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Wellness Positioning:Rationale for Promoting Brand India


Affiliations
1 R V Institute of Management, Bangalore, India
 

Wellness is a relatively new concept. It is a mind set with a predisposition to adopt a series of key principles in varied life areas which lead to high levels of well-being and life satisfaction. As travelers seek different experiences from different destinations, it is essential for destinations to create unique travel experiences on an emotional, physical and intellectual plane and even a spiritual plane. This paper provides a rationale for promoting Brand India through wellness positioning. This paper also discusses destination positioning strategies adopted by various countries, travelers' expectations, and current wellness services provided in India.

Keywords

Wellness, Destination Positioning, and Branding India, Strategic Thinking.
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Abstract Views: 212

PDF Views: 99




  • Wellness Positioning:Rationale for Promoting Brand India

Abstract Views: 212  |  PDF Views: 99

Authors

S. Satya
R V Institute of Management, Bangalore, India

Abstract


Wellness is a relatively new concept. It is a mind set with a predisposition to adopt a series of key principles in varied life areas which lead to high levels of well-being and life satisfaction. As travelers seek different experiences from different destinations, it is essential for destinations to create unique travel experiences on an emotional, physical and intellectual plane and even a spiritual plane. This paper provides a rationale for promoting Brand India through wellness positioning. This paper also discusses destination positioning strategies adopted by various countries, travelers' expectations, and current wellness services provided in India.

Keywords


Wellness, Destination Positioning, and Branding India, Strategic Thinking.

References