IDENTIFYING THE ASSOCIATION BETWEEN DEMOGRAPHICS AND AWARENESS OF KUTCH TOURISM CAMPAIGN: A STUDY OF THE कच्छ नहीं देखा तो कुछ नहीं देखा SLOGAN

Abstract

This study investigates the association between demographic factors and awareness of the Kutch Tourism campaign, specifically the slogan "कच्छ नहीं देखा तो कुछ नहीं देखा." Using a descriptive research design, data was collected from 303 respondents through a structured survey, focusing on variables such as gender, age, education, and awareness. Cross-tabulation and Chi-Square tests were employed to analyse the relationships between these variables. The findings reveal that males exhibit higher awareness compared to females, with a significant association between gender and slogan awareness. Age, however, shows no significant impact on awareness, as high levels of awareness are observed across all age groups. Furthermore, individuals with vocational and postgraduate education demonstrated the highest awareness, though educational qualification had only a marginal effect. The study highlights the importance of targeting specific demographic groups, particularly females, and refining marketing strategies to increase inclusivity. The research suggests potential areas for future exploration, including the role of additional socio-economic factors in enhancing the effectiveness of tourism campaigns.