INCREDIBLE !NDIA CAMPAIGN : Destination Marketing and the role of Social Media
Tourism is an important aspect of a country's domestic economy and helps in generating valuable employment and foreign exchange. Tourists get attracted to a particular destination because they are excited about the destination and because there are no safety concerns about th...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Online Access: | https://eprints.nottingham.ac.uk/30299/ |
| Summary: | Tourism is an important aspect of a country's domestic economy and helps in generating valuable employment and foreign exchange. Tourists get attracted to a particular destination because they are excited about the destination and because there are no safety concerns about the destination. Destination branding is a concept that encompasses the enhancement of the 'image' tourists have about a particular destination. This research explores the destination branding effort of India i.e.
Incredible India. It was discovered that the campaign has been successful in one of the aspects of destination branding ‐ removal of the safety concerns of global tourists. The campaign has also been successful in attracting more tourists on a absolute basis.
A relative study of the campaign compared to other campaigns shows that there is a need of increase in the social media use of the campaign to connect to the next generation of tourists. The campaign needs to expand its depth and width of social
media usage to be of more impact in the coming years. There is also a need for a
unified theme and de‐centralized control so that more aspects of India such as medical tourism are included. Possible ways of doing the same are by province branding and/or city branding which are aligned with the central Incredible India
campaign. |
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