Destination Marketing and Tourist Engagement: A Case Study of Thrissur Pooram as a Cultural Tourism Attraction in Kerala

Abstract

Thrissur Pooram, one of Kerala’s most celebrated cultural festivals, serves as an important tool for destination marketing and tourism promotion. This study investigates the level of awareness and interest in Thrissur Pooram among non-Keralites and foreigners, the sources through which tourists learn about the festival, and perceptions regarding its promotion at national and international levels. Using surveys and secondary data, the research examines how tourists engage with the festival, the role of social media, word of mouth, and formal tourism campaigns in shaping awareness, and the potential of Thrissur Pooram to attract visitors. Findings reveal that while interest in visiting the festival is high, awareness among foreigners is comparatively low, and formal tourism promotions have limited reach. Word of mouth remains the primary source of information, and social media contributes moderately. The study concludes that Thrissur Pooram has strong potential as a destination-marketing asset, and targeted promotional strategies, enhanced social media engagement, and broader national and international marketing can further increase tourist awareness, visitation, and engagement. These insights provide practical recommendations for tourism planners and marketers to strengthen festival-based destination marketing strategies.