Business Research Methodology Project

On
Study on Demographic Factors affecting Tourism Marketing and its
Effects

Submitted to Prof. Dr. Santhosh Channappa

Submitted by
(Section B)
Name Roll No
Chinmay Jape B011
Saprem Kulkarni B039

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INTRODUCTION
Tourism Marketing is as old as ever, but the modern-day approach towards it is changing day by
day. A paradigm shift has occurred on how people perceive a holiday and its service providers.
Tourism is one of the most growing industries in India, especially in Gujarat where the
Government is focusing on tourism as never before and coming up with various innovative ideas
to attract tourists. This research paper intends to understand some traffic trends by studying the
consumer behavior of tourists visiting Gujarat.

RESEARCH PROBLEM

This paper researches on the various demographic factors and its effects towards the consumer
behavior of the tourists. The researchers want to determine, in case if any association is to be found
between the demographic factors and some behavior like season to travel, features of attraction in
a tour and the budget spent on a tour.

OBJECTIVES OF THE STUDY

1. To understand the trends of the tourist traffic in Gujarat

2. To analyze the relationship between the demographic factors and the budget of a tour
3. To determine the impact of demographic factors on the season preferred to undertake a tour
4. To know the association between the demographic factors and the preferred reason of a tour

LITERATURE SURVEY
In the tourism, researcher has examined reputed journals and secondary sources and reviewed 59
research articles and 9 marketing research reports of Government of India Ministry of Tourism
and annual reports. Efforts made to synthesized review to present in a paper. It noticed that Indian
tourism research worked out on various areas like village tourism, eco-tourism, sea tourism,
medical tourism and cruise tourism with its potential as well as threats and challenges.
Some of the study has been carried out on popular tourist destinations viz, Lakshadweep, Kerala,
Goa, Uttaranchal, Bangalore and various parts of North and North East India and Panchgani bill
station of Satara district. The results of study provide the scope for further research viz. to
determine the gap in between planning and implementation of tourism efforts. Investigating
relation between infrastructure development with tourism development, to find out the relation
between promotion and tourist arrival etc. Analysis the effectiveness of marketing strategy for the
growth of tourism industry to study effective financial management for the growth of tourism, to
analyze the effect of projection on significant stakeholders and vice versa, including government;
non-government commercial, local population, lobbyists etc. to study effective tourism policy to

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make prosper exclusively local community. To understand the effectiveness of tourism products
like forts, hills, dams, windmills, flora, Jake, bird sanctuary, Koyna wild life Sanctuary etc. to
attract large tourist arrival. To explore new destinations to attract both domestic tourists and
worldwide. To check the effectiveness of medical therapy to attract large tourist flow, to check
role of government in promotion of medical tourism. However, there are various issues plaguing
the industry. One of them is the lack of professional marketing and co-ordination amongst nodal
ministries adversely affects tourism development. In addition, extent of Political influence in
tourism development. Factors viz. physical, socio-cultural factors responsible for the growth of
tourism. Also the extent tourism workout for the employment potential in the state/district.
Many studies have although taken macro view of tourism scenario. Researcher found number of
sub themes, which need attention on the magnitude of tourism development, not a single study
probe into the depth of psychographic data of tourists and other stakeholders. Definitely, this paper
gives scope to numerous studies that can be probe at micro level. However, for any micro study
there has to be back up of generous macro study as well. This review is a generous effort towards
it.

HYPOTHESIS
Hypotheses are generally concerned with a cause of certain phenomenon or a relationship between
two or more variables under investigation
Ho1: There is no association between features and places of attraction of Gujarat tourism places
and age of the tourists towards emerging trend.
Ho2: There is no association between features and places of attraction of Gujarat tourism places
and occupation of the tourists towards emerging trend.
Ho3: There is no association between features and places of attraction of Gujarat tourism places
and location of the tourists towards emerging trend.
Ho4: There is no association between preferred season to tour Gujarat and age of the tourists
towards emerging trend.
Ho5: There is no association between preferred season to tour Gujarat and occupation of the
tourists towards emerging trend.
Ho6: There is no association between preferred season to tour Gujarat and location of the tourists
towards emerging trend.
Ho7: There is no association between the budget of the tour and the occupation of the tourists
towards emerging trend. ::
Ho8: There is no association between the budget of the tour and the location of the tourists towards
emerging trend.

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RESEARCH METHODOLOGY
Two research methods are used to conduct a research:
1. Research Design

The research conducted used a descriptive research design, which is typically more formal and
structured than exploratory research. A Survey was conducted through a structured
questionnaire tested for reliability and data was collected throughout Gujarat.

2. Sampling Method
A total sample size of 500 was selected for the research. Survey was conducted at 8 different
places Stratified random sampling was used to collect data through structured questionnaire
across eight strata.

DATA COLLECTION:
Primary Data collection through questionnaires and survey

ANALYSIS:
Data analysis was conducted through SPSS software for hypothesis testing. Chi Square method
was used following cross tabulations for determining the associations. The following trends can
be determined from the analysis.

RESULTS: (8 HYPOTHESIS AND 8 RESULTS)

1. There is a Relation between Occupation of the Tourists and the Budget of the Tour.
2. There is a Relationship between the Location of the tourists and the Budget of the Tour.
3. There is a Relation between Occupation of the tourists and the Features of attraction in a tourist
place.
4. There is a Relation between Location of the Tourists and the Features of attraction in a tourist
place.
5. There is a Relationship between the Region the tourist belongs to and the Features of Attraction
in a Tourist Place
6. There is a Relationship between Occupation and the Season preferred to Tour Gujarat.

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7. There is a Relationship between Location of the tourists and the Season preferred to Tour
Gujarat.
8. There is a Relationship between the Region the tourist belongs to and the Preferred Season of
Touring Gujarat.

CONCLUSIONS AND RECOMMENDATIONS

1. Business class tend to spend more on a vacation trip as compared to serviced professionals.
Therefore, tourism marketers should design exclusive packages for business classes and value for
money packages should be targeted towards serviced professionals.
2. Retired people prefer religion and service class prefer adventure as their preferred feature in a
holiday. Package brochures should highlight these customized features accordingly.
3. People from North East prefer Gujarat for its beaches. Hence, the marketing campaign should
focus on beaches more when promoted in North East regions.
4. Urban Region tourists prefer Off Season for travel. An offbeat holiday package in between the
season times could always fetch urban customers for tourism marketers.

REFERENCES
1. Barbier E.B (1987) The Concept of Sustainable Development: Environmental Conservation
2. Batra G.S.and A.S Chawla (1995) (ed.) Tourism Management: A Global Perspective, Deep
and Deep Publications, New Delhi.
3. Chawla R. (2005) (ed) Ecotourism Planning and Management, Sonali Publications, New Delhi.
4. Cowling R. Ecotourism: What is it and What can it Mean for conservation
5. Dennis M. Brown and Richard J. Reeder, ‘Agri-tourism Offers Opportunities for Farm
6. Dev, Mahendra S. (1996), Agricultural Policy Framework for Maharashtra: Issues and Options
7. Dora Ann Hatch,(2006) Agri-tourism: A New Agricultural Business Enterprise Community
Rural Development
8. Gunn, clare and Var Turgut (2002) Tourism Plannin: Basic Concepts, Cases: Fourth Edition
New York.
9. Honey, Martha S.; Ecotourism’s impact on Environment, 1999
10. Martha Glass, North Carolina Department of Agriculture and Consumer Services

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