Published Paper Details:

This study aims to analyze the effectiveness of social media influencers in promoting tourism in Prayagraj, India. With the rise of social media platforms and the increasing influence of online personalities, the tourism industry has witnessed a significant shift in promotional strategies. This research explores the impact of social media influencers' campaigns on attracting tourists to Prayagraj and increasing the city's visibility as a travel destination. The study employs a mixed-method approach, combining quantitative data from social media analytics and qualitative insights from interviews with tourists and influencers. The quantitative analysis involves measuring engagement metrics, reach, and conversion rates of influencer-led tourism campaigns. Simultaneously, qualitative data are collected to gauge tourists' perceptions of Prayagraj as presented by influencers and to understand their decision-making process in choosing the city as their travel destination. The findings indicate that social media influencers play a crucial role in increasing Prayagraj's tourism visibility. Their engaging content, authenticity, and ability to connect with their audience have a significant impact on influencing travel decisions. However, the effectiveness of influencer campaigns also depends on the alignment of the influencer's brand with the city's tourism offerings, target audience, and promotional strategy.