Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

J, Romão, and P.P, Seal, and P, Hansen, and S, Joseph, and S, Piramanayagam, (2022) Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India. Asia-Pacific Journal of Regional Science, 6 (1). pp. 91-111. ISSN 2509-7946

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Wellness tourism is a fast-growing tourism industry segment and major wellness tourism destinations are found in the Asia–Pacifc region, including India. The region of Kerala in India has an abundant natural, cultural and entrepreneurial resources for the development of wellness tourism. These resources are centered on the unique and traditional Ayurveda treatment, complemented by impressive natural landscapes and rich cultures and history. Despite the abundance and quality of resources and services provided by a large number of stakeholders, Kerala lacks a branding strategy for diferentiating Kerala as a wellness tourism destination to compete in international markets. A stakeholder-based participatory process was developed to co-create a branding strategy, involving a destination audit supported by an online conjoint analysis survey to discover the relative importance of ‘high-level’ attributes associated with Kerala’s wellness tourism resources. The most important attributes are ‘Fits with strategic priorities of the organisation’ and ‘Ability to integrate into wellness tourism packages’. The main resources complementing wellness services are natural features and cultural heritage. This research contributes to stakeholder-based participatory methods for destination branding

Item Type: Article
Uncontrolled Keywords: Wellness tourism · Kerala · Branding · Participatory process · Destination audit · Conjoint analysis
Subjects: Hotel Management > WGSHA Manipal
Depositing User: WGSHA EPrints Administrator
Date Deposited: 17 Jan 2022 04:30
Last Modified: 25 Aug 2022 03:51

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