Impact of Promotion on Destination Reputation:A Case of Gujarat

Q4 Business, Management and Accounting

International Journal of Hospitality and Tourism Systems Pub Date : 2015-06-01 DOI:10.21863/IJHTS/2015.8.1.002

Alka Sharma, Shruti

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引用次数: 5

Abstract

India is unparalleled in its beauty, uniqueness, rich culture, heritage and history. The Government of India has been initiating various advertising campaigns such as the Incredible India to promote India as an attractive tourist destination. Different states in India like Goa, Kerala, Gujarat, etc. have also been promoting themselves as tourist destinations by using such campaigns for attracting more tourists in their states. Gujarat has been a front runner in adopting innovative promotional strategies; the state government is encouraging the tourists to discover its century's old history. The "Khushboo Gujarat Ki" ad-campaign has increased tourism in Gujarat, thereby suggesting the relevance of promotion in brand building of a destination. Tourism destinations are complex organizations (Buhalis, 2003) which need to manage their reputation (Inversini, Cantoni, & Buhalis, 2009) vis-a-vis other destinations in order to attract larger number of tourists. Therefore, it is becoming increasingly critical for destinations to measure and manage their reputations. (Passow, Fehlmann, & Grahlow, 2005). The present paper is an empirical study which attempts to analyze the Ad content of "Khushboo Gujarat Ki" campaign of Gujarat and its impact on the reputation of the destination.

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促销对目的地声誉的影响:以古吉拉特邦为例

印度的美丽、独特、丰富的文化、遗产和历史是无与伦比的。印度政府一直在发起各种广告活动，如“不可思议的印度”，以促进印度成为一个有吸引力的旅游目的地。印度不同的邦，如果阿邦、喀拉拉邦、古吉拉特邦等，也一直在利用这些活动来吸引更多的游客，将自己推广为旅游目的地。古吉拉特邦在采用创新促销策略方面一直走在前列;州政府鼓励游客们去探索它的百年历史。“Khushboo Gujarat Ki”广告活动增加了古吉拉特邦的旅游业，从而表明了推广与目的地品牌建设的相关性。旅游目的地是复杂的组织(Buhalis, 2003)，需要管理他们的声誉(Inversini, Cantoni， & Buhalis, 2009)相对于其他目的地，以吸引更多的游客。因此，衡量和管理旅游目的地的声誉变得越来越重要。(Passow, Fehlmann， & Grahlow, 2005)。本文是一项实证研究，试图分析古吉拉特邦“Khushboo Gujarat Ki”活动的广告内容及其对目的地声誉的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality and Tourism Systems Business, Management and Accounting-Tourism, Leisure and Hospitality Management

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： International Journal of Hospitality and Tourism Systems is a refereed international journal dedicated to promoting excellence in teaching and stimulating research in hospitality and tourism internationally. An exciting and challenging international forum, the journal reflects current happenings and trends in the hospitality industry. The journal will facilitate this need by providing essential and intelligent information about worldwide hospitality and tourism issues, practices, challenges and solutions both practically as well as theoretically. An eminent International editorial Board comprising leading experts in the field of hospitality and tourism from hospitality educational institutes guides “Hospitality and Tourism Systems”. The journal has six sections- main research papers, research report, case studies, Industry Viewpoints, Forthcoming Events & conference reports and book review. Hospitality and Tourism Systems is published annually in the month of June. The chief –in- editor welcomes the submission of suitable material for publication and will be pleased to discuss proposals for papers. The international Journal of Hospitality and Tourism Systems publishes refereed articles/papers on best practices of tourism and hospitality management and education, applied research studies, and critical reviews on major issues affecting the tourism and hospitality industry. The journal’s scope includes: Hotel operations and management Tourism management Visitor management Public sector approaches to hospitality and tourism development Restaurant & beverage management Tour operation and management Leisure management Marketing management Accounting and finance in hospitality Human resource management Case studies in hospitality Information technology Strategic alliances and networking Event management.

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