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Tourism Marketing Campaigns of Maharashtra and Uttar Pradesh: A Comparative Study

  • Unique Paper ID: 172737
  • Volume: 11
  • Issue: 9
  • PageNo: 718-728
  • Abstract:
  • Tourism marketing serves as a vital tool for showcasing cultural, historical, and natural assets, significantly influencing economic development. This study compares the tourism marketing campaigns of Maharashtra and Uttar Pradesh, two culturally diverse states in India, to assess their contributions to regional economic sustainability. Maharashtra emphasizes diverse offerings, including beaches, heritage sites, hill stations, and Bollywood tourism under campaigns like "Maharashtra Unlimited." Uttar Pradesh, with campaigns such as "UP Nahi Dekha Toh India Nahi Dekha," focuses on spiritual tourism, leveraging destinations like Varanasi, Ayodhya, and the Taj Mahal. The recent Mahakumbh at Prayag Raj was found to attract the highest numbers of pilgrims yet. The objectives of the research include profiling the campaigns of both states, identifying their unique selling propositions (USPs), comparing their promotional effectiveness using tourism and facility indices, and understanding tourists’ opinions about the campaigns. A descriptive research methodology was employed, utilizing both primary and secondary data. Data collection involved surveys, structured interviews, and analysis of promotional materials across print, social media, and television. Tools like the Tourism Composite Index and weighted scoring methods were applied for comparative analysis. Findings revealed that Uttar Pradesh excelled in spiritual tourism branding, emotionally resonating with pilgrims and heritage seekers, while Maharashtra demonstrated strength in digital engagement and diverse tourist attractions. However, both states showed gaps in consistent campaign engagement and accessibility of information. The study underscores the need for enhanced strategies in both states to ensure economic sustainability through tourism.
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  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 9
  • PageNo: 718-728

Tourism Marketing Campaigns of Maharashtra and Uttar Pradesh: A Comparative Study

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