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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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dc.contributor.advisorGoodwin, Amara
dc.contributor.advisorRieß, Henrik
dc.contributor.authorChinmaya Chaitanya
dc.contributor.departmentFaculty of Architecture and Design
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-11-28T13:27:04Z
dc.date.available2025-11-28T13:27:04Z
dc.date.issued2023
dc.description.abstractAI-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 Influenceen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents introduction 1 methodology 2 background 3 • Domestic Tourism in India 3 • Destination Branding 3 • Design Approaches in Branding: 3 • Minimalism 3 • Maximalism 3 • Rise of Minimalism in Branding 3 factors Influencing Aesthetic Preferences 11 • Cultural Factors 11 • India's Aesthetic Preferences 11 jharkhand Tourism 15 • About Jharkhand 15 • Tourism in Jharkhand 15 • Tourist Demographics 15 • Current Branding 15 design Project 21 survey& Analysis 25 conclusion 26 references 27 appendix 1 37 appendix 2 43en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/731
dc.language.isoeng
dc.subjectCultural Context
dc.subjectDomestic Tourism
dc.subjectGraphic Design
dc.subjectIndia
dc.subjectJharkhand
dc.subjectMaximalist Approach
dc.subjectMinimalist Approach
dc.subjectSocial Media Influence
dc.subjectDestination Branding
dc.titleLess 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
dc.typeThesis

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