Apprehending The Tour Operators Destination Brand Knowledge

Abstract

The present study aims to understand and assess the tour operators destination brand knowledge of an Indian heritage tourism circuit the ‘Golden Triangle’. The concept has been measured utilizing Keller’s conceptual framework of the brand knowledge. The brand nodes in the framework are analysed in detail with reference to the tourist destination mainly the circuit as a tourism product. The viewpoints of tourists has also been considered from the lens of tour operators. Findings are contrasting for foreign tourists and their domestic counterparts. It was found that tour operators had adequate levels of brand knowledge about the tourism circuit that can be utilized in framing competitive strategies for the ‘Golden Triangle’ as a destination brand.

Keywords

• Destination
• brand
• tour operator
• knowledge
• Image
• India