Vol. 3, Issue 10, Part A (2017)

Abstract
Through empirical study among travelers, residing in the Bangalore, this paper presents a comprehensive view of role and impact of digital media on the vacation planning process. Before, during and after the trip, providing insights on usage levels, scope of use, level of influence and trust. Findings suggest that digital media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between perceived level of influence from digital media and changes made in travel plans prior to final decisions. Moreover, it is revealed user generated content is perceived as more trustworthy when compared to travel agents and mass media advertising.