ANALYZING THE IMPACT OF SOCIAL MEDIA ON PERFORMANCE OF TOURISM & HOSPITALITY FIRM'S: A STUDY OF NATIONAL CAPITAL REGION

This paper highlights the role of social media in the tourism industry. Social media provides various platforms to different stakeholders to communicate and exchange information among them. The essence of social media is growing rapidly in the tourism industry. More and more researchers are working on investigations in the areas of the impact of social media on many aspects of the tourism industry. The main objective of this research is to analyze the social media impact on hospitality firm’s performance. Due to its dynamics and viral capability, tourism businesses need to formulate some guideline or framework before start using Social Media. This study includes two-way methodological approach; primary and secondary as well. Structured questionnaire was designed and filled from hospitality firms (Travel agencies/ tour operators) and secondary part is based on the existing literature