Authors

1. Ms. Rani Sharma
2. Dr. Kavaldeep Dixit
3. Ms. Omisha Dixit

Affiliation

• Research Scholar, IIS (Deemed to be University), Jaipur
• Professor & Vice-Principal, International School of Informatics & Management, Jaipur
• B.Tech (ECE), Birla Institute of Technology, Mesra

Abstract

The internet's expansion has constantly supported social media in society from the late 1990s and early
2000s. Several hundred million active users utilize various social media platforms, dedicating time to
communicating and finding information within the cyber community. For both hoteliers and visitors, the advent
of social media has offered up new opportunities. It has increased marketing efforts for hotels. It has also aided
travelers in getting insight into the area and arranging their stay.
Such prevalence and linkage between these two variables, i.e., social media and travelers, proposes the study
in the field of heritage hotels and social media. For this purpose, the data was collected from the Indian
travelers with a functional sample size of 571.To test the hypothesis, the structural equation model was used
and Chi-square test was used to determine the model's fit. To conclude, the present research paper proposes
the analysis of social media to understand the traveler's behaviors and suggest the marketing tactics to
heritage hotels.

Keywords

Social Media, Online Engagement, Hospitality, Heritage Hotels

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