6 December 2016

DESTINATION BRANDING & SOCIAL MEDIA: DEVELOPING THEORETICAL PROPOSITIONS FOR THE STATE OF JAMMU & KASHMIR

http://www.serialsjournals.com/serialjournalmanager/pdf/1467971379.pdf

DESTINATION BRANDING & SOCIAL MEDIA: DEVELOPING THEORETICAL PROPOSITIONS FOR THE STATE OF JAMMU & KASHMIR

 Insha Amin* , Anish Yousaf** and Anil Gupta***

Abstract: 

Social media integration is one of the most preferred and famous platform to promote tourism industry on large scale and various destination management organizations (DMOS) have found social media platforms as the most cost effective and efficient way to reach customers and disseminate information. It is with the aid of electrical media that destinations are highly promoted and are successfully marketed as brands in service markets. Social media has made it highly possible and feasible for various tourism agenises to brand destinations through various content sharing portals and information sharing techniques. The present study is an attempt to conceptually highlight as to how social media can be used for destination branding and how the concept can be applied for the destination branding of Jammu and Kashmir by integrating the use of social media in promotion of the state. Arguments in the paper highlights that social media is essential for the development of tourism in the state of Jammu and Kashmir and conceptually confirms the positive interrelationship between the two. Managerial implications are suggested to the decision (policy) makers who can use social media platforms effectively for positioning the state as a brand. Keywords: Branding, Destination Branding, Social media, Jammu & Kashmir, Tourism