From Shoreline to Shrine: Restructuring Digha’s Destination Brand Identity Through Spiritual Tourism
South Asian Journal of Business and Management Cases
Published online on March 16, 2026
Abstract
South Asian Journal of Business and Management Cases, Ahead of Print.
The current research case examines how the new ₹ 2,500-million Jagannath Temple in Digha (West Bengal) is changing the branding identity of the destination to a spiritual tourism destination, and how this transition has influenced how tourists perceive, ...
The current research case examines how the new ₹ 2,500-million Jagannath Temple in Digha (West Bengal) is changing the branding identity of the destination to a spiritual tourism destination, and how this transition has influenced how tourists perceive, ...