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Research Paper | Management | Volume 15 Issue 6, June 2026 | Pages: 1540 - 1546 | India
Role of Social Media in Enhancing Revenue and Occupancy in Udaipur?s Hospitality Sector
Abstract: Udaipur is a popular tourist destination recognised for its rich cultural history and high-end lodgings. This research looks at how social media marketing has affected the performance of businesses in the hospitality sector there. Social media platforms are becoming indispensable for increasing brand awareness, influencing consumer choices, and generating money due to the fast digitisation of consumer behaviour. Using a structured questionnaire based on important aspects of social media marketing- including informativeness, entertainment, interactivity, trendiness, and credibility- the research collects primary data from one hundred hospitality professionals. The research takes a quantitative, descriptive, and analytical approach. To look for a connection between a company's social media presence and financial results like revenue and occupancy rates, statisticians used tools like Pearson correlation and one-way ANOVA. The results show that there is a small but statistically significant association between social media presence and occupancy rates, and a high positive correlation between social media presence and revenue. In addition, the research shows that different platforms are significantly different in terms of efficacy; Instagram is the most important of them, followed by Facebook and Twitter/X. The findings highlight the importance of a social media presence that is both controlled and strategically aligned in improving customer interaction, brand perception, and overall organisational success. Managers and marketers in the hotel industry may use the study's findings to inform data-driven digital strategy development and maintain competitiveness in the modern tourist industry, which is driven by technology.
Keywords: Various social media platforms, customer engagement, revenue performance, occupancy rate, digital marketing, Udaipur, hospitality industry, and social media marketing
How to Cite?: Divya Joshi, Dr. Dipin Mathur, "Role of Social Media in Enhancing Revenue and Occupancy in Udaipur?s Hospitality Sector", Volume 15 Issue 6, June 2026, International Journal of Science and Research (IJSR), Pages: 1540-1546, https://www.ijsr.net/getabstract.php?paperid=SR26628144740, DOI: https://dx.doi.org/10.21275/SR26628144740