Chapter 1:

INTRODUCTION

Social media allows individuals to interact with one another and build relationships. When
companies join these social channels, consumers can interact with them directly. That interaction
can be more personal to users than traditional methods of outbound marketing & advertising.
Social media act as word of mouth. Social networking sites and blogs allow followers to
retweet or repost comments made by others about a product being promoted. By repeating
the message, the user's connections are able to see the message, therefore reaching more people.
Because the information about the product is being put out there and is getting repeated, more
traffic is brought to the product/company.

1.1 DEFINITION - SOCIAL MEDIA

Participatory online media that utilizes the group to write and direct content, rather than

a read-only media. Allows for direct contact between participants. - by Pheline January
31, 2008
A category of sites that is based on user participation and user-generated content. They
include social networking sites like LinkedIn, Facebook, or My Space, social bookmarking
sites like Delicious, social news sites like Digg or Simpy, and other sites that are centered
on user interaction.- By Lazworld.com
Online technologies and practices that people use to share opinions, insights, experiences,
and perspectives with each other. By tvb.org
Software tools that allow groups to generate content and engage in peer-to-peer
conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace
etc). Bottle PR
Social Media is the collection of tools and online spaces available to help individuals and
businesses to accelerate their information and communication needs. - Axel Schultze
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1.2 SOCIAL NETWORKING SITE

A social networking service (also social networking site or SNS) is a platform to build social
networks or social relations among people who share interests, activities, backgrounds or reallife connections.
Abbreviated as SNS a social networking site is the phrase used to describe any web site
that enables users to create public profiles within that Web site and form relationships with
other users of the same Web site who access their profile. Social networking sites can be
used to describe community-based Web sites, online discussions forums, chat rooms and

other social spaces online. By Vangie Beal

A social networking website is an online platform that allows users to create a public
profile and interact with other users on the website. Social networking websites usually
have a new user input a list of people with whom they share a connection and then allow
the people on the list to confirm or deny the connection. After connections are established,
the new user can search the networks of his connections to make more connections. A social
networking site may also be known as a social website or a social networking website- By
Techopedia

1.3 PROMOTION

1. The act of promoting someone to a higher job, grade, or rank, or the fact of being so
promoted.
2. Support or encouragement of the progress, growth, or acceptance of something;
furtherance: has joined in the promotion of the theory.
3. a. Advertising; publicity.
b. An act, event, or offer that helps to increase interest in or demand for something:
offered a free sample as a promotion to try the new soap - by free dictionary
Definition: Promotions refer to the entire set of activities, which communicate the
product, brand or service to the user. The idea is to make people aware, attract and induce
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to

buy

the

product,

in

preference

over

others.

Description: There are numerous categories of promotions. Above the line promotions
consist of consumer promotions (schemes, discounts, contests) , press releases,
advertising while below the line consist of incentive trips, awards, trade discounts,
freebies, and so on. Sales promotion is a part of the overall promotion effort.
There

are

also:

1. Personal selling: one of the most effective ways of customer relationship. Such selling
works best when a good working relationship has been built up over a period of time.
This can also be expensive and time consuming, but is best for high value or premium
products.
2. Sales promotions: this includes freebies, contests, discounts, free services, passes,
tickets and so on, as distinct from advertising, publicity and public relations.
3. Public relations: PR is the deliberate, planned and sustained effort to establish and
maintain mutual understanding between the company and the public.

1.4 TOURISM

1 the practice of traveling for recreation

2 the guidance or management of tourists
3 a : the promotion or encouragement of touring
b : the accommodation of tourists
World Tourism Organization defines tourists as people "traveling to and staying in places

outside their, usual environment for not more than one consecutive year for leisure business and
other purposes".
The business of providing services such as transport, places to stay, or entertainment for people
who are on holiday: Cambridge dictionary

Marketing of the enjoyable and other features of a travel destination, and provision of facilities
and services for the pleasure travelers (tourists)
"Tourism is a collection of activities, services and industries which deliver a travel experience
comprising transportation, accommodation, eating and drinking establishments, retail shops,
entertainment businesses and other hospitality services provided for individuals or groups
traveling

away

from

home"

"The sum of the phenomena and relationships arising from the interaction of tourists, business
suppliers, host goverments and host communities in the process of attracting and hostin these
tourists and other visitors" defined by Macintosh and Goeldner

1.5 DEFINITION OF FACEBOOK

The most popular social networking site. Founded in 2004 by Mark Zuckerberg, the site is free to
members and derives its revenue from ads. The name comes from the paper document with
names and faces issued to college freshmen to help them get acquainted with each other. Using
the search facilities, members can locate other Facebook members and "friend" them by sending
them an invitation, or they can invite people to join Facebook (see Faceslam). Facebook offers
instant messaging and photo sharing, and Facebook's e-mail is the only messaging system many
students ever use.
a website where you can show information about yourself, and communicate with groups of
friends cambridge dictionary.com

1.6

PUBLIC

RELATIONS.

Public Relations is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour. It is the planned and sustained
effort to establish and maintain goodwill and mutual understanding between an organisation and
its publics Charted Institute of Public Relations
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INVESTOPEDIA EXPLAINS 'Public Relations - PR'

Public relations are often a crucial part of a company's success - or failure. In addition to
handling media requests, information queries and shareholder concerns, PR personnel are
frequently responsible for crafting and maintaining the corporation's image
PR focuses on building good relations with the companys various publics by obtaining
favorable publicity, building a good corporate image, and handling crisis management issues.
Today, a good PR firm must be experts in use of social media. Mark Burgess Blue Focus
Marketing
The purpose of PR is to participate in conversations about your industry and your business, build
relationships with relevant stakeholders and ultimately build a supportive community of
influencers and interested parties around a company, organization or brand. Sally Falkow
Press-Feed

1.7 WHAT IS PUBLIC RELATIONS?

Public relations, not only as a term but also as a profession are talked about on day to day basis
and is extensively and broadly applied in almost each and every part of life and work across the
world. Its a way where individuals, companies and organisations commune with media. PR
Specialist connect with the target audience either directly or in an indirect way intending to
create and sustain a positive image and generate a long term relationship with the audience.

1.8 PR AND THE WORLD OF BUSINESS

The business planet is basically known as a furious competition and to attract new customers and
sustain the existing ones, the companies have to differentiate themselves from the competition.
At the same time they also require to generate and retain a positive public image. So it is the Pr
specialist, who helps them to create and keep a hold of that positive reputation between media
and the customers by communication in their behalf and showcasing their products, services, and
the overall process in the best they can do. An optimistic public image facilitate in creating a
strong connection with the customers which in turn helps them to increases their sales

PR as "Using the news or business press to carry positive stories about your company or your
products; cultivating a good relationship with local press representatives"

1.9 PUBLIC RELATIONS AND NEW MEDIA

Social media cuts across channels and is all about engaging with individuals, holding
conversations not relying on press releases and launches.
The augment of social media has had a result on media organizations which are now in look for
exceptional and appealing content that will generate traffic to their websites. This has now
altered the role of PR. To nourish the medias rising eagerness for engaging content, thriving PR
campaigns are nowadays gradually more dependent on their capability to create engaging only
that content that people like to share and talk about online. This has also strained PR agencies to
work beside and focus a lot more like creative and ad agencies.
The most important asset for any company is their reputation, companies these days live and die
by their reputation and due to the augment of social media they live and die a bit faster. As social
media is growing more rapidly, consumers are also eagerly looking up for online information and
reviews to attain more knowledge about any product or services. Social networking sites provide
an open platform for one and all to communicate and share their opinions on a broad level which
helps consumers to adapt more information online. So their purchasing decisions are influenced
by what they see and read on these social networking sites, and hence companies cant afford to
neglect this fact. Their online reputation is the key element for them to retain or make their
image in public. No wonder negative online publicity can also break their image, its in the hands
of a company to make the best use of social media and bring themselves into limelight. Therefore
social media is integral to most PR campaigns in some shape or form.

1.10 WHY PUBLIC RELATIONS IS NEEDED FOR TOURISM

While adding the definition and reach of Public Relation as well as its significance into the
language of tourism, it can be exclaimed that the concept of public relations in tourism should
refer to all activities used by the providers of a tourism offer to create a favourable opinion in the
public about their overall activity, their work, their services and the goals of their work. Public

Relations is a conscious, thought-out and planned activity which might appear in the public
spontaneously or under the influence of some other situations and circumstances on the market.
Public Relation is an explicit form of communication that gives unique application for tourism. It
serves as a well structured communication model and one of its main principles is to build public
image. This principle is crucial in tourism and for the travel companies as well because they have
to retain their image in order to attract consumers and moreover to create positive image for a
certain destination as a tourist destination.
Moreover, the travel and tourism industry is a disjointed and information rich business, which
makes it accessible for the benefits that internet presents. One of the major distinctiveness
tourism products is that it is indefinable, in other words they cannot be sampled before the
purchasing decision is made. The nature of tourism basically relies on sharing of information
with regards to tourism products, means that internet acts like an ideal communication vehicle
for distributing tourism products and services globally there by providing a multimedia
capability to it. Public relations is one of the most significant means of promotion and is
frequently used in the business activities of this region.

1.11 FACEBOOK AND TRAVEL AGENTS

For a travel company selling experiences is the challenge. merely for the reason that a holiday
is right thatan experience, a melting pot of tourist attractions, sounds, smells, locales, boarding
and lodging and fun, seclusion, romance.
Since social media persists to grow, so does the most popular social networking site Facebook
remains the firm favorite with travel brands in order to promote their services and also sustain
their goodwill amongst the audiences. Travel agents make appropriate use of this platform by
engaging customers in real-time, promoting sales, and also driving traffic back to their sites.
Many of these travel agents frequently remain active on Face book. They constantly make
marketing efforts to promote their brand, attract the new consumers and moreover to retain the
previous consumers. They engage their audiences enough so they prefer buying the deals from
these travel agents only.

1.12 NEED AND IMPORTANCE OF DOING THIS RESEARCH

This study researches how social media is used as a marketing and PR tool by the fashion brands.
To understand how Instagram as a social media platform has helped create a strong brand image.
The study majorly focuses on how these fashion brands and especially Koovs uses Instagram to
be in constant communication with their customers. This study researches how the Indian travel
companies are using social media to create a strong brand and destination image and be in
constant communication with their customers. The study majorly focuses on how these travel
companies exercise Facebook to build their brand image in public and put up a positive image to
get the limelight. Their customers use social media as a tool of research in planning their tours
and to book their next vacation. All this and more helps only when booking locations have a
destination image for them to see through visuals and online content generated from marketing
done by the companies and also content shared by consumers on the Facebook pages of travel
companies. As Web 2.0 is the new emerging trend in social media, the research also studies Web
2.0 and whether two way communications takes place on Facebook pages of these companies.
Does these travel companies make use of web 2.0 by holding on suitable interaction activities
with their customers. When consumers discover a destination image that they think suits their
personality they are more expected to have a satisfying experience and share their experience on
social media through consumer- created content on Facebook.

1.13 SIGNIFICANCE OF THE STUDY

For studying the aim that the paper addresses it is initially essential to have an understanding of
the terms such as Social media, Fashion Industry, Public Relations, Instagram, social networking
site the term promotion presence and growth of both these in India and the connection between
Public Relation and tourism.

1.14 PURPOSE OF STUDY

Destination branding is created by marketing generated content as well as consumer- generated
content. Organizations and companies have little control over what past visitors put out on social
media sites. Therefore, consumers and marketers can be providing conflicting destination
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images. In this case it will be valuable to marketers to discover where prospective tourists place
their trust: in the brand image created by marketers, or the brand image created by consumers?
This research will provide additional information about how much the connection between how
companies build connection with consumers through Facebook.

1.15 MOTIVATION FOR THE STUDY:

Social media is serving as a vital source of information for any study. The content offered by
these sites has a significant role in the behavior and action of a person. Instagram feeds(posts)
have turn out to be one of the chief sources for searching on information related to fashion and
trends. Fashion Brands, apart from maintaining their own websites also update their Instagram
posts on daily basis about the latest and newest trends and offers. Every Fashion brand has a
different mode of promoting themselves depending upon their brand Image.

1.16

RELEVANCE OF THE STUDY:

As mentioned above, it would help explore the literature available in relation to the use of a
popular social networking site- Instagram by Koovs, in order to promote themselves and connect
with their customers with regular updates. Based on the findings, providing insights to
implement necessary changes to the existing ones.

1.17 OPERATIONAL DEFINITIONS

Social Media: As social media is growing and bracing all over there are numerous social
networking sites developed and some are budding day by day. The research is majorly focused in
studying the most popular social networking site that is Facebook.
Facebook: One of the most surfed social networking sites is in a great form among almost each
and everyone these days. There are three types of representation on Facebook. Individuals create
a Facebook "Profile," which is normally a two-way communication with friends. Businesses
create a Facebook "Page" to promote their product as well as brand image. Also called a "Fan
Page. The research focuses only on the Facebook pages of travel companies used to promote
their business through Facebook.

Tool: Since public relations use various tools to publicize and build their clients image in public
by various methods, here the research will be considered on how new media is used as a tool for
building image and reputation by Public Relations.
Promotion: Promotions refers to set of activities done to promote the brand product or services
of a company and connect to the user. The promotional activities done by these travel companies
on their Facebook page will be studied. For example- Number of posts, likes, Web 2.0,
interactivity etc
Travel Companies: There are various travel companies in India that leave no stone un turn to
promote their products, services and most importantly their brand. Almost all of these travel
companies have also entered in the field of new media to endorse their brand. In this research,
Facebook pages of only two well known Indian travel companies would be observed.
Web 2.0: Usually travel websites presented information about their offers and services which
were crisp, precise and to the point. In other words one sided communication use to take place.
But due to emergence of Web 2.0 the companies are creating or generating content which builds
interactions between the company and the consumer. So there is now a two way flow of
information. The research will observe the pages of these travel companies to make sure that is
there a two way communication taking place or no
Brand Image: To retain the image of a brand a company has to put in a lot of affords from
advertising campaigns to doing public relations, all these and much more has to be done in order
to make a long term positive impression in the eye of their audiences. This research would
encompass on how these companies are trying to maintain their brand images in front of public
and that too online through Facebook.

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Chapter 2: REVIEW OF LITERATURE

2.1 DEFINITION OF SOCIAL MEDIA
A generally acknowledged definition of social network sites was projected by Danah Boyd and
Nicole Ellison in their 2007 essay. They define SNSs as web-based services that allow
individuals to (1) construct a public or semi-public profile within a bounded system, (2)
articulate a list of other users with whom they share a connection, and (3) view and traverse their
list of connections and those made by others within the system. After revising the previous
definition, they altered it by considering that there is a changing influence within the flow of the
11

media within SNS practices and by stressing upon the role of communication in Social
networking sites.
The more updated version to replicate technical and social changes since the first definition,
reads: A social network site is a networked communication platform in which participants 1)
have uniquely identifiable profiles that consist of user-supplied content, content provided by
other users, and/or system-level data; 2) can publicly articulate connections that can be viewed
and traversed by others; and 3) can consume, produce, and/ or interact with streams of usergenerated content provided by their connections on the site. (Ellison, January 2013).

2.2 THE GROWTH OF SOCIAL MEDIA

Kaplan and Haenlin (2010) provide an excellent definition of social media: agroup of Internetbased applications that build on the ideological foundations of Web 2.0,and that allow the
creation and exchange of User Generated Content (UGC). To carry out promotional activities
cost effectively people are nowadays adapting social media as a means of communication.
Almost all the industries and businesses do attempt to reach out their target audiences through
social media. It may be entertainment, sports or any other industry, Traditional media is now
diffusing slowly as new media have taken over. Sports organizations are now utilizing an
increasing number of social media platforms such as Face book, Twitter, YouTube, Foursquare,
Integra, Pinterest, Google+, blogs, and live chats. These elements help in connecting with the
public and thereby build the brand image in front of target audiences (Wyoscki, April,2012).
As the audiences of social media persist to grow, the social networks have become a key
foundation of traffic for retailers .In December 2009, the share of upstream traffic to retail 500
customers was increased by 37 %. Face book, twitter and other social media tools are playing a
vital role in peoples life,businesses, and politics.Looking at the vast saturation of social media
and number of probable active users in the future we can expect not only companies but also
political parties to be more and more concerned in social media as a tool of promotion for one

12

and all thus the fact that social media is developing continuously ,has engrossed most of the
businesses in them (Kichatov & Mihajlovski, June,2010) .

2.3 SOCIAL MEDIA AND BUSINESS ENTERPRISES

Social media is blistering all over and is now the new and the latest trend. It has gained a lot of
significance within a short span of time around the globe. It has not only acquired attention from
common masses but also attracted the business domain.

And for businesses it stands for

endowing them with marketing opportunities which go beyond the traditional middleman and
directly helps in connecting the companies with the consumers. This is the mere reason why
every business houses right from huge ones like Starbucks and IBM to local bakery shops are
digging more into social media marketing.Previously businesses were unsure about using social
media but now the companies have started showing a great interest in social media marketing as
it is helping them to attract their consumers more feasibly. Initially it was emails and websites
that empowered business, social media is the next marketing wave (Neti, July 2011).
As social networking sites connect people with all diverse types of interests, the one area that is
mounting in the use of this network is the corporate environment. Businesses are also taking
initiatives to use social networks as a way to facilitate employees to connect, or customers to get
hold of information or help.Business companies using social networking services to support their
products or customer services may be becoming a new trend(Yang, J.Kim, & Dhalwani).

2.4 THE RISING TREND

Now days, every business owner desires to know how the concept of social media marketing can
generate

importance for their business. The idea of SMM is basically on the subject of

understanding how it has now become convenient for people to connect socially and how
business can make profit from that understanding with the help of technology. People make use
of social media either for personal use, business-to-consumer or business-to-business reasons in
their daily life.Business nowadays is transformed from a transactional relationship to a social
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relationship.

They are now using social media marketing principles for engaging their

prospective customers and customers before, throughout their purchase cycle, and that the basis
for this engagement is high quality and relevant information is given.
Its the work of a marketer to present this information in such a way that the company is out
looked with a positive light, create a positive brand and product reputation, and is selected as
their brand of choice(Bashar, Ahmad, & Mohammad, November 2012). If a company has already
linked itself with business strategies and shortlisted its chief customers there is a need for these
companies to appoint an organization to look after the proper flow and coordination with the
audiences.There is a need of coordination and interaction between company and the common
masses. Public Relations plays an essential role in handling such work for the companies. It
allows entire organization to understand the customer point of view by building social media
strategies (Barry, Markey, Almquist, & Brahm, 2011).

2.5 CONSUMER PERSPECTIVE FOR SOCIAL MEDIA

Consumers have expectations that with the help of social media they can engage as active
participants of the organization. In order to be victorious in their social media strategies,
organizations should keep in mind that consumers are in control of their online experiences.
Thus, organizations should give clients a convincing cause to hold by electronic means by
providing them with a sole and customizable experience. To do so organizations is required
initially to consider motivation of consumers. Organizations should create a social media
marketing strategy that intend to bring consumers know-how to the front (Schultz, Thomases, &
Rosard, October 2014)
In terms of rural areas social media needs to understand that social media marketing is not a one
fits all tool. This is because every business is exceptional with its own zest and voice in its
community and on top of this each business is located in a certain community. So the providers
of social media should understand the way in which they can tackle new media and shape it in
such a way that it benefits social small business as well as nonprofit organization located in rural
areas. "People think that they can simply set up a Face book page and post a few things here and
there, and the sales will come flooding in. In truth, social media needs to be seen as an integral

14

part of your overall marketing strategy and activities, for it to deliver to its full potential."
(Lekhanya, July 2013)

2.6 TRUST, PRIVACY AND SECURITY ISSUES

Though social media helps in promoting ones own brand, services or products it can also bring
in trust and privacy issues. Companies should be aware of all these issues and shouldtake
suitable actions to curtail their disclosure accountability related to personal data collection, use,
and protection. Trust is the predominant factor of transactional security and privacy play a major
role in creating customer loyalty to social media marketers. A study by Ratnasingham (1998) has
exposed that the foremost reason of customers refraining from online shopping is the online
credit card fraud. On top of this nowadays, concern related to privacy and security have led
debacle in public relations for social media marketing resulting in erosion of brand image
(Nadaraja & Yazdanifard).

2.7 NEGATIVE FEEDBACKS

Its because of social media that consumers are converted into marketers and with this they can
help in generating a negative or a positive stress for the company. So the overall reputation of a
company is relied on the responses given by consumers online with regards to their products
services and qualityof servicesprovided to them. One major concern for the company is in terms
of marketing in social media is that consumers can easily harm the reputation of company by
posting negative comments about any particular marketing campaign carried by the company
online.
Customers who are dissatisfied with the marketing process of the company on social networks
usually post impolite pictures or videos on these sites and the bad part is a marketer cannot do
much to prevent theepisodes thatcannot be ignored by the company. Therefore, a company
should manage their account proficiently and respond immediately by neutralizing harmful posts
in order to avoid such negative publicity (Nadaraja & Yazdanifard) .

2.8 BENEFIT TO THE BUSINESS THROUGH SOCIAL MEDIA

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Whereas social media on the other hand

also benefits organizations by enhancing their

reputation and also creates satisfaction for organizations by providing an opportunity to present
themselves in front of the masses and most essentially discovering their opinions. It is crucial for
the organizations to incorporate the use of social media in their marketing strategies as social
media helps in engaging communication between common masses and organization.
Therefore, there is sufficient interaction between company and people, which benefits both the
parties. Social media has given consumers the advantage to getting themselves engage as active
participants of the organization (Langer, 2014).Social networking sites allow users to share ideas,
activities, events and interests within their individual networks. Web based social networking
services make it possible to connect people who share interests and activities across political,
economic and geographic borders (Baruah, May 2012).

2.9 SOCIAL MEDIA- PLATFORM OF INTERACTION

Social media not only serves the purpose for advertising but it also facilitates as a tool for brands
or services in order to interact with consumers as well as the prospective consumers. The online
customer these days is a booming market worldwide. So if the consumers face any problems they
can instantly report on social media so its on companies how they react on these comments or
the way they respond on social media. Their reactions plays a major role in putting up strong
brand image and acquire more consumers to purchase products or services, hence every single
action made by company on social media plays a chief role in influencing the consumers
decision making process(Patarawadee, 2013).
The trend of Social networking has been admired, in particular, with Free and self-determined.
Tourism and travel booking have been taken to a new level due to social networking sites and
travel blogs. Social networking sites have permitted tourists to interact with not only the tourism
operator but also tourists who have newly practiced the services from the operator whom they
are taking into account for booking their travel with. This has permitted the tourist an opening to
assemble information first-hand from other tourists and make decisions about the operator or the
experience. (Jenkin, July,2010)

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2.10 EMERGENCE OF WEB 2.0

Web 2.0 refers to a perceived second generation of Web development and design that facilitates
communications and secures information sharing, interoperability, and collaboration on the
World Wide Web. Web 2.0 concepts have led to the development and evolution of Web based
communities, hosted services, and applications; such as social networking sites, video-sharing
sites, wikis, blogs, and folksonomies.Web 2.0 includes an array of diverse meanings, which
consist of an increased importance on user created content, information sharing, mutual effort,
innovative ways of cooperating with Web based applications, and the use of the Web as a public
platform for producing, relocating, and consuming content.
The first use of the term Web 2.0 was in 2004(Harris & Rea).Its Web 2.0 technology that is
trying and shifting the Web to turn into a platform that is participatory where people are not only
adapting the content but also showing active participation bye taking a stand and raising
opinions. This helps to know views of one and another. The phrase Web 2.0 was first used in
2004, to refer to what is perceived as a second generation of Web-based services emphasizing
online collaboration and sharing.
The Web 2.0 ideas helps in integrating new and innovative techniques which is actually trying to
break the barrier between users and the providers of data, this is possible because they are
creating more links and new options that may help in future(Darwish & Lakhtaria, November
2011).Among all the web based platforms enabled by Web 2.0, social media is the key
application that has developed all over. Social media is known to overtake personal email and
has become the fourth most known internet activities.
In todays fast growing world billions of people have a account on Face book as of October
2012.It was suggested that social media has generated a new way to enhancing relationships and
bonds rather than meeting with each other, it provides new opportunity to share information
among all. The younger and the tech savvy generation have now become very active on these
sites to gain as much information as they can (Chan- Olmsted, Cho, & Kyunghee, October
2013).

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2.11 DISPERSAL OF TRADITIONAL MEDIA

Social media is flattering all over the world and becoming a chief source by providing
information and empowerment to the people. Moreover, Web 2.0 has generated a major impact
on perceptions, behavior and outlook of a consumer. On the other hand the supremacy of
traditional media and various other conservative marketing implements which are used as a
source to influence customers is slowly and gradually deteriorating.The elimination of traditional
media is more spectacular among the younger consumers, whereas on the other hand the
attractiveness of Web 2.0 has gained an immense adaptation through business community as
well. According to the Social Network Practitioner Consensus Survey of May 2007, percentage
of professionals using social networking sites has gone up to 50. Beside this, there is a rise in
number of corporations testing with social media as tool of their organizational structure and part
of marketing strategy.
Web 2.0 primarily known amongst the younger generations have now expanded and has gained
tremendous recognition among mainstream consumers as a mediator of customer empowerment.
As web 2.0 is mounting day by day the consumers are also getting wide access to reviews,
products, Consumers have wide access to product information, reviews, comments and
recommendations contributed by other users and there are already indications that consumers
find such recommendation more credible than information provided by corporations or
specialists reviews(Efthymios, 2007)
Social networking services have shown a massive change in the way we communicate with
others, entertain and truly live. Basically social networking sites are now the major reason that
people have become keen Internet users. The era of Web 2.0 has given great strength to the users
also known as prosumers which means they operate like a producer and a consumer by
developing and adapting the multimedia content. Communication between customers through
online communities has shaped a fresh era of internet where sharing of multimedia content
through Social Networking Sites is exercised daily. Number of social networking sites
hasreached more than 200 worldwide. Many of the top active websites are either pure SNSs or
put forward some social networking facility(Commision, November 2010).
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Social media has experienced massive development; through thousands of social media
applications and at the present in excess of 500 million active users on the leading social
networking site, Facebook. It is now considered the central digital communications channel, and
social everything, Social media is defined the online means of communication, conveyance,
collaboration and cultivation among interconnected and interdependent networks of people,
communities and organisations enhanced by technological capabilities and mobility(Newton,
2013)

2.12

TOURISM

Tourism can happen only when one travels and hence both these words mean different. Tourism
is a conglomeration of various actions that a person/traveler/tourist undertakes to visit and
holiday in places quite apart from their habitat. Tourism is time bound and does not include the
stay that exceed a year from the period of movement (Kreag, April, 2001)

2.13 ONLINE TOURISM

Online Tourism has been identified as a latest form of travel product distribution under which
service provider offers services mostly through the means of internet to a group of consumers,
regardless of their physical location. With the help of electronic medium, online tourism
furnishes a tourist, tour operator or travel agent for expedient exchanges.The most vital
promotional tool is for Online Tourism Marketing

is Online advertising which is growing

significantly in technology led countries(Dr.Dixit, Dr.Belwal, & Dr.Singh).With the emergence

of internet and other new technologies most of the industry from service and industry from
business have changed on an exceptional scale. Whereas tourism industry is not an exception.
Information disseminated through internet is now one of the key influences to consumers
decision in many major markets (Nguyen & Wang, June,2011).
Todays travel and tourism businesses and agencies have been pushed into the middle of the fight
For this reason, CIOs and IT managers at airlines, booking agents, hotel operators, car rental
agencies, and government-sponsored tourism organizations have dramatically stepped up website
19

efforts to draw in the international travel and tourism audience. The pressure and competition are
enormous for travel and tourism businesses to convert Internet shoppers to actual bookings. As a
result, websites and web applications have become mission-critical for these businesses. Where
once brochure-like sites satisfied consumers information requirements, todays consumers
demand deeper insights regarding potential destinations through high levels of website
interactivity, rich destination sites, organizations are pressured to deliver all of this functionality
(Networks).

2.14 TOURISM BUSINESS DONE THROUGH SOCIAL MEDIA

Many of the academic research studies have confirmed that social media actually have a great
impact on travel related decisions. With the help of social media, many people from all the
countries have changed the way in making their holiday plans by looking at the reviews and
ratings online. Social media helps audiences gain information about a place by recognizing
coherence in the story, and subsequently generated higher motivation as well as likeliness of
choosing the destination (Leung, Law, Hoof, & Buhalis, 2013).Once after registering as a
member and making a page on Facebook, It acts as a substitute web based tool for tourism
ventures by providing information, promotions and offerings of their product more over act in
response to customer inquiries. Previously the most accepted way of planning a trip was to visit a
travel agency or to get ready made itinerary but with the advent of home grown platforms like
make my trip.cpm, expedia.com and so on, the flow of information between service providers
and their potential consumers have become more convenient. These distribution channels have
gained importance quickly (Ratheiser).
Therefore,it is the social networking website, travel forums or online group that lend a hand to
the tourist to book travel trips, arrange their accommodation and provide sufficient information.
As a result, it is understood that social networking sites have become a priority for both the
tourist and the marketers. Social media has progressively changed tourists behavior in finding
information on social media networking websites or asking friends and receiving peer reviews
and word of mouth that takes place on online forums, rather than asking the travel agents advice
(Nguyen & Wang, June,2011) .
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Tourism in the earlier period has used diverse mediators to sell tourism product of a tourism
product starting with travel agent. It is argue that this is now altering, hence the use of the
Internet and disparity in how people accomplish their search of information and decisionmaking. Tourism as an industry have been considered to be effective as people have right to
entry to them 24 hours a day and around the globe. (Jenkin, July,2010)
Tourism and travel previously, have been amongst the trendiest content areas on the internet and
the tourism industry is todays leading application of the internet in a business-to-consumer
(B2C) context, hence it is predictable that practice of social media by both tourism providers
and the consumers has augmented largely in recent years.
Ever since the advent of Web 2.0 in the century, the appearance of the travel industry has been
altered dramatically, from the development of travel 2.0, which is the name, given to the growth
in online travel operators and travel agencies, which takes place in successive growth of social
media.(Newton, 2013)

2.15 USAGE OF SOCIAL MEDIA BY TRAVEL AGENTS

In tourism business, travel agents play an essential role as their stakes are amended in the online
administration, so how deep their stakes will be affected in prospective time period highly relies
on their pioneering and innovative approach towards embracing new technology and also on how
quickly web affects businesses and everyday life (Dr.Dixit, Dr.Belwal, & Dr.Singh). Online
Travel agencies provide an effectual and trusted stage for consumers to dream shop and buy
travel. Travel agencies act as intermediary between the consumers and travel agents, these
agencies play a vital role in travel distributions. Social media lend a hand to these travel
companies by allowing them to share relevant information about their upcoming and previous
travel offers to their key customers. Online travel agencies serve multiple customer segments
leisure, business and group they facilitate innovative way of attracting consumers.
They are marketing by creating search engines, booking engines and execution platform for
consumers and they have a global reach. Young generations these days are preferring on line
travel agencies rather than counting on direct travel suppliers (Carroll & Sileo,
September,2014) .Consumer behaviour in tourism has been influenced by ICT information
21

communication technology and especially the emergence of web 2.0 led consumers to plan and
consume travel related products wisely. Social media has brought in various such facilities like
web 2.0 that helps consumers to know about the reviews, feedbacks, recommendations and
people sharing experience of the places they have visited. Trip advisor, the leader among travel
related sites serve more than 50 million users who seek advice related to their travel plans,
moreover they horde 50 million reviews .It is also argued that social media is playing a role to
change and influence the behavior of travelers and are taking an important role in travelers
information search and decision making process . (Fotis, Buhalis, & Rossides)

2.16 FACEBOOK THE MAJOR HUB FOR TRAVEL AGENCIES

Travel companies nowadays are redefining the way they market with consumers even after
keeping the business prospective in mind with the help of social media. Almost all the travel
companies are using social media sites like Blogs, Face book, Twitter and other social means to
reach their customer in a more cost effective way rather than spending loads on advertising
through traditional manner.Face book has become the major hub to connect audiences, and thus
travel companies are attracting audiences through Facebook and it helps companies to access
highly segmented customers and the companies get a chance to campaign and create new forms
of advertising(Group, March, 2010).
Online marketers who previously developed limited content and

made use of websites to

generate traffic have now turn out to be more advanced by using more social networking
channels as a means communication (Juman & Gasdia, October 2014).These days travelers
collect updated information daily through social media and plan their trips accordingly.
Moreover, travel agencies continue to engage consumers through various interactive sessions by
post booking and pre booking activities conducted by travel agencies in social media.
Notifications pop ups, recommendations and such other activities help travel agencies to hold
their consumers and maintain a long term relationship. This new level of engagement is helping
travel companies to build their business and make profit through social media networking
(Juman & Gasdia, October 2014).

2.17 WEB 2.0 BENEFITS TRAVEL AGENTS TOO

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With the introduction and the transmission of the interactive Web 2.0 features and applications,
tourism markets have turn out to be real conversation for one and all. This has happened
specifically with the advent of social networking sites which is gaining a lot of attention by
internet users of almost all the ages. Moreover, these SNS are almost known as the busiest
surroundings around the world. This is especially applicable for face book, which has become
the largest in term of its usage and most widespread used network with regards to geographical
terms.One of the crucial objectives of traditional marketing practices which is brand awareness
alters into brand engagement, main principle of marketing 2.0. Attitudes, perceptions and
behaviors of those with whom various companies and organizations are communicating plays a
major role in creating a proper brand engagement.
More notably, particularly for tourism, it passes essentially through experience a consumer
achieves directly or indirectly(Milano, Baggio, & Piattelli, Janauary,2011).Latest development
such as initiation of social media and the increase of online travel agents are now generating more
challenges to all the industries. As early as 2004, travel and tourism was previously recognized as the top
industry in the year 2004 in terms of the volume of online transactions. A modern traveler is more
concerned about knowing the reviews of the location before reaching there, so the audiences are now
having a keen interest to know accurate information of the place from online content. Social media
facilitates all these facilities and eventually making their online reservations (Inversini & Masiero, 2014).
In the tourism industry, a destination picture is the sum of beliefs, ideas and impressions that a person
has of a destination. Earlier destination marketing organizations made use of one-way

communication in order to present customers their desirable destination images. It is social

media, which has facilitated the tourism industry with innovative tools to aid effective two-way
communication in which customer related content adds to the destination image accessible to the
prospective tourists. Destination marketing organizations update their activities on social
networking sites such as blogs, You tube, Face book and many other such social sites which
helps them to evaluate the customers feedback and opinions.
Thus, a consumer is allocated to play a part in expansion of a destination identity/image. It may
have either a positive effect if the customer is pleased or a negative one if dissatisfied. Negative
response can be risky for the company as it may create a bad reputation for the organization.
According to Xiang and Gretzel (2010), social media sites are substantially directed to those
23

who look for travel information through search engines...social media has become one of the
major sources of online travel information. (Sixt, June,2013)
Web 2.0 which embraces of social networking site - (e.g. Facebook), video sharing sites
(e.g. YouTube), picture sharing sites (e.g. Picasa) and blogs (e.g. Blogger). It has influenced
nearly all industries. Social networking sites allow societies encompassing huge number of
people to swap opinions and information on common interest of people.
Social media therefore is defined as a network of content created by consumers, typically
informed by relevant experience, and archived or shared online for easy access by other
impressionable consumers
Apart from general social networking sites, some specific interest sites let individuals to discuss
particular topics, counting travel and tourism. Previously, it was habitual in the tourism industry
for would-be tourists to visit travel agencies and talk about options face to face with the service
provider. It has been now said that the place for travel agents is diminishing in todays
technological environment.
The internet

provides travel consumers with more data, low prices and more rapid

responses than travel agents. Sites and applications like Travel 2.0 here, users do not form
groups on the basis of relationships and friendships as this they would do on other social
media. Rather, communities are formed within travel-related forum and message boards.
On the other hand, an innovative element of TripAdvisor, the Traveler Network, allows users to
build networks of associates so that the trip can be planned more effectively and appropriately.
Conversation with other travelers allows users to get answers to specific questions easily.
Such sites have a marked manipulation on consumers decision-making(Social media
influences on travel planning and booking).

2.18 THEORETICAL FRAMEWORK

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James Grunig introduced four models of communication. The model explains the different type of
communications between an organization and its stakeholders. Grunig has helped to develop the Public
Relations profession by adding up latest theories including the four models of Public Relations. Grunig

first initiated these models as a way to know and enlighten the behavior of public relations
practitioners.
The four models were namely:
The Press Agentry Model
The Public Information Model
The two-way asymmetrical model.
The two-way symmetrical model.
The two-way symmetrical model is the one that goes with the research study that is done because
it relies on candid and open two-way communication and mutual give and take rather than oneway opinion. It focuses on mutual respect and efforts to accomplish common understanding. It
entails organizations engaging in public relations eager to make significant adjustments in how
they operate in order to have room for their publics. The two-way symmetrical model attempts to
maintain steadiness and the interests of the organization and its publics and make use of research
and communication to control disputes. As a result, this model generates more long-standing
relationships than do the other three models.
The above-explained theory is applicable to the research done which also focuses on two-way
communications.
Customer satisfaction depends largely on the accuracy and richness of specic tourism
information and the capability of organizations to react instantly to consumer requests.
(Dimitrios, Daniel, & Rob)All users can keenly contribute in the generation or enrichment of
content. Similarly, travelers can get actively engross in consuming, producing and
disseminating travel information through the internet. (Dimitrios, Daniel, & Rob)

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Laswell model of communication

Another theory that is applicable to the research is Laswell model of communication. Harold
Dwight Lasswell, the American political scientist states that a convenient way to describe an act
of communication is to answer the following questions
Who, Says what, In which Channel, To Whom, With what effect?
In this model, the communication component
Who refers the research area called Control Analysis,
Says what is refers to Content Analysis,
In which channel is refers to Media Analysis,
To whom is refers to Audience Analysis
With What Effect is refers to Effect Analysis
This model is regarding the development of communication and its function to the society. The
movement of the message is from the communicator to the audience
As the model describes, the flow of communication from the sender, the message, the medium,
audience and the effect it has is all-important to understand the process of communication.While
studying the use of Facebookas a promotional tool by travel agents, all these factors are
imperative. Companies form a message, which they want their respective audiences to view
through Facebook and accordingly; they determine the effectiveness of the message. Soeach and
every factor of this theory is related to the research which is studied.

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Shanon and Weaver Model of Communication

According to Shannon and Weaver's model (as seen above), a message begin at an information
source, which is transmitted through a transmitter, and then sent through a signal towards the
receiver. Before it reaches the receiver, the message must go through noise (sources of
interference). Lastly, the receiver must convey the message to its destination.
Shannon and Weaver's model evidentlyreveal why even the easiest communications can be
misinterpreted. Transmitting a signal through additional media adds to the difficulty of the
communication and enhances the probability for misrepresentation.
Sender: The creator of message or the information source selects desire message
Encoder: The transmitter, which converts the message into signals
Note: the message of the sender is thereby converted into signals which is compatible to transmit
the messages through cables or satellites
Decoder: That place of the signal, which translates signals into message. A turn around course of
encode
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Note: The receiver translates those binary statistics or waves into message, which is convenient
and comprehensive for receiver to understand.
Receiver: The destination of the message from sender
Note: According to the decoded message, the receiver also gives his feedback to the sender. If
there is a distraction in the message, it will affect the flow of communication between sender and
receiver.
Noise: The messages are transmitted from encoder to decoder via channel. Throughout this
process the messages might be sidetracked or get affected by physical noise or encoded signals,
which may create distraction in the channel during the transmission, and hence the receiver may
not receive the correct message.
With similar approach, this theory fits the research study about Facebook pages of travel
companies. The researcher examines the two-way communication concerning feedback and flow
of communication from both sides, the sender and the receiver. The destruction can be in the
form of physical noise or encoded signals, which may create distraction in the channel during the
transmission, and hence the receiver may not receive the correct message.

2.19

SUMMARY

The review of literature provided collective information about social media, its emergence and
how it is important in todays fast moving world. Moreover, the review of literature also presents
how businesses these days are adapting social media in order to build their image and boost their
economy. The literature also gave an outlook about the appearance of Web 2.0 a new trend that
has gained a lot of attention from all around. On top if this how travel companies these days are
making complete use of Facebook to build relations with public and boost self-image with the
help of two-way communication. Many of the academic research studies have confirmed that
social media actually have a great impact on travel related decisions. The pros and cons of social
media and two way communications are also mentioned to give fair picture of social media and
28

it's use. As a result, it is understood that social networking sites have become a priority for both
the tourist and the marketers.

Chapter 3: RESEARCH METHODOLOGY

Research in common manner of speaking refers to seeking out for knowledge. One can also
describe research as a scientific and systematic search for relevant information on a particular
topic. In fact, research is an art of scientific investigation. The Advanced learners dictionary of
Current English place down the meaning of research as a careful investigation or inquiry
especiallythrough search for new facts in any branch of knowledge.Redman and Mory define
research as a systematized effort to gainnew knowledge.It is actually a journey of discovery.
Research is, thus, anew contribution to the existing stock of knowledge making for its
encroachment. It is the tracking down of truth with the help of study, surveillance, comparison
29

and experiment. In short, the search for knowledge through objective and systematic method of
finding solution to a problem is research.
The Researcher has studied about how Indian travel companies are making use of social media to
build their goodwill all over. Researcher has focused only on face book pages of two travel
companies namely, Make My Trip.com and Kesari Tours Pvt Ltd. The study focuses on
surveillance of one months entire updates shared by both the companies respectively and
scrutinizing effectively their way of exerting a pull on consumers and thereby building their own
reputation. So accordingly the researcher have defined the problem, formulated hypothesis,
collected, organized and evaluated data and thereby reached to the conclusion.

3.1STATEMENT OF THE PROBLEM:

A research problem, in general, refers to some obscurity which a researcher experiences in the
context of either a theoretical or practical situation and wants to obtain a solution for the same.
The goal of the paper is to study Facebook pages used as a tool of promotion bytwo popular
Indian travel companies and to examine the content shared by the companies to attract public and
create goodwill throughtwo way communications.

3.2 RESEARCH QUESTIONS:

A research question is the primary foundation of a research project, study, or review of
literature. It focuses the study, establishes the methodology, and directs through all stages of
query, analysis, and exposure.
How do travel companies promote their image and their activities using FB?
Do they engage their customers by maintaining interactivity & two way communication?
Does the content shared on their Facebook pages engage customers for participation?

3.3 HYPOTHESIS AND NULL HYPOTHESIS:

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Generally, when one talks about hypothesis, one simply means a plain assumption or some
possibility to be proved or disproved. But for a researcher hypothesis is a formal question that he
plans to resolve. Therefore a hypothesis may be defined as a proposition or a set of proposition
set forth as an explanation for the occurrence of some specified group of phenomena either
asserted merely as a provisional conjecture to guide some investigation or accepted as highly
probable in the light ofestablished facts. Quite often a research hypothesis is a predictive
statement, capable of being tested by scientific methods, that relates an independent variable to
some dependent variable.
AlternateHypothesis (HA):Facebook is used by travel companies for engaging with customers
in two-way communication.
Null Hypothesis (H0): Facebook is not used by travel companies for engaging with customers
in two-way communication.

3.4 OBJECTIVES
With the above explanation of the problem statement, the research objective is to:
To study whether Facebook is used as a tool of promotion by travel companies

To examine whether they engage their customers through two way communication
To analyze the content they share on Facebook by observing the posts placed by them on
their pages.
To study the involvement of customers on their posts by the company through
surveillance on their comments likes and shares.

3.5 AIM
Are broad statements of desired outcomes, or the general intentions of the research, which 'paint
a picture' of your research project. Emphasize what is to be accomplished (not how it is to be

31

accomplished)Address the long-term project outcomes, i.e. they should reflect the aspirations
and expectations of the research topic.
To study the use of Facebook pages as a two way communication tool by travel companies

3.6 TOOLS OF DATA COLLECTION

As the topic focuses on Facebook, so in order to study whether Facebook serves as a tool of
promotion for travel companies, data was collected from Facebook pages of the two Indian travel
companies. Face book pages served as the tool from where the researcher collected the data in
order to analyze the content they shared. Researcher studied each days post of one month each
of both the travel companies to formulate whether there is adequate two way communication
taking place or no. Primary data used were research papers that helped in getting detail
information about the study.

3.7 SCOPE OF RESEARCH

Due to time constraint research could be done only on two companies, The paper
studiedFacebook pages of two Indian travel companies in order to know about the amount of
interactivity done with customers. There is further scope of research as it can focus on more
companies to relate the connectivity between company and the public. The study was focused on
the posts shared by the companies and the posts were categorized in to Greetings, Videos,
Reviews, Fun posts, Events, Offers, Photos, User Interactions and Competitions. Research was
done to examine the two way communications.

3.8 DELIMITATIONS
The work that will not be undertaken is described as the delimitationsof the research. The paper
attempted to study only two travel companies due to time constraint which is delimitation for the
research. There is a further scope for studying other travel companies and how they interact with
their consumers. Moreover the posts were also studied of one month from each company, more
posts can be studied in order to know their relations with consumers and to know the frequency
of their posts.Nor any other promotional tool like brochures, advertisements etc were
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studied.Parameter for posts likeGreetings, Videos, Reviews, Fun posts, Events, Offers, Photos,
User Interactions and Competitions only were taken into account.

3.9 LIMITATION
All research has limitations and hence some work that willnot be executed. The research chiefly
focused only on the use of social media and that too Facebook only, so online aspect is taken in
to account and the study is limited to people who are active on social media and especially on
Facebook. The ones who arent active on such sites are not considered this act as a
limitation.Secondly no public opinion was taken by circulating any questionnaire to know what
do public experience about two way communications that takes place on Facebook pages of
these travel companies. And what features of interaction they would look in their Facebook
page.No other method of data collection or analysis except content analysis and survey was used.
A selected month has been focused upon for analyzing the posts because of less content available
on the other months. Due to time constraint survey of only 30 people was taken.

3.10 UTILITY OF RESEARCH

The analysis of Facebook pages of both the companies on listed parameters would help to
understand that how companies are using Facebook for promoting themselves on social media
platform. On top of this use of Web 2.0 as a part of engaging customers and generate goodwill
amongst them can help to understand the strategy that these companies use in order to attract
consumers and build their brand image accordingly.It would even provide a scope to implement
necessary changes and upgrade the existing pages of travel companies and provide with some
essential modifications for the pages hence helping in building brand image and retaining
company reputation.

3.11 METHOD
Content-analysis consists of examining the contents of documented materials such as the
contents of verbal materials which can bebothvocal or printed. Prior to 1940s content-analysis
was mostly quantitative analysis of documentary materials regardingsome characteristics that can
be identified and totaled.The analysis can be at a fairly simple level or may be anelusive one. It is
at a simple level when we pursue it on the basis of certain characteristics of the document or
33

verbal materials that can be identified and counted. It is at a subtle level when researcher makes a
study of the attitude, say of the press towards education by feature writers
Content Analysis method is used. The study involves hypothesis testing and scrutinizing the
posts of two travel companies. In order to examine the two ways communication process by the
company and most importantly the kind of content shared in the form of posts shared by the
company content analysis was done of each and every post to know about the tone and technique
of interaction with consumer through their Facebook pages.
Posts were analyzed using the following categories

Greetings
Videos
Reviews
Funposts
Events
Offers
Photos
User Interactions
Competitions

The parameter of content analysis is as follows

Likes
Posts
Date
Shares
Comment by consumer
Comments by company
Another method of data collection used by the researcher was the survey method which
comprised of five key questions related to the study. Around 30 people were surveyed an
accordingly the analysis were taken out.

3.12 METHODOLOGY

34

Quantitative research focuses on the measuring the quantity or amount. It is valid to phenomena
that can be articulated in terms of quantity.Qualitative research, on the other hand, is focused
with qualitative phenomenon, i.e., phenomenaconcerning to or relating quality or
kind.Qualitative research is mainly important in the behavioral sciences where the aim is to
determine the primary motives of human behaviour. With the help of such research we can
analyze the numerousaspects which encourage people to behave in a particular way or which
make people like or dislike a particular thing.
With the growing importance of Travel 2.0 and user-generated contents, the approach towards
the research was quantitative as well as quantitative because the data used was quantitative and
then the data was analyzed qualitatively.

3.13 SAMPLING DESIGN

Systematic sampling: In some instances the most practical way of sampling is to selectevery 15th
name on a list, every 10th house on one side of a street and so on. Sampling ofthis type is known
as systematic sampling. An element of randomness is usually introducedinto this kind of
sampling by using random numbers to pick up the unit with which to start.This procedure is
useful when sampling frame is available in the form of a list. In such adesign the selection
process starts by picking some random point in the list and then everynth element is selected
until the desired number is secured.
Since the researcher focused on the two companies i.e, MakeMytrip and Kesaripvt ltd. The
sampling method used was systematic random sampling, though the companies were randomly
selected but then months taken for content analysis were systematically selected.

3.14 DATA PROCESSING

The data, after assortment, has to be processed and analysed with the outline laid down for the
purpose at the time of developing the research plan. This is vital for a systematic study and for
confirming that we haveappropriate data for making envisioned comparisons and analysis.
Technically, processing entails editing, coding, classification and tabulation of collected data so
that they are responsive to analysis. Analysis refers to the calculation of certain measures along
with searching for patterns of relationship that exist among data-groups.
35

The data was processed through excel sheets by analyzing the entire updates and posts shared on
the month of January of both the travel companies and then a small survey was conducted and
analysed through the bar graphs.

Chapter 4: CONTENT ANALYSIS

4.1 OVERVIEW/ SUMMARY OF KESARI TRAVELS
The trailblazing journey of Kesari began in 1984 with a pledge - When you make a promise to
your guests, honour it. Kesari is passionately committed to Total Quality Travel, with continual
delivery of value added services. We uphold the highest ethical standards and believe in creating
new benchmarks in the industry." Kesari has received award for Best Performance from Travel
Agents Society of Kashmir and Jammu & Kashmir Tourism Board. They also have their website
www.Kesari.in
The face book page of the company was taken into account and the month of January, 2015 was
analyzed in detail. It was observed that the company shared around 48 posts in a month and they
mostly shared around 2 to 3 post a day. Almost half of the month of January followed a theme of
Kesari Carnival and the remaining month presented posts on some really exotic places to visit
with attractive taglines. There was a flow of two way communication at some places and in some
36

places they lacked in it. But the company made an attempt in replying to those comments where
they felt it was necessary to do so. Moreover they engaged their audiences in many ways by
posting quiz games and fun posts so that the audience participate ardently. The on and average
likes on their posts were 50 whereas the number of comments was minimum to a certain extent.
Their post included categories like:

Greetings
Videos
Reviews
Funposts
Events
Offers
Photos
User Interactions
Competitions

The analysis was done on the basis of likes, posts shared, date, comments and shares

4.2 DATA ANALYSIS

Greetings Post 1st January
On 1st of January, 2015 was a greetings post shared in order to wish their consumers. The picture
post shared by them included a few images of families enjoying some trips & a company logo
incorporated in it giving an emotional touch to the new beginnings of the year. There were
around 96 likes and three people shared the post. Apart from this, two different customers made
comments by wishing them the same. The company also reverted back to both the customers
instantly. The tone was indeed positive and the 1st post of the month with an affecting tagline
gave an idea that the company doesnt miss an opportunity to interact and make an expressive
bond with consumers especially on occasional days.
Tagline- We brought smiles to many families in 2014 and hope to continue to do the same in
2015
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Customer- Wish you and your team a very happy New Year
Company-That was sweet Govind. Thank you. We wish you and your family a very Happy and
a prosperous 2015.
Offer Post- 2nd January
The Second post on 2nd of January introduced Explore Europe Tour Package to its customers
there were around 29 likes and just one share on the post. Moreover there was a link shared on
the comment by a customer or some random person about Kesari tours Ahmedabad there were
no comments by the consumers and company. They used tagline like Get attractive and
luxurious Europe tour packages at affordable price with Kesari. Such taglines are used in order
to attract consumers towards them.
User Interaction Post
The same day they changed their cover picture An image showing Airplane flying high on the
sky and a view of known monuments around the world in order to set a picture in the minds of
customers regarding their upcoming tours.
Immediately a next post on the same day was posted on the page, a guessing post about a new
surprise tour plan for the customers was shared to generate curiosity among the customers so that
the consumers participate in the guessing game. Many customers answered to the guessing game
shared by the company which showed a sense of interactivity. The admin equally participated in
the game and developed interactivity by encouraging the customers to answer the guessing game
and build more curiosity and gave more clues to them. The admin replied to almost each and
every comment so that the connection with the people doesnt get lost.
There were around 72 likes, 18 comments & 4 shares on the image.
The image included a tagline:We hope you have packed your bags for something thats around the corner
Events Post
Same day a new post sharing the tagline: Here's a look on how we brought in the New Year
2015. Happy New Year
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The company also shared their own pictures of how they celebrated the New Year with the entire
staff of the company and their customers. It had around 70 likes and again a link was shared
about Kesari tours Ahmadabad
Offer Post
On 3rd of January Advertisement about the Canada tour package with the caption, Visit the
evergreen beauty of Canada with Kesari was posted comprising of 65 likes on the post and no
comments on the same.
The follow up of surprise tour was posted yet again on the same day Are you ready for the
surprise there were many comments by the consumers showing their excitement about the
surprise by answering Yes. Though the company admin did not respond on their comments but
they did like all of the comments made by people showing a sense of responsibility towards
consumers. There were about 87 likes and 13 comments on the post.
The next post continues with promoting their tour package for Switzerland which comprises of
90likes and consumers commented by complementing the company's service whereas company
made a gesture by liking the comments of their consumer.
User Interaction Post
Believe us, the wait is worth it. Starting with this tagline the company shared it's another post a
follow up one of Kesari carnival. They tried to continue the trend of uploading posts related to
their carnival so that people remain engaged with the page and look forward for the surprise. The
company basically was uploading posts in between concerning the carnival so that people show
that much amount of curiosity and interest as what is to be shown next by the company.
Likes- 51
Comments- Customer commented 'EXCITED" showing his excitement for it.
Admin informed the consumer to check the company website for details on the surprise package.
Note :Kesari Carnival was a special offers scheme for 2days that is from 10 th to 11th
January which included following schemes.

Maximum Discount upto INR 01 Lac.

Group Discount for 6 & above.
Gift Vouchers worth upto INR 5000/39

Win a Holiday in Lucky Draw.

Full Payment Benefit.
Special Discount for Child below 12 years.
Last Minute Deals.
One stop solution to all your travel queries.

In between this the company keeps on putting its tour package uploads which are synchronized
with carnival for example post of 5thJanuary:Have you booked your tickets from the Kesari
Carnival? This included of 25 likes and no comments. On the same day the company reveals it's
surprise package The Kesari Carnival is here! Likes= 68
The very next day they updated their cover picture relating to the upcoming Carnival there were
98 shares and no comments.

Offer Post- 6th January

Tour package on Australia with a caption saying Get ready as marvelous journey awaits you in
2015this had around 40 likes and no comments by anyone. The post was though shared by two
people.
Review Post -6th January
Here, the company on shared a review post on The Great Barrier Reef with the tagline- Here's
an interesting fact about it. The post had around 64 likes and a comment by a customer Huge
and immediate reply by the company admin Yes it is
Video Post- 7th January
|An animated video post about Kesari carnival was shared which was made by the company just
to create more excitement among people about the Kesari Carnival. The Video featured the
carnival's Happiness, Excitement, World Class Destinations and lots more. There were around 38
likes, 18 shares and no comments except an advertisement shared about Kesari tours Ahmedabad

Offer post- 8th January

40

A post about15 days tour package for South Africa. The tagline said The exciting traditions,
culture, languages and animal encounters are reasons why you should visit South Africa.The
post had around 58likes and no comments by anyone.
Another offer post on the same date by the company about Spain which included 68 likes, four
shares and no comments by anyone. The tagline - Have you visited the Royal Palace of
#Madrid?Book your tickets to #Spain through #KesariCarnival 2015 now the company had
used keywords for in their tagline.

Photo post- 9th January

The post included Images of some most awesome places to visit in Australia which had 72 likes
and 5 shares with no comments by anyone except an advertisement shared about Kesari tours
Ahmedabad.
Offer Post
On the same day et again a new offer post about Kesari Carnival, tour to Disneyland (France &
Europe) they had around 89 likes and a single comment by complementing about the Places
shared by the company.. No comments by the admin another offer post on the same day shared
by the company about Switzerland. Tagline- We bet your bucket-list will be incomplete without a
visit to the TitlisRotair of #Switzerland. Like- 96, Comments- nil
Photo post- 10th January
An album posted with few pictures of how people enjoyed the Kesari carnival tour package. The
tour with their customers was shown through albums which had 153likes , 5 shares and there
were a few comments on the post by customers complementing the service provided by the
company on the tour. Though the company did not post any comment but they did involve by
liking all the comments posted by the consumers.
A review post on Madame Tussauds museum was shared on the same day. Tagline- It's so real
that you'll barely spot any difference. Likes- 79

41

Offer Post-12th January

It was observed that post on 11th January was not shared.
An offer post about iceberg located in South America with a tagline Experience the Icebergs at
Perito Moreno Glacier - one of the most important tourist attractions in the Argentine Patagonia
Likes- 72 and a comment which advertises about Kesari Ahmedabad Travels.

Offer / Photo post -13th January

Images of some known locations from places like Malaysia, Thailand, Singapore and South East
Asia Tagline- experience the magic Likes 72 & no comments by consumers.
Fun Post- 14th January
A fun post was shared asking the customers to tag their friends so that the post serves as an offer
post as well/Tagline Tag 5 friends who you would like to ski with in Gulmarg, Srinagar -one
of Asia's best ski destination. Likes- 90 and four shares whereas few people had participated in
the fun post by tagging their friends and no comments by the company.
On the same day they updated their cover image which included pictures according their ongoing
tour package. It had 67 likes and 2 shares with no comments.
Offer Post- 15th January
An offer post with an appealing picture of Darjeeling - known as the queen of hills was shared -.
They had a tagline -Isn't it just a perfect time to visit a hill station? What better place than our
very own Darjeeling. Likes = 88, Shares were around -6 and there were few comments by people
who praised the location amazing and an instant Reply by company admin yes it is an
amazing place.Another comment by a customer, these are wonders of lndia&Kesari has made
it possible. And a comment which advertises about Kesari Ahmedabad Travels.

42

User Interaction/ Fun post-17th January

(It was observed that post on 16th January was not shared)
A fun post in the form of user interaction post was shared in order to engage customers. The post
had an image of Ladakh and the customers were asked to guess the place with a hint given as a
link. Tagline- Can you guess this place? #Bollywood .For Hint visit - http://www.Kesari.in. Likes50, shares- 1, some customers did reply by giving appropriate answers and the admin also
equally replied to their comments.

Offer Post- 18th January

An offer post about Kerala tour with a beautiful picture of Kerala was shared, likes- 35, share-6,
tagline- Kerala - Indias only tropical paradise. There was a comment by a consumerwho
showedinterest in visiting Kerala,the company admin shares link in the comment about the
details of Keralatour.
Fun post-19th January
Post was shared regarding a quiz game. Tagline- The palace of Udaipur is built on the banks
of which lake? Like= 68, Shares=4, Comments- Few people gave the right answer as Pichola
lake, no comments by the company.
Offer post- 20th January
An offer post about Kashmir tourism with an attractive image of Kashmir -Dal lakeshared on the
page to gain more attention from consumers .Tagline- Have you ever seen a market inside a lake?
If not, then Kashmir is the place to be. Likes-98, shares-11 and no comments by people.
Another offer post shared of the same day about Kashmir tourism. Likes=75, comments- nil
Offer post- 21st January

43

An offer post about Dharamshala- Himachal.Tagline- Dharamshala is famous internationally as

the "Little Lhasa of India", after the Tibetan capital city. Likes- 62, shares- 6, comments- website
link is posted on the comment by a member of the team.
One more offer post on the same day posted by the company related to a lake placed in one of
the hill station situated at Himachal Pradesh. Tagline- Its our very own Khajjiar Lake of
Himachal Pradesh. #Travel#India. Likes- 110, shares- 5 Comments- enquiry comments by
customers regarding the destination and the company admin replies accordingly.

Offer post- 22ndJanuary

An offer post about - Jim Corbett National Park. Tagline-A journey of a life time. We bet you'll
enjoy the jeep safari at Jim Corbett National Park. Likes- 79, shares- 11, comments- few general
comments by the customers and no comments by the company.
Offer post- 23rdJanuary
Yet again an offer post regarding Sikkim Tagline- The Buddha Park hosts a beautiful statue of
Buddha which is clearly visible from all the directions of southwest Sikkim. :Likes- 58, share6 ,Comments- Nil
Competition post- 24th January
A post concerning an upcoming completion was shared informing consumers about the
approaching Republic Contest. Likes=60, shares-3, comments- general comments by people
(asking their friends to participate for the contest by tagging each other.) there were no comments
by the company.
Competition post- 26th January
It was observed that no post was shared on 26th January
44

A competition held on the republic day for customers .Tagline- Tell us 5 places in India you want
to take Obama. The person getting most number of likes on the comment wins merchandise from
Kesari. Likes-89, Share- 3, Comments- there were around 38 comments and one of the comment
got 506 like some others got 27,3,5 etc. No comments by the company.
Offer post- 27th January
An offer post about visit to Kanchenjunga. Tagline- A perfect place to picture yourself, isn't it?
Likes-54, Share- 2, Comments- A general comment by a consumer.
A thank you post to the consumers for participating was uploaded on the same day. Tagline- All
the best & keep your fingers crossed. Likes- 34, Shares- 0, comments- general comments by the
customers.
Competition post- 28th January
A post which presented and announced the result of the competition thereby revealing the names
of the winners. Likes- 38, shares- 2, comments- Thank you Kesari Tours Pvt Ltd for the
wonderful gift hamper you sent for me. Its beautiful and useful too. comment by one of the
winner. Some more general comments were posted. No comments were posted by the company.
On the same day they updated their cover image "Travel with Kesari". Likes- 57 shares- 2,
Comments- praising comments for cover picture of the company.
Event Post- 29th January
A get cricket event organized by the company members for their team and pictures related to the
event were uploaded on the page. Tagline- It was day of pure fun when Kesari employees got
together for the 7th edition of the Kesari Premier League. Like- 78, share- 3, comment- general
comment by the customers and no comments by the company.
Offer post
On the same day an offer post was shared about Rotangh . Tagline- A must visit for all those who
love adventure sports and skiing. Likes- 74, Shares- 4, comments- Nil
Photo Post- 30th January
45

Images of families enjoying some trip with the team were uploaded. Tagline- Sharing
Happiness with the Special Ones at AawhanPalakSangh. Likes- 62, Shares- 1, comments- the
best one- commented by a person, no comments by the company.
Offer Post
An offer post regarding a temple at Manali (Himachal Pradesh). Tagline- Hidimba Temple
mostly called as the Dhungiri temple in Manali is one of the most important temples in the
region. Likes- 142, shares- 6, comments- No comments by anyone. Another adventurous offer
post about Sikkim tourism presenting river rafting at Peilling. Tagline- For one of the most
intense thrills imaginable try whitewater rafting at Pelling. Likes- 47, Shares- 4, Comments- Nil.

4.3 MAKEMY TRIP

MakeMytrip Inc. founded by Deep Kalra in 2000 is an Indian online travel company.,
Headquartered in Gurgaon, Haryana, the company provides online travel services including
flight tickets, domestic and international holiday packages, hotel reservations, rail and bus
tickets. In 2011 and 2012, MakeMytrip made strategic acquisitions in pursuit of growth through
new channels and markets in Southeast Asia. Recently, it launched Travel Apps for mobile
devices.[1] The company has been consistently recognized as one of India's best travel portals.

Videos
Reviews
Funposts
Events
Offers
Photos
User Interactions
Competitions
Greetings
Offer Post- 1st January

46

The company shared a discount offer post on the very first day of the year. Tagline-Download the
MakeMytrip Mobile App and get flat 50% off on Hotels & flat 15% on flight on your first
booking! Offer applicable only on 1st January. Likes- 38,Shares 1,
CommentsA negative comment by a customer about the company, "these types of cheater should not be in
industry." on the same post but on 17th of January.
the company replies on the same date trying to resolve the issue with the customer by writing an
133 words long paragraph in order to understand and check with the problem the consumer is
facing with the company.
Again the same customer comments about the ticket cancellation refund issue
The company admin replies saying its the customers fault as she had made a few mistakes while
booking her tickets.
There comes another comment by the consumer complaining about the same issue.
The company checks the issue and made three comments which notified that the consumer is at
fault and they could not help further with it.
The consumer made some more comments on the same issue
No response by the company admin.
Offer Post- 2nd January
The company shared an offer post regarding Dubai Shopping festival. Tagline- Dubai Shopping
festival Package for 4nights and 5 days- 40,000/-,
Likes- 82, Shares- 1, Comments- The same customer comments on this post with same issue
and asking for her cancellation money back.
Same replies are posted back to her comments by the company saying it has to be cancelled
before midnight and the she didn't follow the booking norms

47

The consumer comments that she is not asking for refund but cancellation amount.
No reply by the admin
Photo Posts- 3rd January
An attractive image of Queenstown, New Zealand taken from Flickr.com was shared and a link
was posted to check out more such views on flickr.
Likes- 167, shares- 11, Comments-0
Review Post- 4th January
A review posts with few images was shared on how Christmas is celebrated in Piazza Venezia,
Italy. Tagline- In 2014, Rome celebrated Christmas with some amazing outdoor decorations.
Here are a few twinkly tastes of Piazza Venezia that was shining bright on Christmas eve! Pretty
unique, right? Likes- 233, shares- 16, Comments- Nil
Yet another review post on how the city of Draper City Park (Utah) is lightened uniquely during
the holiday season. Likes- 517, shares -51, Comments- just a praising comment on the pictures
by a customer.
Offer Post- 5th January
An offer post shared regarding best places to travel in 2015. Tagline- MakeMytrip presents the
best places to travel in 2015. Get inspired and start planning. 12 Reasons to travel in 2015.
Likes- 39, Shares- 1, comment- A thank you comment on the post.
Review Post- 6th January
Pictures of Mont Saint Michel, an abbey on an island in Normandy, France, and some of it's
history was shared.
Likes- 299, Shares- 300, comments- The same comments posted by the consumer on refund
issue and ticket cancellation charges. The company also replies, almost all the comments are

48

repetitive by the consumer and the company. Few other comments by people resembling the post
that was shared. No comments by the company on this.
Review Post-7th January
A review on New Zealand was shared. Tagline- Did you know? Only 5% of New Zealands
population is human. The rest are animals. 12 reasons to travel in 2015.
Likes- 56, Shares- 3, Comments- Repetitive comments on this post as well, by the same
consumer. Repetitive replies by the company.
Offer Post
After reviewing about New Zealand, the company on the same day shared an offer post
regarding New Zealand tour. The theme being- 12 reasons to travel in 2015. Tagline- Uncrowded
and unspoiled, New Zealand is a nature lover's paradise. #Xplore the beauty of New Zealand
here - post on explore New Zealand with few pictures.
Likes-305, Shares- 3. Comments- due to some technical error the similar comments are posted
here.
Offer Post- 9th January
It was observed that no post on 8th January was shared
An offer post related to Spain tourism was shared. Tagline- In Spain, the code is simple. Siesta
and fiesta. Sleep through the day, party through the night. Poston #Xplore the amazing culture of
Spain here.
Likes-172, Shares- 3. Comments- due to some technical error the similar comments are posted
here.A negative comment by a different customer on the company's goodwill.No comments by
the company on this.
Another offer post about Spain following the theme 12 reasons to travel in 2015. Tagline-Did
you know? Spain has the second highest number of bars per inhabitants. The only country that
has more bars than Spain is Cyprus.

49

Like- 41, Share- 0, Comments- Repetitive comment on this post concerning the cancellation
issue by the same consumer.And the same repetitive comments.
Review post
A review post listing 10 road trips in India. An image showing the 'Dilchahtahai' road trip view
by encouraging people about 10 bestroad trips in India. Tagline- Just pack your bags, fuel up
your ride, and hit the road.
Likes- 8,698, shares- 44, Comments- due to some technical error the similar comments are
posted here. There were some other comments where people tagged their friends on the
comments. No reply by the company.
Offer Post- 10th January
Offer post on Explore Lehh&Ladakh- the theme continues of "12 reasons to travel in 2015"
Tagline- Ladakh is home to 225 species of birds such as finches, robins, redstarts and hoopoe. It
never ceases to amaze tourists who venture this far up that the region could retain so much of its
natural beauty.
Likes- 13,898, shares- 22, Comments- a negative comment made by a different customer
thereby tarnishing the image of the company. No comments by the company. Few other
comments by some of the customer regarding the place, yet again no comments by the company.
Review post 13th January
A review post describing the beautiful snow of Mont Blanc. Tagline- The French Alps are as
grand as the towering, icy flanks of Mont Blanc and as tiny as a delicate spring wildflower, as
awe-inspiring as the crag of the Aiguille du Midi and as sublime as a single snowflake. Do you
agree?
Likes- 445, Shares- 35, Comments- An advertisement of Goibiboapp posted on the comment
and some more comments praisng the pictures are posted. No comments by the company.
Offer Post- 14th January

50

An offer post about Jaipur thereby promotiong Jaipur tour packagefor Republic day long
weekend by sharing some scenic pictures of the same.
Likes- 437, Shares -37, Comments- Few comments about the images , one on advertising about
Kesari travels and one person asking about the details of the Jaipur tour. No comments by the
company

Offer Post- 15th January

Offer post with regards to solo trip in South India. Some amazing pictures of waterfalls and
mountains, wildlife, valleys of South India introducing the solo trip to south with the link of the
details on trip. Tagline - Are you looking for a solo trip in India? Confused about where to go?
Try to take a trip to South India this year.
Likes- 470, Shares- 45, Comments- An advertisement of Goibiboapp and Kesaritravles posted
on the comment by some random person and some more comments praisng the pictures are
posted . no comments by the company.
User Interaction Post
A post shared to vote for the CEO of the company as a pioneer leader by giving a missed call to
some number.The CEO has been featured in a news article for his work.
Tagline- true leader and pioneer, Deep Kalra (Group CEO, MakeMytrip) has changed the face of
travel in India. His risk-taking attitude and a passion to mentor entrepreneurs make him Indias
biggest business icon. To vote for Deep Kalra as CNBC-TV18's Indian Business Icon, give a
missed call to 18002660908. You can also vote via Facebook, Twitter or website:
http://www.indianbusinessicons.in/leaders/#IBI2015 Media Source: Mail Today, November
2014/13
Likes- 129, shares- 16, Comments- advertisement on Kesari Travels Ahmedabadh and no
comments by the company.
51

Review 17th January

It was observed that no post was shared on 16th January
Pictures on Explore more interesting facts about Bhutan, post on Bhutan tourism. Tagline- At
24,840 feet, GangkharPuensum is the highest point in Bhutanand the highest unclimbed
mountain

in

the

world. To #Xplore

more

interesting

facts

about

Bhutan,

visit

http://bit.ly/XploreBhutan
Likes- 145, Shares- 6 comments- advertisement on Kesari Travels Ahmedabadh and no
comments by the company.
Offer Post 18th January
Offer post featuring scenic images regarding trip to Kenya. Tagline- The big 5, a beautiful
diversity of landscapes, animals, bird and plant life and fascinating cultures. Kenya is endowed
with all these and more. So start planning your trip Kenya awaits.
Like- 327, Shares- 30, Comments- Advertisement aboutKesari Travels Ahmedabadh. Another
link about a hotel in Chandigarh by some travelling company was posted.
Offer Post
Another offer post by the company about North East tour especially for the ones who never
visited the place. There was a brief description about the post a visit to North East India is a
must, a taste for raw adventure would return from here feeling truly rewarded. we recommend
this holiday for those who are visiting for the first time
Likes- 355, comments- General comments by the consumers. Shares- 22

Offer Post 19th January

Offer post shared where consumers can book a tour ticket to turkey and can win a chance to meet
YamiGautam.

Tagline- This summer, YamiGautam has Turkey on her mind! Book

52

MakeMytrips Turkey Holiday Package (with direct flights from Punjab) and get a chance to
meet Yami!
Like- 75, Shares- 2, Comments- An issue regarding the some technical error during booking
tickets by a customer is posted as a comment on 3rd February which ends up on 19th
Feb.Company admin also replies in order to help the person with hi problems it goes on till 19th
February and resolved the problem.

Competition post 20th January

A competitionpost shared by the company for the customers to actively participate in the contest
by following the company on twitter and Facebook. Tagline- Follow us on Facebook and Twitter
to win a chance to meet Yami! We have exciting contests lined up for you! You can now book
our Turkey Holiday Package (with direct flights from Punjab)
Likes- 94, shares- 1, comment- some people have tagged their friends on the comment.
Competition Post- 21st January
Another post regarding a contest for consumers was shared. Tagline-Share your awesome New
Year's Eve pictures and win a #GoaPartyHangout holiday package! Follow us on @MakeMytrip
to participate on Twitter!
Likes- 58, Share-1, Comments-0
Offer Post
An offer post was shared by the company about Europe tour packages and that too at the lowest
price. Tagline- Now gets the freedom of independent travel at the price of group travel.
Launching Europe holiday packages with lowest price guaranteed, personalized itinerary and
much more:
Likes- 84, shares- 6, Comments-0
53

Offer Post- 23rd January

It was observed that no post was shared on 22nd January
An offer post which guarantees discount in booking tickets of bus. Tagline- Enjoy Rs. 120 off on
your bus bookings! Use E-Coupon BUS120 to avail this offer.
Likes- 54, Shares- 4, Comments- 0

Offer Post follow up

Follow up offer post about Europe tour packages were shared again. Tagline- Reason 1 to visit
Europe with MakeMytrip: Lowest Price Guaranteed Start planning and book now
Likes- 188, Shares- 12, Comments- 0
Offer post - 24th January
An offerpostconcerning Goa tourism, with some scenic pictures of beaches in Goa. Tagline- Goa
is the perfect getaway in India if you're looking to simply relax and take a break from your hectic
schedule. It's easy to plan and easy to reach! If you visit it once, you'll visit it every year. So don't
wait and start planning your trip now.
Likes- 223, Shares- 22, Comments- 0.
Review /Offer post- 25th January
A reviewgiven about a place called Bodrum - Located in the southern Aegean region of Turkey.
Later offer regarding the same place was posted including some images of the place.
Likes- 249, Shares- 22, Comments- some common comments by consumer.
Offer post

54

On the same day another follow up offer post was shared about Europe tourism. Tagline- Reason
2 to visit Europe with MakeMytrip: Personalized Itinerary Start planning and book now.
Likes- 94, Shares- 6, Comments- 0.
Video Post
A video post was shared on the same day; it was about,DeepKalraFounder& Group CEO MakeMytrip.comtalking about 'Discipline in Depression. Tagline- Watch Deep Kalra talking
about 'Discipline in Depression'. If this inspired you, vote for Deep Kalra as CNBC-TV18's
Indian Business Icon. Give a missed call to 18002660908 or vote via Facebook, Twitter or
website: http://www.indianbusinessicons.in/leaders/#IBI2015
Likes- 1,058, shares- 4, Comments- common comments posted by few consumers.
Review/ Offer Posts 26th January
A descriptive review about places in turkey following by an offer post shared about 7 places to
visit in Turkey. Likes- 215, shares- 17, Comment- a praising comment about the placeby the
consumer .
Event post - 28th January
It was observed that no post was shared on 27th January
An event post shared about marathon race. Tagline- The Andaman Marathon is here with
MakeMytrip as the proud sponsor! Join the excitement and run with the likes of Rahul Bose this
year. Visit www.andamanmarathon.com to know more.
Likes- 69, Shares- 2, comment- 0
Review post 28th January
A few attractive pictures of Mauritius were shared along with a description about the beautiful
place. Likes- 415,Shares- 30, Comments- people praised about the place.

55

4.4

COMPARISON ANALYSIS

Kesari Tours Pvt Ltd

The month of January was analyzed to get an appropriate outline about how Kesari Tours Pvt Ltd
maintains their relationship with customers via different types of posts shared on their page.
Their official Facebook page had almost around 214,343 likes. There were around 48 posts
shared in the month of January and out of these posts the number of offer posts were less as
compared to the number of offer posts shared by MakeMytrip.com. Kesari indulge more into
sharing the posts that enhances interactivity and communication. Their posts covered almost each
and every category used for analyzing the post of both the companies. The category included:
video posts, fun posts, greetings posts, photos post, user interaction post, competition post, offers
post, review post. The average number of likes on their posts did not exceed 110. So basically the
number of likes on each post varied from 85-68 or sometimes 32. On the contrary, MakeMytrip
had likes thrice more on their posts as compared to Kesari. The theme Kesari initiated for the
month of January was called as Kesari Carnival. They equally built curiosity for this theme
offer which was reflected from their follow up posts regarding the theme whereas MakeMytrip
56

.com didnt do so. There was activeness observed through their posts and the comments, as the
company replied to consumers on their common posts, whereas make my trip did not replied to
consumers on their general and vague comments. Kesari Tours Pvt Ltd, which is well known but
not that prominent as compared to makemyrip.com managed to reflect an emotional connection
and an relationship between it's consumers and itself by posting a mixture of posts that attracted
consumers.

57

MakeMytrip.com
The month of January was again analyzed to get an accurate framework of the Facebook page of
another travel company i.e.MakeMytrip.com. The company which is a well-known one, also
makes an immense attempt to build it's image and make relation with consumers through
Facebook . The company page had around 1,544,612 likes. The number of posts shared in the
month of January was 35. This was less as compared to the number of posts shared by Kesari pvt
ltd. MakeMytrip.com majorly focused on sharing offer posts, they did not covered all the
categories of posts used for analyses purpose as compared to Kesari, After offer posts they
focused on review posts. Their taglines were too descriptive than that of Kesari where only crisp
and precise taglines and captions were used. The number of likes on their each post were too
high, three times more than Kesari. The average number of likes on the post ranged from 38 to
13,900. They also shared post related to the founder of MakeMytrip the CEO was addressing the
audience by sharing video and thereby promoting him, Kesari on the other hand didnt shared
any such posts. The images they shared regarding the tourism places were appealing and
attractive as compared to the images shared by Kesari. There was a technical error noticed,
similar comment was pasted under many post.

58

59

4.5

SURVEY

A small survey was conducted amongst 30 people, the survey consisted of five questions about
their view on Facebook pages of travel companies. The following charts show the exact analysis
of the survey conducted.

It was observed that the number of people who referred to Facebook pages were more than who
didnt refer the pages and there were those who referred the pages sometimes.

60

It was observed by the survey that the 50% people were attracted to the offers given by them and
the remaining 50% were not.

It was observed that people do make their holiday plans via Facebook offers given by travel
companies. Twenty people easily agreed on this question, there were also those who didnt make

61

any plans and others who sometimes made plans from the offers presented by the travel
companies.

High number of people agreed to the question which was asked about travel companies
developing relations with consumers. And a less people disagreed on the same, hence it was
proved that people believed that travel companies can develop good relations with their
consumers via Facebook.

62

It was thereby observed that many people agreed that tourism companies do fulfill the
expectations of consumers on Facebook pages as the flow of two way communication does help
them to do so.
Hence the survey proved that travel companies do have an impact in peoples decision making
process about destinations and moreover it was also analysed that people believe that these travel
companies do make relations with their consumers with the help of two way communication and
thereby promote themselves.

63

Chapter 5: FINDINGS AND OBSERVATION

5.1 TRAVEL COMPANIES
With the help of travel companies, people these days have changed the way in making their
holiday plans by looking ataffordable tour packages these companies offer to the consumers. On
top of this the reviews and ratings online help consumer to make a favorable decision and plan a
destination. Travel companies these days have adopted social media to build their image and
generate a two way communication. Social media helps audiences gain information about a place
by recognizing coherence in the story, and consequently generates higher motivation and
likeliness of choosing the destination. The researcher has taken two travel companies in order to
analyze their Facebook posts and also their strategy to build relationships with
consumers.MakeMytrip and Kesaripvt limited, both the companies used their own way of
strategies and promoted themselves via Facebook.

5.2 ENGAGEMENT APPROACH

Both the companies have planned and strategized their on ways of communicating with the
consumers via their posts. They made an immense effort to engage their audiences by sharing
posts that suits the best for them according to the month and the season. Moreover the companies
tried to create connection with their customers by sharing posts that they could relate to. The
companies featured a special theme offer for the consumers on that particular month. For
example Kesari Carnival theme a special offers scheme for 2 days that is from 10 th to 11th
January which included various schemes to benefit consumers. MakeMytrip also featured a
theme 12reasons to travel in 2015. By applying such strategies of coming up with themes they
built curiosity amongst the consumers.

5.3 IMPORTANCE OF LIKES/SHARES

The Facebook Like button is the simplest and a rapid technique someone can show appreciation
of a post or a Page. The more likes the page gets by people, the more will it appear in the news
feed of their friends. Likes acts as a sign of engagement as it reflects that the person appreciated
the post shared by the company. In other words, by clicking Like, users are saying they are happy
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to witness a businesss page content in their News Feed, probably leading to further engagement.
Facebook Likes are the finest way of building up an audience that the company can then engage
with, likes contribute to the statistical data thereby helping the company to understand and target
their audiences. Both the travel companies scored a good number of likes on their official page.
The post shared by the companies also attained a good figure of likes especially MakeMytrip.
For example one of the posts from MakeMytrip.com achieved maximum number of Likes13,898. It was an offer post about Leh and Ladakh tourism. So, Makeymytrip shared posts that
grabbed users attention and so did they manage to get massive number of likes in many other
posts they shared.

5.4 TYPES OF POSTS SHARED

To get high number of likes on the posts, the company needs to share those posts that are
relatable and which can garner users attention towards the posts. Both the companies shared
posts that could suit their strategy the best! Either it may be an offer post or a competition post.
The numbers of offer posts shared were more in number by both the companies. They came up
with various offers and schemes to attract their consumers accordingly. For example MakeMytrip
introduced a competition post where a person could meet with famous celebrity Yami Gautam in
a trip to turkey. The categories under which the posts of both the companies were analyzed are as
follows

Greetings
Videos
Reviews
Funposts
Events
Offers
Photos
User Interactions
Competitions

Kesari though which is still growing to make it's place in the industrycovered almost all the
categories of posts. The company shared posts that could generate an emotional connection with
the customers and more over create goodwill of the company. With the help of these posts Kesari
created curiosity as well as interactivity with it's consumers. There were more of fun posts and
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user interaction posts shared by the company. In this way both the companies built an interaction
with their consumers by presenting the best offers, best deals and finest schemes.

5.5 TWO WAY COMMUNICATION

In terms of Facebook, if someone comments on your page, it opens up the opportunity of an
actual conversation. There was an open two way communication on many of the posts,
companies replied to the comments where they felt it was necessary to reply back. There were
instances when customers posted negative comments on the post concerning some issues with
the company, the company admin replied equally to resolve the matter, they tried to understand
and check with the problem the consumer was facing because of the company. Kesari made an
attempt to communicate with consumers by leaving a reply on their general and vague comments
also. On the other hand MakeMytrip solved customer queries where necessary. There were links
posted of some other travel companies on their comments which were not deleted and left as it is.
Apart from this, the researcher also observed that at some places when there was a need of
replying back to the customers the company didnt come back with any answer. Companies tried
to solve customer queries by providing them with proper resolution almost all the time as per the
observation .The companies made an effort by replying in situations where they felt it was
essential for them.

5.6 BUILDING RELATIONSHIPS AND GOODWILL

The major agenda of company is building relationships and goodwill by means of sharing posts
that relate to consumers, generating interactivity and developing two way communications.
Though they promote themselves via Facebook, but they also make attempts to build goodwill
and relations with consumers by winning their trust. For example: a competition post was shared
before the republic day for customers, the consumers were asked to name five places in India
where they want to want to take Obama. The person with maximum likes on his comment can
wins merchandise hampers from Kesari, many people participated and two users got maximum
likes on his comment. There was a new post on the next day by the company thanking all
consumers who participated and asked them to wait for the results. And on the very next day a
post was shared where the company announced the results and named both the users thereby
sending those hampers the winners commented on the post, thanking the company after they
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received the hampers. Moreover many a times where command admin could not reply back to
consumers comment, liked their comment by showing a sense of accountability. On the other
hand companies also replied to the customer queries in a very positive tone.

5.7 PAGE VIEW

The company pages are striking enough to grab attention of consumers; moreover the companies
kept on changing their timeline cover picture as per the offers and themes they came up with.
The images were eye-catching and attractive that made the brand more accessible by adding a
personal touch. The amazing pictures not only show off the brands wide-ranging portfolio but
are successful in attracting interactions too. Apart from pictures, taglines were also observed by
the researcher, taglines and captions were attention seeking and it gave a clear idea about the
destination and the engrossed the users. There were some technical issues also which can act as
a drawback for the company page. For instance: The official page of MakeMytrip.com had a few
technical problems, the comments were repetitive on many posts and many a times few
comments could not be viewed due to some error in the pages of both the companies. The
company made efforts to generate two way communications by sharing posts which were
interactive and eye-catching.

Conclusion
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This paper examined social networks as a new integrative research held that links social science
and multimedia computing. In todays fast growing economy, social media propose us with
innovative ways to connect with one and all, present ourselves, and other actions that are critical
to identity creation and appearance. Social networking has been very effectual and proficient in
assembling the needs of promotional products. This shows that much more information can be
attained and equally time can be saved and moreover it turns out to be cost effective. The chief
purpose of this research was to study the effect of Web 2.0 and how two way communications
plays a major role in building brand image of the company and maintaining relations with the
audiences. Web 2.0 applications are quickly becoming part of the online mainstream commercial
domain and important component of the personal and social life for a growing section of the
people who are online. Social Networking sites and Web 2.0 technologies are commanding
societies to communicate and interact with one another. The focus of the paper was to examine
how travel companies promote themselves via Facebook and two way communication being the
major element of the research. Posts of two prominent companies MakeMytrip.com and Kesari
Tours Pvt Ltd were studied in detail via the method used content analysis. It was observed that
there was two way communication taking place at many places. The researcher analyzed each
and every comment, companies actively participated in reverting their consumers on their
queries and many a times the companies initiated interaction with the consumers by sharing posts
that can attract their users instantly. The researcher also tested the hypothesis by taking survey of
around 30 people and it was studied that people do rely on Facebook pages of travel companies
for making their trips and also believe that building relations with travel companies via Facebook
will benefit them.

Further Scope
The research can be further taken ahead by analyzing the content of more travel companies to get
a holistic view about the Facebook pages of these travel companies. Moreover, Survey taken was
limited to only 30 people; it can be further increased to more number.

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