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The Sustainable Development of Mountain Tourism at the Hills of Munnar in the State of Kerala: A Destination Branding Perspective
Abstract
India has many mountain destinations to offer to the international mountain enthusiasts. However, these destinations are known to the outside world as holiday, leisure, and recreation destinations. But ample scopes are there to promote them and brand them as “mountain destinations.” The Munnar Hills located in the Idukki district of the state Kerala is one such destination which could be promoted as a mountain destination. The goal of this chapter is to examine and map the destination's current resources in order to create a detailed plan for re-branding Munnar as a mountain destination. To obtain information on the expectations of millennial visitors and adventure seekers visiting Munnar Hills, surveys are administered to them regarding their expectations regarding their experiences at mountain destinations. A new product line has been developed based on the data acquired from them, keeping up with global trends in the mountain tourism industry. Input from policy makers, government representatives, and community leaders is being sought for the re-branding of Munnar as a mountain destination.
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