DESTINATION BRANDING: BRAND ARCHITECTURAL MODEL FOR INDIA

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