Examining the Impact of Social Media Communication on Visitor’s Loyalty: A Case of Sustainable Tourism

Abstract

This research paper's goal is to determine whether social media communication has an impact on the loyalty of visitors. The study will explore the correlation between social media activity and visitors' loyalty by examining social media engagement. The research will take the form of surveys and a total of 385 questionnaires given to visitors at various locations of the Ladakh region, asking them about their social media actions and how they relate to loyalty. The data were analysed and tested using various statistical tools such as factor analysis, regression and structural equation modelling. The study's findings will shed important light on the interconnectivity between social media activity, visitor loyalty and the tourism industry. The study's findings show how environmental issues associated with tourism sites may be made aware to visitors through social media marketing and communication campaigns, which may eventually entice them to return.

Citation

Choudhary, F.S. and Khatoon, N. (2024), "Examining the Impact of Social Media Communication on Visitor’s Loyalty: A Case of Sustainable Tourism", Sharma, D., Abdullah, H. and Singh, P. (Ed.) Sustainable Tourism, Part B, Emerald Publishing Limited, Leeds, pp. 165-180. https://doi.org/10.1108/978-1-83608-326-920241009