Strategizing green destination image through social media functionality: A study of the tourism industry

Abstract This study validates and confirms the multidimensionality of social media functionality in the tourism industry. It also examines the impact of social media functionality on green destination image. Non‐probability convenience sampling technique has been used to collect the data from 550 visitors using a 5‐point Likert scale questionnaire, from the tourists visiting various destinations of Ladakh, India. Results revealed a significant impact of social media functionality on green destination image. The scale of social media functionality was also tested with special reference to the tourism industry. The outcomes of the study deliver insightful outcomes related to the role of social media functionality in developing and maintaining destination image with social media‐based marketing.