Published Paper Details:

Social media platform is the need of hour of every tourism industry,where everyone wants to connect with the entire travellers through this platform.Using S. M. P. creates win win situation for industry as well as travellers.The major agenda behind conducting this research investigation is to scrutinize and evaluating the consequences of social media practices on performance of tourism industry in the Uttarakhand state and providing some expedient recommendations regarding social media practices as well as guidelines of tourism industry. Research study is mixed in nature (quantitative and qualitative) and depends upon only primary sources of data collection: researchers has selected around 100 tourism marketers or industrialists of Uttarakhand (50 industrialists /marketers from dehradun, +50 industrialist /marketer from nainital) for study. Random sampling method has been implemented by the researchers.Three tables have been mentioned in respect of data analysis. Table 1 comprises of social media platforms adopted by tourism Industry of Uttarakhand, table 2 encompasses of time period from which they are operating their social media page and table 3 contains duration of the updation and posting of content to social media by industry. Table 4 includes the feedback of industrialist based on likert's 5 point scale. At the end, researchers has recorded some facts regarding social media which acts as a powerful weapon to attract so many traveller troops to avail and assess the services provided by tourism industry and how fake or false information posted by tourism industry ferociously affects the working of tourism industry, despite of having negatives highlighted by researchers in their paper, there is some glimmer of courage to exterminate the issues facing by tourism industry, that is as follows :-(I)every industry must utilize their social media platform to engross travellers meritoriously. (II) Govt. and cyber cell authorities should prudently supervise the social media pages of tourism industry in order fend off unfair practices