Balancing Tradition and Modernity: The Brand Personality of Santiniketan as a Tourist Destination

Santiniketan's brand personality, rooted in its cultural heritage and the legacy of Rabindranath Tagore, is significantly shaped by dimensions like courteousness, conformity, creativity, and tranquillity. A study using the Destination Personality Scale and mixed-method approaches revealed notable differences in perceptions between tourists who have visited Santiniketan and those who haven't, despite their shared knowledge about the destination. This research highlights the importance of cultural attributes and rich heritage in enhancing tourists' perceptions and increasing visitation rates, offering valuable insights for destination marketers to align strategies effectively.

Roy, S. (2024). Balancing Tradition and Modernity: The Brand Personality of Santiniketan as a Tourist Destination. South Asian Journal of Business and Management Cases, 13(3), 281–296. https://doi.org/10.1177/22779779241295262