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Abstract
Tourism is an information intense industry which often relies on other people’s personal experiences. Imagery plays a significant role in a traveller’s mind and help them in dreaming, conceptualising and planning a holiday. While some images are developed organically with respect to personal encounters, some are also induced through various marketing strategies. Destination image is a subjective concept and can have different connotations based on individual’s knowledge, imagination, emotions or experiences. This helps people to plan their trip thus playing a pivotal role in destination choice. Further, destination image is also seldom witnessed as the basis of post travel behaviour such as satisfaction and future travel plans. India’s diversity is spread across cultures, scenic beauty, historical outlook and vibrancy of the festivals celebrated within. India also has several dark imageries attached rooting from the ‘typical’ third world problems of poverty, hygiene etc. With such a contrast witnessed for the same nation it becomes worthwhile to understand the perceived destination image of India. Sophisticatedtechnology has paved way for tourists to freely exchange experiences and over social media. This study revolves around understanding India’s global destination image through the eyes of the most trending travel hashtag on twitter i.e. “#travelindia”.