ECO Retreat as Brand Equity of Odisha Tourism: A Progressive Approach Towards Value Integration

Keeping in view the scope of the study, it was decided to choose tourists based on ‎a purposive sample who are coming to different retreats. The sample coverage here is taken ‎from the point of foreign and domestic tourists. A total of 142 sample tourists were included in the ‎study to represent the total tourists' branding of Odisha Tourism. Out of that, only 102 ‎respondents were found valid for all the questions asked of them in a five-point Likert scale. ‎The period of study is six months, taken here on the basis of collection of primary data during ‎the time of the festival at different tourist spots of Odisha in 2024. The responses were ‎collected individually, interacting through the questionnaire with tourists, both international ‎and domestic, at the different tourist places and spots in Odisha, being collected. The study is ‎based on the methodology adopted in collecting and analysing the total data from the tourists ‎for the study. The questionnaire results were tabulated, analysed, and concluded that the ‎attitude of locale at destination (Eco retreat) is not of very friendly environment & very ‎distant desert places have been excluded here and pointed out for value integration‎.