Evaluating Tourism Promotional Strategies for Destination Branding: An Analytical Study of Gwalior, Madhya Pradesh
Year: 2025
Type: article
Study design: Observational Study
Abstract: This descriptive survey study evaluates the perceived effectiveness of six key Madhya Pradesh Tourism marketing campaigns “Hindustan Ka Dil Dekho” (2006), “GO Camping” (2010), “MP Ajab Hai, Sabse Gajab Hai” (2010), “Till Dekho Taad Dekho,” “MP Me Dil Hua Bacche Sa,” and “Sau Tarah Ke Rang Hai” in promoting Gwalior. A purposive sample of 100 respondents, comprising residents and visitors familiar with at least one of the campaigns, rated each on a five‑point Likert scale (1 = Not Effective at All; 5 = Very Effective). Descriptive analyses in SPSS 27 yielded strong internal consistency (Cronbach’s α = .916) and campaign‑wise mean scores ranging from 3.03 to 3.27. “MP Me Dil Hua Bacche Sa” emerged as the most effective (M = 3.27, SD = 1.13), followed by “MP Ajab Hai, Sabse Gajab Hai” (M = 3.20, SD = 1.20) and “Sau Tarah Ke Rang Hai” (M = 3.19, SD = 1.19). In contrast, the earliest campaign, “Hindustan Ka Dil Dekho,” was rated least effective (M = 3.03, SD = 1.20). These results indicate that emotionally engaging, family‑oriented narratives and visually diverse portrayals enhance campaign impact, whereas broader, less targeted messaging may limit recall and appeal. The study recommends reallocating promotional resources toward narrative‑driven, visually rich campaigns and revisiting legacy initiatives with refreshed thematic focus and digital interactivity. Future research should integrate behavioral metrics and mixed‑methods designs to validate perceptual findings and explore long‑term return on investment. However, the study is limited by its reliance on self-reported perceptions from a purposive sample and does not include behavioral data such as actual tourist arrivals or digital engagement metrics, which may provide a more comprehensive view of campaign effectiveness.
Authors: Adarsh Kumar, Dr. Chandra Shekhar Barua
Institution: Jiwaji University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413202926