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Full Description
Tourism is one of the fastest growing industries in India, contributing enormously to the Indian economy. Indian civilization and culture have followed the tradition of Atithi Devo Bhava (treating Guest as God) from time immemorial. Tourism in India is fairly rich and diverse in terms of its attractions and resources nevertheless the body of knowledge of tourism as a discipline is relatively unexplored in terms of scholarly research. The tourism industry in India has not been able to perform to its most impeccable potential due to several obstructions. Lack of efficient marketing and positioning of its tourism resources in the global market is one of the prominent causes of this. The Indian tourism industry cannot achieve the desired growth and impetus unless it is backed by intense promotional and marketing strategies abreast of the global business arena.
In this volume, an effort has been made to uncover a deeper understanding of marketing perspectives of tourism in India using an interdisciplinary approach. The chapters in this book reflect the prevailing scenario in the hospitality and tourism business in India as posited by renowned global experts on this subject. The book is an essential resource to students, researchers, and scholars interested in examining the existing marketing strategies as well as exploring the suggested strategies that can be adopted to promote tourism in India.
The chapters in this book were originally published as a special issue of Anatolia.
Contents
Foreword
Mahmood A. Khan
Introduction
Saurabh Kumar Dixit
1. Bollywood induced international travel through the lens of the involvement construct
Bharath M. Josiam, Daniel L. Spears, Kirti Dutta, Sanjukta Pookulangara and Tammy Kinley
2. Travelling to the Motherland: relating acculturation to diaspora tourism experiences
Elizabeth Ann du Preez and Lynette Kumarivani Govender
3. Destination image, visitor experience, and behavioural intention at heritage centre
Senthilkumaran Piramanayagam, Siddhant Rathore and Partho Pratim Seal
4. Destination branding in tourism: insights from social identification, attachment and experience theories
Raouf Ahmad Rather, Ashaq Hussain Najar and Dhouha Jaziri
5. Trends in consumer behaviour and accommodation choice: perspectives from India
Chetan Shah and Alexander Trupp
6. Examining online ratings and customer satisfaction in airlines
Sooriya Sudhakar and Sangeetha Gunasekar
7. Corporate governance practices of Indian listed tourism & hospitality firms
Manjula Chaudhary and Deepa Shrivastava
8. Motivation of students to study a tourism programme in India
Shyju P J and Naresh Tanwar
9. Themed route marketing in India
Namita Roy and Ulrike Gretzel
10. Relationship between tourists' local food experiencescape, satisfaction and behavioural intention
Senthilkumaran Piramanayagam, Surbhi Sud and Partho Pratim Seal
