Tourist Loyalty in the Digital Age: The Influence of Digital Content Sharing with Special Reference to Cultural Tourism of Uttar Pradesh

The digital age has changed how travelers interact with destinations. Digital platforms are now a key part of the travel experience. This has altered how loyal tourists are to destinations. Understanding how digital content sharing affects this is crucial for destinations to succeed in the digital era. This study looks at the link between digital content sharing and tourist experiences and loyalty in Uttar Pradesh’s cultural tourism. It uses a mix of qualitative and quantitative research methods to study what tourists in Uttar Pradesh’s Cultural Tourism Destination think. Two hundred tourists were surveyed using convenience sampling. Statistical analyses such as mean analysis, t-tests, correlation analysis, and regression were done on data collected through questionnaires. The findings show tourists have a positive view of how digital content sharing affects things. Male tourists have a higher level of positive perception, experiences, and loyalty to cultural tourism compared to females. Interactivity is strongly linked to tourists’ experiences, while how often content is shared has a weaker connection. The study emphasizes the importance of interactive digital engagement and varied content creation in shaping tourist experiences and building loyalty in cultural tourism.