2024, Vol. 6, Issue 2, Part A

author(s)
Katyayni Sharma and Sushma Rewal Chugh

abstract
The effect of electronic word-of-mouth (eWoM) has significantly transformed e-marketing, particularly in the tourism and hospitality sectors. The rise of social media and digital platforms has made them the most prominent sources of information. Online traveler-generated content, such as travel blogs and Online Travel Reviews (OTRs), offers valuable insights into travelers' experiences, opinions, interests, and changing travel patterns, as well as information about both mainstream and offbeat attractions. This content, created by users, provides a large volume of reviews that assist other travelers in making decisions during the pre-travel phase. It also helps in identifying and measuring visitors' perceptions, satisfaction levels, and evolving travel trends. This research paper focuses on the experiences of tourists visiting Kufri, a popular tourist spot of Shimla, Himachal Pradesh, between August 2019 and 2024. The study examines a sample of English-language OTRs from Trip Advisor, specifically investigating the interactions between tourists and local stakeholders. Shimla, known for its colonial architecture, cool climate, and scenic landscapes, is facing the challenge of over tourism. Various studies have applied models such as Doxey’s Irridex and Butler’s Tourist Life Cycle to explore the stages of residents' reactions and the evolution of a tourist destination due to tourism development—from growth to decline. By analyzing tourists’ interactions with host community, this study provides a comprehensive overview of the challenges posed by over tourism. It also offers insights into destination management and preparations needed for future tourism, aiming to enhance the sustainability and effectiveness of tourism in Shimla.