Development of Extended Tourism in Himachal Pradesh Through Destination Discontinuity

Travel & Tourism is a truly global economic activity – one which takes place in destinations across the world, from leading capital cities and smaller town and villages in rural and coastal area, to some of the remotest points on the planet. Tourism acts as a catalyst to economic, social and physical development of the state. It is the commercial aspect of this industry that bestows all economic as well as other benefits to the host state. The present work is an attempt to show the academic world how international tourism in Himachal Pradesh is happening and how nicely this sector can be made healthy for the future. The various studies have been undertaken by different scholars both from India and outside to prove its uniqueness, to describe its majestic history and to offer it as a complete destination with peace and peaks. But here the purpose of this paper is to develop an extended tourism for sustainable growth in Himachal Pradesh tourism. We have utilized the states for Himachal Pradesh Tourism and identified the gaps toward sustainable tourism growth, which we will try to fulfill with the help of extended tourism developed by Destination Discontinuity Model. After development of Destination we will try to develop a Destination Branding Process for Effective Positioning of Destination. The term “destination branding” is recognized as that most commonly used in tourism literature to describe the method of creating a unique identity for a destination that enables potential visitors to differentiate one destination from another (Hanzaee & Saeedi, 2014). The idea behind the concept of destination branding is to build an image of destination. In the eyes of consumers and make the consumer aware about the 100% real destination, the image of destination greatly depends on the stake holders' of the destination. Therefore it is crucial to understand the value of the stakeholders of the destination. This destination branding technique is important as it attract new visitors toward the country. The destination branding strategy also works effectively when the destination is facing a down trend in tourist arrival either because of natural constraints or because of political constraints