An Assessment of Public Awareness and Perception Towards Kerala Tourism Development Corporation (KTDC), Trivandrum

Abstract

This study investigates the impact of promotional activities on public awareness and analyzes the influence of demographic factors on awareness and perception towards Kerala Tourism Development Corporation (KTDC), Trivandrum. Primary data were collected from 384 respondents using a structured questionnaire. One-Way ANOVA was used to examine the influence of age and service perception, the Independent Sample T-Test was employed for gender-wise comparison, and Spearman Rank Correlation was applied to examine the relationship between promotional activities, public awareness, and customer satisfaction. Results indicate that age significantly influences awareness of KTDC across key service dimensions, while gender does not create any meaningful difference. A strong positive correlation (r = 0.754, p < 0.01) was found between promotional activities and public awareness, and a moderately strong positive correlation (r = 0.710, p < 0.01) was found between public awareness and customer satisfaction. These findings underscore the importance of targeted promotional strategies for enhancing brand awareness and strengthening public perception of KTDC.