Destination Brand Personality: Case Study of the World Heritage Site of Ellora Caves

A study of Ellora Caves, India's first UNESCO World Heritage Site, identifies 18 novel brand personality traits—such as 'Intelligent,' 'Resourceful,' and 'Astute'—that were previously undocumented in its marketing literature. These traits could help target new tourist segments like millennials and eco-tourists. Researchers used factor analysis on data from tourism stakeholders (n=23) and domestic tourists (n=90), followed by Cronbach’s Alpha reliability testing, to refine the most relevant brand attributes. The findings offer dual value: academic insight into destination branding strategies and practical guidance for policymakers aiming to enhance Ellora’s appeal.

Ragde, N., & Ragde, S. (2020). Destination Brand Personality: Case Study of the World Heritage Site of Ellora Caves. Euro-Asia Tourism Studies Journal, 1(December 2020). https://doi.org/10.58345/uaea4407