Impact of Social Media on the Development of Coastal Tourism in India with Special reference to West Bengal

Tourism plays a vital role in India's economic development, and coastal tourism has emerged as a significant component of the tourism industry. This study examines the impact of social media on the development of coastal tourism in India, with special reference to Digha, West Bengal. The research aims to analyse how social media has contributed to shaping the image of Digha as a coastal tourism destination. A descriptive and analytical research design was adopted using both primary and secondary data sources. Primary data were collected from 100 tourists and 50 tourism stakeholders, including hotel owners, hotel staff, and beach hawkers. The findings reveal that 85% of tourists used social media before visiting Digha, with photographs (35%) and videos (25%) being the most influential forms of content. Among stakeholders, 84% believed that social media had increased tourist arrivals, while Facebook emerged as the most effective promotional platform. The qualitative analysis further indicates that Digha functions as the leading coastal tourism destination in West Bengal due to its accessibility, infrastructure, and visibility. The study concludes that social media has significantly influenced destination image, tourist awareness, and tourism promotion, contributing to the sustained growth and popularity of Digha as a coastal tourism destination.