Social Media and Destination Branding: Promoting Sikkim as an Ecotourism Destination using Facebook

Sikkim; a north-eastern Himalayan state of India was recognized by Lonely Planet as the top region to visit in the year 2014. In Sikkim's Tourism Policy 2015, it was recognized by the Government of Sikkim to create a strong online presence for Sikkim Tourism through websites, mobile applications, and social media with well-researched and up-to-date information. A total of 21 pages and 12 groups that correspond to Sikkim were found on Facebook when searched with the keyword "Sikkim Tourism" or Sikkim Ecotourism" as of June 16, 2016. The findings of the study underscore the wide diversity of groups in a range of videos, photos, and members. The results suggest that neither "Sikkim Tourism Development Corporation" nor "Sikkim Government Official Tourism Website" had a link to social network, in order to promote their brand. The Official Government Tourism Website didn't maximize the utility of Facebook as an important marketing tool. Implications of the findings are discussed and directions for future research are provided. In this context, this paper aims to provide valuable insights regarding brand-building elements in tourism destination
management through Facebook groups and pages. This paper will also evaluate the possibilities to maximize the utility of Facebook groups and pages related to tourism as potent marketing tools.