• SHEETAL RATHORE
• Prof. RAJESHWARI NARENDRAN

The number of tourists has been increasing around the globe in recent times Brondoni (2016), it is increasingly important to know how their selection of tourist destination is done in today’s internet era. With the growth of internet and information technology, social media platforms are playing increasingly important role as information sources for tourists and travelers. However, based on review of literature the research on role of social media in destination search and selection by tourists is still sparse in India. The current study focus on the impact of social media associated with tourism industry. In this work, researcher propose to study the extent to which tourists are utilizing the multi-source social media contents for destination search and selection. To achieve the above- mentioned objective, primary data was collected by using judgmental sampling technique and 5 point Likert type scales through structured questionnaire. A sample of 309 respondents who had visited Udaipur as tourist during the period of early October 2017 to end of March 2018 was surveyed. The methodology used for the analysis consists of descriptive statistics, t- test, ANOVA. The study reveals that tourists who are using social media platforms generally read reviews and comments on various social sites and travel sites before making choice as to which place to visit. It also exhibits that they consider social media as helpful and reliable source to get information about travel. However, the most reliable and trustworthy source is still the word of mouth suggestion which they received from their friends and relative whether on social sites or personally. Based on the findings, the study recommends e-WOM (Electronic Word Of Mouth) communication through social media sites is a good source to gather information about destination, therefore Destination Marketing Organization (DMO) should use social media as a tool for direct interaction with the prospective travelers to promote destination.

Social Media, Destination, DMO, e- WOM.

"UNDERSTANDING THE ROLE OF SOCIAL MEDIA IN TOURIST DESTINATION SEARCH AND SELECTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.406-415, April-2019, Available :http://www.jetir.org/papers/JETIR1904B63.pdf

"UNDERSTANDING THE ROLE OF SOCIAL MEDIA IN TOURIST DESTINATION SEARCH AND SELECTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp406-415, April-2019, Available at : http://www.jetir.org/papers/JETIR1904B63.pdf