Gujarat has tremendous potential for tourism but has been underdeveloped as a destination. The state government launched an aggressive marketing campaign called "Khushboo Gujarat Ki" with Amitabh Bachchan as brand ambassador to promote Gujarat's tourism. The campaign has been successful in increasing tourist arrivals. Gujarat offers spiritual, nature, heritage, medical, and business tourism opportunities. The government is taking initiatives like airport development and public-private partnerships to boost tourism infrastructure and attract more visitors.

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1.Introduction
Tourism is today the world’s largest industry. It provides a robust gross output approaching $304
trillion, employing more than 200 million people, and is attracting the attention of academicians
worldwide. With 11 per cent of consumer spending, 11 per cent of all capital investment and 7 per cent
of all government spending, this industry is considered to be one of the most crucial sectorsof the world
economy. It is also the backbone for allied sectors like hospitality, civil aviation and transport. The
immense growth opportunities in this sector,the increasing consumer expenditure on travelling and the
government’s increasing investments in the tourism industry make this a topic worth studying. In the
light of these developments, it is worth looking more closely at the aggressive marketing campaign
taken up by the Gujarat tourism ministry. The most reliable superstarof the Indian film industry donning
the cowboy look and getting face to face with Asiatic lions at Gir has forced television viewers to see
Gujarat in a completely new light. , Mr. Amitabh Bachchan, as a grand ambassador to speed up the
process of tourism development in Gujarat, which has worked up to some extent but not up to the mark.
The visit of Mr. Bachchan has opens up to major loopholes in the infrastructure development. Most of
tourism planning in the region appears to be ad hoc. Therefore it is essential to move away from such
an ad hoc approach to draw up definite plans of action, charting out the future directions clearly.
1.1 The position of India in the context of world tourism
India is expected to become a leader in the tourism industry in South Asia by 2020, with about 8.9
million arrivals (World Tourism Organization). The Indian tourism economy is deemed as the
secondmost fast-growing (8.8 per cent) tourism economy in the world by World Travel and Tourism.
1.2 Gujarat and tourism?
Typically, Gujarat is perceived asthe land of the Mahatma,people with extraordinary business acumen,
rich culture, handicrafts and so on. Gujarat is well known for its industrial and agricultural growth, and
has been making headlines by accounting for 16 per cent of India’s manufacturing output and 12.7 per
cent of India’s investments. But Gujarat had rarely made a mark as a tourist destination. Gujarat was
nowhere on the tourist map of India— let alone the world map! Here is a quick look at some facts:
1. Compared to all the states and union territories in India, Gujarat ranks 10th in domestic tourist visits
and 15th in foreign tourist arrivals (FTAs). Whereas states like Kerala recorded earnings of Rs 173.4
billion from tourism in 2010.
2. Gujarat could not carve for itself a distinct identity as a tourist getaway, the way its rivals like
Rajasthan, Kerala or Goa could.
3. In spite of Gujarat being rated among the ten most unsung places of the world (by Lonely Planet),
the share of tourism in its GDP is merely about 3.5 per cent.
4. The people of Gujarat are known for their love of travelling. If estimates of travel agency owners
are to be believed, of every 100 Indians travelling abroad, more than 50 are from Gujarat. However,
most people of Gujarat preferred travelling to other states or countries for leisure and entertainment.
5. There is a lack of quality accommodation and transport facilities across all major tourist destinations
of Gujarat.
6. A series of calamities—natural and man-made—in the recent past also put tourism on the back foot.
7. Language is a major barrier; especially when a foreign tourist travels alone or to places away from
Ahmedabad.
8. There is a dearth of strong partnerships between tour operators and travel agents, who can actually
influence the tourist inflow to the state.

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9. The archaeological sites, beachesandwild life sanctuarieswere neglected to such an extent that local
people had also forgotten their grandeur.
So, the question that arises is:
Does Gujarat have what it takes to be a popular holiday destination?
Can it make its mark in the tourism industry in spite of so many bottlenecks?
The answer is ‘yes.’ Gujarat is one of the few places in India with tremendous potential to become a
tourist destination.
Going ahead, let’s look at the following:
1. The position of India and Gujarat in the context of world tourism
2. Gujarat’s offering as a tourist destination
3. Initiatives taken up by the state government to develop Gujarat as a tourism destination
4. Marketing campaigns of the Gujarat tourism ministry.
1.3 Gujarat—A tourist destination in the making
Gujarat, located on the westernmost part of India, has one-third of India’s coastline (1600 km). The
state is bestowed with beautiful beaches, mountains, vast sand deserts, a thick forest cover and rich
wildlife. Historically, the state of Gujarat has been one of the main centres of the Indus Valley
civilisation. It has innumerable monuments of architectural and archaeological importance, as well as
temples and shrines of great religious significance
Spiritual tourism. Gujarat has important religious spots that attract both domestic as well as
international travellers. Pilgrim spots like the Somnath Temple and Dwarkadhish Temple are visited by
Hindus from all over the world at least once in their lifetime. Other major attractions are Ambaji,
Pavagadh,Narayansarovar,Dakor,etc. It also has Jain temples like Sankheshwar,Taranga and Palitana.
Nature tourism. Gujarat has four national parks and 21 sanctuaries. It is home to the Asiatic Lion (Gir
forest),the wild ass (in the Rann of Kutchh), whale sharks off the coast of Gujarat, and the Great Indian
bustards. It is also home to the four-horned antelope and black buck, bears, Nilgai, the paradise
flycatcher, chinkara and dolphins. Migratory birds like flamingos, pelican and storks make Gujarat a
birdwatcher’s ideal travel destination. The Gulf of Kutchh is India’s first Marine National Park.
Heritage tourism. Gujarat is rich in archaeological sites (more than 400) including the world heritage
sites of Champaner, Indus Valley Civilisation sites like Lothal and Dholavera, ancient Buddhist sites,
etc. 2. Ahmedabad’s Heritage Walk is the only daily walking tour in India. 3. The presence of many
erst while princely states in Gujarat has resulted in the state having more than 20 heritage hotels
including converted forts and palaces.
Medical tourism. According to Jaynarayan Vyas, state minister for health and tourism, last year
450,000 tourists visited the state for medical care. With the kind of capacity building lined up for the
health care sector in the coming days, it is expected that Gujarat will soon surpass Singapore in medical
tourism. The total health care market in India was estimated to be about Rs 3200 billion in 2012, and
on a conservative estimate, even if Gujarat gets 10 per cent share of this booming market, it will throw
open huge opportunities. Treatments related to advanced radiology, nuclear medicine applications,
orthopaedics (especially joint replacements), cancer care, renal transplants, cardiac and GI surgeries,
urology, IVF, cosmetic surgery, obesity treatment,neurology, and the advanced diagnostic capabilities
of modern labs in Gujarat have proved to be a big attraction. Another major reason behind the increase

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in the number of medical tourists to the state is the low cost of cardiac surgery, angiography, joint
replacements, dentistry and other medical services, which is one-tenth the cost incurred abroad.
Business tourism. Gujarat is becoming a major attraction amongst businessmen and investors. The state
offers a model for economic progress and development to other developing nations.
Here are some interesting facts:
1. The chemical industry in Gujarat contributes to more than 20 per cent of India’s chemical output.
2. The gems and jewellery industry in Gujarat accounts for over 80 per cent of India’s total diamond
exports
3. Gujarat is rich in bio-resources and has a forest cover of 1.88 billion hectares.
4. Gujarat accounts for 40 per cent of India’s pharmaceutical production. About 7936 MoUs were
signed for Rs 20,830 billion ($ 450 billion) at the Vibrant Gujarat Summit 2011. This summit
witnessed participation from 101 countries, with over 1400 foreign delegates.
Event tourism. The Gujarat government is promoting tourism in the state through its many fairs and
festivals, such as:
1. Navratri (representing the true Gujarati spirit—and the world’s longest dance festival)
2. International Kite Festival
3. Rann Utsav—which has been running since 2006. Around 32,000 visitors attended the last one.
4. Global Bird Watchers’ Conference
5. Modhera Dance Festival 6. Tarnetar Fair
7. Chitra Vichitra Fair
Recreational and leisure tourism. Here are some of the various options that Gujarat offers to
tourists:
1. Beautiful beaches along the coastline
2. A hill station at Saputara and other hill sites in South, East and North Gujarat
3. One of India’s first multiplexes came up atGandhinagar in Gujarat, which led the wayto the opening
of hundreds of multiplexes in Gujarat. Ahmedabad also has an IMAX theatre.
4. India’s first water park came up at Mehsana in Gujarat. India’s first drive-in theatre is at Ahmedabad.
5. Shopping malls are mushrooming in the affluent cities of Gujarat.
6. Gujarat has some of India’s best museums.
Adventure and sports tourism. Adventure and sports lovers have much to enjoy in the state, like: 1.
Aero sports at Saputara, Pavagadh and Junagadh 2. Beach and water sports—at Ahmedpur-Mandvi,
Ubhraat, Dwarka, Nargol, Tithal, Chorwad, Dummas, etc
1.4 Promotion and marketing
“A successfuland popular endorser has the capability to increase the consumer’s purchase intentions
and preference towards brands either directly or indirectly”—according to Lui et al.
The state had allocated just Rs 10 crore for promotional activities before the 'Khushboo Gujarat
Ki' campaign kicked off in October 2010. The tourism department is hoping to spend around

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Rs 55 crore by March 2013. Last year, the state government had set aside just Rs 2.5 crore in the
budget just for promotion.Feb 18, 2013
Since January 2010, TCGL has signed on Amitabh Bachchan—an evergreen superstar who is popular
across the globe—to promote the state.
Bachchan’s credibility as a brand ambassador is very strong because people have watched his journey
through life. His start from a middle-class humble background to the heights of stardom is only due to
years of hard work.
The other reasons for choosing Bachchan were ensured attention, PR coverage and a higher degree of
recal Normally, brand endorsements by Bachchan cost between Rs 50 to 120 million; however, he
offered to shoot the entire campaign without charging his endorsement fees.
The chairman of the Tourism Corporation of Gujarat, Kamlesh Patel, shared that since becoming the
brand ambassador of Gujarat, Amitabh Bachahan promoted places like Kutch, Dwarka, Somnath
and Gir, saputara, kutch, National Park. All these destinations are seeing double-digit growth in
tourist arrivals, including a 30 per cent increase in the number of foreign tourists. In one of his blogs,
Bachchan has said that the growth rate in tourism in Gujarat has been higher than the growth rate in
Indian tourism that resulted from Government of India’s campaign ‘Incredible India.’ The tagline
‘Khushboo Gujarat Ki,’ or the ‘Fragrance of Gujarat,’ is the creation of a team led by wellknown ad
guru Piyush Pandey, executive chairman of Ogilvy & Mather, South Asia. Even TCGL’s logo design
was changed to feature the Gir (Asiatic) lion. The logo currently features the profile of a saffron-
coloured lion, be side a traditional textile block printing design.
Media—TV, radio, print and outdoor advertising
“Whether it is TV, radio, print or outdoor, one can’t simply miss the campaign. Internationally, too, we
are present in the major in-flight and travelmagazines of repute; and the campaign has run on channels
such as CNN, Sky News, etc,” reports Sanjay Kaul, the Commissioner of Tourism and the MD,
TCGL.
Other marketing strategies Joint promotions.
Last year, Gujarat signed an MoU with Goa Tourism and is planning to sign other such MoUs with
fellow state tourism boards. The idea is that the states get together and offer better packages to the
tourists and understand needs of tourists in their respective states. Gujarat is tying up with Karnataka
and other states for co-branding in tourism. Road shows. Road shows were organised in neighbouring
Maha rashtra,promoting the Saputara Monsoon Festival. In order to take brand Gujarat to international
markets, the government invited proposals from multiple ad agencies, which were asked to provide
their creative strategies for a period of three years.
Metro train branding. In the first such case ever of a State Tourism Board taking over an entire
Reliance Metro Airport Express train, Gujarat Tourism ads covered these coaches for a period of three
months, spreading the flavours of Gujarat across Delhi.
1.5 Initiatives to boost tourism
1. A dynamic tourism policy with an aim to make Gujarat a prime attraction for international tourists.
The policy promises long-term investment and business opportunities for national and international
corporate bodies and private enterprises.
2. The state government is also working on developing 12 new airports in the state. The state already
has the largest number of airports (17) in India.

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3. The Rann of Kutch is to be developed as an active rural tourism destination, by involving the local
community. In order to develop this destination, subsidies and manpower training are also being
provided.
4. Gujarat Tourism Corporation has tied up with IL&FS to set up the Gujarat Tourism Opportunity
(GUJTOP). Under this JV, GUJTOP will oversee 50 tourism projects.
5. The state has developed 41 large and small ports. And it has worked to lay out a road network that
exceeds 74,000 km.
6. Encouragement for private sector participation in building large tourism-related infrastructure
projects.
7. Formation of a special cell to attract and facilitate film producers to shoot in Gujarat. Tourism
Corporation of Gujarat Limited (TCGL) also set up a stall at the Cannes Film Festival.
8. The concept of ‘tourism policing’ has been introduced, with a helpline number to provide security to
tourists and to get all the necessary information.
9. An ‘Integrated Tourism Development Plan’ for 37 destinations is in the pipeline and 24 ecotourism
projects have been taken up at a cost of Rs 210 million. These projects include eco-trails, jungle stays,
desert safaris, etc.
10. Development of convention center at Surat and Vadodara
11.” STATUE OF UNITY “ there are 2500 crore budget pass to Government of Gujarat.(L & T
company making of statue of unity

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2. Literature Review
There are many magazines, Blogs and Research papers are available on web. This literature are very
important for our topic. Our key word is that tourism sector in Gujarat, Gujarat Tourism place,
Festivals in Gujarat, Gujarat Tourism bujet.
Tourism has been a widely researched topic both at the national and international level. As per Pigliaru
Francesco and Lanza Alessandro (1999) many tourism countries which were small in size have grown
faster compared to the other countries.
Asper Bigano Andrea,Goria Alessandra,Hamilton Jacqueline M. and Tol Richard S. J.(2005), climate,
weather conditions temperature in a country in various seasons and throughout the year significantly
determines whether it will have international tourist or not..Chakladar Amit (2008) study in Sikkim
emphasized that tourism is a product of tourism industry and just like any other product or thing even
this has a birth, growth, and maturity and decline stage. A research by Dr.Y.Lokeswara Choudary
(2010), says that uniqueness of tourism industry is that it totally rests on a base of natural resources and
attractions are arguably the most important component in tourism system.
Though various researches have been carried at international level very few studies have been carried
to study the factors and promotional effectiveness at Gujarat level .The study was therefore carried on
to study the promotional effectiveness of newly launched ad campaign “Khusboo Gujarat Ki”
Prof. Divya Soni March 2013
gujarat—a state that was nowhere on the tourist map of india until a few years ago—is now being seen
in a completely new light. The credit, of course, goes to the aggressive marketing campaign by the state
government
Ar. Himanshu Patel, CM Fellow, Gujarat Tourism Department
Sustainable Development of Spiritual Tourism in Gujarat
Spiritual Tourism in India and Gujarat Spiritual Tourism is the largest tourist sector in India: more than
70% of the domestic tourist movement is for the religious purposes and 20% of the revenue in tourism
industry is generated by religious tourism (Cox and Kings 2008-09). A study by the Delhi based
National Council for Applied Economic Research (NCAER) shows that the largest proportion of trips
are religious, accounting for 50 percent, whereas leisure tour packages account for 28 per cent. In
Gujarat Ahmadabad, Ambaji, Dwarka and Somnath are the major tourist destinations accounting for
over 33% (47.41 lakhs) of the total tourist flow in the state. (TCGL 2006-07)
DR. HITESH S. VIRAMGAMI, DR. J. K. PATEL V. R. Patel College of Commerce, Mehsana ,
Gujarat. February 2012
Tourism has come to be recognized as a significant factor in the economy of many nations. In all
countries, marketing of tourism plays significant role for their economic development. Marketing of
tourism is beneficial to the economy by the tax benefit, image building, educational significance,
cultural significance, earning of foreign exchange, generating employment opportunities and thereby
creating global peaceful environment. Hence,Govt. of India has established department of tourism at
national level and state governments have established state level tourism corporation for encouraging,
monitoring and relating tourism management –Problem and prospects. Marketing of tourism plays a
vital role for economic and industrial development of our country. Tourist visits various places for a
variety of motives and tourist utilizes many forms of tourism. In the presentscenario, tourism marketing
has imaged as a recent phoneme in order to satisfy modern need of tourist and to attract more and more
tourists by marketing mix. An attractive and innovative package of tour can be offered because of such
great importance of tourism marketing. (Soni, March 2013)

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3.OBJECTIVES
- To study promotional Effectiveness of Advertising camping (khushboou Gujarat Ki) in
Gujarat’s Tourism industry.
- To understand the influence of Mr. Amita bachchan as a celebrity in creating awareness for
Gujarat Tourism
- To analyse the effect of factors like climate and domestic disturbance on tourism in Gujarat
- To study Consumer expectation from Gujarat tourism
4. HYPOTHESIS
H1: The advertisement campaign of Gujarat Tourism is Effective.
H2: There is a significant difference in effectiveness of advertisement campaign of Gujarat tourism
among male and female
H3: There is a significant difference in effectiveness of advertisement campaign of Gujarat tourism
among different age groups
H4: There is as significant difference in consumer expectations among different age groups
H5: Amita bachchant is significant celebrity Endorser.
H6: There is a significant association between Domestic Disturbance and Tourism in Gujarat. H7:
There is a significant association between Climate and Tourism in Gujarat.

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5. RESEARCH METHODOLOGY
Topic: “Tourism, a Study of Gujarat's Expenditures on Services Gujarat Tourism Promotion”
Research Design: Combination of exploratory and descriptive research
Primary data sources: Questionnaires (online) consisting of open-ended as well as close-ended
questions
Secondary data sources: Internet & past published research articles in newspapers,magazines and
journals
Sample Size: 200 respondents
Sampling method: Non-probability convenience sampling
Sampling unit: General consumers or tourists who have visited Gujarat or wish to visit
Gujarat for tourism.
5.1 DATA ANALYSIS AND INTERPRETATION
ANOVA as well as correlation tests have been used to test the various hypotheses formed
Hypothesis testing:
H1: The advertisement campaign of Gujarat Tourism is Effective.
Table 1: Ad Effectiveness
Variable Min Max Means Overall Mean
Advertisement is Informative 1 5 1.78
Showcase of New location 1 5 2.09 2.19
Creativity 1 5 2.70
Chart 1: Ad Effectiveness
0
0.5
1
1.5
2
2.5
3
Advertisement is
Informative
Showcase of New
location
Creativity
1.78
2.09
2.7
Add Effectiveness
Series 1 Column1 Column2

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Interpretation:
As seen in table 1, the overall mean of all the 3 variables or factors is 2.19, and because 2.19 < 3 which
is the central point in a 5 point Likert scale we will say that the left hand side of the scale is accepted
which is agreement to the statement. So we accept H1 & we can say that the ad of Gujarat Tourism –
“Khushboo Gujarat Ki” is an Effective Advertisement.
H2: There is significant difference in effectiveness of advertisement campaign of Gujarat
Tourism among male and female.
Table 2.1: Gender Details
Value Label Number
Gender 1 Male 158
2 Female 42
Chart 2.1: Gender Details
Table 2.2: Analysis of Variance – Ad Effectiveness among Gender
Independent
Variable
Dependent Variable F Sigma Alpha
Ad is Informative .390 .533 0.050
Gender Learned about a new location .008 .927 0.050
Ad is not Creative 5.104 .025 0.050
Interpretation:
According to table the Advertisement of Gujarat Tourism – “Khushboo Gujarat Ki” is an effective ad
& as out of 3 variables, 2 variables show that there is no difference among the effectivenessofad among
male and female, we can conclude that the ad is equally effective except for that fact that their view
differs when we consider the creativity part but overall the ad is equally effective among the target
group irrespective of the gender.
158
42
0
20
40
60
80
100
120
140
160
180
Category 1 Female
Gender Details
Series 1 Column1 Column2

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H3: There is significant difference in effectiveness of advertisement campaign of Gujarat
Tourism among Different Age Groups.
Table 3.1: Age Classification Details
Value Label N
1 Less than 20 Year 5
Age 2 20-25 year 175
3 26-30 Year 12
4 Above 30 year 8
Chart 3.1: Age Classification Details
Table 3.2: Analysis of Variance – Ad Effectiveness among Different age Groups
Independent
value
Dependent variable Female Sig. Alpha
Ad is informative .339 .797 0.050
Age Learned about a new location 1.932 .126 0.050
Ad is not Creative .326 .806 0.050
Interpretation:
According to table 3.2, the Advertisement of Gujarat Tourism – “Khushboo Gujarat Ki” is an effective
ad & as all the 3 variables have a greater significance value we can say that no significant difference in
effective-ness of advertisement campaign of Gujarat Tourism among Different Age Groups. It can be
concluded that the ad is equally effective among the target group irrespective of their age group.
5
175
12 8
Age ClassificationDetails
Less than 20 Year 20-25 year 26-30 Year Above 30 year

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H4: There is significant difference in consumer expectations among different age group
people.
Table 4: Analysis of Variance – Expectations of Consumers
Independent
Variable
Dependent Variable F Sig. Alpha
Availability of Native Food .622 .601 0.050
Hospitality and special Facilities .884 .451 0.050
Culture and Co-Operations of locals .670 .572 0.050
Age Economic Tourism Packages 1.150 .330 0.050
Personal Guide 1.716 .165 0.050
Liquor .971 .408 0.050
Extra service to Foreigners and not to local
tourism
1.042 .375 0.050
Interpretation:
According to table 4, consumer expectations among different age group people is same & as all the 7
variable have a greater significance value we can say that there is no significant difference in consumer
ex-pectations among different age group people.
H5: Mr. Amitabh Bachchan is a significant Celebrity Endorser.
Table 5:Amitabh Bachchan is a significant celebrating Endorser
Parameters Mean Overall Overall Mean
Attractiveness:
Attractive 5.36
Classy 5.28 4.91
Beautiful 5.05
Elegant 5.03
Sexy 3.73
Trustworthiness:
Dependable 4.50
Honest 5.35 5.24 5.21
Reliable 5.35
Sincere 5.63
Trustworthily 5.35
Expertise:
Expert 5.30
Experienced 5.59
Knowable 5.46 5.49
Qualified 5.53
Skilled 5.57
It canbe identified that Mr.Amitabh Bachchanscores4.91on Attrac-tiveness,5.24 on Trustworthiness,
& 5.49 on Expertise. And if we cal-culate the overall mean of these three we get the score of 5.21 which
means that he ranks on the factors that were on the right side of the scale (i.e. positive). This proves
that he is a perfect celebrity endorser, a credible one, trustworthy, powerful and an attractive one. Thus
he is a perfect choice for an advertisement.

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H6: There is a significant association between Domestic Disturbance and Tourism in
Gujarat
Table 6.1: Correlation between Communalism & Riots and Terrorist Attacks
Variable Terrorist Attacks
Communalism and rights .415
Correlation significant 0.000
Table 6.2: Correlation between Domestic Disturbance & Tourism
Variable Tourism
Domestic Disturbance correlation significant -0.512
Interpretation:
It can be observed from table 6.1 that the correlation between Commu-nalism & Riots and Terrorist
attacksis positive, which meansboth the variables are relatedto eachother. The value of this correlation
is 0.415 which means there is moderate correlation between both the variables.
From table 6.2 we can clearly see that correlation between domestic disturbance & tourism is negative,
which means that there is an inverse relationship between these two variables, if domestic disturbance
in-creases then tourism would decrease. But as there is very low negative correlation between the two
i.e. – 0.152 we can say that there is very less impact of domestic disturbance on tourism which is also
evident from the views of the respondents.
Thus we can say that in Gujarat tourism both these two things of do-mestic disturbance – Terrorist
attacks & Communalism and Riots have an impact on its functioning but does not affect much.
H7: There is a significant association between Climate and Tourism in Gujarat.
Table 7: Correlation between Climate & Tourism
Variable Tourism
Climate correlation significant 0.219
Interpretation:
Here it can be clearly seen from the table that the correlation be-tween Gujarat having hot climate and
Gujarat Tourism is Negative, which means both the variables are negatively correlated and share an
inverse relationship with each other. The value of this correlation is -0.219. This means that the warmer
or hotter the climate the less would be tourism. But as this Correlation is near to zero we can say that
its impact on tourism is less.

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5.2 FINDINGS
90% of the respondents have seen the ad – “Khushboo Gujarat Ki”. The ad is equally effective among
male & female of different age groups. Mr. Amitabh Bachchan is a credible, powerful and attractive
celebrity endorser. Domestic disturbance like communalism & riots and Terror-ist attacks have no
significant impact on Gujarat tourism. Climate also does not have a major impact on Gujarat tourism.
Scenic beauty plays an important role in choosing destination.
5.3 RECOMMENDATIONS
It is evident from the findings that the tourists have a preference for their native food. Thus hospitality
service-providers should put their efforts in providing wide assortments of foods and beverages,as per
the data of tourists’ country or place of origin.
5.4 LIMITATIONS AND FUTURE SCOPE
The sample size taken is 200 which may be too small to generalize the data. Moreover respondents may
be biased in response which may affectthe findings. Only three factorslocation, visibility and creativity
are taken into consideration for effectiveness of promotional campaign. Therefore future research
should take into consideration wider aspect like recall; comparative advantage etc. Future research
highlighting the ad effectiveness among the different media may also be undertaken.

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6. Achievements of the Gujarat tourism department
The efforts of Gujarat government’s tourism department have resulted in a considerable growth:
1. Data available from April 2011 to January 2012 shows a tourist count of 18,183,801—a growth of
almost 18 per cent. International tourist arrivals to Gujarat grew at a much higher CAGR of over 45 per
cent.
2. TCGL received the annual award from Travel Agents Association of India (TAAI) for being the
country’s best tourism department for 2011.
3. TCGL won the National Tourism Awards for 2005-06 and for 2006-07 for the ‘Best Kept Tourism
Monument’ (Champaner) and for ‘Excellence in Publication Material’ (collateral).
4. The state received the ‘Best Tourism Film Award’ from the Government of India in 2006.
5. The state also received an award for the ‘Best Ethnic Tourism Pavilion’ in Satte-2007 in New Delhi.
7. Conclusion
8. Bibliography
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khushboo Gujaratki. Ahmedabad:GRA-Global ReserchAnalysis.
PATEL, D. H. (February2012). A COMPARATIVESTUDYOFTOURISTRESOURCES. Mehsana–:
http://zenithresearch.org.in/.
Soni,P.(March 2013). Tourismin gujaraTThriving on aggressivemarkeTing .
Tourism,G. (n.d.).Retrievedfromwww.gujarattourism.com/.
Tourism,G. (n.d.).Retrievedfromwww.gujarat-tourism.net/.