Role and Impact of Social Media in Tourism: A Case Study on the Initiatives of Madhya Pradesh State Tourism

IJRESS Volume 5, Issue 4(April, 2015) (ISSN 2249-7382) International Journal of Research in Economics and Social Sciences (IMPACT FACTOR – 4.992)

Role and Impact of Social Media in Tourism: A Case Study on the Initiatives of Madhya Pradesh State Tourism Dr. Neeraj Gohil Asst. Prof. Tourism & Incharge Tourism Department, Dr. YSR National Institute of Tourism & Hospitality Management, Email: - [email protected]

ABSTRACT The world tourism have witnessed of crossing 1 billion arrivals by the 2012, according to the World Travel Market. And as a result, the relationship between travel and technology is closer than ever, with businesses continuing to turn to social media to promote their services and reach customers in a more intimate and personal way. By bold presence of internet in today's world, social media can be one of the most effective tools for destination marketing and advertising. The social media proved to be a major communication vehicle that spread across the region like wildfire. Tourism industry is one of the sectors that have beneficiated the most from the internet and as a result social media has become an integral part of any central or state tourism promotion and planning. The participation of online travel bookings stands roughly at 30% in the current market scenario. This figure is certainly encouraging as it sums up to $8 billion and is expected to rise in the near future. Unlike the other states of India, The state of Madhya Pradesh has also promoting tourism related information through social media is a part of their mission. Social media has become a powerful tool in Madhya Pradesh Tourism to raise awareness about MP’s tourist’s hotspots. It is result of such extensive effort of tourism department through social media, that Madhya Pradesh state, has made its outstanding presence in the National Tourism scenario. Present research paper mainly secondary data based, is a case study on initiatives taken by the Madhya Pradesh State Tourism to use social media as a powerful tool for branding and positioning for tourism in India and worldwide.

Key Words: Internet, Social Media, Tourism Marketing, Online-Travel Agency, web-portal

International Journal of Research in Economics & Social Sciences Email id: [email protected], http://www.euroasiapub.org

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INTRODUCTION: The travel and tourism industry contributed a total of 113.2 billion U.S. dollars to GDP in India in 2013 this accounted for 5.35 percent of India’s total GDP. The industry directly provided more than 22 million jobs in that year. Not only is India the second largest tourism market in Asia after China, the country was also ranked in the twenty fastest growing tourism destinations worldwide by the World Travel and Tourism Council. Placed eleventh in the list, the direct contribution of travel and tourism to GDP in India is expected to grow an average of 6.4 percent annually between 2014 and 2024. In 2013, there were 6.85 million international tourist arrivals in India. This was a large increase from the 2.65 million seen just 13 years earlier in 2000. India's online travel agencies are prioritizing social media to woo young urban consumers. The Indian Ministry of Tourism has recently started using social media to promote tourism sites throughout the country, and 70% of all four- and five-star hotels in the main cities have established their social media presence.[2013 World Travel Market Global Trends Report at World Travel Market (WTM)]. Social media advertising spend by leisure, travel & tourism brands in India stood at US$05 million by end of 2013, accounting for 4.5% of total social media advertising. During 2009-2013, social media advertising in this industry has increased at a CAGR of 101.9%. This growth is expected to continue in 2014 with brands expected to spend US$07 million, representing an increase of 62.1% over 2013. Over the forecast period (2014-2018), Socintel360 expects social media ad spend by leisure, travel & tourism brands to grow at a CAGR of 50.7% to reach US$38 million in 2018, accounting for 5.2% share of the market. As social media is growing at significant growth rate, it can be use as a marketing tool for all industries. The tourism industry is primed to take advantage of social media outlets, as the industry has long relied largely on destination reputation, consumer opinion, spread of information, and positive word-of-mouth advertising. In many instances, such as the case of the ‘Incredible India’ campaign and ‘Bharat Darshan’ campaign, integration of social media into the marketing strategy of Indian Tourism has shown remarkable, measurable results in increased rates of visits as well as visitor satisfaction. As a result, various states around the country are becoming more reliant on social media as a cost-efficient and effective tool for tourism marketing for their respective state.

REVIEW OF LITERATURE: Today traditional role of ‘Word-of-Mouth (WOM)’, publicity has transformed by online marketing publicity. ICT technologies and use of internet has been changing the way, tourism business operate. In the 21st century tourism promotion has entered a new era as web have been become a powerful tool to promote tourism at every country, region, state or destination. According to Lovelock and Wright (2001), the 1990’s is considered in the history of promotion as a decade of transmission to new phase called Digital Promotion. Social Media can be defined as websites which are build on Web 2.0 technologies in order to provide space for depth social interaction, community formation and the tackling of collaborative projects (Bruns & Bahnisch, 2009). Social Media is the biggest development International Journal of Research in Economics & Social Sciences Email id: [email protected], http://www.euroasiapub.org

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IJRESS Volume 5, Issue 4(April, 2015) (ISSN 2249-7382) International Journal of Research in Economics and Social Sciences (IMPACT FACTOR – 4.992) reshaping traditional marketing methods of tourism businesses (Reactive, 2007). The growth of Web 2.0 technologies has led to an explosion of social media sites, including Face book, Twitter and You Tube. Social media as marketing tool have the potential to change the relationship between the internet and its users, and can change the power structures and increase the opportunity for the users to engage in greater community participation. Social Media based on internet users, can reach more peoples and such as television or travel agents (UNWTO, 1999). A 2009 Nielson Report states that two third of the globe online population visits social websites and this sector accounts. Like the consumer products, countries and local destination also deal with competition and therefore need to differentiate themselves from competitors (Dinnie, 2008). Over 5 years, social media marketing is the most famous form of online marketing. Email and website marking have seen incredible growth of 38% between 2011 and 2015. Webcasts and online videos have seen remarkable growth in consumer engagement. Social Media marketing is preferred by 69% of Indian Marketers (Octane survey, 2015). Tourism is an information intensive industry (Cox et al. 2009). Organizations rely on the communication with tourists through various channels to market their products and build customer relationships (Poon, 1993). Indeed, social media have grown to be one of the most effective means for tourists to seek information and share travelling experiences (Cox et al. 2009; Gretzel 2006; Yoo & Gretzel 2008).When discussing the importance of social media in tourism, India cannot be ignored. The first marketing initiative of its kind, Incredible India was conceptualized in 2002, which successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year. Tourism is a sunrise sector and Indian State Governments are trying to position themselves strongly in the mind of Domestic as well as international tourists. Madhya Pradesh known as incredible heart of India, as one of the Indian State, also have realized the importance of tourism in state economy and have taken many initiatives towards the changing the image of tourism through internet and websites. The 20 years Perspective Plan of Madhya Pradesh Tourism chalked out in 2003 had extensive plans for the state to concentrate on developing innovative ideas to change its image to a more tourist friendly destination, appointment of marketing and advertising agency, building of strong relations with the travel trade industry, reorientation of tourist information offices as marketing offices and to facilitate the tourism offices with computerized reservation systems.

OBJECTIVES OF THE STUDY: 1. To study about awareness of social media approach in tourism. 2. Study of the various initiatives taken by Madhya Pradesh Tourism through social Media Marketing. 3. Analyze the role and impact of Social Media Marketing approach in tourism development of Madhya Pradesh


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RESEARCH METHODOLOGY: The research methodology adopted is based on the secondary data from the reliable sources along with personal observations. Extensive secondary data is collected through books, published government reports, articles in journals and newspapers. For studying the role and impact of social marketing on Madhya Pradesh Tourism, rigorous search has been done through online sources and social websites. The study attempts to find out the contribution of social media in choosing the Madhya Pradesh destinations to choose their trips or searching information about the tourism attractions of MP and creating the image at world tourism market.

INATITATIVES OF MADHAYA PRADESH STATE TOURISM: An aggressive and creative publicity & promotional campaigns in print and electronic media adopted in last ten years by Madhya Pradesh tourism, has considerably improved the image of the state. Travel and Tourism in Madhya Pradesh is in rapid transition phase, efforts to use their own website and other social media websites by government, various departments and other concerning agencies have started showing positive results. In order to promote the destinations of Madhya Pradesh through print and TV commercials, the state tourism department along with Madhya Pradesh State Tourism Development Corporation (MPSTDC), appointed Ogilvy & Mather and Mindshare as their creative and marketing partners respectively. The first communication strategy says that “Hindustan ka Dil Dekho” and was created by Ogilvy& Mather was launched in April 2006. Based on the theme of Bioscope, this ad film shows all the tourist spot of in Madhya Pradesh and very artistically and aesthetically shot. The advertisement received a good response, and helped in creating a brand equity that Madhya Pradesh Tourism never enjoyed. After the launch of this advertisement campaign, the perception for Madhya Pradesh Tourism had increased exponentially. The advertisement was not only path breaking in terms of delivery but was also able to show its impact in terms of sales. With the success story of first ad, in late 2009, a refurbished campaign was launched by using the theme of Eye movements. Through use of very beautiful eyes a very creative route has been adopted to explain what had been visited by the tourist and viewed by other. Similarly, Madhya Pradesh was displayed through “hand shadowgraphy” in the ad released in the year 2010, which drew widespread encomiums. This ad was awarded by EFFII. Thereafter ‘Go Camping 2010’ was launched in October 2010 with aimed to promote regions such as Bhopal, Pachmarhi, Mandu, Orchha, Jabalpur, Tamia, Amarkantak, Shahdol, Dewas, Panna, Bhind and Pench as adventure sites. Madhya Pradesh is now an established name in tourism sector. Tourists from country and abroad are getting attracted towards Madhya Pradesh. In view of it, a number of novel efforts are being made to promote tourism further. Advertisements of the Tourism Department as part of these efforts have also carved out their unique identity. Recently new and fourth ad was launched with use of dry and liquid colours. The ad was based on the theme “Madhya Pradesh Ke Sau Rang”. Shadow of tiger appears when throwing dry Gulal on the ad through which Kanha and Bandhavgarh have been displayed. Effort has been made to display symbols of peace Sanchi’s stupas and Mahakal’s city Ujjain through liquid colours.


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IJRESS Volume 5, Issue 4(April, 2015) (ISSN 2249-7382) International Journal of Research in Economics and Social Sciences (IMPACT FACTOR – 4.992) Madhya Pradesh tourism also used My FM94.3fm as their media partner to promote the sites of the sate through the radio. In this activity, the MY FM RJ travelled around all destinations in Madhya Pradesh and also described the locations, sites, eating joints, handicrafts, people, culture etc. of the place. The RJ continued his journey as he narrated a brief account of the destinations live on radio so that listeners can get to hear and visualize the beauty of Madhya Pradesh. The campaign was also extended to print media. The complete television advertisement was printed into a strip format and was then promoted through printed media like Hindi magazine and journals. Madhya Pradesh tourism has given a bright and popular platform to many private and small service provider to promote globally by using and sharing their online website (www.MadhyaPradeshTourism.com). At www.MadhyaPradeshTourism.com due to the top level domain (TLD) feature and the natural instinct of the web, it attains prominent position in online search results thus visitors reaches to MadhyaPradeshTourism.com website very easily. Various private service providers are baled to displays themselves on a most active, dynamic and naturally more popular, widely acceptable and easily accessible 24 x 7 global platform and reaching to targeted visitors without much extra efforts. Once visitors reached to the displayed info he could be redirected to any individual website for more detailed information and possibility for converting to a confirmed booking is more than that of an individual site.

IMPACT OF SOCIAL MEDIA MARKEING IN MADHYA PRADESH TOURISM: Social media marketing strategy in an organization defines how the organization uses the social media tools such as facebook, twitter and YouTube to achieve a marketing objective for the organization. The social media strategy implements and supports higher-level strategies and provides markets and customer information which is used for development and adjustments of the organization business strategy. the current approach being used by the case study company on the use of social media marketing shows that the company strategy is not fully implemented hence the company needs more decision on how to maximize the available marketing opportunities to win many customers depending on the improve strategy that they are heading to in terms of using social media marketing to market their company. Further as a strategy to market brand Madhya Pradesh through social media the state is also enhancing the web based portal. The comprehensive tourism website (www.MadhyaPradeshTourism.com) has been upgraded to make it more interactive for the attendees as well as for the prospective visitors. www.MadhyaPradeshTourism.com is the one of the leading travel tourism website covering all the Districts of Madhya Pradesh in details, besides the popular tourist destinations. Since 2004 the website is offering a comprehensive collection of information on different sightseeing places, accommodation, tours, attractions, events, destinations and other travel related current & updated information. Madhya Pradesh tourism has successfully completed 10 years as the website provides access to a highly targeted audience worldwide and is an ideal advertising outlet for the promotion different services and products. Due to the Top Level Domain Name properties (TLD) the highly optimized website appears at top ranking positions in online search engines as Google™, Yahoo™ and others presenting a global platform


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IJRESS Volume 5, Issue 4(April, 2015) (ISSN 2249-7382) International Journal of Research in Economics and Social Sciences (IMPACT FACTOR – 4.992) for promoting local brands on national and internationals level in a very useful, effective and economical way. As per the site network statistics of tourism website of Madhya Pradesh (2013-14), monthly on average 6,42,600 visitors are browsing this website, out of this 1,74.659 visitors interacting online with mp tourism personnel and among them 91% are domestic and 9% are international visitors. Nearly, 730000+ have successfully planned and enjoyed their holidays with Madhya Pradesh tourism online info network by the year 2014. Impact of such social media approach, clearly reflected, as Madhya Pradesh registered a significant increase of 18.5 per cent in domestic and foreign tourist arrivals in 2013-14. According to State tourism statistics, in 2013-14, a total of 6.34 crore domestic and 2.80 lakh foreign tourists arrived in Madhya Pradesh, an increase of 18.50 per cent over 2012-13. A study by the Associated Chambers of Commerce and Industry of India (Assocham) has found that domestic tourist arrival in the State has grown at a staggering compounded annual growth rate (CAG) of 381 per cent between 2006 and 2012. The recent surge has meant that Madhya Pradesh is now a more popular destination for domestic tourists than even Rajasthan, Gujarat, Uttarakhand and West Bengal. In addition, it has also not been able to attract much investment in the hotel industry and other segments of the tourism sector. The study found that the State had been able to attract investment proposals worth just about Rs.418 crore as of 2012-13, against nearly Rs.35,000 crore by Gujarat, Rs. 22,000 crore by Maharashtra, and Rs. 17,000 crore by Karnataka. With the improving image of Madhya Pradesh tourism at National and international, the Tourism Department of Madhya Pradesh was bestowed with an award 'The Best use of Mobile Technology': “mGovernance in Madhya Pradesh' by the Department of Information Technology, Government of Madhya Pradesh on 10th July 2012. Madhya Pradesh Tourism was awarded an International Award for 'Best Heritage State in India' in 2013 during the International Tourism Bourse at Berlin. One of India's most respected and known travel awards - 'CNBC Awaaz Travel Awards' was held this year in Madhya Pradesh at Indore on 20th June, 2014. Madhya Pradesh won the CNBC Awaaz Travel Award for 'Best Travel State' and for 'Best Tourist Destination'.

CONCLUSION: Social Media is an extremely effective form of marketing which can be used to increase brand awareness, brand loyalty, customer service, and lead to increased sales. It can be used to present a business brand to millions of people worldwide. As social media continues to grow, so will the importance of harnessing it as a marketing tool for all industries. The tourism industry is primed to take advantage of social media outlets, as the industry has long relied largely on destination reputation, consumer opinion, spread of information, and positive word-of-mouth advertising. Understanding the importance of marketing and advertising to catch the attention of tourists, Madhya Pradesh government hired a reputed brand and advertising agency to construct a tourism friendly image too. Understanding the fact that majority of tourists in India are domestic tourists, it has used TV commercials to promote its tourism. The move has worked well for them and has helped Madhya Pradesh move up the ranking of states in terms of share of tourists visiting the state. Madhya Pradesh International Journal of Research in Economics & Social Sciences Email id: [email protected], http://www.euroasiapub.org

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IJRESS Volume 5, Issue 4(April, 2015) (ISSN 2249-7382) International Journal of Research in Economics and Social Sciences (IMPACT FACTOR – 4.992) Tourism has been ahead of the current as far as other states are concerned. It has a comprehensive social media coverage that gives all the necessary information and much more. This online approach has helped create a “professional” brand image for Madhya Pradesh Tourism. Current cut throat tourism market situation indicates that social media advertising can, indeed justify the high costs associated with this form of advertising i.e. probably the economic advantage, generate extensive PR leverage for brand image for Madhya Pradesh Tourism etc. A main challenge for Madhya Pradesh tourism establishments’ social media marketing efforts lies in the increasing the number of tourist arrivals into the state with diversification of interests, tastes, and demands of tourists.

REFERENCES: 1. Madhya Pradesh State Tourism Development Corporation Ltd., ‘Madhya Pradesh Visitors Data & Expo India Info Ltd., Jaipur, 2003, p.190.

Guide’, By

2. ‘Madhya Pradesh Eco-Adventure Tourism Policy’ (2002), Department of Tourism, Govt. of Madhya Pradesh, p.30 3. ‘20 years Perspective Plan of Tourism for the State of Madhya Pradesh’, Final Report Vol. I –Main Report (2003), Submitted to: The Market Research Division, Department of Tourism Ministry of Tourism & Culture, Government of India, New Delhi, 4. ‘Madhya Pradesh Heritage Policy- 2002’, by Department of Tourism, Government of Pradesh.

Madhya

6. ‘Indian Tourism Statistics 2013’, Published by Market Research Division, Ministry of Government of India, New Delhi, 2013.

Tourism,

7.‘Documentations of Best Practices Adopted by the State Governments for Development of Tourism’ (2005), Final Report of Ministry of Tourism, Government of India, Prepared by International Consultants and Technocrats, Pvt. Ltd., New Delhi. 8. ‘Madhya Pradesh Planning Report (2011)’, Planning commission of India, Government of India, Published by Academic Foundation, New Delhi, , p.197. 9. Minazzi, R. (2015), ‘Social Media Marketing for Tourism & Hospitality’, Springer International Publisher, Switzerland. 10. ‘Social Media in Travel, Tourism and Hospitality(2012): Theory, Practice and Cases’ edited by Marianna Sigala, Evangelos Christou, Ulrike Gretzel, Ashgate publishing Limited, London,.


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JOURNALS: 1. Singh Kumar Ajeet, ‘Marketing of Tourism and Hospitality Products: Study of the Impact of Celebrity Endorsed Advertisements on Hospitality Products and Services’, IBMRD’s Journal of Management and Research, Ahemadnagar, Maharashtra, Volume 2, Issue 1, March 2013. 2. Daniel Leung, Rob Law, Hubert van Hoof & Dimitrios Buhalis, ‘Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, Volume 30, Issue 1-2, 2013, p. 3-22

ARTICLES: 1. Online article published in the website of Department of Public Relation, Govt. of Madhya Pradesh, titled ‘9 years of Madhya Pradesh new identity in tourism sector’, Bhopal: Friday, September 2013.

ONLINE SOURCES: 1. Indian Express awards/918543/

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http://www.indianexpress.com/news/mp-sikkim-receive-top-tourism-

2. http://www.ogilvy.com/News/Press-Releases/November-2010-Ogilvy-Mumbai-creates-a- newTVC-for-MP-Tourism.aspx 3. http://articles.economictimes.indiatimes.com/2008-09-07/news/28465645_1_touristdestinations-tourism-council-tourist-places 4. http://www.financialexpress.com/news/mp-takes-cue-from-rajasthan-to-turn-forts-intohotels/908633/ 5. http://www.constructionupdate.com/CMS/Newsletter/NewsFiles/31556.html 6. http://www.travelbizmonitor.com/mp-tourism-to-organise-tourism-conclave-from-feb-12-toopen-representative-office-in-varanasi-15439 7. http://www.thehindu.com/news/national/other-states/mp-emerging-as-a-popular-domestictourism-destination/article6123552.ece 8. https://www.asdreports.com/market-research-report-143982/databook-q-india-social-mediaadvertising-spend-leisure-travel-tourism 9. http://windchimes.co.in/blog/2012/12/tourism-industry-enticed-to-social-media-2/


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Role and Impact of Social Media in Tourism: A Case Study on the Initiatives of Madhya Pradesh State Tourism

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