Social networking sites on the Internet are more frequently used than in-person communication for social interactions. Facebook is one of the most popular social networks. Twitter, LinkedIn, Instagram, and YouTube are examples of social media platforms. Individuals no longer have to wait to physically interact to find out the particular situation of a destination they wish to travel to for tourism purposes. Consumers use social media to plan trips, make informed travel decisions, and share their personal experiences with a particular hotel, restaurant, or airline (Živković et al., 2014).

The online community finds this type of user-generated content more credible and authentic, with many hotels, restaurants, and visitor attractions dropping significantly for not ranking in the top five. With over 200 million TripAdvisor ratings and opinions posted to date and over 800 million active Facebook users posting updates and sharing pictures, social media dominates the industry. Social networks have grown exponentially in recent years. In December 2012, around 56% of people used social media, and almost all (98%) between the ages of 18 and 24 used social media. Facebook, the most popular social media platform, now has over 1.2 billion users.

To fully comprehend the role of social media in the tourism industry, it's crucial to understand its impact on the industry's revenue growth. Social media has revolutionized the way people plan and share their travel experiences. By analyzing the factors that contribute to the perceived value of customers who use social networking platforms for destination travel, businesses can tailor their services to meet their customers' expectations better. This level of customization is only possible because of social media, which allows customers to share their feedback and experiences with a vast audience. Therefore, it's important to understand the degree of services that can be offered thanks to social media's rise and the impact it has on the tourism industry's growth.

The purpose of this research is to demonstrate how and to what extent information and communication technologies have affected the tourism system and its participants (stakeholders and tourists). By analyzing the network formed from various digital components, a singular perspective can be provided on the dynamic behavior of digital users, who can be converted into tourists with the assistance of social media (Radmila et al., 2014).

Incredible India, the primary marketing initiative of its kind, was conceived in 2002 and successfully established India as a high-end tourist destination, generating a 16 percent increase in tourist traffic within the first year. Tourism is a developing industry, and Indian state governments are trying to establish a robust presence in the minds of both domestic and international tourists (Gohil, 2015). It is widely assumed that the return on investment in social media within the tourism and hospitality industries can't be measured because of the perishable and intangible nature of the tourism product, as well as the fact that the return on investment isn't always considered a concrete aspect.

Business reputation or associations of a brand with specific characteristics, for example, are not features that can be measured, but they are still important to a stakeholder and can be easily achieved with the assistance of social media marketing. Of course, financial aspects cannot be predicted, but in the end, "the relationship is evident and significant, and socially engaged businesses are more financially successful" (Sterne, 2010). The findings of Cheng and Edwards (2015) show that a visible analytic approach can provide insights into the impact of travel news on Chinese consumers. These insights include potential tourist-generating regions, the life cycle of travel news, and tourists' attitudes toward changes in travel policy. Such discoveries have significant implications for scholars and practitioners, enabling real-time decisions about Destination Management Organizations' social media marketing strategies in China. Tourism scholars have paid close attention to the impact of social media on travel decisions. According to a recent literature review, the majority of such studies have focused on the impact of social media on behavioral intention, with only a few studies on actual behavior (Leung et al., 2019).

Social media is crucial in many aspects of tourism, especially in information search and decision-making behaviors, tourist promotion, and best practices for communicating with customers. Using social media to advertise tourism products has proven to be an effective method. Tourism, being a knowledge-intensive industry, can benefit from recent advancements in information and communication technology, which allow for widespread use of information transport, sharing, reusing, storing, and producing. Furthermore, tourism is an industry that relies heavily on information. As a result, monitoring technology and consumer culture trends that affect the transmission and accessibility of travel-related information is essential (Xiang & Gretzel, 2010). In the global travel sector, social networking sites have played a significant role in marketing and tourism promotion. Social media enables people to communicate with one another based on their shared interests and have influenced the nature of human communication, especially among travelers (Litvin et al., 2008).

Tourists, particularly leisure travelers, can now select a destination using social media. This phenomenon has impacted people's thinking and decision-making. The tourism industry should consider how travelers feel about social media and come up with solutions to make information available on social media more widely recognized. Hotels, for example, can use websites like Flickr, Facebook, YouTube, and Twitter to exchange information, adjust services, and enhance their brand (McCarthy et al., 2010). Furthermore, social media websites such as online travel communities play a significant role in internet marketing and electronic commerce (Casaló et al., 2010).

Social media is a broad term that refers to the ways in which people connect via blogs and forums, images, audio recordings, videos, links, and profile pages on social networking sites (Eley & Tilley, 2009). With the growth of social media, the internet has transformed from a dissemination medium to a participatory platform in which users become the media themselves for information exchange. Social media is described as a series of programs that allow the creation and modification of content generated and based on internet technology basics (Kaplan & Haenlein, 2010). With the rising trend of internet usage and technological advancements, tourists are utilizing their devices such as smartphones, computers, and tablets to search for information on their visits and tourist spots. Figure 1 shows the percentage of social media users in tourism.

Figure 1. Percentage of Social Media Users in Tourism

Social media has facilitated the transition from traditional methods to the use of social portals and websites. Usergenerated content and user interaction distinguish social media from traditional media. Social media is a simple way to communicate information and has a vast reach. Traditional media is a one-way communication. However, social media allows people to participate and share their thoughts and experiences about a certain issue or location. Social media facilitates the formation of communities of like-minded individuals who are free to communicate their perspectives, which can be beneficial to other visitors. The growing number of internet users has had a huge influence on the industry.

Social media has had an impact on every aspect of people's lives, including how people consume, and these improvements have had a significant influence on businesses by enabling the implementation of new marketing tactics. Tourism, as one of the most thriving industries on the planet, is undoubtedly implicated in this trend. Combining social media and tourism marketing can substantially benefit organizations. In this study, a summary of the most crucial aspects of social media in tourist marketing is provided, including what it is and how to utilize it effectively. The dialogue taking place between travelers can enhance the quality of the tourist experiences offered. Tourism is promoted through the use of social media sites, internet marketing, and electronic commerce (Casaló et al., 2010).

5.1 Facebook

People use Facebook to exchange travel and vacation plans, as well as to share images and information, according to Facebook. The amount of travel-related content on Facebook and other social media platforms is increasing every year. This is due to many Facebook users using the platform as an escape from their daily lives and reality. As a result, travel photographs and articles about classic Indian sites are becoming increasingly popular on social media, and many people are sharing their own travel experiences.

5.2 Twitter

According to Ahmad (2015), the number of Twitter users worldwide reached 288 million in 2015, which was a 20% increase from 2014. Additionally, the company generated $479 million USD in revenue. It is expected that this number will continue to rise in the coming years.

5.3 Snapchat

According to Ahmad's (2015) research, Snapchat is one of the most recent social networking platforms that has emerged. It enables the users to quickly share personal updates, such as photos, videos, and user identities. The research suggests that due to significant technological advancements, social media platforms like Facebook, Twitter, and Snapchat have rapidly expanded. The introduction of new technology has contributed to the rapid growth of these platforms, allowing users to obtain information and communicate with others through messaging and communication channels.

Social media networks can help you create your brand and provide useful information about your organization. Social media marketing has radically changed the tour business scene, offering glimpses into various corners of the globe while inspiring people to travel. Increasingly, people are turning to search engines such as Facebook, Instagram, and YouTube to help them decide where and when to go next. Instagram's geographical and trending hashtags allow users to find exactly what they're looking for. When used correctly, social media can promote people's business and assist customers in finding the business in a matter of seconds. Figure 2 shows the importance of social media in tourism.

Figure 2. Importance of Social Media in Tourism

For today's generation, being social media savvy has become a part of their daily routine. Many people spend a lot of time every day on different social media websites such as Facebook, Twitter, YouTube, Pinterest, and more. The use of the internet has evolved to become more than just for emailing or searching for something, but rather a way of staying updated and interacting with others through chats, video sharing, photo sharing, updating statuses, and more. Social media has become a major component of people's lives, as it is seen that out of five individuals, every second person is using social media to share their happiness or achievements through various social media platforms.

On the other hand, if seen from the company's perspective, social media has been a great source for creating awareness among customers about their brand and products. It is a way through which companies create an image of their potential customers and engage with them to understand their perspectives and improve their services. Social media is also a great source of entertainment and leisure. It has spread its influence into every aspect of life, not just in terms of communication but also in other areas. The rise in social media users is increasing rapidly due to the availability of smartphones and networks. As social media users, what people see is what they believe in, so any information or new product they see stimulates them to try it. This is also true for products, so companies are finding ways to reach the maximum number of customers through social media. According to a survey, it has been reported that the number of social media users is increasing rapidly. The study states that in 2018, there were around 283 million social network users in India, up from nearly 216.5 million in 2016.

Social media has had a significant impact on the tourism industry in India. It has changed the way people plan and book their trips, as well as how they share their travel experiences with others. Social media has provided a platform for businesses in the tourism industry to reach a wider audience and engage with potential customers in innovative ways. However, there are also challenges and concerns that need to be addressed, such as maintaining authenticity and managing online reputation. It is important for the tourism industry to embrace social media as a tool for growth and development while also being mindful of its potential drawbacks.

Social media has changed the way people construct trustworthy brands. Brochures and billboards are no longer effective in the tourism business. Collecting social shares, favorable user evaluations, and customer satisfaction on social media is the key to corporate success. In this study, it is attempted to demonstrate that social media presents a significant opportunity for tourism businesses. To take advantage of its benefits, the Digital Agency Network can assist people in locating the best tourism marketing agency. Overall, social media has transformed the tourism industry in India and will continue to shape its future.