The Role of Social Media In Tourism Marketing in Kerala

Abstract

Social networking is a system that allows internet users all over the world to connect, interact, and exchange ideas, viewpoints, knowledge, and connections. Businesses' marketing strategies have altered in the age of social media, from putting products out to encouraging people to buy stuff in their stores, in order to develop a more engaging and mutually beneficial connection. Because of the increased competition among business enterprises, most businesses find traditional marketing strategies ineffective in reaching out to their clients. Which results in their intervention in every place where clients can be found. This scenario has forced companies to use digital or virtual media to undertake marketing efforts. In recent years, hotel services have used social media for goals such as successful advertising, reaching more clients, and establishing brand loyalty in the tourism business. The primary goal of this article is to develop a workable link between social media and tourism marketing. According to the findings of the literature, social media is radically altering how visitors and travellers seek for, read, trust, and rationalise information about tourism suppliers and destinations. The literature study, however, may not be exhaustive because the use of Social Media is continually evolving. Kerala Tourism has a global presence and with its clear strategy for growth and marketing activities, it has gained a lot of tourists from all over the world. Kerala is well-known for its religious and cultural legacy. The beautiful place known as 'God's own country' has a lot to offer in terms of cultural events, festivals, and rituals that take place throughout the year, making this city an awe-inspiring region not only for its residents but also for visitors who visit this land of divinity, inspiration, and spirituality on a regular basis to experience Kerala's amazing culture and traditions. Social media marketing is also used by different agencies of the Government to promote the tourism sector in Kerala. Covid 19 adversely affected the entire tourism industry of the state and the country. The state like Kerala which depends largely on income from Tourism sector has been severely affected by the pandemic. This study to find out the role of social media in tourism marketing in Kerala. It is based on secondary data and information collected from different journals, magazines, periodicals, etc.