Using Wellness Services to Position and Promote Brand India |
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| Authors: | Swathi Ravichandran Satya Suresh |
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| Institution: | 1. Hospitality Management, School of Foundations, Leadership, and Administration , Kent State University , Kent, Ohio, USA sravicha@kent.edu;3. Acharya Institute of Technology , Business School , Soldevanahalli, Bangalore, India |
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| Abstract: | As travelers seek different experiences from different destinations, it is essential for destinations to create unique travel experiences on an emotional, physical, intellectual, and even spiritual level. The purpose of this article is to present a rationale for promoting brand India as a provider of wellness services. The article also discusses international literature on destination branding and wellness tourism. The success and shortcomings of India's current tourism campaign, and opportunities and challenges that come with branding India as a wellness destination are presented. |
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| Keywords: | India wellness tourism destination branding positioning |
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