Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

João Romão (), Partho Pratim Seal (), Paul Hansen (), Sindhu Joseph () and Senthilkumaran Piramanayagam ()
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João Romão: Yasuda Women’s University
Partho Pratim Seal: Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education
Paul Hansen: University of Otago
Sindhu Joseph: Govinda Pai Memorial Government College
Senthilkumaran Piramanayagam: Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education

Asia-Pacific Journal of Regional Science, 2022, vol. 6, issue 1, No 4, 111 pages

Abstract: Abstract Wellness tourism is a fast-growing tourism industry segment and major wellness tourism destinations are found in the Asia–Pacific region, including India. The region of Kerala in India has an abundant natural, cultural and entrepreneurial resources for the development of wellness tourism. These resources are centered on the unique and traditional Ayurveda treatment, complemented by impressive natural landscapes and rich cultures and history. Despite the abundance and quality of resources and services provided by a large number of stakeholders, Kerala lacks a branding strategy for differentiating Kerala as a wellness tourism destination to compete in international markets. 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 most important attributes are ‘Fits with strategic priorities of the organisation’ and ‘Ability to integrate into wellness tourism packages’. The main resources complementing wellness services are natural features and cultural heritage. This research contributes to stakeholder-based participatory methods for destination branding.

Keywords: Wellness tourism; Kerala; Branding; Participatory process; Destination audit; Conjoint analysis (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s41685-021-00218-3

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