Instagram as a Marketing Tool for Smart Tourism Businesses: An Analysis

Authors

  • Sachin S. Kale Research Scholar, Indian Institute of Tourism and Travel Management, Noida, India.
  • Rohit R. Borlikar Assistant Professor, Indira Gandhi National Tribal University, Amarakntak, India.
  • Rinzing Lama Assistant Professor, Indian Institute of Tourism and Travel Management, Noida, India.

Keywords:

Social networking sites (SNS), Smart Tourism Ecosystem (STE), Tourism Businesses, Network Analysis

Abstract

The purpose of this study is to examine how tourism businesses use Social Networking Sites (SNS) to promote their products with building a network ecosystem. The findings show that the majority of tourism businesses use online platforms like Facebook, Instagram, LinkedIn, and Twitter to engage with the public and provide a varied range of information to develop E-branding. Tourism businesses use specific social media sites, and the level of use of these sites varies depending on the degree of their business. The study also revealed that the social media accounts of tourism businesses follow various other social media accounts to establish a network as a part of smart tourism ecosystem. The study's findings will help improve the use of social networking sites for online content production, social media campaign management, tourism marketing, branding, and promotion of tourism businesses. Theoretical contributions and managerial implications of this study are discussed.

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References

The purpose of this study is to examine how tourism businesses use Social Networking Sites (SNS) to promote their products with building a network ecosystem. The findings show that the majority of tourism businesses use online platforms like Facebook, Instagram, LinkedIn, and Twitter to engage with the public and provide a varied range of information to develop E-branding. Tourism businesses use specific social media sites, and the level of use of these sites varies depending on the degree of their business. The study also revealed that the social media accounts of tourism businesses follow various other social media accounts to establish a network as a part of smart tourism ecosystem. The study's findings will help improve the use of social networking sites for online content production, social media campaign management, tourism marketing, branding, and promotion of tourism businesses. Theoretical contributions and managerial implications of this study are discussed.

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Published

12.07.2023

How to Cite

Kale, S. S. ., Borlikar, R. R. ., & Lama, R. . (2023). Instagram as a Marketing Tool for Smart Tourism Businesses: An Analysis. International Journal of Intelligent Systems and Applications in Engineering, 11(9s), 581–590. Retrieved from https://ijisae.org/index.php/IJISAE/article/view/3198

Issue

Vol. 11 No. 9s (2023)

Section

Research Article

License

Creative Commons License

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