Less or More? a Comparative Analysis of Maximalist and Minimalist Design Approaches in Destination Branding for Domestic Tourism in India, Using the Example of the State of Jharkhand
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2023
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Abstract
AI-GENERATED ABSTRACT: Abstract: Destination branding plays a critical role in shaping the tourism industry, with strategies often falling under either the Minimalist or Maximalist approaches. Notably, the Minimalist approach has gained considerable traction in recent years, partly due to the influence of social media and the reduced attention span of its users. However, the applicability of such branding strategies is largely influenced by cultural contexts. This research aims to investigate the most effective design style for attracting domestic tourists in India, with a specific focus on the current branding of Jharkhand. It seeks to identify the strengths and weaknesses in Jharkhand's existing branding strategies and how these could be optimized. While the study acknowledges various factors affecting aesthetic preferences, it will concentrate solely on the influence of culture. The research aims to contribute to the academic discourse on destination branding and its cultural implications, while also striving to improve the tourism standing of Jharkhand state. Keywords: Destination Branding, Minimalist Approach, Maximalist Approach, Cultural Context, Domestic Tourism, India, Jharkhand, Graphic Design, Aesthetic Preferences, Social Media Influence