Destination Image of Goa

Jaisinghani, Deepika (2008) Destination Image of Goa. [Dissertation (University of Nottingham only)] (Unpublished)

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Goa's tourism marketers are under pressure to diversify the tourist arrivals beyond the current heavy reliance on tourists who are looking for cheap sun-sand-sea destinations and increasing the competition in the seaside resort market from neighbouring countries such as Sri Lanka, Thailand and Malaysia. Therefore it is imperative to develop a repositioning strategy by altering certain aspects of the current image or highlighting aspects of Goa that are not included in the current image.

The objective of this study is to further my understanding in the field of destination image using Goa as my case mainly for my attachment for the place. Goa attracts 2 million tourists every year and yet there are certain aspects of the destination image that need to be modified. However, a complete change is not recommended as it is the current state of tourism in Goa that attracts so many tourists

The first part of this study is the literature review of destination image, its role in marketing, the formation of image and the factors that influence it. The literature review further extends to tourism in Goa and the destination image of Goa.

This study uses qualitative study as the methodology and focuses on content analysis and interviews. Using 2 different tools had an advantage of obtaining a broader viewpoint of the destination image of Goa.

Using the findings as a base, recommendations have been made that may be useful for marketing professionals and academicians for further research.

Item Type: Dissertation (University of Nottingham only)
Keywords: Goa, destination image, tourism in goa, tourism
Depositing User: EP, Services
Date Deposited: 26 Sep 2008
Last Modified: 24 Mar 2018 18:52

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