"Exploring The Influence Of Social Media On Tourism: A Demographic Analysis Of Tourist Behavior With Respect To Gujarat"

Abstract

This study investigates the dynamic interplay between social media engagement and tourist behavior in the context of Gujarat, a culturally rich and diverse state in India. Recognizing the transformative power of social media in shaping travel experiences and destination choices, the research focuses on unraveling demographic patterns and understanding the multifaceted impact of social media on tourist decision-making processes.

I have presented the findings from the quantitative data in this study. Thus, the current study's data were analyzed using SPSS software. The pilot research has a sample size of n=50. One method for defining the characteristics of the data collected for this research is the descriptive analysis. The purpose of the descriptive analysis is to enable the visualization of the data's quantitative analysis into a graphical model. The Cronbach's alpha value has been used in reliability analysis, specifically, to calculate the internal consistency of the data. To determine the respondents' demographic data, the study was converted into a percentage analysis.