Chapter 13: Impact of Social Media in Promoting Sustainable Tourism in Uttarakhand


Dharmender Singh Rawat
Amrapali Institute of Hotel Management, Haldwani, Uttrakhand
Rakesh Dani
Department of Hospitality Management, Graphic Era Deemed to be University, Dehradun (U.K)


Social media has emerged as one of the most powerful platform for promotion due to its outreach and huge number of participants. Apart from spreading the information, it acts as a source of income for many individuals irrespective of the educational background, region, caste and creed. With facebook live and other live options, it has become the fastest medium of first hand information. Travel Vlogs has become a source of information for others and a source of income for the owner. People are impressed with such Vlogs or even with pictures shared by other travelers for a particular destination that plays a significant role in finalizing the destination one wants to visit. As the sustainable tourism has a challenge of conservation as well, it can use social media to spread the right information in the right way so as to influence the perception of the potential visitors that could further strengthen the sustainability of that particular desination. This outreach could be quite helpful in promoting Sustainable Tourism in the Himalayan state of Uttarakhand. The objective of this chapter is to figure out the functions that social media platforms performs in encouraging sustainable tourism in Uttarakhand. The research reveals information about sustainable tourism and related items in the aforementioned locations that should be marketed on social media. It also makes recommendations for ways to boost sustainable tourism in Uttarakhand.

August 8, 2022