A Study of Stakeholder’s Perception Regarding Destination Branding Strategies of Maharashtra State, India


  • Pallavi Kamble Dr. Babasaheb Ambedkar Marathwada University, Aurangabad (MS), India.
  • Madhuri Sawant Dr. Babasaheb Ambedkar Marathwada University, Aurangabad (MS), India.




Destination Branding, Maharashtra Tourism, Perception, Branding Strategies


The paper aims to study the perceptions of tourism stakeholders of Maharashtra regarding effectiveness of branding and marketing strategies. It is the state which is receiving maximum number of foreign tourists in India. For this study, a survey of 178 tourism stakeholders was conducted. A structured questionnaire was used for rating the branding strategies of the destination. Data was analysed with the help of important performance analysis method and paired sample t-test was applied. Results of the study showed that, though the Maharashtra Tourism is successful in projecting a simple, appealing, believable and distinct image with help of ‗Unlimited Maharashtra‘ brand, there is need of innovative advertising tactics for effective branding of the Maharashtra Tourism to attract more international tourists.


Akoijam, S., & Meitei, C. I. (2017). Branding of tourist destination: A case study of Manipur in India. SSRN, (October), 59–66. https:// doi.org/ 10.2139/ssrn.2910285 Antonsen, I. M. N. (2010). The stakeholders' involvement in the process of building and maintaining a destination brand. Mycotoxin Research, 6(2), 100. https://doi.org/10.1007/BF03192151 Billimoria, R. (2015). Marketing Strategies for the Tourism Development in Maharashtra (SNDT Women‘s University Mumbai). Retrieved from https://shodhganga.inflibnet.ac.in/handle/10603/88633 Bose, S., & Muthukumar, R. (2011). “100% Pure New Zealand” Destination Branding Campaign: Marketing New Zealand to the World. Retrieved from https:// www.researchgate.net/ publication/ 269114309_ ‘100_Pure_New_Zealand'_Destination_Branding_Campaign_Marketing_New_Zealand_to_the_World/citation/download Campelo, A., Aitken, R., Thyne, M., & Gnoth, J. (2013). Sense of place: The Importance for destination branding. Journal of Travel Research, XX(X)(January). https://doi.org/10.1177/0047287513496474 Department of Tourism & Culture Affairs Government of Maharashtra. (2016). Maharashtra Tourism Policy 2016 (p. 6). Retrieved from http://www.indiaenvironmentportal.org.in/files/file/mtdc-tourism-policy-2016.pdf Fadil, M. Y. M., & Ismail, H. N. (2014). Destination branding identity from the stakeholders‘ perspectives. International Journal of Built Environment and Sustainability, 1(1), 71–75. https:// doi.org/ 10.11113/ijbes.v1.n1.58 George, T. C. (2004, April). It‘s `Maharashtra Unlimited ‘ on tourism front. The Hindu Business Line, pp. 25–27.

Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054 Ministry of Tourism Government of India. (2018). India Tourism Statistics at a Glance-2018. Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285–299. https:// doi.org/ 10.1177/ 135676670300900307 Morgan, N., Pritchard, A., & Pride, R. (2011). Tourism places, brands, and reputation management. Destination Brands, 3–19. https:// doi.org/ 10.1016/b978-0-08-096930-5.10001-1 Pérez, Z. R. (2012). The Role and Power of Stakeholders in Branding Post-Mature Destinations : A Case Study of Calella (Cardiff Metropolitan University Western Avenue Cardiff, UK). Retrieved from https:// pdfs.semanticscholar.org/1548/af4e9838204f7226ca5cf73b510ffbdb648d.pdf?_ga=2.132493258.596005510.1568796983-2131040457.1564651585 Quinlan, T. (2008). A Stakeholder Approach to the Branding of Urban Tourism Destinations (Waterford Institute of Technology). Retrieved from https:// repository.wit.ie/1179/1/A_stakeholder_approach_ to_the_branding_of_Urban_Tourism_Destinations.pdf Satghare, H., & Sawant, M. (2018a). Internet tourism marketing strategies of leading Indian states: A content analysis. International Journal of Tourism and Travel, 11(1 & 2), 26–35. Retrieved from https://www.academia.edu/38479997/internet_tourism_marketing_strategies_of_leading_indian_states_a_content_analysis Satghare, H., & Sawant, M. (2018b). SWOT analysis of marketing strategies applied by MTDC for promotion of maharashtra tourism. Atna Journal of Tourism Studies, 13(2), 79–95. https://doi.org/https://doi.org/10.12727/ajts.20.6 United Nations World Tourism Organisation. (2005). Report on the WTO Survey on the Implementation of the Global Code of Ethics for Tourism. Retrieved from https://www.unwto.org/ethics-culture-and-social-responsibilityen/content/implementation-reports-global-code-ethics-tourism Varghese, N. (2002, August). Maharashtra shows its wares. The Hindu Business Line, pp. 8–11. Vasudevan, S. (2008). The role of internal stakeholders in destination branding : Observations from Kerala Tourism. Place Branding and Public Diplomacy, 4(4), 331–335. https://doi.org/10.1057/pb.2008.24 Venkatraman, L. (2002, January). 'Unlimited‘ campaign by Maharashtra. The Hindu Business Line, pp. 11–12.




How to Cite

Kamble, P. ., & Sawant, M. . (2021). A Study of Stakeholder’s Perception Regarding Destination Branding Strategies of Maharashtra State, India. Atna Journal of Tourism Studies, 14(2), 33-49. https://doi.org/10.12727/ajts.22.3