Social media as a destination marketing tool: its use by national tourism organisations

India's protected areas (PAs), especially those designated tiger reserves, are popular tourist destinations, experiencing considerable and growing visitor numbers, but the principles of ecotourism are not well implemented. This paper analyses tourism practice in a sample of popular tiger reserves in India according to four principles of responsible ecotourism: minimisation of environmental impacts, generation of funds for conservation, benefits to local communities, and education of visitors. Evidence demonstrates that few criteria of ecotourism are met in most PAs: tourism imposes significant detrimental impacts, little of the generated revenue is captured, local communities get mostly menial jobs, and visitor education is virtually non-existent with tourism geared mainly towards thrill-seeking. The Indian Forest Service, which manages the PAs, is on the whole unprepared and ill-equipped to plan and implement proper ecotourism practices and faces constant pressure from other actors to increase tourism revenue. Periyar National Park stands out as an exception where innovative approaches involving local communities have brought about a significant positive change. Policy recommendations are offered based on limited, low-impact activities with high participation of local communities which is essential to build local support for conservation that has been historically lacking.