1st Edition

Tourism in India Marketing Perspectives

Edited By Saurabh Kumar Dixit Copyright 2021
    174 Pages
    by Routledge

    174 Pages
    by Routledge

    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.


    Mahmood A. Khan


    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 at North-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.

    "Tourism is an industry of growing importance to economy and society in India, a country rich in natural and cultural attractions. With a focus on tourism marketing, this book captures the breadth and diversity of those riches, including the attractions of Bollywood; diaspora experiences of tourism; branding; gastronomic tourism; consumer behaviour; factors affecting accommodation choice; and the corporate governance of tourism companies in the sub-continent. This book is essential reading for those interested in tourism business development, both in India and more generally, and Saurabh K. Dixit is to be congratulated on bringing together a valuable collection of original research insights."

    Prof. Roy C Wood PhD, University of Cumbria, UK


    "India is known globally for its warm hospitality, vibrant culture, and traditional ethos. Tourism in India has been a growing industry and also as an academic discipline. In this regard it is imperative to bring together a book with current knowledge in tourism marketing. Tourism in India: Marketing Perspectives provides a collection of contemporary issues relating to marketing tourism in India. Chapters in this book are authored by experts who are able to illustrate vivid facets leading to the successful marketing of Indian tourism destinations. I endorse this important book and recommend it as an essential reading for practitioners, academics, and for students."

    Dr. Jay Kandampully, Professor of Service Management, Department of Human Sciences, The Ohio State University, USA


    "The status of tourism in India is still in its infancy even when India has a vibrant cultural, social, and natural tourism wealth. The present volume is a timely resource to offer an impetus by presenting some tourism marketing efforts on diverse themes. The book presents several contemporary themes and issues vital for marketing Indian tourism in the global arena. Bollywood, diaspora, heritage, education, themed route, social media, and local food are some of the key travel motivations discussed in the title. I welcome this important book and recommend it as essential reading for practitioners and students alike, who are willing to explore marketing perspectives of Indian tourism."

    Prof. Tej Vir Singh, Founding Editor-in-Chief, Tourism Recreation Research & UNWTO Ulysses Laureate, India