Authors : Navneet Mehta; Chander Mohan Parsheera; Ishant Dubey

Volume/Issue : Volume 11 - 2026, Issue 8 - August

---

Google Scholar : https://tinyurl.com/yzdmb5dh

Scribd : https://tinyurl.com/jdb796cp

DOI : https://doi.org/10.38124/ijisrt/26aug830

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

---

Abstract : This research paper investigates the impact of social media presence on the performance of hospitality businesses emphasising on brand awareness, customer engagement, operational efficiency and overall business performance. The study adopted a quantitative cross-sectional research design. Primary data were collected through a structured questionnaire from 200 owners, managers and marketing executives of hotels, restaurants, cafés, homestays and other hospitality establishments. The data were analysed using descriptive statistics, reliability and validity tests, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) with AMOS.

Keywords : Social Media Presence; Hospitality Industry; Hotel and Restaurant Performance; Brand Awareness; Customer Engagement; Operational Efficiency; Business Performance; Structural Equation Modelling (SEM).

References :

1. Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
2. D’Souza, E. (2025). Social media's impact on hospitality marketing: Trends, strategies, and future directions. Anais Brasileiros de Estudos Turísticos, 15, 1–15.
3. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104.
4. Garrido-Moreno, A., Garcia-Morales, V. J., Lockett, N., & King, S. (2018). The missing link: Creating value with social media use in hotels. International Journal of Hospitality Management, 75, 94–104. https://doi.org/10.1016/j.ijhm.2018.03.008.
5. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
6. Ho, J.-L., Chen, K.-Y., & Huan, T. (2022). Exploring the impact of social media platform image on hotel customers' visit intention. International Journal of Business and Social Science, 13(2), 15–28.
7. Li, X., Zhang, Y., & Wang, L. (2022). Social media utilization and organizational performance: An empirical examination. Information & Management, 59(3), Article 103600. https://doi.org/10.1016/j.im.2022.103600.
8. Mule, R. (2022). Visual storytelling and brand recognition on modern social platforms. Journal of Interactive Marketing Studies, 8(2), 112–124.
9. Sasitharan, R., & Udayanga, W. G. (2022). Digital communications and operational efficiency in small-to-medium hospitality enterprises. Asian Journal of Tourism & Management, 14(1), 77–91.
10. Singh, R. K., Rawal, Y. S., & Ahlawat, S. (2022). Social media marketing strategies in hospitality industry. In S. Bhatt (Ed.), Research in tourism and hospitality management (pp. 61–67). Informing Science Press. https://doi.org/10.21467/books.134.8
11. Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance: The moderating role of innovation capability. Computers in Human Behavior, 115, Article 106174. https://doi.org/10.1016/j.chb.2020.106174.
12. Wang, Y., Chen, H., & Liu, X. (2026). Digital engagement strategies and customer interactions in hotels. Tourism Management, 94, Article 104630.
13. Yost, E., Zhang, L., & Mattila, A. S. (2021). The influence of active social media presence on customer trust and behavioral intentions in hospitality. Journal of Hospitality & Tourism Research, 45(4), 612–631. https://doi.org/10.1177/1096348020986842.