A Study of Tourism Promotion Through Fairs and Festivals of Mewar Region

Within the contemporary tourism sector, festivals and cultural events play a crucial role in fostering and strengthening cultural tourism. These events provide tourists with additional incentives to visit a destination, beyond the usual cultural offerings. Festivals provide an extra incentive for cultural tourists to visit a location because of the focused unique offering they provide for a short period of time. For this study, the festival covered includes Kumbhalgarh Festival, Mewar Festival, Gavri Festival, Lake Festival, Udaipur World Music Festival, Shilpgram Festival, Meera Mahotsav, Jauhar Mela and Chittorgarh Fort Festival. We have tried to measure the Role played by Fairs & festivals in tourism development in the Mewar region. The Judgemental sample of 400 Tourism Stakeholders from the Mewar Region of Rajasthan was taken which includes Travel Agent, Hotelier, Service, Guides, Govt Officials. The study found that seven variables were found significant in contributing to the importance of fairs & festivals in tourism development at Mewar region.