Ellora

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.

At ELLORA, 34 cave temples had been carved out of the hillside with hand tools. Only 12 of these 34 caves within the centre are the most astonishing. The large Kailash Temple (cave sixteen) is sort of one a half of instances taller than the Parthnon and occupies almost twice its location. It is believed that it was constructed via excavating approx. 2 hundred,000 tones of rock and is viable the world's largest monolithic shape. Representing Shiva's Himalayan home, the temple is exquisitely sculpted with scenes from Hindus mythology, each pulsing with drama, strength and passion. The Kailash Temple situated close to the village of Ellora. It is taken into consideration as one of the maximum impressive 'homes' within the history of structure. This temple is the sector's biggest monolithic shape carved from one piece of rock and the rock

Ajanta (pp. 36 -50), Aurangabad (pp. 191-200), Bedsa (pp. 210-213), Bhaja (pp. 221-227), Ellora (pp. 439-449), Junnar (pp. 599-605), Kanheri (pp. 624-630), Karli (pp. 634-639), Ratnagiri (pp. 975-985), in: K.T.S. SARAO & JEFFREY D. LONG (eds), Buddhism and Jainism, Dordrecht: Springer, 2017 (Encyclopedia of Indian Religions, chief editor ARVIND SHARMA). (Written in 2011).

Ellora is the place where caves associated with different sects and religions were carved over a span of at least 800 years. While the caves, narrowly understood, have been the subject of many studies, the 'place', as a site of political and social interaction, has been largely neglected. Ellora was larger than just the caves; it was a place with a long history where traders, monks, artisans and armies brought in different ideas, reconsidered the old and innovated upon cultural traditions that reflected on their own identities and their relationship with Ellora. These people and their actions stamped the place with meaning and identity, which accrued over time-sometimes exclusive, at other times hybrid, but inevitably transformative. Ellora was an important site that conjured multivalent sensibilities, more complex than many other places. This article uses toponym as an analytic focus to bring into play different subjects-the historical agents, religious organisations, monuments and textual materials-that provided structure and meaning to the Ellora Caves at different historical junctures. It argues how the place and people in power have different kinds of relationships with the past, especially when it is not their past but one that they need to master. The impact of material change and transition in the production of historical materials is particularly striking when studied in the long duration with focus on a relatively small but politically significant site.

La norme et son application dans le monde indien, Journées de travail organisées par l'Université de Paris-III et le CNRS, ESA 7019, Paris, 28 & 29 janvier 1999, éds. M.-L. BARAZER-BILLORET & J. FEZAS, Paris: Publications de l’E.F.E.O., 2000, pp. 203-219