TY - JOUR
T1 - Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India
AU - Romão, João
AU - Seal, Partho Pratim
AU - Hansen, Paul
AU - Joseph, Sindhu
AU - Piramanayagam, Senthilkumaran
N1 - Funding Information:
We would like to express our utmost gratitude to Professor Paul Hansen, University of Otago and Franz Ombler, Co-founder of 1000minds for providing academic scholarship to access to the use of 1000Minds software.
Publisher Copyright:
© 2021, The Author(s).
PY - 2022/2
Y1 - 2022/2
N2 - 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.
AB - 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.
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U2 - 10.1007/s41685-021-00218-3
DO - 10.1007/s41685-021-00218-3
M3 - Article
AN - SCOPUS:85120585788
SN - 2509-7954
VL - 6
SP - 91
EP - 111
JO - Asia-Pacific Journal of Regional Science
JF - Asia-Pacific Journal of Regional Science
IS - 1
ER -
