Abstract
Most of the destinations (country, state, city) worldwide are competing for more and more inward tourism, in which their image as a tourism destination plays an important role. Branding is a method that can help the destinations to create a desired identity and influence tourists to visit the destination on the basis of that desired image. Therefore, destination branding being the process of differentiating one’s product from its competitor can play vital role to attract more and more inward tourism to a destination. Also, it has become crucial for a country to invest in researching external perception of country’s traits and products and develop promotional campaigns accordingly to enhance its brand identity.
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Kour, G., Jain, T. (2017). Not Just Incredible, Positioning India as a ‘House of Brands’: Extended Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_253
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DOI: https://doi.org/10.1007/978-3-319-47331-4_253
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