Da incredibile a credibile: strategie nazionali di promozione turistica in India
Tourism is at the top of Indian current Prime Minister Narendra Modi’s agenda: according to Bharatiya Janata Party’s manifesto, tourism can play a key role in India’s socio-economic progress. The country had last formulated a tourism policy in 2002, when the multimillion dollar nation branding campa...
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| Format: | Article |
| Language: | English |
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LED - Edizioni Universitarie di Lettere Economia Diritto
2015-08-01
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| Series: | Lingue Culture Mediazioni |
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| Online Access: | http://www.ledonline.it/index.php/LCM-Journal/article/view/798 |
| _version_ | 1818471561791799296 |
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| author | Maria Angelillo |
| author_facet | Maria Angelillo |
| author_sort | Maria Angelillo |
| collection | DOAJ |
| description | Tourism is at the top of Indian current Prime Minister Narendra Modi’s agenda: according to Bharatiya Janata Party’s manifesto, tourism can play a key role in India’s socio-economic progress. The country had last formulated a tourism policy in 2002, when the multimillion dollar nation branding campaign which received the name “Incredible India” was launched on an international level. The primary objective of this branding exercise was to create a distinctive identity for the country. Through the analysis of the campaign’s themes, the paper discusses its connection with orientalist imagery and colonial meanings as well as its effectiveness in promoting the Indian tourist industry. The article dwells on how the government’s campaign constructs the Indian difference for an imagined global audience. Questions of cultural othering, the role of colonialism, and contemporary neocolonial structures in relation to tourism promotion for India are discussed. In this paper it is argued that, if the government is serious about branding India with Narendra Modi’s much hyped 5 Ts, with tourism as a leading contributor, a new paradigm different from the “Incredible India” one may be necessary. |
| first_indexed | 2024-04-14T03:52:54Z |
| format | Article |
| id | doaj.art-cb74ac7c425d4f11b4cf54f452d5f3e5 |
| institution | Directory Open Access Journal |
| issn | 2284-1881 |
| language | English |
| last_indexed | 2024-04-14T03:52:54Z |
| publishDate | 2015-08-01 |
| publisher | LED - Edizioni Universitarie di Lettere Economia Diritto |
| record_format | Article |
| series | Lingue Culture Mediazioni |
| spelling | doaj.art-cb74ac7c425d4f11b4cf54f452d5f3e52022-12-22T02:13:57ZengLED - Edizioni Universitarie di Lettere Economia DirittoLingue Culture Mediazioni2284-18812015-08-012192810.7358/lcm-2015-001-ange707Da incredibile a credibile: strategie nazionali di promozione turistica in IndiaMaria Angelillo0Università degli Studi di MilanoTourism is at the top of Indian current Prime Minister Narendra Modi’s agenda: according to Bharatiya Janata Party’s manifesto, tourism can play a key role in India’s socio-economic progress. The country had last formulated a tourism policy in 2002, when the multimillion dollar nation branding campaign which received the name “Incredible India” was launched on an international level. The primary objective of this branding exercise was to create a distinctive identity for the country. Through the analysis of the campaign’s themes, the paper discusses its connection with orientalist imagery and colonial meanings as well as its effectiveness in promoting the Indian tourist industry. The article dwells on how the government’s campaign constructs the Indian difference for an imagined global audience. Questions of cultural othering, the role of colonialism, and contemporary neocolonial structures in relation to tourism promotion for India are discussed. In this paper it is argued that, if the government is serious about branding India with Narendra Modi’s much hyped 5 Ts, with tourism as a leading contributor, a new paradigm different from the “Incredible India” one may be necessary.http://www.ledonline.it/index.php/LCM-Journal/article/view/798destination imageIncredible IndiaIndianation brandingorientalismtourist gazeimmagine della destinazioneorientalismosguardo turistico |
| spellingShingle | Maria Angelillo Da incredibile a credibile: strategie nazionali di promozione turistica in India Lingue Culture Mediazioni destination image Incredible India India nation branding orientalism tourist gaze immagine della destinazione orientalismo sguardo turistico |
| title | Da incredibile a credibile: strategie nazionali di promozione turistica in India |
| title_full | Da incredibile a credibile: strategie nazionali di promozione turistica in India |
| title_fullStr | Da incredibile a credibile: strategie nazionali di promozione turistica in India |
| title_full_unstemmed | Da incredibile a credibile: strategie nazionali di promozione turistica in India |
| title_short | Da incredibile a credibile: strategie nazionali di promozione turistica in India |
| title_sort | da incredibile a credibile strategie nazionali di promozione turistica in india |
| topic | destination image Incredible India India nation branding orientalism tourist gaze immagine della destinazione orientalismo sguardo turistico |
| url | http://www.ledonline.it/index.php/LCM-Journal/article/view/798 |
| work_keys_str_mv | AT mariaangelillo daincredibileacredibilestrategienazionalidipromozioneturisticainindia |