EATSJ
Euro-Asia Tourism Studies Journal
Vol. 1 Issue December 2020
ISSN - 2742-7579
Destination Brand Personality: Case Study of the World
Heritage Site of Ellora Caves
Nagarjun Ragde1, Sanchi Ragde2
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.
Keywords: Brand Personality, Ellora Exploratory Factor Analysis (EFA), Destination marketing
organizations
Nagarjun Ragde. nagarjun.ragde@gmail.com
Cite this article
Ragde N., Ragde S. (2020) Destination Brand Personality: Case Study of the World Heritage Site of Ellora
Caves. EATSJ - Euro-Asia Tourism Studies Journal, Vol.1, Issue: December 2020 pp. 34-46.
Received: 16 July 2020 | Accepted: 6 December 2020 | Published online: 16 December 2020
1
Symbiosis School of Economics, Symbiosis International University, Pune, India
2
Department of Marketing, Strategy & Innovation, Bournemouth University, Bournemouth, England
EATSJ - https://journal.eatsa-researches.org/
34
Introduction
In the past few decades, tourism has experienced continued growth and has become one of the
fastest growing economic sectors in the world. Economic analysis report of World Travel and
Tourism Council (2018) identified tourism as one of the world’s largest economic sector
supporting 01 in 10 jobs (319 million) worldwide and generating 10.4% (US $8.8 trillion) of world
GDP. Travel Industry has led to a range of Niche goods and services having larger demand who
are gaining importance not only socially but also economically (Sofronov, 2018).
For this, marketing has become an integral part of any competitive country or destination to
increase the number of tourist flow. Hence, all the competitors are adopting new marketing
strategies.
The DMO’s do an intensive research and come up with the programs which could satisfy the
tourists needs and wants as well as their marketing visions, goals and objectives to position the
destination in the market with a unique brand. For this the study of brand personality is gaining
due importance which elaborates the tourism attributes of the destinations through the
consumers perceptions.
Tourism in India and MaharashtraIndia, being the largest country in the south Asian sub-region is well-known cultural tourism
destination in the world and attracts major tourist traffic of the region (UNWTO, 2016). India
received 10.04 million international tourists (Growth Rate of 14%) in the year 2017 and earned
foreign exchange of USD 27.31 billion (Ministry of Tourism [MOT], 2018.Similarly Maharashtra
which is a leading tourism state in India also receives more tourists in comparison to other states.
According to (MOT, 2018) It welcomes nearly 120,000,000 domestic tourists and 5,100,000 with an
share of 7% and 18% respectively in 2017. The reason for it is the unlimited tourism products such
as world heritage sites like Ajanta and Ellora caves, CST (Chattrapati Shivaji Terminus), Western
Ghats and Mumbai’s Victorian Gothic and art deco ensembles. It has huge coastline to cater
beach tourists, Wildlife Sanctuaries, Bird Sanctuaries, Hill Stations, Lakes, forts and many religious
sites,
The sample chosen by the researcher is Ellora which is an important tourism destination having
world heritage status near Aurangabad. Considering miniscule literature on branding and
specifically brand personality of Maharashtra and Ellora this research aims to study the Problems
of marketing through appropriate reviews relating to marketing of this destination. It also aims
to develop new brand personality traits of Ellora, which were missed by the brand Strategist and
position it to the new market segments. Accordingly, after collecting primary data from the
tourists and stakeholders relating to brand attributes of Ellora and applying scientific and
quantitative techniques the results can be used by the stakeholders for branding Ellora and
secondly the brand personality scale can be used by the future researchers who will be studying
on branding aspects of Ellora.
EATSJ - https://journal.eatsa-researches.org/
35
Review of literature
Destination Marketing
One of the shortest definitions of marketing is meeting needs profitably. Pike and Page (2014)
elaborates destination marketing as a very important and central element in tourism research
which is associated with the operational and competitive activities for attracting tourists which
needs to be fulfilled by the DMO’s. However they also argue that DMO’s have no control over the
actual delivery of the brands they lose contact with visitors to create post visit engagement to
stimulate repeat visitors, the promotion of the destinations DMO’s must develop and lead
collaborative marketing strategies that match resources with macro market opportunities.
Destination Brand
A brand can be defined as “a name, term, sign, symbol, or design, or combination of them which
is intended to identify the goods and services of one seller or group of sellers and to differentiate
them from those of competitors” (Kotler, 1991). Buhalis defines destination brand as brand which
relates to the geographical area perceived by the tourist as an important entity for tourism
planning and marketing (Buhali,2000).
Plummer (2000) rightly mentions that one component of brand image is the personality or
character of the brand itself. He explains brands that can be characterized by personality
descriptors such as “youthful”, “colorful,” and “gentle.” or “emotions” depending on the
perceptions of the visitor. In tourism research there must be a stress in functional components
in the destination’s branding strategies (Varghese et al., 2014) and areas related to stakeholders
collaboration for destination branding can contribute towards successful regional destination
branding (Perkins et al., 2020)
Destination Brand personality
Dickinger & Lalicic (2015) mentions that during the destination image and destination branding
studies, destination brand personality must be considered an important aspect for developing
brand strategies by destination marketing organisations while planning tourism development.
Any tourist has an emotional attachment for a particular thing or personality when they travel to
a destination before or after they tend to create a brand which expresses their emotions and
hence perceive the brand differently. Tourism business competitors are exactly trying to study
the brand with varied brand personalities perceived by the tourists during or before their travel.
This will help them to position the destination differently. (Aaker, 1997;Akoijam, 2012)
EATSJ - https://journal.eatsa-researches.org/
36
Figure 1: The Dimensions of Brand Personality by Jennifer Aaker (Aaker, 1997)
Brand personality is an important element in building brand preference. It may be influenced by
the consumers’ self-congruity, self-expression, cultural behavior and demographics. Their desired
and innate personality will influence the perceived personality of the brand. (Phau & Lau, 2000)
Brand personality is defined formally as “the set of human characteristics associated with a brand
Aaker (1997); Ekinci & Hosany (2006) define destination brand personality as “the set of personality
traits associated with a destination”
Pereira, Correia & Schutz (2012) elaborates that visitor coincide its own image with the destination
image forming a unique attribute for the brand personality of that destination.
Huang, Zhang & Hu (2017) evaluates that the role of destination brand personality and selfcongruence in developing destination brand attachment from the perspective of tourists is very
important.
Tourists choose the places not according to the infrastructure it has but consider how the
destination appeals to their own personality emotionally.
In this regard Usakli & Baloglu (2011) investigates the nature of brand personality perceived by the
tourists who had visited the destination for the first time and the tourist who had come here
multiple times. It was found that both the tourists had moreover similar perceptions about the
destination but the repeated tourists had some additional perceptions as they might have
experienced something new during their repeat visit. So it is obvious that tourist tends to add
more and more (perceptions) about the destination if they visit the same destination repeatedly.
It is however seen that very minuscule studies are conducted on the brand personality having
factors from the perceptions of the consumers.
Tourism Branding of India
Shankar (2019) in his article focuses on the role of destination branding in enhancing Indian
tourism. It elaborates the current scenario of Indian Tourism and the role of destination branding
in conceiving destination image and enhancing tourism industry’s growth. The findings suggest
that the destination marketers and government must identify the elements for empowering the
brand image of the destination by analyzing and associating the personality traits during the
branding process.
The secondary data study by (Shamsi & Fatima, 2015) attempts to study the role of Make in India
Campaign together with Destination Branding to reshape India’s tourism industry suggests that
a proper synchronization of them will be helpful for Building the Brand identity and personality
EATSJ - https://journal.eatsa-researches.org/
37
which will not only give India a competitive edge over other destinations but also will help to
erase the negative image and frame a positive one thereby leading to promotion of India tourism.
According to the World Economic Forum (2017) Incredible India campaign in 2002 was successful
leading to a 16% increase in tourist traffic in its first year.WEF emphasized on how the empty
promises from brands and destinations leads to a bad image. Creating a mismatch between
traveler expectations and experiences will also result in negative image on travel review sites and
social media, hence branding must be done carefully by the destinations to ensure it is perceived
as authentic by tourists.
Sawant (2019) focuses on the importance of developing destination brand of India and
Maharashtra especially the brand personalities of the tourist destinations considering the target
market and the perceptions of the tourists about the services and infrastructure of the
destinations.
Hannan & Diekmann (2011) argues that although the private sector in India provides many of the
key services such as accommodation etc, Indian state is ignoring the most important aspect to
promote India.
Tourism Branding of Maharashtra
Maharashtra tourism has successfully developed the tag line “Maharashtra Unlimited” in the year
of 2002. This campaign aimed to position the varied resources (Venkatraman, 2002). It also won
an award at Asia Pacific advertising festival in 2002 (Varghese, 2002). Apart from the various
tourism products in Maharashtra the campaign also promoted heritage in Aurangabad especially
focusing on Ajanta and Ellora (George, 2004).
Though the campaign was successful some of the researchers critically analyzed the campaign
highlighting that Maharashtra Tourism Development Corporation (MTDC) has disappointing
branding strategies, and did not involve the stakeholders. Lack of awareness of brand was also
one of the weaknesses for the failure (Satghare &Sawant, 2018).
Recently MTDC is coming up with some modern marketing initiative for promoting it as a world
class tourism destination. The only motive behind it is to increase the tourist arrivals and
economic gains from the untapped tourism industry in the state having all the traditional as well
as niche tourism products (MTDC, 2019).
But SWOT Analysis of Maharashtra Tourism conducted by the Planning Commission of India
(2014) suggests that there is still a need of strong destination branding strategies. Similarly,
another similar research conducted by Satghare & Sawant 2018 focusing on SWOT analysis of
MTDC internet marketing strategies also high lightened disappointing branding strategies
especially brand positioning of Maharashtra tourism.
Problems of Tourism Branding at Ellora
Ellora caves which are 34 in number near Aurangabad depict 3 religions namely Hinduism,
Buddhism and Jainism these cave were excavated during 6th century to 11th century A.D. (ASI,
2012).The caves are the first world heritage sites of India designated the status by UNESCO in 1983.
Though the sites are having potential for tourism development, there are minimal efforts taken
by the government for tourism promotion, financial management and human resource
development (Ragde, 2016,) another news titled “Aurangabad Tourism in Shambles” in the Daily
Sakal (2016) also focuses on the poor branding and marketing strategies by the stakeholders.
EATSJ - https://journal.eatsa-researches.org/
38
The India tourism office at Aurangabad which was one of the oldest in the country for tourism
Marketing and promotion is on the verge of closure (Divya Marathi, 2017), this shows the
negligence of tourism Marketing by the government.
MTDC in association with Ministry of Tourism had organised International Buddhist Conclave in
Aurangabad in August 2018. This event was aimed to promote Ajanta and Ellora as a tourist
hotspot in the international Buddhist Tourism map (Economic Times, 2018) however stakeholders
are of the view that the conclave was not fruitful and needed a scientific approach for branding
and marketing tourism of Aurangabad.
Khultabad- Mhaismal Tourism Authority is formed by the government of Maharashtra to develop
tourism in the region of Khultabad and Ellora but there is no plan for tourism marketing.
Marathwada Vikas Mahamandal also has plans for tourism development but here too there are
no specific plans for marketing of the sites of Ellora (Ragde, 2018).
The rock cut architecture of Ellora is unique in the world but unfortunately Ellora doesn’t receive
genuine tourist, tourist visiting Sai baba temple at Shirdi casually visit the Ellora caves so there is
a need for marketing tourism in India and abroad specially to convert the casual tourist into
actual tourist (Ragde, 2018a).
Sawant (2018) in her convener speech has mentioned that there is an urgent need for branding
Buddhist tourism sites of India coordinating with all the states in India and international ones
especially from Japan, Korea, Srilanka, China etc. A research on brand personalities can be carried
to identify the destination brand image perceived by the consumers and hence communicate
these images to the DMO’s for branding the destinations for the above target markets.
Research Gap
After the above reviews, it is found that, there is a lack of study on destination branding strategies
of Maharashtra Tourism and Ellora in specific, which leads to less visibility of state in competitive
marketplace. The above reviews also show the poor marketing strategies of the destinations by
DMO’s ignoring the important aspects of brand personalities, brand image and overall
positioning the products of Maharashtra in the domestic and international market. Hence this
study attempts to identify the brand personality which will support the overall marketing
strategies of the world heritage site of Ellora.
Methods and materials
This research is divided into 2 parts.
Firstly, a study was conducted to explore the personality traits of Ellora by taking scheduled
interview from 23 different tourism stakeholders namely academicians, tour operators, travel
agents, tourist guides and officers from MTDC using purposive sampling, in which word
association technique was used.The Brand personality traits obtained from the stakeholders
which occurred with a frequency of 10% or more were selected and clubbed with the Aaker’s
(1997) scale (Refer Figure 1) and a new scale was formed (see Table 1) which is the principal
instrument for measuring destination brand personality of Ellora.
EATSJ - https://journal.eatsa-researches.org/
39
Table 1: Brand personality scale for Ellora
Sr no
Dimension
Traits
1.
Sincerity
Domestic, honest, genuine, Modest.
2.
Competence
Reliable, Responsible, Dependable, Efficient, Professional,
Experienced, intriguing.
3.
Beautiful
Magnificent, charming, elegant, gentle, adorable, hot, lovely,
sparkle, marvelous, likable, Glamorous, pretentious, natural.
4.
Amazing
Vibrant, versatile, interesting, stunning, astonishing, unique,
unimaginable, fantastic, enthusiastic, wonderful.
5.
Artistic
Curvaceous, imaginative, sculpted, carved, big, bright, loud,
decorum, , smart.
6.
Tough
Strong, rugged, Astute, massive, loud.
7.
Knowledgeable
Shrewd, senile, wise, insightful, sharp, Intelligent.
8.
Spiritual
Religious, compassionate, demure, meditative, devotional.
9.
Hospitable
Cultured, clean, hygiene, friendly.
10.
Versatile
Versatile, multifaceted, many sided, resourceful.
11.
Emotional
Reserved, Romantic, cheerful, Mysterious.
Source: Brand personality traits of Ellora developed by the Researcher
Secondly, primary data was collected at the sample destination of Ellora from 90 domestic
tourists using random sampling. Questionnaire was developed by using the above traits Refer
Table 1 in the brand personality scale for Ellora. 5 point Likert scale was used (1 – not very
associated, 5 – very associated)
For the data analysis: KMO-Bartlett’s test was used to measure the adequacy of the sample size.
Data reduction was done using SPSS where Eigen value where calculated and 11 new factors were
discovered. Further using Exploratory Factor Analysis (Principal Component, Oblimin Rotation), 3
out of 11 factors were selected
Results
Analysis
Table 2: KMO and Bartlett’s Test
Kaiser-Mayer-Okin Measure of Sampling
Adequacy
Bartlett’s Test of Sphericity
.789
Approx. Chi-Square
6749.636
Df
2211
Sig,
.000
Source: Brand personality traits of Ellora developed by the Researcher
EATSJ - https://journal.eatsa-researches.org/
40
The test of adequacy, KMO and Bartlett’s Test (see Table 2), was carried out using SPSS 16.0 which
gave us the result of 0.789 that suggests the data is adequate and can be used for factor analysis.
Table 3: Total Variance Explained
Initial Eigenvalues
Extraction Sums of Squared Loadings
Component
Total
% of Variance
Cumulative%
Total
% of Variance
Cumulative%
1
33.273
49.661
49.661
33.273
49.661
49.661
2
4.831
7.210
56.872
4.831
7.210
56.872
3
3.232
4.824
61.696
3.232
4.824
61.696
4
1.826
2.726
64.422
1.826
2.726
64.422
5
1.683
2.512
66.934
1.683
2.512
66.934
6
1.518
2.266
69.200
1.518
2.266
69.200
7
1.309
1.954
71.154
1.309
1.954
71.154
8
1.230
1.836
72.990
1.230
1.836
72.990
9
1.152
1.719
74.710
1.152
1.719
74.710
10
1.010
1.508
76.217
1.010
1.508
76.217
11
1.006
1.502
77.719
1.006
1.502
77.719
12
.907
1.353
79.072
13
.841
1.255
80.327
Source: Brand personality traits of Ellora developed by the Researcher
From Table 3 we have 11 components whose eigenvalues values are above 1 and the variance
explained is 77.719%
EATSJ - https://journal.eatsa-researches.org/
41
Table 4: Rotated Component Matrix
1
Sculpted
.874
Fantastic
.859
Astonishing
.854
Interesting
.835
Unique
.830
Stunning
.816
Meditative
.811
Vibrant
.810
Cultured
.808
Insightful
.805
Marvelous
.805
Compassionate
.792
Devotional
.789
Intelligent
.788
Unimaginable
.784
Magnificent
.770
Resourceful
.758
Wonderful
.757
2
Astute
.810
Senile
.797
Shrewd
.791
3
Clean
.836
Hygiene
.818
Source: Brand personality traits of Ellora developed by the Researcher
Table 4 shows the rotated matrix of the 3 components out of the 11 components were extracted.
Only those values were selected which were greater than 0.75 which are as follows:
Group 1: Sculpted, Fantastic, Astonishing, Interesting, Unique, Stunning, Meditative,
Vibrant, Cultured, Insightful, Marvelous, Compassionate, Devotional, Intelligent, Unimaginable,
Magnificent, Resourceful and Wonderful.
Group 2: Astute, Senile and Shrewd
Group 3: Clean and Hygiene
EATSJ - https://journal.eatsa-researches.org/
42
Table 5: Cronbach Alpha (Test of Reliability)
Factors
Cronbach Alpha
GROUP 1
0.979
Sculpted
Fantastic
Astonishing
Interesting
Unique
Stunning
Meditative
Vibrant
Cultured
Insightful
Marvelous Compassionate Devotional
Intelligent Unimaginable Magnificent
Resourceful
Wonderful
GROUP 2
0.794
Astute
Senile
Shrewd
GROUP 3
0.878
Clean
Hygiene
Source: Brand personality traits of Ellora developed by the Researcher
Table 5 shows the Cronbach’s Alpha value of the 3 groups, Group1- 0.979, Group 2- 0.794 and
Group 3- 0.878. Ideally the Cronbach Alpha value should be greater than 0.7 and therefore the
factors extracted are highly reliable.
Conclusion and suggestions
The implications of this paper will be helpful for important policy recommendations for the
tourism stakeholders of Maharashtra and Aurangabad specifically.
Academic Contributions
The results can be used by the future researchers while writing on marketing of heritage sites in
general and world heritage site of Ellora in specific. The traits which are identified can be used as
a base and further studies can be conducted to explore the relationship between destination
brand personality and aspects of tourists’ behavior and choice process thereby expanding the
scope of application.
EATSJ - https://journal.eatsa-researches.org/
43
Policy making by the stakeholders
Secondly this scale will contribute in policy making for Maharashtra tourism Development
Corporation and the stakeholders related to marketing of Ellora caves as it focuses on the
destination image of Ellora which will be helpful for brand positioning and communication. The
Results are divided into 03 groups which would be developed into new segments in future to be
targeted for 1) Millennial and Young scholars, 2) Tourists who want the most unique experience
and 3) Responsible eco tourists.
Group 1 has identified a total of 18 traits i.e. Sculpted, Fantastic, Astonishing, Interesting, Unique,
Stunning, Meditative, Vibrant, Cultured, Insightful, Marvelous, Compassionate, Devotional,
Intelligent, Unimaginable, Magnificent, Resourceful, Wonderful. Among these (Resourceful,
Intelligent,) are very new traits which are not seen in any marketing literature of Ellora. This traits
can be used to target market a new segment of the tourists who want to develop packages for
the millennial and young scholars who want to learn more about Ellora according to their
interests like Art architecture, history etc.
Group 2 has identified traits like Astute, Senile and Shrewd among which shrewd which means
able to make good decision will brand Ellora as an outstanding destination where only people
travel who can make good decisions or choice, which indirectly will brand Ellora as perfect
destination for the market segment who want to have a unique experience of his lifetime.
And Group 3 traits like Clean, Hygiene can be considered for branding Ellora as a eco friendly
destination and can be branded on the theories of Green branding which will mark the
destination a perfect place to visit by the segment of those tourists who want a clean, pristine
and eco friendly environment and would also be helpful for the potential or future tourists to
travel to Ellora in a responsible way.
Future research directions
Future researchers can do similar study with the help of international tourists too at Ellora.
Moreover, similar study on the brand personality can be done on the world heritage site of Ajanta.
References
Aaker, J. (1997). Dimensions of Brand Personality. Journal Of Marketing Research, 34(3), 347.
doi: 10.2307/3151897
About MTDC. (2019). Retrieved 3 October 2019,
from https://www.maharashtratourism.gov.in/mtdc/about
Akoijam, S. (2012). Book Review: David A. Aaker, Building Strong Brands. Asia-Pacific Journal Of
Management Research And Innovation, 8(3), 362-364. doi: 10.1177/2319510×1200800317
Archaeological Survey of India.(2012.)Ellora Caves – A World Heritage Monument . Retrieved
September 13, 2019, from http://www.asiaurangabad.in/pdf/Tourist/Ellora_Caves_Verul__Ellora_.pdf.
Aurangabad Tourism in Shambles. (2016), Daily Sakal
Aurangabad’s ‘Ajanta and Ellora’ can become a hotspot for Buddhist Tourism.(2018, September
13). Economic Times.
EATSJ - https://journal.eatsa-researches.org/
44
Dickinger, A., &Lalicic, L. (2015). An analysis of destination brand personality and emotions: a
comparison study. Information Technology & Tourism, 15(4), 317–340.
doi: 10.1007/s40558-015-0044-x
Ekinci, Y., &Hosany, S. (2006). Destination Personality: An Application of Brand Personality to
Tourism Destinations. Journal of Travel Research, 45(2), 127–139.
doi: 10.1177/0047287506291603
George, T. C. (2004, April). ‘Maharashtra Unlimited’ on tourism front. The Hindu Business Line.
Hannam, K., &Diekmann, A. (2011). Tourism and India: a critical introduction. London: Routledge.
Huang, Z. J., Zhang, C., & Hu, J. (2017). Destination brand personality and destination brand
attachment – the involvement of self-congruence. Journal of Travel & Tourism
Marketing, 34(9), 1198–1210. doi: 10.1080/10548408.2017.1330171
Joshi, M. (2017). औरंगाबाद चे 1956 मधे स्टेपीथ भरत पयार्टन कायर्लय बंद होनार. Divya Marathi .
Kotler, Philip H. (1991), Marketing Management: Analysis, Planning, and Control (8th ed.)
Englewood Cliffs, NJ: Prentice-Hall, Inc.
Ministry of Tourism Government of India. (2018). Statement Containing Brief Activities of The
Ministry of Tourism 2018. Delhi.
Pereira, R., Correia, A., & Schutz, R. (2012). Destination Branding: A Critical Overview. Journal Of
Quality Assurance In Hospitality & Tourism, 13(2), 81-102.
doi: 10.1080/1528008x.2012.645198
Perkins, R., Khoo-Lattimore, C., & Arcodia, C. (2020). Understanding the contribution of
stakeholder collaboration towards regional destination branding: A systematic
narrative literature review. Journal of Hospitality and Tourism Management, 43, 250–
258. https://doi.org/10.1016/j.jhtm.2020.04.008
Phau, I., & Lau, K. C. (2000).Conceptualizing brand personality: A review and research
propositions. Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 52–
69.doi: 10.1057/palgrave.jt.5740005
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing:
Anarrative analysis of the literature. Tourism Management, 41, 202–
227. https://doi.org/10.1016/j.tourman.2013.09.009
Planning Commission of India.(2014).Tourism. Delhi
Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research,
40(6), 79–83.doi: 10.2501/jar-40-6-79-83
Ragde, R. (2016).Management of world heritage sites of Aurangabad. Panel discussion, Lokmat
Bhavan, Aurangabad.
Ragde, R. (2018). Marketing of Tourism of Aurangabad for Thailand. Keynote, International
colloquium on Indo- Thai Buddhist Tourism, International Center for Buddhist
Tourism, Department of Tourism, Dr Babasaheb Ambedkar Marathwada University,
Aurangabad
Ragde, R. (2018). Planning of Aurangabad tourism. Keynote, Aurangabad travel and tourism
association 7thfoundation day, Aurangabad
Satghare, H., &Sawant, M. (2018). SWOT Analysis of Marketing Strategies Applied by MTDC for
Promotion of Maharashtra Tourism. Atna – Journal of Tourism Studies, 13(2), 79–95.
doi: 10.12727/ajts.20.6
Sawant, M (2018).Marketing of Buddhist Sites in India. Convener’s speech. Center for Buddhist
Tourism, Department of Tourism, Dr Babasaheb Ambedkar Marathwada University,
Aurangabad
Sawant, M. (2019). India –Business opportunities in International Tourism. Lecture, International
Business School, Hanyang University Seoul, South Korea
EATSJ - https://journal.eatsa-researches.org/
45
Shamsi, M. S., &Fatima , U. S. (2015). MAKING INDIA THROUGH ‘MAKE IN INDIA’ AND
DESTINATION BRANDING. JOURNAL OF INTELLECTUAL STUDIES & THEORIES 4.
Retrieved
from https://www.researchgate.net/publication/307210666_MAKING_INDIA_THROUGH
_’MAKE_IN_INDIA’_AND_DESTINATION_BRANDING
Shankar, S. (2019) Role of Destination Branding in Enhancing Indian Tourism. International
Journal of Research and Innovation in Social Science ,3(1). Retrieved
from https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-3-issue1/05-10.pdf
Sofronov, B. (2018). THE DEVELOPMENT OF THE TRAVEL AND TOURISM INDUSTRY IN THE
WORLD. Annals Of Spiru Haret University. Economic Series, 18(4), 123-137.
doi: 10.26458/1847
UNWTO.(2016).Tourism Highlights,.Retrieved September 13, 2019, from https://www.eunwto.org/doi/book/10.18111/9789284418145.
Usakli, A., & Baloglu, S. (2011). Destination brand personality and behavioral intentions: A
comparison of first-time and repeat visitors. In M. D. Alvarez, C. A. Genc, B. Hatipoglu,
D. Salman, & D. Unalan (Eds.), Advances in hospitality and tourism marketing and
management (pp. 269–274). Istanbul, Turkey: Bogazici University
Varghese, N. (2002). Maharashtra shows its wares. The Hindu Business Line.
Varghese, B., Itty, N., & Paul, J. (2014). A Literature Review on Destination Management
Organization (DMO). ZENITH International Journal of Multidisciplinary Research, 4(12),
2231–5780.
Venkatraman, L. (2002, January). Unlimited campaign by Maharashtra. The Hindu Business Line.
World Economic Forum .(2017). Incredible India 2.0 India’s $20 Billion Tourism Opportunity.
World Travel and Tourism Council.(2018).Economic Impact. Retrieved
from https://www.wttc.org/economic-impact/ .
EATSJ - https://journal.eatsa-researches.org/
46