The Impact of Social Media, Experiential Marketing, and Technology Use on Tourism Growth in Jaipur: A Structural Equation Modeling Approach

Abstract

This study aimed to assess the impact of Social Media & Digital Marketing, Experiential Marketing, and Technology Use on the growth of tourism in Jaipur, a culturally rich heritage destination in India. Using a quantitative approach, data were collected from 400 international tourists visiting Jaipur, and Structural Equation Modeling (SEM) was employed to evaluate the relationships between these variables. The results indicated that Technology Use had the most significant impact on tourism growth, enhancing visitor engagement and satisfaction through tools such as mobile apps, augmented reality, and virtual tours. Experiential Marketing, including immersive activities and storytelling, also significantly contributed to positive tourist experiences and repeat visits. In contrast, while Social Media & Digital Marketing raised awareness, its influence on decision-making and satisfaction was less pronounced. The study’s findings emphasize the importance of integrating modern technology with experiential marketing strategies to create engaging tourism experiences while promoting responsible tourism practices. Limitations of the study include its geographical focus on Jaipur, a cross-sectional design, and reliance on self-reported data. The findings provide valuable insights for tourism stakeholders seeking to enhance tourism growth in culturally rich destinations.