DHARANA - Bhavan's International Journal of Business

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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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