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- W4313069928 abstract "Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach’s Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial’s, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora." @default.
- W4313069928 created "2023-01-06" @default.
- W4313069928 creator A5005734564 @default.
- W4313069928 creator A5014704839 @default.
- W4313069928 date "2020-12-16" @default.
- W4313069928 modified "2023-10-07" @default.
- W4313069928 title "Destination Brand Personality: Case Study of the World Heritage Site of Ellora Caves" @default.
- W4313069928 doi "https://doi.org/10.58345/uaea4407" @default.
- W4313069928 hasPublicationYear "2020" @default.
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