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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
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