Exploring the Use of Youtube as a Marketing Tool for Tourism Sector with Special Reference to Western Regions of India

Abstract

Tourism and Hospitality, constituting one of India's largest service industries, hold significant sway in propelling the nation's growth and prosperity. As per WTTC data, the industry's contribution to the GDP has steadily risen, projecting around INR 16.5 trillion by 2023. Marketing stands out as a paramount management activity within the tourism realm, given the perishable and intangible nature of its products. The advent of digital marketing gained traction alongside the widespread adoption of the internet in the 1990s. Yet, one of the primary hurdles faced by digital marketers is distinguishing themselves in a landscape inundated with digital ads and various distractions. Online videos have long been capturing the attention of audiences, wielding substantial influence in the digital realm. YouTube Marketing emerges as the strategy for promoting businesses through videos and ads on the platform. With YouTube ranking as the world's second most popular website, boasting a vast and diverse audience, it presents significant opportunities for promotional endeavours. The present study tries to explore the use of YouTube as a marketing tool for tourism by the Government Tourism Development Corporations with special reference to Western regions of India.