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.

目的地品牌化（Destination Branding）是为任一国家构建品牌架构模型（Architectural Model）的重要理念与工具。
本文以此理念为基础，将印度打造为旅游目的地，并探讨了当前以“不可思议的印度”（Incredible India）为核心的品牌战略，据此构建一套完整的品牌架构模型。
研究方法采用案例研究法与针对外国游客（非印度籍）的深度访谈法。
研究数据涵盖一手与二手两类来源，其中外国游客深度访谈为一手数据来源，二手数据来源则包含多国期刊、白皮书以及各国旅游官方网站。
本研究的独特之处在于，其首次为印度构建了品牌架构模型。
研究成果可为旅游业品牌模型的优化构建提供参考价值。
本研究存在一定局限：所提出的模型尚未经过实证检验。