The Nuanced Approaches in Destination Branding and Promotion of Film-Induced Tourism: A Mixed Method Inquiry Based in Puducherry

Abstract

Puducherry (formerly Pondicherry) is a scintillating tourism destination in south India. Puducherry is a multiUSP destination with a quiet charm that envelops the tourists. Its French heritage is apparent across the length and breadth of the Union Territory. Renowned world over, as the „French Riviera of the East‟, Puducherry sparkles with rich and illustrious culture and history. The spiritual aura, which is a hallmark feature of the destination, rings in the tourists. The tourism industry in Puducherry is booming with both domestic and foreign tourists‟ influx showing a remarkable upward trend in the recent years. This destination dots a prominent place in the tourism map of India owing to the outstanding heritage monuments and cultural manifests. The landscape of Puducherry is quite exciting as it is dotted with exotic beaches and serene resorts. Film tourism is a neo-tourism form which has gained increased attention in Puducherry‟s tourism industry. The study of film tourism is relatively new in tourism research.