Role of Digital Media in Promotion of Homestay Tourism: A Study on Mirik in Darjeeling District of West Bengal, India
DOI:
https://doi.org/10.31674/ijrtbt.2025.v09i04.002Abstract
Introduction: Tourism in North Bengal has a unique blend of nature and culture, which is evident in the picturesque locations and local hospitality by the local residents. Homestays not only provide lodging facilities but also provide a glimpse of local hospitality, culture, and cuisine through guest-host interactions. Through homestays, tourists come in close contact with the family members of the homestay owners and get an opportunity to share various diversities. These homestay owners are dependent on tourist inflows, which generate income for them. In contrast to hotels, homestays typically struggle with poor publicity and promotional issues as a result of limited knowledge, skill, and computerization. This study aims to understand the role of digital media in the promotion of homestays in Mirik by examining operators’ demographic and operational profiles, their use of digital platforms and the impact of these tools on bookings and visibility. Methods: Descriptive and exploratory research design was employed. Data was collected through a structured questionnaire from homestay operators about their operational challenges and utilization of digital media to address several facets of demographics, operations and digital behavior. Further, regression analysis was conducted to investigate the connection between digital activities and booking performance. Results: Regression results confirmed a positive correlation between digital engagement and booking conversion rates. Challenges including limited digital marketing skills, lack of professional content and poor internet connectivity were found. Despite this, a majority expressed strong interest in digital training and acknowledged the potential of digital strategies to improve visibility and sustain business growth in rural destinations like Mirik. Conclusion: The study concludes that digital media platforms are an essential medium for the growth of homestays in destinations like Mirik; as such, the operators of homestays who are active in updating digital content, use various social media platforms and get more online inquiries are more likely to secure significant bookings through digital channels.
Keywords:
Digital Media, Homestay Tourism, Mixed Methods, Tourism Promotion of MirikDownloads
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