Perception of Millennial Towards Using Social Media for Tourist Destination With Reference To Coimbatore City

Abstract

A study has been made to know the social media and its impact on millennial’s behaviour in Coimbatore city. The main objective of the study is to analyse the factors that influence millennial to access social media sites.and to identify the challenges faced by the millennial in accessing social media sites. For this purpose a sample of 250 was collected from the respondents. The conclusion is that social media has a greater effect on overall impact on millennial behaviour. The social media sites gives various information’s that are helpful in the growth of millennial. Most of the millennial respondents use smart phone for accessing social media anywhere anytime. Majority of respondents use face book.  Age, marital status, educational qualification, occupation and monthly income have a significant association with accessing social media. The factor for impact of social media on millennial behaviour reveals four model factors namely early adopters, Access to information, buying behaviour and Socio economic status.