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Social media has huge impact on the tourism industry. Every consumer surf the internet and further visit sites of social networking to get access to desired locations and collect information regarding experience of travels, availability of hotels and reviews about the people's stay at such places. The social media is accessed by millions of people who seek travel information. Similarly, the tourism industry of Nepal is heavily impacted by the social media. Recently, due to the earthquake as well as the blockade that happened in Nepal in 2015, there was great slump in the tourism industry.

This assignment is done as to study the impact of the social media on the tourism industry and specifically on the tourism of Nepal. It has depicted how the social media has solely influenced and characteristically heightened the level of the market of the tourism industry of Nepal.

Project Objective



The project aims at studying the impact of social media on tourism industry of Nepal along with the positive and negative consequences that it has brought over the years.



       To evaluate the importance of social media in the present age of digital marketing.

       To assess the factors that has motivated various business operations to resort to social media.

       To analyse possible theories and models associated with the influence of social media on the tourism industry with special emphasis on Nepal tourism industry.

       To analyse the challenges that Nepal tourism industry have faced with regard to social media marketing. 

Project scope


A further study of the literature review on the implication of social media marketing in the tourism industry in Nepal would allow the researchers to evaluate the importance of tourism industry and its contribution to the economic structure of a country. The historical and geographical importance and value of a place enlarge the area of tourism as it presents the scope for the tourists for further exploration. The study can follow the roots of social media marketing in order to acquire the acceptance of the non-visited sectors of marketing like online promotional videos and expansion of marketing processes.

Literature Review











The literature review is done to establish a detailed study on the topic as to identify the significance of social media and its impact on the business of the tourism industry of Nepal. It provides thorough information regarding the theories that describe the causes and reasons of the effect of social media and relate to specific models that justify the influences. It also provides an in-depth analysis of the factors that affect the tourism industry and specifically informs about the tourism industry of Nepal. It includes and maps all the information, statistics that show how the tourism industry of Nepal has been extremely influenced by social media in recent times.

Importance of social media










Social media platforms have influenced every aspect of human lives (Hudson et al. 2015,p. 75). At the first place, digitisation and connection to the internet have made things available and accessible to the people in no time. People are found to access the internet and more specifically their social media accounts countless times in a day. This proves how the virtual world dominates our real life and tries to be in our mind always. It has gained the power to dominate over our physical self. Social media has expanded its influence to the level that it has evolved from only being a buzz of cyber world to the most influencing platform of business for the entrepreneurs or any business organisations (Dijkmans et al. 2015, p.65).  In fact, the appearance of a person or an organisation in any of the platforms like those of Facebook, Twitter or MySpace let them be visible to the world. Thus the influential powers of social media are required to be acknowledged.

The fact that the social media has become so influential is that because of its unique characteristics. The social media is easily accessible from any part of the world (Hospitalitynet.org, 2015). In today's time, one does not need a computing device with the internet connection. Similar purposes can be solved using a basic Smartphone that supports internet connection and one can simply access any of the social media platforms. However, major portions of the population involved in accessing the social media are the teenagers, the young adults or the middle-aged people. Yet in the urban areas, the aged people are too engaged in it. As per Nezakati et al. (2015, p.64), social media is also largely used by the business organisations to promote their products or services. It is the most influential method, the fact being that most of the potential consumers are available on the social media. Moreover, it is the most cost-effective way to promote a business. It also provides for the easy access to possible clients without the intervention from any unavoidable third party. This even makes the business processes to occur in a cost-friendly manner. It provides the facility of optimization of the search engines, a technique implemented to increase the number of view or visits to a particular website or online community of an organisation. It is another process of inducing and getting attention of customers. This increases the ratings and rankings of the companies and creates a virtual image of the organisation as to the fact that the companies are more popular and owe greater brand value. This also alludes to the fact that the companies can be trusted and possessing goods or services from such companies will assure a greater satisfaction of the quality of the product and the services provided. Thus, it proves how crucial it has become to have a virtual image as that is what affects the real image irrespective of the entity is an individual or the business organisation. The power of social media is such that a viral video, article or blog can cause a sudden attention among the people and eventually bring easy, convenient and cost-effective way for promotion (Hajli, 2014, p.390). The most alluring factor of social media is the fact that it does not provide any region-specific advertisement rather on a global level (Schivinski and Dabrowski, 2016, p.190).

Factors that facilitate the tourism business to follow social media

Social media serves the role of a strong instrument to spread any kind of awareness or to generate any opinion concerning almost everything. As per the theory of Lew (2017, p.99), the tourism industry is also using this modern way of marketing in broadening their service area.  The main influential factors that facilitate the tourism industry through social media is the active participation of people in the social media platforms. It has been a common way of interaction for the people to communicate through social media as this provides a two-way communication. It is very easy to form a promotional event through social media because of its expansion in every field. Through social media marketing, a company can generate an advertisement or can endorse its product through branding (Easton and Wise, 2015, p. 144). With the promotional function of a company product through social media platform, it can get an acknowledgement in no time. For example, talking about the recent earthquake in Nepal, it is to be mentioned that a quick view of the exhausted land generates the awareness and sympathy in people's mind. It is one of the greatest advantages of accessing the market through social media that it is able to grab people's attention very quickly. This is the reason that nowadays it is becoming one of the most popular marketing platforms for every business. The major factors that affect the thought process of the public are that the portrayal of any product through the social media brings the craving in people's mind to know more about it (Slocum et al. 2015, p.144). For instance, if a tourist agency is showing the beauty of a particular place through the social media platform people would get more attracted and enthusiastic about the advertisement. In order to enhance the importance of the place if the organisation does a standardisation, it would add a more eye-catching element to it.

Talking about the tourism industry in Nepal it is necessary to mention the geographical advantages that the country already have and need not promote the beauty and of the Mount Everest. Nature has already given it one of it amusable features to attract tourists. However, because of the unexpected natural disasters, the tourism industry of Nepal is getting affected. Though with the introduction of new industries the competition has been levelled up, Nepal is trying to give its best in the field of tourism by improving the hospitality and management services (Miller, 2017, p.54).

In order to improve the current status of the tourism industry, as it is now facing ups and downs because of the instability in the environment, the management and services of the tourism have to be improved (Mason, 2015, p.77). Lew (2017, p.94) opines that the world is getting better and advanced day by day with new technologies and with an intention to match that change it is mandatory to choose the adoption regarding the global change. Concerning the effective factors that influence social media marketing are mainly the interest of people. If an advertisement is able to find the key to the audience’s mind then it would be not tough to present the views according to the angle that they are willing to catch more easily. The impact of some political and ecological factors on the marketing policy and globalisation related to a scientific tourism is another important aspect of this industry (Nepal and Saarinen, 2016, p.151).

The social media marketing is a medium through which it is possible to globalise the tourism industry of a specific country within a shorter period of time than any other medium of marketing (Sharpley and Telfer, 2015, p.211). Through it giving information and generating a successful communication has been possible.

Theories and models










As there is a constant tendency of marketing through social media in every field of business, it is important to evaluate how this social media interaction has influenced the communication system. The theory that social media follows to generate a communication comprises of four stages-Exposure, Feedback, Engagement, and Exchange. With these active four stages, social media is able to create an active communication which follows a two-way interaction. The orthodox way of communication, mainly one-sided interaction, has eliminated because of this two way communication. Through the stages of communication in this theory, a story of a theme is highlighted or bring into focus or to be said the fact is exposed in a social platform. In the next step, there is a scope for the reader or audience to give a feedback, which is very important to know the reaction of the people. In the field of the tourism industry, they use these stages as an instrument to promote the important features of their services while portraying the significance of the place. Talking about the tourism industry of Nepal there is a basic rule for the industry to follow and that is the information and communication technologies (Pulido-Fernández et al. 2015, p.59). This communication system nowadays has been expanded to such a level so that it can provide a proper endorsement and all the necessary information.





The main promotion of the tourism industry lies on a three-way system including the activity of social media in promoting the tourism industry, the influence of media on the customer’s opinion and response of the customer over the promotion. The main agenda of the marketing system is to attract the attention of the audience to promote their offered services. Following this tradition, the tourism industry of Nepal is trying to bring a revolution in the marketing policy while implying the promotional functions through social media. According to Arai and Goto,  (2017, p.13), the tourism industry is expanding day by day as in the present situation the total profit that comes from the tourism industry contributes a commendable amount of improvement in the economic stability of a country. In order to get a proper success the tourism industry of Nepal is concentrating on promoting the services that the tourist companies provide to the tourist.





They are also concentrating on restructuring the hospitality management. It is necessary for the tourism industry to improve their services in order to grab the attention of the tourists. The focus of the industry lies in the marketing system of the product that is, in this case, the services provided to the customers. The marketing method through social media supports this system of endorsement in which the industry would imply the methods in order to incur a proper result. The main purpose and theory of tourism industry have been constructed centring the geographical interest aroused for Mount Everest. The improvement in hospitality management and concentrating more on the tourists' comfort has been one of the main purposes of the tourist industry in Nepal (Shrestha and Jeong, 2016, p.119). According to Hajibaba et al. (2017, p.1073), the most amusing part is that in the times of trouble when there is a lack of proper management as the natural disaster knocked at the door of Nepal, the local people greeted the tourists to stay with them.

Impact of social media on tourism industry





The tourism industry is a larger industry and brings in the maximum economic value to a country and invests in the total income of a country (Kiráľová et al. 2015, p.359). With the latest advancements in technology and subsequently its influence on the business processes, the tourism industry is evolving in all aspects of it to meet the needs of the people and keep up with the latest market trends. Thus the tourism industry is undergoing a process of complete digital transformation and so the people involved in this industry are grappling to make changes, follow the latest trends and creating implicating strategies to improve and bring about the impact of digitisation on the tourism industry. According to Hughes (2018), the tourism industry is trying its way hard to bring in significant innovations as to disrupt the traditional methods and attract the target audience. In this competitive market scenario, every sector of the industry is undergoing valid changes to keep up with the digital influence that other industries have faced.

After the catastrophic environmental mishap that had almost shaken Nepal from its roots physically, mentally as well as economically, it is believed that only social media has been able to raise Nepal from the slumps (Sthapit and Khadka, 2016). The members of the board of the national tours of Nepal are of the firm belief that the marketing process mediated by the social media plays the key role in promoting Nepal as a chief tourist destination (Shrestha, 2017). The most important factor about the social media marketing is that the impact of the investments can be easily recognised.

According to the board of tourism of Nepal, it spent roughly around 60 million dollars annually on online travel website or portals like TripAdvisor post-earthquake to raise the tourism industry (Baral, 2016, p. 123). Even though the tourism board of Nepal used to buy air times of CNN as well as BBC, but those have been stopped long back, owing to the fact that were less effective and were not at all cost-effective. It is for this social media is best way to promote the tourism of Nepal as it required filtered, aggregated, purposed and repurposed content on the websites that promoted the campaigns through social media. At the end, the challenging factor in case of social media influences is that anything that is written as a review by the travellers on the travel websites is considered to be true by others visiting the website for the first time (Leung et al. 2015, p.150). In such cases, there can be no shortcomings in case of the quality of the services provided along the travel like food and the lodging provided. Moreover, consistency is an important factor when it comes to marketing through social media as there is always a quest for more attractive and unique content to feed the visitors. Analysis of the fact whether the increasing number of viewers or visitors to the website actually turn out to be the number of actual tourists and that the evaluation of ROI is important to mark the relevance of the website and. A clear and purposeful strategy is required to influence the prospective tourists.











The tourism industry lies in the promotional programmes organised by the respective industry. As a person willing to go on a tour would prefer to know some facts and interesting about the respective place where he is wishing to go. Social media performs as the best element of promoting this kind of voyages. The main purpose of the social media comprises of the facts to create a general opinion as well as presenting an overall view of the acceptance of the fact. Nowadays, tourism is considered to be one of the important industries that control the financial graph of a country. In order to meet the expected target, the tourism industry is working hard to promote their services while improving the services.












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Dijkmans, C., Kerkhof, P. and Beukeboom, C.J.,(2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, pp.58-67.

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Kiráľová, A. and Pavlíčeka, A., (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, pp.358-366.

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