Mapping Dream and Favourite Destinations’ Perceptions: The Indian Tourists’ Brands Spatial Scales

Abstract

Understanding the perceptions of tourists is a key element for predicting their behavior and providing them the tourist experiences that are part of their expectations. This study aims to assess destination preferences of Indian tourists, using a new methodological approach to investigate the brand equity of tourism destinations competing in the globalized world. Using the top-of-mind approach, respondents (N = 697 Indian citizens) were asked through an online questionnaire to inform their “dream destinations” (destination they did not visit yet but they desire to visit in the near future) and their “favorite destinations” (destination they have visited and liked the most). Results confirmed both study hypotheses: (1) “dream destinations” are mostly located far away from India; (2) “favorite destinations” are mostly domestic or located in the neighboring countries. Furthermore, the study shows that local (municipal) scale is more frequently used to categorize destinations related to the following motivations: ecotourism, cultural, rural, mountain, creative tourism, city tourism, and shopping tourism; but sun and sea is more frequently framed by regional scale; however, the country scale is more frequently used to designate dream destinations as well as wellness tourism destinations. Finally, the study delivers useful managerial insights, particularly for DMO aiming to attract repeat Indian tourists.