DESTINATION BRANDING: BRAND ARCHITECTURAL MODEL FOR INDIA

Destination branding is an important concept/tool for developing architectural model for any<br>nation. The paper uses this concept to develop India as a tourist destination. It discusses the current<br>branding strategy, Incredible India to develop a wholesome architectural model for it. The methodology<br>used includes the case study approach and depth interviews from foreign tourists (Non Indians). Data has<br>been collected from both primary and secondary sources. Depth interviews from the foreign tourists are<br>the primary source. Secondary sources are the journals, white papers and tourism websites of various<br>nations. This paper is unique as it is for the first time that brand architectural model has been developed<br>for India. The results are useful for developing brand models to improve tourism industry. The paper has<br>a limitation as the proposed model is yet to be tested.