Tourism in India Marketing Perspectives

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.

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

Saurabh Kumar Dixit is Associate Professor and founding Head of the Department of Tourism and Hotel Management atNorth-Eastern Hill University, Shillong, India. His research interests include consumer behaviour, gastronomic tourism, and experiential management and marketing in hospitality and tourism contexts. He has twelve books to his credit, including The Routledge Handbook of Consumer Behavior in Hospitality and Tourism (2017), The Routledge Handbook of Gastronomic Tourism (2019), The Routledge Handbook of Tourism Experience Management and Marketing (2020), and Tourism in Asian Cities (2020). He is an editorial board member, active reviewer, and guest editor of many international journals such as International Journal of Contemporary Hospitality Management, British Food Journal, Journal of Research in Interactive Marketing,Tourismos, Tourism Recreational Research, Anatolia, Journal of Global Scholars of Marketing Science: Bridging Asia and the World (JGSMS), etc.