Social Media Marketing Strategies of Travel Agencies in Maharashtra: Functional Integration and Strategic Impacts
Abstract
The study focuses on the adoption of social media marketing (SMM) by the travel agencies in Maharashtra based on functional evolution and hybrid intermediary models. Primary information of 300 agency professionals indicates that 94% of the agency professionals are penetrated with Facebook (89%) and Instagram (85%) prevailing. Posting of visual content on a daily basis is predominant (68%), as well as the high strategic value scores on brand awareness (84%), and revenue generation (77%). The larger agencies have better analytics use (χ²=12.4, p
Fields of Study & Subjects
Digital Marketing and Social Media
SMEs Development and Digital Marketing
Diverse Aspects of Tourism Research
Publication details
- Journal / source
- International Journal For Multidisciplinary Research
- Volume
- 8
- Issue
- 1
- Publication date
- 24 February 2026
- Language
- EN