Impact of Social Media on Consumer Attitude and Purchase Decision in Travel and Tourism Industry

This research explores and investigates how social media influences consumers behaviour and their purchase decision in Indian travel and tourism industry. Social media has emerged as exiting platform for sharing and consuming information. Increasing numbers of consumers are posting reviews and ratings and their holiday related experience through social media. This study analyses the role and usefulness of social networking sites in providing travel and tourism related information to Indian consumers. This study also delves how consumer's attitude and purchase decision is influenced by online reviews. Finally, this study determines trustworthiness of travel and tourism related information to consumers and evaluates the implication of information provided by social media on change of consumer's holiday plan. By adopting quantitative research method, this study collects primary data by undertaking a survey on sample size of 230 Indian respondents. By using SPSS software, this study analyses primary data and draws suitable conclusion and recommendations.