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EMAC 2020 Annual Conference

Destination events and campaign planning for Repositioning: Case of Rajasthan, India

Published: May 27, 2020


Tinu Jain, IMI Kolkata; Gurpreet Kour, NMIMS


Repositioning; Campaigns; Destination


The tourism industry in India is growing while the state of Rajasthan which is known for its royal legacy of the Maharanas (Land of Kings) had seen a de-growth of three percent in 2014 and stagnating numbers for international tourist arrivals while the visits of domestic tourists kept increasing. This paper outlines the repositioning strategy adopted by Rajasthan from destination-specific to theme-specific, predominantly of festivals as events. Using a case study approach, this study analysed the elaborative campaigns created for revamping the image, thus enhancing tourism. Semi-structured interviews were conducted for an in-depth understanding of the elements of destination communication that contribute to repositioning and the challenges faced by State Tourism Organizations. The findings show a new identity can be formulated by redefining brand elements, promotional campaign and events specific to the destination highlighting the involvement of various stakeholders.