advantages to the tourism business in India there are also disadvantages which
are associated with it such as the time intensive, content delivery, as well as the violation of the
privacy.

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