Strategic Priority of Wellness Tourism Resource at Kerala

Kerala has abundant resources for wellness tourism, including Ayurveda traditional medicine, but lacks a branding strategy to successfully compete internationally. A stakeholder-based participatory process was developed to co-create a branding strategy, involving a destination audit supported by an online conjoint analysis survey to discover the relative importance of ‘high-level’ attributes associated with Kerala’s wellness tourism resources. The data was collected among various stakeholders in Wellness related services in Kerala, India. The data was collected using the 1000minds platform based on the Conjoint Analysis. The data file has Part worth utilities, Atribute Ranking and Rank Frequencies.