A Study on Destination Image of Kerala as an Ayurvedic Healthcare Destination
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Date
2012
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Abstract
Travel an'd health arc complimentaiy to each other.
Recently there is a demand for stress relieving holidays as
people preferred to go for particular holiday destinations
where their health was also looked after and where they
could rejuvenate themselves. Kerala identified this need
and projected itself as a healthcare desvinaticn .The
Present study concentrates mainly on Kerala's holistic
healthcare system-Ayurvedn. Ayurveda plays a major
role in Kerala's round the year tourism. The study is
based on the fact that the growth in the health tourism
definitely provides sustainable benefits to the Kerala
tourism market. Destination image is generally
considered as an important attribute in successful
destination marketing. This paper aims to identify various
destination features which contribute to build a positive
destination image about Kerala as a healthcare
destination and to understand the relationship between
tourist perception and satisfaction. The study explores the
destination image enhancement opportunities that exist
between the tourist preferences and satisfaction in the
desired healthcare service delivery.