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The region of Kerala in India has an abundant natural, cultural and entrepreneurial resources for the development of wellness tourism. These resources are centered on the unique and traditional Ayurveda treatment, complemented by impressive natural landscapes and rich cultures and history. Despite the abundance and quality of resources and services provided by a large number of stakeholders, Kerala lacks a branding strategy for differentiating Kerala as a wellness tourism destination to compete in international markets. A stakeholder-based participatory process was developed to co-create a branding strategy, involving a destination audit supported by an online conjoint analysis survey to discover the relative importance of \u2018high-level\u2019 attributes associated with Kerala\u2019s wellness tourism resources. The most important attributes are \u2018Fits with strategic priorities of the organisation\u2019 and \u2018Ability to integrate into wellness tourism packages\u2019. The main resources complementing wellness services are natural features and cultural heritage. This research contributes to stakeholder-based participatory methods for destination branding.<\/jats:p>","DOI":"10.1007\/s41685-021-00218-3","type":"journal-article","created":{"date-parts":[[2021,12,4]],"date-time":"2021-12-04T14:02:43Z","timestamp":1638626563000},"page":"91-111","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":24,"title":["Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India"],"prefix":"10.1007","volume":"6","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6024-2624","authenticated-orcid":false,"given":"Jo\u00e3o","family":"Rom\u00e3o","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6867-8713","authenticated-orcid":false,"given":"Partho Pratim","family":"Seal","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5790-0710","authenticated-orcid":false,"given":"Paul","family":"Hansen","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6719-4220","authenticated-orcid":false,"given":"Sindhu","family":"Joseph","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6746-0421","authenticated-orcid":false,"given":"Senthilkumaran","family":"Piramanayagam","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2021,12,4]]},"reference":[{"key":"218_CR1","volume-title":"Destination branding for small cities: the essentials for successful place branding","author":"B Baker","year":"2007","unstructured":"Baker B (2007) Destination branding for small cities: the essentials for successful place branding. 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