Promoting Paradise: How Digital Media Shapes Tourist Perceptions and Drives Tourism in Shimla

Promoting Paradise: How Digital Media Shapes Tourist Perceptions and Drives Tourism in Shimla

Ranjana Sharma

Ph.D. Research Scholar, Department of Commerce, Mansarovar Global University, Sehore, Madhya Pradesh

Prof. Dr. Gurdip Singh

Faculty of Commerce and Management, Mansarovar Global University, Sehore, Madhya Pradesh

Abstract

Digital media has revolutionized tourist promotion in recent years by providing new channels for decision-making, accessibility, and interaction. This study explores how travellers see digital media's impact on their travel decisions and how digital media platforms contribute to the promotion of tourism in Shimla, a well-known hill resort in northern India. Tourists visiting Shimla were asked to complete a structured, questionnaire in order to gather information on how digital media such as social media, travel websites, and influencer content influence their travel choices. The attraction of visual content, the effect of user-generated evaluations and suggestions on decision-making processes, and visitors' faith in digital media for travel information are important areas of study. The usefulness of digital media in boosting Shimla reputation as a top vacation destination and its potential for stimulating tourism growth are revealed by statistical analysis of the replies. The study's conclusions help to clarify how digital media can be strategically used to maximize tourist marketing in Shimla and neighboring locations, offering useful information to marketers, policymakers, and tourism authorities.

Keywords: Digital Media, Tourism Promotion, Tourist Perception, Decision-Making, Shimla Tourism, Social Media Influence, Destination Marketing