Volume : 1, Issue : 7, December - 2012

A study on promotional effectiveness of Gujarat tourism campaign � Khushboo Gujarat Ki

Priyanka Shah, Anu Gupta

Abstract :

Gujarat has grown as one of the preferred destination for tourist. Several initiatives have been undertaken by Gujarat Government to boost tourism. One of the several initiatives taken includes an Ad Campaign” Khusboo Gujarat ki with Amitabh Bachhan as and Ambassador. The study intends to understand the effectiveness of the promotional campaign “Khushboo Gujarat Ki’. The study aims to study various factors affecting tourism industry of Gujarat and also intends to study consumer behavior of Gujarat tourist. The survey includes collection of primary data from 200 respondents with the aid of a structured questionnaire using non probability convenient sampling. Statistical tools like chisquare, correlation ,regression and descriptive statistics were used to analyze the data. Findings show that Amitabh Bachaan serves as an effective Brand Ambassdor and even the statistical figures prove the indices of increased tourism after Mr. Amitabh Bachhan took over as and ambassador.