A study on the factors that impact consumer decision making process in the context of using social media for choosing a hotel in India among students

Abstract

This study aims to uncover the factors influencing students’ hotel selection process in India via social media platforms and to assess the relationships, dependencies, and variances among these factors. The findings provide valuable insights for hotel managers to enhance their business strategies. The study examines how variables such as family income, education level, accompanying persons, online reviews, gender, app usage, and social media platform preferences influence hotel selection and visit frequency. It also investigates the influence of education level and gender on restaurant selection mode preferences. Conducted through probability sampling and a structured questionnaire, the study collected 215 responses online from students in Tamil Nadu, India. Statistical analyses using SPSS software, including discriminant analysis, correlation analysis, regression, chi-square test, and ANOVA, were employed to analyse the data. The findings reveal that social media significantly impacts restaurant selection, with factors such as family income and educational background playing crucial roles. Furthermore, the study suggests that the influence of social media on restaurant decisions is expected to grow in tandem with technological advancements. This research contributes valuable insights for restaurant managers and marketers to enhance their strategies and adapt to the changing landscape of consumer preferences in the digital era.