Incredible India: Evolution of Brand India
商品編號：9B14A017
出版日期：2014/07/30
再版日期：2014/07/30
商品來源：Ivey
商品主題：General Management/Strategy; International Business; Marketing
商品類型：Case (Library)
涵蓋議題：Destination branding;communication;tourism;India
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：India
產業：
事件年度：2013
In 2013, the minister of state for tourism in India is contemplating the future of the “Incredible India” campaign. Started in 2002, the campaign had succeeded in turning India into a high-end tourist destination, as a result bringing about a growth of 16 per cent in the number of foreign visitors. Originally focused on landscape and culture, the campaign evolved to embrace such concepts as spiritual, medical, adventure, film and sports tourism on a year-round basis. In 2007, the campaign was extended to the international arena with participation in events in Berlin, Cannes, London and New York. In 2012, the culmination of over a decade of effort resulted in three awards at the World Travel Awards. Now, in 2013, uncertainties have multiplied. India has gained more familiarity among and acceptance from foreign tourists of diverse backgrounds, who now expect more differentiation in the choices available. To lure them, the tourism departments of several Indian states and union territories have begun to adopt their own advertising campaigns. Can Indian tourism, which is based on a unified branding approach, sustain its growth in the long run? Is it more advantageous to change to a system in which different tourism products and regions are branded distinctly?
教學手冊：8B14A017
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