Hauz Khas Village (Delhi): A Peek into Affective and Cognitive Image from Place Marketing Perspective 5 3

Abstract

India attracts millions of tourists every year due to its diverse and rich culture and history. It is home to various historic sites. Hauz Khas Village (HKV) in South Delhi is a modern urban village having affluent and chic personality while retaining the old charm of medieval times through tombs, the royal tank (i.e., Hauz Khas; now a beautiful lake) and other synecdoches of archeological splendor. Present study is an attempt to understand the current image of HKV in the minds of residents and visitors of the place. To accomplish this; primary data was collected from 257 respondents through convenience sampling using a well-designed questionnaire having closed questions to elicit ‘Affective’ and ‘Cognitive’ image of HKV, along with one open ended question to understand the overall image. The paper also provides recommendations for future research and place marketing practitioners.