Video Marketing as a Strategic Tool in Tourism: Challenges and Opportunities

Abstract

This study explores the complex world of tourism video marketing in Maharashtra, India, focusing on trends, language, presentation style, content analysis, and view time of Maharashtra-specific travel videos. The research aims to understand the main obstacles and opportunities related to video marketing in the travel and tourist industry, as well as the opinions of marketing experts. A mixed-method research strategy was used to investigate a broad sample population of 180 Maharashtra residents involved in video marketing related to tourism. The results provide background information on respondents' professional and demographic traits and highlight the relevance of digital channels in tourism promotion. Regression analysis reveals the strong influence of platforms like YouTube and Instagram on the outcome variable. However, further investigation into predictor contributions and other elements is necessary to better understand the dynamics of video marketing. This study contributes valuable perspectives on efficient promotional tactics and opportunities to improve tourism promotion in Maharashtra and India.