Visual Identity Mix Across Tourist Area Life Cycle : Case Study of Indian States

The purpose of the current study is to highlight the area visual image mix across different stages of tourist area life cycle (TALC) and explore the relationship between these two variables. In order to achieve this objective, Indian states were chosen as the unit analysis. The results of the study indicated that throughout the various stages of life cycle the order of visual identity mix components in order of preference was creating a persuasive and attractive tagline, and then investing in an attractive and recognizable logo followed by a high recall color palette for the visual identity and a customized font type and name. Though the results indicated that this was a standardized mix yet the mix needed to be fine tuned as per the life stage of the life cycle and there was a definite trend in terms of trade off of one component for another across the states of TALC. The study helps academicians and practitioners understand the variance in the visual image mix across states and therefore help strategize their limited resources more efficiently and effectively