Influencing Role of Social Media in Customers Decision Making while Selecting a Hotel - A Study of Gurugram

Abstract

Social Media has become an important promotional tool for hospitality industry. Lately, social media is being used by a large number of consumers to connect with others, to communicate and to share information on their experiences. Considering the resilient influence of social media on internet users, it is imperative to apprehend its role for hotel trades, particularly the online facet of lodging setups. The objective of the current study is to discover the role of social media in customer’s decision making while selecting a hotel. Social media today is playing a very important role for travellers when it comes to gathering of information. The influence of social media is such that it can support throughout the decision making, selection and booking process, as guests begin planning their trips using a search engine, looking on social media for tourism motivation and also analysing online ratings and reviews. All kinds of businesses have turned to social media to discover and associate with their target market and it’s a no passing trend.The influencing role of social media in customer decision making process has been approved by the study.

Keywords: Social Media, Decision Making, Hotel, Marketing, Hotel Selection

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