Indian students' perception of rural West Bengal as a tourist destination

Creating and selling cultural experiences, particularly cultural attractions, is a trend in the travel and tourism industry (Richards, 1996). However, little is known about the impact image has on the sale of cultural experiences, especially in rural settings within developing countries. Thus, the purpose of this study was to assess the image of West Bengal, India, and to identify its strengths and weakness as a travel destination. Data were collected through in-depth interviews with graduate students whose home residence is India. The results indicated that the images of West Bengal were a mixture of both positive and negative perceptions and challenge commonly held assertions about the appeal of rural areas. Further, no differences in response were found between males and females. Differences were found with respect to home residence.