Publications
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.
Tourist Satisfaction and Destination Loyalty: A Case study of the World Heritage Site of Ellora Caves
A strong positive relationship exists between tourist satisfaction and destination loyalty at UNESCO World Heritage Sites, as demonstrated by a study of 60 tourists visiting Ellora Caves in India. The research found that adhering to strict rules and regulations, along with quality training for service providers, could significantly enhance visitor delight and encourage repeat visits. This insight is particularly relevant for destination planners and tourism authorities aiming to improve long-term loyalty at heritage sites.
Carving Devotion in the Jain Caves at Ellora
A groundbreaking reconstruction of medieval Jain activities at Ellora, the first of its kind, reveals the significance and interplay of Jain caves alongside Hindu and Buddhist monuments. This study integrates art historical, epigraphical, and textual evidence to shed light on an understudied aspect of Ellora's cultural heritage. By examining these caves in tandem with other religious sites, it provides a comprehensive understanding of their role within the broader context of medieval Indian devotion and architectural expression.
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