• Thursday, Apr 2nd, 2026

International Journal of Advanced Research in Education and TechnologY(IJARETY)
International, Double Blind-Peer Reviewed & Refereed Journal, Open Access Journal
|Approved by NSL & NISCAIR |Impact Factor: 8.152 | ESTD: 2014|

|Scholarly Open Access Journals, Peer-Reviewed, and Refereed Journal, Impact Factor-8.152 (Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool), Multidisciplinary, Bi-Monthly, Citation Generator, Digital Object Identifier(DOI)|

Article

TITLE A Study of Social Media Strategies Adopted by Travel and Tourism Sector in Pune City
ABSTRACT The rapid digital transformation of marketing practices has significantly influenced the travel and tourism industry. This study investigates the social media strategies adopted by travel and tourism businesses in Pune City and evaluates their effectiveness in influencing tourist engagement, decision-making, and booking behavior. Using a descriptive research design, the study integrates primary data collected through structured questionnaires and secondary data from academic and industry sources. Statistical tools including Cronbach’s Alpha, Chi-square tests, regression analysis, and normality testing were employed. The pilot study confirms reliability (α = 0.842) and validity of the instrument. Findings reveal that price, reviews, promotional offers, and destination guidance significantly influence social media usage and booking behavior. The study contributes to tourism marketing literature and provides strategic insights for enhancing digital competitiveness.
AUTHOR Rekha B. Puradal, Dr. Atish Chintamani, Dr. Hemant Katole Research Scholar, PUMBA, SPPU, Pune, India Research Guide, PUMBA, SPPU, Pune, India Faculty, PUMBA, SPPU, Pune, India
VOLUME 13
DOI DOI:10.15680/IJARETY.2026.1301010
PDF 10_A Study of Social Media Strategies Adopted by Travel and Tourism Sector in Pune City.pdf
KEYWORDS
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