International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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DESTINATION IMAGE STUDIES IN INDIA: A LITERATURE REVIEW

    3 Author(s):  DR. SANDEEP SHARMA, DR. SUMAN SHARMA, DR AMIT KATOCH

Vol -  13, Issue- 5 ,         Page(s) : 197 - 204  (2022 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Late seventies time period was the beginning of era when concept of image was used in the field of tourism. Since last four decades, research works related to tourism destination image have gained momentum globally. A lot of work has been done in the field of conceptualization & measurement of destination image. Despite the fact that world has acknowledged the importance of image studies, India still is struggling to give due importance to the subject. Present study attempts to explore the contribution of India in destination image research by reviewing destination image related studies focused on India. It was found that despite being important for devising destination marketing strategies, only limited researches were done and there is a strong need to focus in this area.

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