Tawseeq Ali Khan, Aijaz Ahmad Khaki
The current study identifies the factors that lead to social media adoption and influence the performance of the hotel industry. Responses from 448 hotels in Jammu and Kashmir and Himachal Pradesh were included in a study using the simple random sampling technique. The data was analyzed with structural equation modeling using SmartPLS4. The results confirm that technological, organizational, and environmental factors positively affect social media adoption. Moreover, social media adoption significantly impacts hotel performance. The study enhances theory by empirically identifying the determinants of social media adoption and its effects. Practical implications can assist hotel managers by evaluating the technological, organizational, and environmental factors related to social media adoption and its influence on hotel performance.