Destination Branding: Making India Relevant and Competitive in Uncertain Environment

Venkatachalam, Balaji V and Venkateswaran, RN (2010) Destination Branding: Making India Relevant and Competitive in Uncertain Environment. South Asian Journal of Tourism and Heritage , 3 (1). pp. 81-91.

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The World Tourism Organization has rated Asia and the Pacific as the world’s second best performing region in terms of arrivals in 2007 after the Middle East, recording an increase by 10% to 184 million arrivals. South Asia recorded an 8% growth in arrivals in 2007, with India sustaining above average growth of 12 %. Recently, India’s Ministry of Tourism released numbers showing a 12 % drop in tourists when comparing March 2009 to March 2008. In the wake of the recent terror attacks many foreign countries have issued travel advisories against travel to India. These attacks are expected to create a bad image for ‘Incredible India’ and make it hard for the ‘brand’ to attain its goal of doubling tourist arrivals from last year’s five million to ten million by 2010. The purpose of the paper is to draw together the salient issues surrounding India as a destination brand under uncertainty into a single coherent discussion. The paper concludes with practical implications for destination marketer in India.

Item Type: Article
Additional Information: Copyright belongs to publisher
Uncontrolled Keywords: India;Brand;Tourism and Uncertainty
Subjects: Hotel Management > WGSHA Manipal
Depositing User: EPrints Hotel Management
Date Deposited: 24 May 2011 10:41
Last Modified: 24 May 2011 10:42

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