BRAND PERSONALITY OF COIMBATORE: TOURISTS INSIGHTS AS A TOOL FOR DESTINATION BRANDING

Incredible India is the tagline adopted by the Indian nation to position itself in the global tourism map while Enchanting Tamil Nadu is the result of the quest to draw maximum tourists to the state. India is the master brand and Tamil Nadu is the sub brand, additionally the Vision Tamil Nadu- 2023 has established the state's tourism sector as a major economy driver. Coimbatore the second largest city in Tamil Nadu recognized for textiles, education and hospitals is a fastest growing tier –II city and destination branding is an undisputable tool that will attract investments and visitors to the district. The present study aims to identify the personality of Coimbatore using a descriptive research design. The sample size considered for the study was 448 tourists by way of non-probability sampling. The mean a descriptive statistics and the mapping of the mean scores has helped to identify the personality of Coimbatore as convivial.