Brochure - Content Analysis for Destination Image: A Case Study of Khultabad, Maharashtra

Abstract

The images of tourist destination significantly influence travel choices. Thus the destination image emerges as key components in the destination positioning process. If the destination image is carefully positioned in the minds of potential tourist, it will evoke unique emotions that will differentiate the destination from its competitors and persuade a tourist to visit and revisit the destination, and this is what helps to develop the brand of the destination. Tourist information brochures are considered as the standard communication tool for tourism destinations through which the public and private agencies wish to promote their facilities and services. The sample destination for this study is Khultabad which is a few kilometer from the world heritage site Ellora where we find a few kilometer from the world heritage site of Ellora where we find an influence of Sufism. Present study based on secondary data in which the researchers have analysed the brochures of Khultabad Published by MTDC, UNDP and ITO. Content analysis of these brochures was performed for texts and graphics. It has observed that concern destination marketing organizers (DMO) has not emphasized on Sufi cultural events, festivals, music, dance, cuisine and architectural splendor of Dargahs of Khultabad in sample brochures.

Keywords: Sufi Tourism, Destination Image, Perceived Image, Projected Image, Textual and Graphical Content Analysis

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