Details

Autor(en) / Beteiligte

• Chakraborty, Manishankar
• Dhariwal, Ekta
• Sharma, Anukrati
• Arora, Shruti
• Hassan, Azizul

Titel

Case Study of Tripura as a Destination Brand with Post-Pandemic Perspectives

Ist Teil von

• Event Tourism and Sustainable Community DevelopmenT, 2024, p.211-229

Auflage

1

Ort / Verlag

United Kingdom: Apple Academic Press

Erscheinungsjahr

2024

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• The chapter presents the case study of Tripura as a new destination brand in the Northeastern part of India. It discusses the change in approaches from being a laid-back one to that of proactive one since the time the new state government joined office in 2018. The leadership has been putting on extra thrust on the tourism sector and that has started to bear the fruits. In a competitive tourism market, where most of the Northeastern neighbors are established as tourist destinations, the steady start of the state of Tripura was possible through a planned branding initiative launched by the ministry of tourism, Government of Tripura. The chapter also highlights various competitive advantages the state enjoys as a destination, along with the possible challenges that ought to be overcome not only for the state, but also for the region, in the postpandemic scenario. Leveraging the inherent strengths of the state based on nature, culture, history, art, literature, climate, handicrafts, Tripura has been able to differentiate itself on planks, which also resonates in the strategies crafted by her competitors in the region, owing to some commonalities existing in that region. The infrastructural and connectivity-related push given by the new central government since 2014 has enabled tourist to reach out for this destination that was considered farflung and unreachable no so long ago. The railway connectivity of the state to Kolkata via Bangladesh is also on the verge of being completed. This will be yet another avenue for the tourist to reach out to this destination. Tripura as a tourist destination has significantly differentiated and positioned itself from neighboring competitors as the other eight sisters comprising of states like Assam, Meghalaya, and Arunachal Pradesh thriving on nature-based tourism mainly, with culture playing a second fiddle. The major branding components Tripura uses to market the destination, includes nature, culture, history, events, fairs, and physical evidences to name a few. Tripura as a tourist destination has been able to understand the fact that the hosts being courteous and friendly toward the tourists, along with the policies laid down by the government bodies and regulators that bodes well for the people visiting the destination play a significant role. The situation is ripe for making the next big move to make Tripura one of the best regional tourist destination, not only for the domestic audience, but also for the global market.