CRITIQUE OF A NATION’S SELF-REPRESENTATION IN TOURISM: INCREDIBLE INDIA
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The literature on tourism policy has mainly focused on the comprehensive development of tourist destinations, socioeconomic implications, and marketing strategies. However, a critical investigation of these emerging destinations’ government-led promotional activities is mostly missing from the scholarship, especially concerning developing, postcolonial nations still in the process of cultivating national tourism policies. That said, this study aims to contribute a critical analysis of touristic representations by investigating national campaigns to promote tourism. Analyzing India’s marketing campaigns (Incredible India Campaign), this paper finds it adopts the perennial outlook of Eurocentric superiority over a presumed ‘inferior’ ‘Indian-ness’. The Incredible Indian Campaign, as an imperative ‘self-representation of India, further reinforces many longstanding Western representations of India—both regularly reaffirming nostalgia for ‘self-orientalism’ and sanitizing traces of colonialism through the continued filtration of history (i.e., as a possible attempt to shape a ‘better narrative’). These findings underline the binary positions of Indian authorities in accepting and resisting hegemonic colonial power and creating a form of self-orientalism. However, concrete policy guidelines are still being formulated; the nation is thus in a key position to appropriately redirect promotional policies’ objectives to depict the country to the global audience appropriately. The implications for future research and tourism management are also discussed.
Abstract
The literature on tourism policy has mainly focused on the comprehensive development of tourist destinations, socioeconomic implications, and marketing strategies. However, a critical investigation of these emerging destinations’ government-led promotional activities is mostly missing from the scholarship, especially concerning developing, postcolonial nations still in the process of cultivating national tourism policies. That said, this study aims to contribute a critical analysis of touristic representations by investigating national campaigns to promote tourism. Analyzing India’s marketing campaigns (Incredible India Campaign), this paper finds it adopts the perennial outlook of Eurocentric superiority over a presumed ‘inferior’ ‘Indian-ness’. The Incredible Indian Campaign, as an imperative ‘self-representation of India, further reinforces many longstanding Western representations of India—both regularly reaffirming nostalgia for ‘self-orientalism’ and sanitizing traces of colonialism through the continued filtration of history (i.e., as a possible attempt to shape a ‘better narrative’). These findings underline the binary positions of Indian authorities in accepting and resisting hegemonic colonial power and creating a form of self-orientalism. However, concrete policy guidelines are still being formulated; the nation is thus in a key position to appropriately redirect promotional policies’ objectives to depict the country to the global audience appropriately. The implications for future research and tourism management are also discussed.
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