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The contribution of the tourism sector in economic growth and welfare cannot be undermined. The tourism industry has been benefited from the advancement and development of the internet. In recent years social media is becoming highly significant for the tourism industry; it has transformed the way people travel. An increasing number of travelers are turning to social media sites and web 2.0 platforms not only to document their trips but also in search of information about tourism attractions. Destination Management Organization (DMO), travel marketers and people dealing in the tourism business could take advantage of social sites to market the destination and their business in the most cost-effective way to reach a far wider audience. In this context, this research is helpful in understanding the impact of social media on traveler's behavior and their decision-making process relating to travel purchases. This understanding is crucial in adopting the appropriate approach and adequately implementing social media marketing strategies. This study thus made an attempt to identify the role of social media in buying behavior and decision-making process of travelers. In this study, an effort is made to understand the strategic role played by social media influencing the decision-making process of tourists in travel planning. It is an effort to access the reliability and creditability of User Generated Content (UGC) and the impact of social media advertising on travelers. Furthermore, this study also helped in analyzing the impact of social media on the business of travel agencies of Udaipur city.