https://orcid.org/0000-0001-9193-7445
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ABSTRACT
The purpose of the study is to explore the antecedents of destination branding and understand how destination branding can be used as a tool to enhance economic development of a region. The current study is exploratory in nature and uses a qualitative approach to understand destination branding. Nineteen interviews were carried out to gain understanding on destination branding and how does it affect economic development. The interviews conducted were semi-structured and open-ended. The data were analysed using content analysis and NVIVO software. Our research contributes to this crucial but less exploited domain. The conceptual framework has been proposed which identifies destination branding as an outcome of eight factors and explores its relationship with economic development. It found that destination branding consists of festival tourism, food tourism, agro tourism, and cooperative agriculture, education tourism, heritage tourism, wine tourism, local culture and old architecture, etc. The findings will help policy makers to develop strategies to make Jaunsar Bawar as a destination brand and stimulate economic development of the tribal region. It enhances understanding of destination branding in tribal area by adding a new dimension to existing literature.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Availability of data and material
The original data set has been used to derive the results.
Code availability
The NVIVO software has been used to derive the results.
Author contribution
The work is my original contribution and has not been taken from anywhere.
Additional information
Funding
Notes on contributors
Himanshu Chauhan
Himanshu Chauhan is working as Assistant Professor in Doon Business School, Dehradun. He is having 12 years of experience with corporates like Unisys Global Services India Ltd, ECGC of India & entrepreneurship experience with Mercadeo Education & Kobybo.
Vijay Kumar Jain
Vijay Kumar Jain is an Assistant Professor in the area of Marketing and Decision Science at the Department of Management Studies, DIT university. Dr Jain did his PhD in Marketing Management from HNBGU (Central University). Dr Jain has 14 years of experience including academics and research and teaches Consumer behaviours, Business Analytics, and Decision Modeling. Dr Jain has publications in various journals of repute including Elsevier, Sage, and Inderscience publishers, in areas like Responsible consumption, Sustainable consumption, Consumer behaviours. Dr Jain has done four months’ faculty development programme from IIMA Ahmadabad and one week FDP from IIM Bengaluru on Machine Learning. His areas of research include Consumer Behaviours, Sustainability, CSR and Responsible Consumption. At DIT University, he aims to imbibe the research culture and drive social changes.
Hemraj Verma
Hemraj Verma is currently working as a Professor Department of Management Studies, DIT University Dehradun. He has got experience of almost two decades in academics and Industry. He has been especially trained in case based approach of teaching-learning and carrying out effective social sciences research at IIM Ahmedabad. He is well versed with traditional as well as new age research tools. He has been taking FDPs regularly on topics related to research methods, statistical tools such as SEM, Machine Learning, Content Analysis using software like SPSS, AMOS, Smart Pls, Atlas ti, etc. He has successfully guided PhD students in the area of consumer behaviour, Digital marketing and branding. He is an active learner himself and has been continually attending FDPs in internationally reputed institutions such as IIMs and IITs. He has authored a book on Marketing Management and has published several papers in journals of national and international repute.