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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 709) Last page : ( 716)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00110.5

To Analyse the Role of Advertisement in the Development of Chhattisgarh Tourism

Dr. Shridhar R.1, Shrivastava Radhika2,*

1Professor, Management Department, Kalinga University, Raipur, Chhattisgarh

2Research Scholar, Kalinga University, Raipur, Chhattisgarh

*Corresponding Author E-mail: radhikashriv@gmail.com

Online published on 2 June, 2018.

Abstract

Destination branding is a relatively new concept but has now become one of the most powerful tools in tourism marketing strategy. Chhattisgarh tourism has emerged as the most acclaimed tourist destination of the country in the recent years. The study titled “To Analyse the Role of Advertisement in the Development of ChhattisgarhTourism” examines the effectiveness of tourism brand promotion measures and strategies used by the state.

The study adopted a quantitative approach and the type of research is considered as descriptive research. Stratified random sampling was resorted to as the sampling procedure. The source of information consists of tourists, tour operators and accommodation providers. The sample size was determined as 100.

The results of this study concluded that Chhattisgarh tourism advertisement and promotion measures are effective in positioning Chhattisgarh as a powerful tourism destination brand. It is also been analyzed that how advertisement and promotion activities will help in development of Chhattisgarh Tourism. This has been justified by the results of tourism brand image, tourism brand loyalty, tourism brand awareness and various tourism products’ attributes. Tourists viewed Chhattisgarh as a destination with nature-gifted attractions. Besides serene beauty, attractive weather conditions, the culture and the traditions and cost effectiveness have contributed to tourism expansion in Chhattisgarh. Tour operators and accommodation providers are playing a key role in the overall promotion and advertisement of tourism, especially in the destination brand building of Chhattisgarh Tourism.

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Keywords

Tourism Management, Advertisement Management, Tourism Marketing, Advertising Strategy.

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