A Review based Study of Consumer Online Buying Behaviour in Haryana Tourism Corporation (HTC)

Abstract

The fast-paced development and continuous evolution of digital technology has revolutionized how tourists look for information, compare their options, and buy tourism products/services. The present review study critically assesses the various factors that influence the buying behaviour of consumers online with the context of Haryana Tourism Corporation (HTC). Published literature, policy documents and recent academic studies were systematically reviewed and a synthesis of existing evidence was carried out to explore how digital marketing, social media, online travel platforms, mobile technologies and promotional efforts affect consumers' travel decision making. The review suggests that information quality available online, the accessibility of the platform, the perceived trust, the promotional communication and the technological convenience is a decisive influence when it comes to purchase intentions and destination selection. The analysis also shows that Haryana has enormous tourism resources, but there is a need for more integration of digital marketing strategies and tourism promotion methods based on the consumer and technology in serving the tourism product to enhance the competitiveness of the state. By synthesizing existing evidence, the study fills a gap in understanding how consumers behave online in the tourism industry in Haryana, and offers insights into areas for strategic focus to enhance destination visibility, digital engagement, and sustainable tourism development. The findings have practical implications for the tourism administrators, policymakers, destination marketers and researchers who want to improve the effectiveness of digital tourism promotion in a more competitive environment.