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The purpose of this paper is to identify features of online content that create engagement amongst consumers by exploring online customer feedback from the world’s leading tourist website (s). This paper also attempts to unveil the factors based on customer reviews, which will be vital for the tourism industry professionals to promote and position India’s tourist destinations.

This paper involves an analysis of customer feedback from TripAdvisor.com. The approach to research is exploratory and attempts to uncover critical factors arising out of rising visitor experience in the digital media sphere.

Key factors are nuanced around service quality of the destination image. Identified factors that need the attention of the policymakers, site management and service professionals at large are fairness of price, distractions/irritants and varied expectations of the international and national tourists.

The findings will have substantial implications for the policymakers, the site management and service professionals. Research outcomes are based on the analysis of real customer reviews hence makes this study vital for decision-makers as well as for academic researchers working in this area.

This study used the real tourist’s data from TripAdvisor.com. The customer’s postings on the website are those of verified visitors. This paper should help in developing a thoughtful discussion around positioning India as a preferred destination in the online arena aiming at future tourists.