A Study on Promotional Effectiveness of Gujarat Tourism

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A study on promotional effectiveness of

Gujarat tourism

campaign – Khushboo Gujarat Ki

Published in : Global Journal for Research Analysis

Volume : 1 | Issue : 7 | Dec 2012 • ISS o 2277 ! "1#0

Published by : $riyan%a Shah & Anu Gu'(a

$resen(e) *y :

*iren $a(el +,7-


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5*J/.IVS 5; .

• To study Promotional efectiveness oadvertising campaign (Khushboo Gujarat ki) inGujarat’s tourism industry

•

To understand the in!uence o "r #mitabh$achchan as a %elebrity in creating a&arenessor Gujarat tourism

• To analy'e the efect o actors like climate and

domestic disturbance on tourism in Gujarat• To study %onsumer epectations rom Gujarat

tourism


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RSAR/< ?.

Research Desin /ombina(ion of e'lora(ory an) )escri'(i4eresearch

$rimary )a(asources

Bues(ionnaires +bo(h online & 'hysical-consis(in of o'en!en)e) as ell as close!

en)e) Cues(ions

Secon)ary)a(a sources

In(erne( & 'as( 'ublishe) research ar(icles innes'a'ers maaEines an) ournals

Sam'le SiEe 200 res'on)en(s

Sam'lin me(ho) on!'robabili(y con4enience sam'lin

Sam'lin uni( General consumers or (ouris(s ho ha4e4isi(e) Guara( or ish (o 4isi( Guara( for

(ourism


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$5.


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%nterpretation:

•

As seen in (able 1 (he o4erall mean of all (he F4ariables or fac(ors is 231 an) because 231 H F

hich is (he cen(ral 'oin( in a 'oin( @i%er( scale

e ill say (ha( (he left hand side of the scale is

accepted &hich is agreement to the statement3

So e canno( reec(


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• H2: .here is sinifican( )ifference in effec(i4eness of

a)4er(isemen( cam'ain of Guara( .ourismamon male an) female3


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%nterpretation:• Accor)in (o (able (he A)4er(isemen( of Guara( .ourism

8hushboo Guara( i6 is an effective ad & as out of variables'

2 variables sho (ha( (here is no difference among theeffectiveness of ad among male and female e can conclu)e

(ha( (he a) is eCually effec(i4e ece'( for (ha( fac( (ha( (heir 4ie

)iffers hen e consi)er (he crea(i4i(y 'ar( bu( o4erall (he a) is

eCually effec(i4e amon (he (are( rou' irres'ec(i4e (he en)er3


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• H: .here is sinifican( )ifference in effec(i4eness of

a)4er(isemen( cam'ain of Guara( .ourism amon

Differen( Ae Grou's3


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%nterpretation:• Accor)in (o (able F32 (he A)4er(isemen( of Guara( .ourism

8hushboo Guara( i6 is an effec(i4e a) & as all (he F

4ariables ha4e a rea(er sinificance 4alue e can say (ha(

no significant difference in effectiveness of advertisement

campaign of Gujarat (ourism among )ifferent Age

Groups* I( can be conclu)e) (ha( (he a) is eCually effec(i4e

amon (he (are( rou' irres'ec(i4e of (heir ae rou'3


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• H!: .here is sinifican( )ifference in consumer

e'ec(a(ions amon )ifferen( ae rou' 'eo'le3


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%nterpretation:

• Accor)in (o (able , consumer e'ec(a(ions amon

)ifferen( ae rou' 'eo'le is same & as all (he 7

4ariable ha4e a greater significance value e can

say (ha( (here is no significant difference in

consumer e'ec(a(ions amon )ifferen( ae rou' 'eo'le3


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• H": ?r3 Ami(abh *achchan is a sinifican( /elebri(y

n)orser3


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%nterpretation:

•I( can be i)en(ifie) (ha( ?r3 Ami(abh *achchan scores,31 on A((rac(i4eness32, on .rus(or(hiness &

3, on 'er(ise3

• An) if e calcula(e (he o4erall mean of (hese (hree

e e( (he score of 321 hich means (ha( he ran%s on(he fac(ors (ha( ere on (he rih( si)e of (he scale +i3e3

'osi(i4e-3

•

.his 'ro4es (ha( he is a 'erfec( celebri(y en)orser acre)ible one (rus(or(hy 'oerful an) an a((rac(i4e

one3 .hus he is a 'erfec( choice for an a)4er(isemen(3


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•


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%nterpretation:

•

I( can be obser4e) from (able #31 (ha( (he correla(ion be(een/ommunalism & Rio(s an) .erroris( a((ac%s is positive hich

means bo(h (he 4ariables are related to each other3 .he 4alue of

(his correla(ion is 03,1 hich means (here is moderate correlation

be(een bo(h (he 4ariables3

• ;rom (able #32 e can clearly see (ha( correla(ion be(een )omes(ic

)is(urbance & (ourism is negative hich means (ha( (here is an

inverse relationship be(een (hese (o 4ariables if )omes(ic

)is(urbance increases (hen (ourism oul) )ecrease3 *u( as (here is4ery lo nea(i4e correla(ion be(een (he (o i3e3 0312 e can

say (ha( (here is very less impact of )omes(ic )is(urbance on

(ourism hich is also e4i)en( from (he 4ies of (he res'on)en(s3


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•


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• %nterpretation:

•


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,%-%(A(%.+/ A+) 0(3 /4.P3

• .he sam'le siEe (a%en is 200 hich may be too small to

generali5e the data3 ?oreo4er respondents may be

biased in response hich may affec( (he fin)ins3 5nly

(hree fac(ors loca(ion 4isibili(y an) crea(i4i(y are (a%enin(o consi)era(ion for effec(i4eness of 'romo(ional

cam'ain3

• .herefore fu(ure research shoul) (a%e in(o consi)era(ion

i)er as'ec( li%e recallK com'ara(i4e a)4an(ae e(c3;u(ure research hihlih(in (he a) effec(i4eness amon

(he )ifferen( me)ia may also be un)er(a%en3


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(han6 7ou

A Study on Promotional Effectiveness of Gujarat Tourism

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