Exploring Social Media’s Role In Promoting Rural Destinations: A Case Study Of Thane And Nearby Areas

Abstract

Rural tourism in India is experiencing a dynamic shift, driven in large part by the growing influence of social media. In regions like Thane and its surrounding rural areas—such as Jawhar, Wada, Dehna, and Shahapur—platforms including Instagram, Facebook, and YouTube have emerged as critical tools for destination promotion, digital storytelling, and tourism marketing. This study investigates the role of social media in shaping tourism patterns and awareness in these lesser-known parts of Maharashtra.

Adopting a mixed-methods approach, the research draws on quantitative data from 500 domestic tourists and qualitative insights from 20 local stakeholders, including homestay owners, tour operators, and rural entrepreneurs. The findings indicate that 44% of tourists discovered these destinations via Instagram, followed by Facebook (26%) and YouTube (18%). Post social media exposure, rural Thane recorded a surge in tourist footfall, with growth rates ranging from 150% to 240%. Communities reported a range of benefits, such as increased income, enhanced infrastructure, and expanded entrepreneurial opportunities. However, the study also identifies emerging challenges, including overcrowding, waste management issues, and concerns over cultural dilution.

This research adds localized, empirical insight to the broader discourse on digital tourism promotion. It proposes actionable strategies for sustainable rural tourism, such as enhancing digital literacy among hosts, implementing responsible influencer partnerships, and aligning tourism growth with eco-friendly policy frameworks. Ultimately, while social media offers immense potential for rural development, the findings underscore the need for mindful, inclusive, and sustainable tourism planning.