An Empirical Study of Influence of Social Media on Customer Patronage in Selected Restaurants of Southern Rajasthan

Abstract

Social media s explosive growth has transformed several businesses including the hotel industry The purpose of this study An Empirical Study of Influence of Social Media on Customer Patronage in Selected Restaurants of Southern Rajasthan is to look at the significant effects that social media has on patronage and customer behavior in the hotel sector The hospitality sector which includes lodging facilities tour operators restaurants retail stores and tourist destinations is extremely dynamic and always changing to satisfy the needs of contemporary tourists This thesis investigates how Southern Rajasthan restaurants use social media sites like Facebook Instagram Twitter and YouTube to interact with patrons advertise their offerings and grow their clientele newlineThe study centers on multiple important topics including how social media can improve customer interaction how well social media marketing tactics can increase customer traffic and how user generated content and electronic word of mouth e WOM affect restaurant reputation and success Restaurants may provide important feedback engage with consumers in real time and produce aesthetically pleasing material by utilizing social media These actions all help to establish trusting bonds with customers and promote loyalty newlineTo collect data from Southern Rajasthan restaurant consumers social media users and restaurant owners/managers a mixed methods strategy was utilized comprising quantitative surveys and qualitative interviews The results show that social media has a big impact on what people choose to eat, and that appealing images and reviews are essential for drawing and keeping clients The research also emphasizes the need for customized marketing tactics and the use of social media analytics in order to maximize advertising endeavors and improve client contentment newlineBy offering empirical data on the impact of social media on patronage in the hospitality sector particularly in the setting of Southern Rajasthan, this thesis adds to the body of current work It provi