Tourism marketing campaigns: a comparison of Maharashtra and Tamil Nadu

Tourism plays a vital role in regional economic growth, and effective marketing campaigns significantly impact tourist inflow. This study compared the tourism marketing strategies of Maharashtra and Tamil Nadu, analyzing their effectiveness in attracting the visitors. The objectives of the research were to compare the tourism marketing campaigns of Maharashtra and Tamil Nadu. The goal was to know the effectiveness of the tourism marketing campaigns used by both the states like print media promotion, electronics media like television, radio, tourism events, social media campaign like YouTube, Facebook, Instagram and X platform. The study was descriptive in nature and both primary and secondary data was used in it. The questionnaire was collected from the tourists who had seen any one or more marketing campaign of both the states through any one or more adverting media. In this study the EPIC model was used extensively which was proposed by ACNielsen, one of the world’s largest market research companies. The study concluded that the Tamil Nadu state had better EPIC values as compared to Maharashtra state, which showed the comparative superiority of the state in terms of tourism marketing campaigns. This study will also work as a guideline for the Indian states to perform better as compared to the other states. Even the tourists will get the better information and facilities at the destination due to competition among the states to attract the greater number of tourists by means of best of the marketing campaigns.