Balancing Tradition and Modernity: The Brand Personality of Santiniketan as a Tourist Destination

Shaunak Roy

South Asian Journal of Business and Management Cases, 2024, vol. 13, issue 3, 281-296

Abstract: The present case study rigorously investigates the brand personality of Santiniketan, a prominent tourism destination in West Bengal, India. This research aims to explore the dominant personality dimensions that define Santiniketan’s identity and to examine potential differences in perceptions between tourists who have visited the town and those who have not. Santiniketan’s unique identity, rooted in its cultural heritage, customs and the legacy of Rabindranath Tagore, is communicated through diverse marketing campaigns and promotions. A strong and positive brand personality can set a destination apart, providing a significant competitive advantage and facilitating increased visitation rates. To evaluate Santiniketan’s brand personality, traditionally associated with peace, tranquillity and spirituality, while exploring additional dimensions such as sustainability and environmental consciousness, this study used the rigorous Destination Personality Scale by Kumar and Nayak (2018, Journal of Hospitality and Tourism Research , 42, 1, 3–25). The study employed a mixed-method approach, combining qualitative and quantitative tools, to gather data from 97 respondents through focus group interviews and surveys. Participants aged 18–70 were divided into those who had visited Santiniketan and those who had not but were knowledgeable about the destination. The findings indicate that courteousness, conformity, creativity and tranquillity significantly influence tourists’ perceptions of Santiniketan, with notable differences between visitors and non-visitors. This research contributes to the literature on destination branding by comprehensively understanding Santiniketan’s brand personality, emphasizing its cultural attributes and rich heritage as critical factors in its success as a popular tourist destination. The insights gained can assist destination marketers in aligning their strategies to enhance tourists’ perceptions and increase visitation rates. This study addresses the gap in academic inquiry into Santiniketan’s brand personality, offering valuable implications for developing and promoting similar cultural heritage destinations.

Keywords: Brand personality; perceptions; tourism; destination personality scale; Santiniketan; mixed-method approach; tourist destination (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sajbmc:v:13:y:2024:i:3:p:281-296

DOI: 10.1177/22779779241295262

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