2025, Vol. 7, Issue 2, Part B

author(s)
Yateen S Nandanwar and Shinde Suvarna R

abstract
This study explores the role of leading social media platforms-Instagram, YouTube, and Facebook-in shaping tourists’ destination choices. Based on primary data collected from 250 respondents in Maharashtra, India, the research analyzes how platform-specific features (visual storytelling, influencer content, reviews, and community engagement) influence travel decisions. Statistical tools, including descriptive analysis, Chi-square, and ANOVA, were employed to evaluate demographic differences in platform usage and influence. Findings reveal that Instagram dominates as the most visually engaging medium for younger and female travelers, YouTube serves as an information-rich platform favored by men and professionals, while Facebook remains relevant among older groups and those seeking community validation. The study provides actionable insights for tourism marketers to design platform-specific strategies.