Abstract

This study investigates the dynamic interplay between social media engagement and tourist behavior in the context of Gujarat, a culturally rich and diverse state in India. Recognizing the transformative role of social media in shaping travel experiences and influencing destination choices, this research aims to uncover demographic patterns and examine the multifaceted impact of social media on tourists’ decision-making processes. The findings presented in this study are based on quantitative data, which were analyzed using SPSS software. The research employed a sample size of 150 respondents. To describe the characteristics of the collected data, descriptive analysis was applied, enabling the visualization of quantitative results through graphical representations. Additionally, Cronbach’s alpha was used in the reliability analysis to assess the internal consistency of the data. To determine the respondents’ demographic data, the study was converted into a percentage analysis.