"Promotion and Advertising of Leisure Activities

for Sustainability of Hospitality" (PALASH)

An Outcome of International conference on Travel, Tourism,

Hospitality & Culture -2022 (ICTTHC)
11th& 12th March 2022

Organised by
Institute of Hotel Management Catering Technology
& Applied Nutrition, Ranchi, Jharkhand, India

Editor in Chief
Dr. Bhupesh Kumar
Principal, IHM Ranchi

Editors
Alok Aswal: HOD, IHM Ranchi
Anindita Bharadwaj: Senior Lecturer, IHM Ranchi
Rajnish Kumar Singh: Assistant Lecturer, IHM Ranchi

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 MESSAGE FROM GOVERNOR

The State of Jharkhand is blessed by natural & historical resources. It has great potential
for the development of tourism and we need a large number of trained manpower to
harness this potential for the benefits of our State. I hope this Conference will provide a
common platform to Academicians, Tourism and Hospitality Research Scholars together
to deliberate on the issues related to promoting hospitality travel and tourism business.
I am sure that the outcome of the Conference will be highly enriching and beneficial
for all the participants.
I extend my Warm greetings to the organizers & the Participants and wish the
Conference a grand success.
 MESSAGE FROM SECRETARY

It gives me immense pleasure that Institute of Hotel Management, Ranchi is organizing

the International Conference on Travel, Tourism, Hospitality & Culture—2022 (ICTTHC)
on the theme “Promotion and Advertising of Leisure Activities for Sustainability of
Hospitality” (PALASH) in hybrid mode.
The organizer have meticulously and passionately planned to make this event to
be a great success. Tourism & Hospitality industry has witnesses an healthy growth in
last few years. The future of the Hospitality Industry has always been associated with
the future of Tourism Industry. The Tourism Industry worldwide has been adversely
hot by the Covid­19 pandemic in the last two years. The conference would bring
together the Tourism & Hospitality experts & Academicians and enable them to share
the best practices and experiences for the benefit of the industry in Jharkhand and the
country at large. I compliment and congratulate the organizing team with best wishes
for the success of the event.
 MESSAGE FROM DIRECTOR TOURISM

It’s the matter of pride that Institute of Hotel Management Catering Technology,
Ranchi is organizing two days International Conference of Travel, Tourism, Hospitality &
Culture–2022.
The tourism industry has a huge economic impact that continues to expand to
new markets and destinations. Tourism offer diverse employment opportunities, can
be developed with local products, and is often compatible with other economic
activities within a destination. Tourism often injects money into the community that
leads to secondary economic development as well. This conference will certainly be
high in research prospects and delivering high interventions useful for the State and
Nation, boosting future growth of Tourism & Hospitality Industry.
I convey my best wishes to the team for the success of this conference.
 MESSAGE FROM PRINCIPAL

Dear Delegates,
It gives me immense pleasure to welcome you all to the International Conference on
Travel, Tourism, Hospitality & Culture–2022. The Conference aims to bring Tourism and
Hospitality Researchers together to deliberate on the subjects related to the Travel, Tourism,
Hospitality and Culture. The conference will sketch current and emerging trends,
challenges and issues that is being faced by travel and tourism operators in the world
which is a world of complexities due to sudden changes brought by the present pandemic.
It is an honor to host the event that too in new normal. State of Jharkhand is a
land of beautiful opportunities and one of the potential tourism destination for travelers
across the globe. This gives academicians and research scholars to find scope for
research in varied filed of Hospitality and Tourism in India.
I am confident that the research insight and thought leadership emerging from
this innovative initiative will be of great value to the Indian Travel, Tourism,
Hospitality and Culture in its quest to identify global best practices and secure a
competitive advantage.
I believe that the Conference will enlighten the participants and stakeholders to
get an insight into the challenges and opportunities lying ahead due to the rapid
changing environment, practices and trends.
The collaboration of Academicians, Research scholars, Hoteliers, Entrepreneurs,
Experts, Organizational heads and policy makers will help the Tourism and Hospitality
industry to grow and be ready for a stronger come back in post Covid­19 era.
I thank all the Researchers and Presenters for their excellent cooperation and
contribution to the Travel, Tourism and Hospitality field.
I would like to thank all those who assisted with this Conference, especially our
organizing team and the supporting staff for their tireless efforts in making this
conference a grand success.
 MESSAGE FROM HOD

Dear Professors and Researchers

It is my privilege and honour to welcome you all to the “International Conference
on Travel, Tourism, Hospitality & Culture–2022 (ICTTHC)”. This is the first
International Conference on theme “Promotion and Advertising of Leisure Activities
for Sustainability of Hospitality” (PALASH) being conducted by IHM Ranchi.
The main goal of organizing this conference is to share and enhance the knowledge
with stakeholders in the field of Tourism & Hospitality giving an opportunity to those
who are keen to know the present developments and share their ideas.
The conference aims to brings the Tourism & Hospitality researchers working in
academic and industry through research presentations and keynotes addresses. It
reflects the growing importance in the field of research and practice for contribution
and better opportunities through this conference to widen your knowledge and
network especially the era of post­covid­19 pandemic.
As the convener of the conference, I extend my gratitude to Dr. Asad Mohsin,
Associated Professor, The University of Waikato, Hamilton New Zeeland, Prof, Maharaj
Vijay Reddy, Birmingham City Business School UK, Prof, Manohar Sajinanai, Amity
University Noida, Prof, Ashish Dahiya M.D University Haryana, Prof, Parikshat Singh
Manhas, University of Jammu and Kashmir, Dr. Bharti Gupta, Central University of
Jammu for their support. I would like to thank Technical Session Chairs & Co­Chairs
for their dedicated support and help to make the event success.
Finally, I would like to thank the conference committee for extending their valuable
time in organizing the program and all authors, volunteers, faculty & staff of IHM
Ranchi who directly or indirectly contributed to the conference. Without their
cooperation and full support, this conference would not have been possible. Special
thanks to all the students of IHM, Ranchi in making this event a happening one.
 Preface
“That’s the thing about books. They let you travel without moving your feet.”—Jhumpa Lahiri
Dear Readers, on behalf of IHM Ranchi which organized successfully 1 st International
Conference on Travel, Tourism, Hospitality & Culture (ICTTHC)­2022 which was held
on 11th & 12th March, 2022. We know that there are many conferences to choose in this
COVID era of Hybrid mode with low or no budgets available, so it is very satisfying to
have such a record number of participation and research presentations and submissions.
This was our first conference to discuss on various Issues of Hospitality and Tourism
post­pandemic. The real strength of the conference was been its research based
comprehensive coverage of certain timely, crucial and challenging issues of the Tourism
and Hospitality together. The conference organizing team of IHM Ranchi has put together
excellent organizational skills related to scientific session, socializing and extending the
hospitality. The aim of the conference was discussed and deliberate on the issues and
challenges in the field of Hotel, Travel and Tourism on the theme “Promotion and
Advertising of Leisure Activities for Sustainability of Hospitality” (PALASH) covering
the field of tourism and hospitality with the perspective of education, services, humanity,
environment and sustainability development through research and expert knowledge
dissemination bringing the Tourism and Hospitality Researchers together. The conference
emphasized on current and emerging trends, challenges and issues that is being faced by
Hospitality, Travel and Tourism Operators in the world which is world of complexities
due to sudden changes brought by the present pandemic.
The book “PALASH” which is an outcome of the proceedings from the conference
provides an opportunity for readers to engage with a selection of refereed papers and
abstracts that were presented during the 1st ICTTHC conference. The papers published
here focused on a wide range of topics, including new normal post Covid­19 for hospitality
sector, marketing and management, sustainable tourism, tourism & environment, tourism
planning & regional development, service quality & customers delight, cultural &
indigenous tourism & hospitality, culinary tourism, role of hospitality in health sector
and reskilling & up skilling of manpower to face the new Challenges which are of the
interest of Hospitality and Tourism Managers and Educators who care that the research
environments in the Industry or their classrooms motivate stakeholders to deliver
effectively by being equipped to contribute solutions to the serious challenges or issue
our Industry faces. Efforts to improve Research in Hospitality and Tourism must be
maintained and endured which this book will sample for all.
We would like to thank the Honorable Governor of Jharkhand ­ Shri Ramesh Bais,
all the invited guests, Keynote speakers, session chairpersons, workshop expert and
participants for their contributions and support to the Conference and submission of
research papers for this book. Also, the Faculty members and staff of IHM Ranchi deserves
the appreciation for their support and hospitality, which allowed all the participants to
feel at home. Our special thanks go to our editorial and advisory committee for their
 (ix)

devoted assistance in the overall organization of the conference, providing help with
proofreading of the contributed papers and extending their help in preparing this volume
of book. It is our pleasant duty to acknowledge the support from the Department of
Tourism, Government of Jharkhand and unconditional support by NCHMCT, Noida, Delhi
NCR, India. Generous support for the conference was provided by our media partners
The Hotel Times; [Link] and The Chef’s Arena magazines and Hindustan,
Prabhat Khabar, Dainik Bhaskar, Dainik Jagran and other news dailies. The supports were
timely, and greatly appreciated, and permitted us to organize the conference successfully.
Special Thanks to all the authors whose papers are published in this book.
We are looking forward to the 2nd International Conference on Travel, Tourism, Hospitality &
Culture (ICTTHC)-2023 at IHM Ranchi. We hope that it will be an interesting and enjoying as
its predecessor.

Dr. Bhupesh Kumar

President – ICTTHC
Principal, IHM Ranchi
 International Conference on Travel, Tourism,
Hospitality & Culture - 2022 (ICTTHC)
Advisory & Research Committee
Dr. Asad Mohsin: Associate Professor, School of Management and Marketing,
Convenor – Tourism and Hospitality Management Programs, Waikato Management
School, The University of Waikato, Hamilton, New Zealand.
Prof. Mohinder Chand: Professor, Department of Tourism& Hotel Management,
Kurukshetra University, [Link].
Prof. Ashish Dahiya: Professor, Hotel & Tourism Management, Director ­ Centre for
Life Skills & Soft Skills, M.D University, Rohtak, Haryana, India.
Prof. Parikshat Singh Manhas: Director, School of Hospitality & Tourism
Management (SHTM), Professor, The Business School (TBS), University of Jammu, Jammu
&Kahmir, India.
Prof. ParamitaSuklabaidya: Director, School of Tourism and Hospitality Services
Management, IGNOU, New Delhi, India.
Shri. Nisheeth Srivastava: Principal, IHM, Kolkata, West Bengal, India.
Dr. Anand Kumar Singh: Principal, IHM, Bhopal, Madhya Pradesh, India.
Ms. Sharada Ghosh: Principal, IHM, Bhubaneswar, Orissa, India.
Mr. ArghaChakravorty: Principal, IHM, Gurdaspur, Punjab, India.
Dr. Urvashi Yashroy: Director, Tuli College of Hotel Management, Nagpur,
Maharashtra, India.
Dr. Bharti Gupta: Assistant Professor, Department of Tourism & Travel Management,
Central University of Jammu, Jammu &Kahmir, India.
Dr. AartiMeshram: Principal, Government Institute of Hotel Management and
Catering Technology, Nagpur, Maharastra. India.

Organizing Committee
Chief Patron:
• Dr. Amitabh Kaushal (I.A.S) Secretary, Department of Tourism, Art Culture, Sports
and Youth Affairs, Jharkhand

Patron
• Shri Gyan Bhushan, IES CEO, NCHMCT

President
• Dr. Bhupesh Kumar, Principal, IHMCT&AN, Ranchi
 (xi)

Conference Convener & Organizing Secretary

• Mr. Alok Aswal, HOD, IHMCT&AN, Ranchi

Conference­ Coordinator
• Ms. Anindita Bharadwaj: Sr. Lecturer
• Mr. Rajnish Kr. Singh: Asst. Lecturer

Organizing Team
• Mr. Dhirendra Tiu Sr. Lecturer
• Mr. Ravi Kumar Lecturer
• Mr. Tom Thomas Lecturer
• Mr. Veenit Sinha Lecturer

Organizing Members
• Mr. Rajshekhar Azad: Asst. Lecturer
• Ms. Aarti Tevatia: Asst. Lecturer
• Mr. Nilesh Ratnoday: Asst. Lecturer
• Mr. Mohit Kr. Singh: Student
• Mr. Ankit Raj: Student
• Ms. Niharika: Student
• Ms. Kanupriya: Student
• Mr. Abhishek Kr. Singh: Student
• Ms. Suvrapriya Neogi: Student

Technical Support
• Mr. Sanjeet Kumar
• Mr. Sumit Suman
• Mr. Aamir Ansari
 Contents

1. Pilot Study to Evaluate the Marketing Strategies Used by the Five Star Hotels to
Appeal to Single Lady Travelers in Mumbai—
Abhishek Chowdhury, Chandrokala Biswas ............................................................................. 1

2. Bibliometric Analysis of Central Finance Assistance (CFA) Seminars by Ministry

of Tourism From 2017 ­2020—
Abinash Dash, Sambit Suman .................................................................................................. 6

3. Starting Homestay Business Post Covid­19: A Social Entrepreneurial Approach—

Anup.S. Patwal, Dr. Jagdeep Khanna .................................................................................... 16

4. How the Covid 19 Pandemic, Effects on Tourism & Hospitality Industry, of

Dooars Region: An Overview—
Apurba Chakraborty, Dr. Santosh Kumar Upadhyay ............................................................ 26

5. A Study on the Factors Affecting the Change in Food Lifestyle of the

Consumers During Covid­19: A Special Reference Towards Convenience Food—
Deepti Yadav, Gaurav Bathla ................................................................................................. 35

6. Use of Social Networking Sites for Tourism Marketing: Current Scenario &
Future Prospects—
Dr Harshada Satghare, Nishant Sutare ................................................................................. 45

7. The Study of Advancement in the Tourism and Hospitality Industry during Post
Covid­19 Pandemic—
Dr. Dhanraj Kalgi, Ashwini Talaulikar, Yogendra Tanwar .................................................... 55

8. Success Factors of Online Courses Offered by Tourism and Hospitality Institutes—

Dr. Goldi Puri ......................................................................................................................... 66

9. Social Media Marketing: A Paradigm Shift in Tourism Marketing with the Advent
of Social Media —
Harjot Kaur, Shaina Arora, Jyoti Sharma .............................................................................. 73

10. Exploring Success Strategies of Indian Startupʹs (Restaurant) with Global Foot­
Print in Food and Beverage Industry—
John Major .............................................................................................................................. 84

11. A Systematic Literature Review on Local Food Tourism and Regional Development—
Manish Semwal, Anup.S. Patwal ............................................................................................ 99
 (xiii)

12. Marketing Strategies of Airlines Operating in India with its Impact on Customer
Satisfaction—
Neha Dubey .......................................................................................................................... 114

13. Women Career Elevation in Hospitality Industry: An Overview—

Neha Kumari, Dr. Nidhi Nayna ........................................................................................... 122

14. Analyzing Reviews for Future Marketing of Jyotirlings in India with Special
Reference to Kashi Vishwanath Temple, Varanasi, India—
Pratim Chatterjee, Debasish Batabyal .................................................................................. 129

15. Role of Travel Bloggers on Tourist Decision Making: A Case Study of Indiaʹs
Generationz and Millennial Tourists—
Dr. Gunjan Malik, Purvi Saini ............................................................................................ 138

16. Post Covid­19 Innovative Front Office Practices in the Hotels of Delhi­ NCR—
Rahul Bharti, Dr. Sonia Sharma........................................................................................... 149

17. Transformation of Tourism Industry in Post Covid ­ 19 Era, Research on it and its
Impact on Tourism Sector—
Ratan Lal Sahu, Ms. Seema Jain .......................................................................................... 157

18. Destination Designing, Marketing and Management: Issues and consideration—

Rimjhim Neog ...................................................................................................................... 165

19. A Critical Investigation into the Emergence and Rise of the Cloud Kitchen—
Rishabh Kumar, Deepanshu Khurana, Akhil Chawla, Dr. Suneel Kumar ........................... 176

20. Inputs for Effective Marketing of Hospitality in Ranchi—

Sahil Sharma, Dr. Jeet Dogra ............................................................................................... 186

21. Prospect for Development of Sualkuchi as a Destination for Cultural Tourism:

Perceptions of Local People and Tourists in Assam—
Srijani Chatterjee, Vikram Singh .......................................................................................... 198

22. A Study on Green Hotel Practices and Achievement of Sustainable Development

Goals—
Banani Mondal, Suman Ghosh ............................................................................................ 212

23. Social Media­ An Overhyped Tool for Destination Marketing, being Used Awfully
towards Sustainable Tourism—
Trina Deka, Dr. Sudhanshu Verma ....................................................................................... 222
 (xiv)

24. A Study of New Challenges in E­Learning for Students Pursuing Hospitality

Programs and New Demands of Employers in Hospitality Sector in District
Faridabad, Haryana—
Vimal Kumar, Surbhi, Bhavesh Gupta .................................................................................. 236

25. A Study the Role of Hospitality in Health Sector—

Dr. Dhanraj Kalgi, Mr. Arvind Sonkamble, Ms. Pallavi Yedgaonkar .................................. 253

26. To Study the Significance of Relationship Marketing for Improving Customer

Loyalty in the Hospitality and Tourism Industry—
Dr. Dhanraj Kalgi, Ashwini Talaulikar, Asmita Patil .......................................................... 274

27. To Study the Significance of Sustainable Tourism in India—

Mr. Rohan Joglekar, Ms. Tanya Singh .................................................................................. 287

28. Prospects of Re­Skilling and Upskilling Employees in Hospitality Industry—

Rita Mitra, Sohini Basu ........................................................................................................ 299

29. Tribal Tourism Planning and Development in Jharkhand: An Application of Four

Hs of Indigenous Tourism—
Ravi Kumar, Dr. Bhupesh Kumar ........................................................................................ 317

30. A Study on Guest’s Perception towards Housekeeping Services in Luxury Hotels

of India—
Aninidita Bharadwaj, Dr. Amit Kumar ............................................................................... 326

31. Culinary Tourism–An Upcoming Opportunity for Tourism Industry in Jharkhand.

(With Special Reference to Ranchi District)—
Baljit Singh Kalsi, Dr. Somnath Roy Choudhury ................................................................ 332

Authors’ Detail of Published Papers .................................................................................... 340

Minute to Minute Schedule International Conference on Travel, Tourism, Hospitality

& Culture ­ 2022 (ICTTHC) (11th & 12th March 2022) ............................................... 343
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 1

1 Pilot Study to Evaluate the Marketing

Strategies Used by the Five Star Hotels to
Appeal to Single Lady Travelers in Mumbai
Abhishek Chowdhury, Chandrokala Biswas

Abstract
Unfortunately, there is reluctance by many tourism writers and practitioners to
recognize gender specific differences and to fully incorporate gender issues into the design
and marketing of travel and tourism products. There is an assumption that all tourists,
regardless of gender, consume tourism marketing identifiably. However, the tourism
market is changing. And the number of single lady travellers and their sending power is
increasing. The focus of this pilot study is to examine the market strategies of five star
hotels for single lady travellers visiting Mumbai. We are also trying to make a list of special
facilities offered by hotels for the said market segment.
This project is a Quantitative Study that collected data with the help of self­
administered standard questionnaires through an online survey. Total 16 Executives of
five star hotels in Mumbai were selected for this study with the help of convenient sampling
technique. In conclusion, we have found that a substantial number of the respondent’s
hotels around the city have recognized safety and security as the major concern among
the single lady travellers. These hotels are planning or already implementing service design
that can promote solo trip to Mumbai of the women travellers. Also, room features such
as trained female staff members, in­room security facilities, lady cab drivers, eva­floor, in­
room and in car check­in service, rooms located closer to the Elevators, special in­room
amenities are quite common in the hotels.
Key­words: Marketing strategy, Single Lady Traveler, Safety, Amenities.

Introduction
As a result of rapid growth, the tourism industry has become more diversified,
targeting different consumers with more sophisticated products. Urban tourism, nature
tourism, eco­tourism, adventure tourism, business tourism, religious tourism and recently
dark tourism are submarkets with considerable potential and different psychological needs.
(Gibson, Yiannakis, 2002). In present condition, gender differences need immediate
inclusion in tourism studies and tourism marketing research. There is hardly any place is
made for gender differences in social research, as it takes female behavior for granted and
expect that too follow dominant male’s behavior. As a result, in spite of being a fast­
growing sub­segment of the tourism market, lady business travelers are not receiving much
of special care on their preferences of service and product needs (Hao & Har, 2014). There
is always a noteworthy gender differences present when it comes to the perceived
2 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

significance of destination characteristics and travel values while making destination

choices (Meng & Uysal, 2008). Hoteliers go to great lengths to make a clean and neat,
well­furnished room as per their standards. However, customization of the product is
rarelydone to meet specific needs of any specific segment of travellers, i.e single lady
travellers (Hao & Har, 2014).
According to an iXiGo study on ‘what women want’ revealed that 50% of the
respondents travel as frequently as once in two months and prefers women centric facilities
in the hotels (The Financial Express, 2014).
According to government of India’s tourism statistics 2019, during the year 2018, the
gender­wise distribution of Foreign Tourist Arrivals comprised of 58.6% males and 41.4%
females. This indicates clearly that lady travellers are no more an insignificant segment of
the market (Market Research and Statistics | Ministry of Tourism | Government of India,
n.d.).This pilot study is focusing on to understand the hotelier’s attitude towards single
lady travellers visiting Mumbai, while trying to identify, if hotels recognize the single
lady travellers as a market segment.
It isalso focusing on the marketing strategies used by the five­star hotels to appeal
single lady travellers and making a list of special facilities for the single lady
travellers.

Literature Review
Women of this era are financially more independent than their earlier generations. Thus
we see that today, there are a lot of ladies who travel on their own, for business or pleasure,
unaccompanied by male members of their family ( Navare, P., Zagade, S, 2015).Single lady
travellers have been recognized as a niche segment in tourism and hospitality (Kasimoglu,
2012). To a single lady traveller, safety and security is the point of major concern while
making travel decisions. As a result, safety and securitygets higher visibility in the marketing
strategies of hotels too (Chiang, 2000). Globally the bookings made by female solo travelers
have increased by 88% over the past four years! American women are leading the way
globally as the nationality making the most female solo travel bookings with 20%, followed
by Germany 11%, UK 10%, Australia 8% and Canada 7% (Globetrender, 2019).
P K Mohankumar, MD and CEO, Roots Corporation adds, the single lady corporate
traveler is the new segment who want general neutral facilities and not special things
since they want to be independent, share the same space as men. However, ITC Hotels
has become the pioneer in giving lady traveller specific facilities by introducing EVA rooms.
EVA is available at all ITC super premium luxury hotels in India with dedicated floors/
wings for single lady guests and exclusive access to the floor and wing. Lady security
guards, lady butlers to smaller nuances such as, choice of color themes, choice of upholstery,
magazines, amenities etc. in the room get specific attention. It is ensuring airport assistance
on arrival, lady butlers assistance for packing and unpacking, guidance whilst travelling
within the city, aid with hiring of safe and reliable transportation, draping a sari,
announcing of calls after 10 pm, a video phone in room etc. ‘Dial a Chef’ programme, a
cocktail hour trolley for the EVA floor, with beverages and hors d’ oeuvres are additional
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 3

features available for the EVA. These coupled with the fact all ITC’s hotels have been
accredited with a British Safety Council 5­star rating, the highest honor accorded to hotels
for safety and security standards and a ‘Women Aware’ international certification endorsing
that our hotels meet international norms specified for this segment: makes ITC’s hotels
the preferred choice of single lady travelers. Hotels like the Imperial Hotel in Delhi, Central
Park, Pullman Gurgaon and IBIS Mumbai Airport are also coming with exclusive features
to secure the valuable business of single lady travellers.

Research Methodology
Problem Statement
A pilot study to evaluate the marketing strategies used by the five­star hotels to appeal
to single lady travelers in Mumbai

Objectives
The objective of this study is as follows:
• To identify, if hotels recognize the single lady travellers as a market segment.
• To study the marketing strategies used by the five­star hotels to appeal single
lady traveler
• To make a list of special facilities for the single lady travelers

Research Design
This project is a Quantitative Study that collected data with the help of self­
administered standard questionnaires through an online survey.

Sampling Technique & Size

• Convenient sampling technique was used to select the Executives of five­star
hotels in Mumbai. Total 16 Executives participated in this study.

Sampling Criteria­
Inclusion criteria:
• Executives of five­star hotels
Exclusion criteria:
• Hotels below five­star category
• Related services

Data Analysis Method

Descriptive data analysis was done in the proposed study. Word cloud and Frequency
tables were used in the process.
4 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Result & Discussion

The study shows that all the hoteliers who responded are aware of the concept of
single lady travellers. However, the type of clientele catered by them is mostly business
traveller (93.8%) and only 6.2% group traveller for work. So, to facilitate the women
travellers 81.2% of them provides special rates or packages designed exclusively for the
mentioned section and 18.8 % gave a negative response.
93.8% respondents stated that their hotels have women staff as butlers as guide to
facilitate the stay of single lady travellers and boost their sense of security on their
premises. Similarly, 50% samples said that they provide special airport pickup and
drop facilities with female cab drivers. 68.8 of Hotels in Mumbai, who took part in
this survey, provide “In­Room check­in” and “Eva Floors” specifically designed for
women travelers.
Only 12.6% of the respondents stated that they don’t have their own website for
promotion. Rest 87.4% advertise themselves by “having an independent website of their
own” and by “advertising on Travel websites such as Trivago, Make my trip, etc.”. on
the other hand, social media and travel magazines gets used as a promotional tool by
87.5% of the respondent’s hotels. 68.8% Hotels in Mumbai have any different approaches
to target single Lady Travelers such as Trained female staff members, Proper security facilities,
non­inter connecting rooms, In­room and in car check­in service, Rooms located closer to the
Elevators.

Conclusion & Implications

This pilot study was trying to find out the hotels are concerned about walking an
extra mile to provide different services which will especially facilitate the single lady
travelers.
Our method of data collection was through surveys which included interaction with
the public and a questionnaire with a mix of few close and an open­ended question. We
prepared a set of questionnaires for the hotel executives. The major findings of this study
showcases that all of hotels under study are well versed with the special needs of the
single study travellers and majority are investing in infrastructure and services like Eva
floor, lady butler, drivers and guides etc.
Even while designing the marketing strategies many hotels are considering the
women travellers and their needs. Raising no of women travellers are now clearly
noticeable by the hotel and are treated as an important market segment. So, introduction
of various security features such as Trained female staff members, Proper security
facilities, lady cab drivers, non­inter connecting rooms, In­room and in car check­in
service, Rooms located closer to the Elevators, special in­room amenities. In conclusion,
we can say that a considerable amount of the respondents expressed that safety and
security as the major concern among the single lady travellers and majority of the hotels
are planning or already implementing service design that can promote solo trip to
Mumbai of the women travellers.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 5

Limitations & Future Suggestions

The sample small size and limited time are the biggest limitation of this study. While
doing study relevant point such as, research could be done on the services and facilities
provided by hotels aroundthe country, services and facilities required to promote single
lady travellers etc., came up as scopes of future research. This could have an optimistic
impact on the hotels where we could even see a competitive attitude, grow in their mindsets
just to prove out to be the best organization in terms of lodging and hospitality resulting
in a better and safer traveler’s experience.

References
1. Gibson, Heather and Yiannakis, Andrew (April 2002), Tourist Roles: Needs and the Life
course. ­ Annals of Tourism Research­Vol 29, Pg no­ 358­383
2. Hao, J. S. C., & Har, C. O. S. (2014). A Study of Preferences of Business Female Travelers
on the Selection of Accommodation. Procedia ­ Social and Behavioral Sciences, 144, 176–
186. [Link]
3. Meng, F., & Uysal, M. (2008). Effects of Gender Differences on Perceptions of Destination
Attributes, Motivations, and Travel Values: An Examination of a Nature­Based Resort
Destination. Journal of Sustainable Tourism, 16(4), 445–466. [Link]
09669580802154231
4. Hotels in India gear up for single women travellers. (2014, March 19). The Financial
Express. [Link]
women­travellers/1234119/
5. Market Research and Statistics | Ministry of Tourism | Government of India. (n.d.).
[Link]. Retrieved on 30 Jan 2022 from, [Link]
and­statistics,
6. Navare, P. ; Zagade, S (2015).Single lady traveller ­ a new concept with respect to Pune
city.,Abhinav International Monthly Refereed Journal of Research in Management and
Technology 2015 Vol.4 No.1 pp.1­6 ref.13. Retrieve on 01 Feb 2022 from, https://
[Link]/cabdirect/abstract/20153243579
7. Kasimoglu, M. (2012). Strategies for Tourism Industry: Micro and Macro Perspectives.
8. Chiang, L. C. (2000). Strategies for safety and security in tourism: a conceptual framework
for the Singapore hotel industry. [Review of Strategies for safety and security in tourism:
a conceptual framework for the Singapore hotel industry.]. Journal of Tourism Studies,
11(2), 44. [Link]
9. olo travel among Gen Z women increases 88 per cent. (2019, August 7). Globetrender.
[Link] women/
6 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

2 Bibliometric Analysis of Central Finance

Assistance (CFA) Seminars by Ministry of
Tourism From 2017 -2020
Abinash Dash, Sambit Suman

Abstract
Reserch performance is an importat part of academic pedagogy system. Continues
research activities shows continues expansion in capacity building of academic as well as
academic milieu. The Ministry of Tourism provides financial assistance (CFA) to establish
and upgrade the Institute of Hotel Management Catering Technology & Applied Nutrition
(IHMs) and the National Council of Hotel Management in the country. The purpose behind
these efforts is to create an institutional infrastructure that promotes and facilitates
professional education and training specific to the tourism, travel and hospitality industries.
Lost of Research /Seminars /Conferences and Workshops are organized by the CIHMs
and NCHMCT to upgrade themselves in educational aspects. In this regard, the Ministry
of Tourism provides the CFA to the Reputed Institute / Central Universities for getting
inputs to contribute to the development of tourism. This research is based on conference
proceedings of various National and International conference reserchoutputs. This
proceddings are few sample documents which analysing to findout research attitude, groth
of research literature and future of research in hospitality education timeline of this study
isvarious conference held at CIHMs and the NCHMCT between 2015 and 20120.
Keywords: Bibilomatric, (CFA), Institutional Infrastructure, Professional Education,
Inputs, Journal Proceedings.

Introduction
The existing age of science and technology and every one aspects of life are suffering
from it. Research in the least ages Knowledge is ongoing round the world. This study is
understood as a structured study that uses scientific methods to unravel problems and
generate new knowledge. The Academy also conducts research for the innovation of data
in various sorts of publication, like articles published in research journals, articles published
in conferences, and in other formats (Ahmad, 2020). Institutional research activities are
reflected through the publication and analysis of those publications, ensuring the research
productivity of specific institutions. Tourism and Hospitality and related research
institutions are produce new and improved knowledge in related fields. Thus, the analysis
of the research results of those specific institutions may reveal some interesting information
and should be useful for the futility of the respective research (Osareh, 1996). For this
study, the journal of varied IHM conference proceedings and Publications within the field
of Hotel Management for producing current trends and Research output within the field.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 7

Bibliometric ­ Bibliometric previous was referred to as “statistical bibliography”. In 1969,

Allen Prichard first coined the phrase Bibliometric in his Publication” statistical bibliography
of Bibliometric” and measured because the father of the blue matrix. The word Bibliometric
was derived from Latin and Greek word i.e biblio and metrics. Prichard defined Bibliometric
as” the appliance of mathematical methods to book, journal and other media of communication’
British standards institution (1976) defines Bibliometric because the use of documents and
pattern of publication importance of Publication on which mathematical and statistical methods
are applied. Therefore, we will say that Bibliometric may be a quantitative estimate of the
library for research output by mathematical and statistical applications.
So on know the most recent trend and patterns of publications distributions within
the sector of Hospitality Management in India it had been conceived to undertake the
Bibliometric study from the leading journals was chosen for the aim and thus this study
remains confined for the quantity 20 17 ­ 2020. Financial Assistance to Institutes/Central
Universities for Organizing research related events (Meetings/Conference/Workshop/
Seminars).

Instructions Regarding CFA

The Scheme guidelines of marketing research – Professional Services, which were
revised in August, 2016 have a provision for providing Support to reputed Institutes/
Central Universities for Organizing/Conducting Meetings/Conferences/Workshops/
Seminars/etc. (Events) for the aim of getting inputs from Experts, State Governments,
Industry, Intellectuals, etc for development of Tourism. The institutes are selected by the
Ministry of Tourism on the idea of their proposals, which should be submitted a minimum
of 3–4 Months before the event. While selecting institutes, institutes of national importance
or those affiliated to central ministries are preferred, aside from Central Universities. The
Minimum number of participants to the “event”is restricted to a minimum of 30. Within
the sort of deliverables, the supported event should display a logo of “Incredible India”
altogether the printed material, brochures, banners, posters, podium, kit, etc. Book of
abstracts/Report containing proceedings/Compendium of papers containing logo also are
to be submittedto the ministry. The brand of Incredible India must be taken from Ministry
of Tourism. 40% of the funds would be released beforehand to the Institute/University.
The remaining 60% of funds would be released after the „Event on submission of
Utilization Certificate of 1st instalment andfinal bill of total expenditure and deliverables
([Link]
Following documents should be submitted along with the proposal for CFA Approval:
i. An Undertaking as per format given by MOT.
ii. Agency Details as per format given in Annexure 3.
iii. Bank Details as per format given
iv. An approval letter would be issued by the Ministry of Tourism upon acceptance
of the proposal. The approval letter would contain the exact amount which has
been sanctioned. Upon receipt of approval, the University/Institute should
submit a pre­receipt Bill of 40% of the sanctioned amount as per format given
8 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

in Annexure 5. The Bill should be signed in original and should have a crossed
revenue stamp of Re 1. There after only the advance would be released.
v. The following deliverables have to be met/furnished: ­ i. Proof of Display of
“Incredible India” logo altogether the printed material. In this regard a copy
each of printed material along with photographs of kit, banners, podium, etc
has to be furnished. ii. Book of Abstracts/Report of proceedings/Compendium
of papersshould be provided in both hard and soft copy. (At least 2 copies)
vi. The remaining 60% of the sanctioned amount would be released after the
completion of „event . The following needs to be submitted within 2 weeks of
the completion of the event. i. UtilizationCertificate of advance (i.e. 40% of the
sanctioned amount) in the prescribed GFR 19 a format as per Annexure 6. ii.
Bill/Invoice of balance 60% of the sanctioned amount. The Bill Invoice should
be signed in original and contain a crossed stamp of Re 1as per Annexure 7 iii.
Final Bill and total expenditure (detailed) as per Annexure 8 iv. Deliverables as
mentioned in para 8.
vii. After release of 60% of the sanctioned amount, Utilization Certificate in the
prescribed GFR 19 A format has to be submitted (as per Annexure 6.)
viii. A University/Institute is eligible for funds for only one „event per financial
year. Funds for subsequent financial year would be sanctioned only upon receipt
of UC of the full amount released during the previous financial years.

Objective of the Study

The following objectives are laid down for the present study
• To analyse the papers published in various hospitality and tourism departments’
conference.
• To access the authorship patterns of papers published during the period of study.
• To examine the gender wise distribution of papers.
• To measure the year wise and issue wise distribution of papers.
• To examine the page length of papers.
• To measure the number of references given in the paper.

Review of Literature
The number of bibilomateric studies in different field were conducted across the
world, however for the present study, only few relavent studiesviewed to have better ideas
and understanding related concept.
(Kumar, 2020)conducted a study and found that the international exposoure of the
“ journal of Entreprenuership” is more , as out of total 199 article,106 article(53.27%)were
from 25 different countries and almost 99 percent of articles published in the journal contain
refrence, which shows that only the research article were [Link] the other hand
(Singh, 2016)found out of 1,687 authors ,majority of authors were male(81.26%),while
female authors (18.73%) were conducted less number of papers also in his study he found
out of 7,884 refrences ,on an average per paper 15.55 refrence were included in the source
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 9

journal and maximum numbers of refrence (1,864)were found between the range of 16­20
refrence per paper. (Bastidas­Manzano, 2021) States that bibliometrics is a means for the
study and measurement of all forms of written communication, their authors and
publication patterns. (Virani, 2020)agrees with the definition of bibliometrics by Raisig
(1962) in saying that the demonstration of historical movements, the determination of
national or universal research use of books and Journals, and the ascertainment in many
local situations of the general use of books and Journals is possible by the assembling and
Interpretation of statistics relating to those books and periodicals.

Methodology
The data required for analysis was collected from the print /e­journal/Conference
proceeding /edited book available with Library & Information center of Institute of Hotel
management, Bhubaneswar. For the present study, the data were collected from 358
published paper were scanned from 12 number of CFA sponserd National and International
conference / Seminar from 2017­[Link] the papers were evaluated and interpreted as
per defined objectives of the study.

Scope and Limitation

The Scope of the study extendeds over to all the 12 CFA conference related to Ministry
of Tourism , Govt. of India publication 358 reserch output between 2017­[Link] study
covers original research papers published during the period only in English
[Link],short communications ,paper published in Hindi language,registration
cultivars and genotypes , traditional knolodge papers and technical reports are not included
for analysis in the study .Hence ,the present study is limited to thje original research papers
published during the period of study.

Data Analysis
Observance in scrutiny the nature of data and type of analysis to be carried out, the
data was simply put to excel format foe executing trouble­free operations like adding,
substraction, drawingpercentage. The data has been analyzrd to the objective framed for
the study. The table demonstrated in the study assisted in the interpretation of the data
collected from the various CFA approved publication.
Table 1: Distribution of page length of paper
Page length of Reserch Papers
Year Paper Name <5 6_8 9_12 13_15 >15 Papers Total %
1 2017 National Seminar on Special 3 8 11 6 5 33 358 9.21
interest tourism in madhya
Pradesh prospects, IHM
Gwalior
2 2018 National Seminar on Indian 2 8 8 2 1 21 358 5.86
vegetarian Cusine,IHM
Bhopal
10 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

3 2018 Swachh Bharat prashansaniya 19 22 0 0 0 41 358 11.45

4 2019 Indian food heritage, 2 12 15 3 2 34 358 9.49
History, Evolution,Influence
and modern trends,
NCHMCT
5 2019 Hospitality Industry Vision 5 20 18 2 0 45 358 12.56
2025 ,NCHMCT
6 2019 IHM, AhmedabadIndian 1 2 6 2 0 11 358 3.07
Journal of Hospitality
Management, IHMA,
Volume 1
7 2019 Advanced Technologies & 2 7 9 3 4 25 358 6.98
Innovations in Tourism &
Hospitality Industry
Volume­1
8 2019 Advanced Technologies & 3 7 15 2 3 30 358 8.37
Innovations in Tourism &
Hospitality Industry
Volume­2
9 2020 Future Trends in Hospitality 5 21 18 2 0 46 358 12.84
industry
10 2020 IHM,Ahmedabad/Indian 2 4 1 1 0 8 358 2.23
Journal of Hospitality
Management, IHMA, VOL 2,
Issue 1
11 2020 Entrepreneurship in 12 16 5 2 0 35 358 9.77
hospitality &tourism industry
emerging trends and
challenges IHM,
Bhubaneswar
12 2020 Entrepreneurship in 1 7 15 4 2 29 358 8.10
Hospitality, Current
Ecosystem,Challenges and
The Way Forward,
NCHMCT
57 134 121 29 17 358 100
Table ­1 Indicates the detailed about the page length of the papers in the source journal
during the period of study. It was found that majority of the papers (134, 37.43%) were
published in the journal was between 6­8 pages followed by 9­12 pages (121, 33.79%) and
up to 5 (57, 15.92%). On the other hand, between 13­15(29, 8.10%) and more than 15pages
(17, 4.74%) were very less contribution by the authors in the journal.
Table 2: Measurement of the Numbers of Reference
Distribution of references
S. Year Paper Name Total 1_ 6_ 11_ 16_ 26_ >30 Total Average
No Papers 5 10 15 25 30 Ref. Reference
per paper
1 2017 National Seminar on 33 4 93 136 161 27 54 475 14.39
Special interest
tourism in madhya
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 11

Pradesh prospects,
IHM Gwalior
2 2018 National Seminar on 21 28 41 27 56 97 0 249 11.85
Indian vegetarian
Cusine, IHMBhopal
3 Swachh Bharat 41 66 148 0 0 0 0 214 5.21
prashansaniya
Bharat,IHM Chanai
4 2019 Indian food heritage, 34 8 49 146 189 110 95 597 17.55
History,Evolution,
Influence and modern
trends, NCHMCT
5 2019 Hospitality Industry 45 25 92 189 180 26 118 630 14
Vision 2025, NCHMCT
6 2019 IHM, Ahmedabad 11 0 27 24 62 55 0 168 15.27
Indian Journal of
Hospitality
Management, IHMA,
Volume 1
7 2019 Advanced 25 0 56 76 47 114 306 599 23.96
Technologies &
Innovations in
Tourism & Hospitality
Industry Volume­1
8 2019 Advanced 30 15 82 106 114 0 38 355 11.83
Technologies &
Innovations in
Tourism & Hospitality
Industry Volume­2
9 2020 Future Trends in 46 29 95 135 192 84 31 566 12.30
Hospitality industry
10 2020 IHM,Ahmedabad/ 8 0 25 26 36 0 0 87 10.87
Indian Journal of
Hospitality
Management, IHMA,
VOL 2
11 2020 Entrepreneurship in 35 7 82 62 157 53 75 436 12.45
hospitality &tourism
industry emerging
trends and challenges
IHM, Bhubaneswar
12 2020 Entrepreneurship in 29 0 39 159 118 83 124 523 18.03
Hospitality, Current
Ecosystem, Challenges
and The Way
Forward, NCHMCT
Total 358 182 829 1086 1312 649 841 4899 13.68435754
The above table­2 displays the research aaptitude with literature analysis skill of
authors who published in tourism and hospitality related papers during the period of
2017­20. Total 4889 number of refrence from Web of Science, Scopous, Googlescholar,
12 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Mendly etc. highest number of citation or refrence 630 used in Hospitality Industry Vision
2025 which was an international conference by National Council of Hotel Managemet
Catering Technolgy (NCHMCT) Noida with use of reference 11_15(189), 16_25(180) and
>30 (118) with 14% of papers well referenced.
Table 3: Authorship Pattern of Papers
Author , Co­author and multi­Author Pattern
S. Year Paper Name Single Two Three Four >4 Total Total %
No. Author Author Author Author Authors
1 2017 National Seminar on 16 13 4 1 0 34 361 9.41
Special interest
tourism in Madhya
Pradesh prospects,
IHM Gwalior
2 2018 National Seminar on 10 11 0 0 0 21 5.81
Indian vegetarian
Cusine, IHM Bhopal
3 2018 Swachh Bharat 14 13 0 0 18 45 12.46
prashansaniya
Bharat, IHM Chanai
4 2019 Indian food heritage, 12 14 4 0 1 31 8.58
History,Evolution,
Influence and modern
trends, NCHMCT
5 2019 Hospitality Industry 13 23 8 1 0 45 12.46
Vision 2025 ,NCHMCT
6 2019 IHM, Ahmedabad 3 3 1 0 0 7 1.93
Indian Journal of
Hospitality
Management, IHMA,
Volume 1
7 2019 Advanced 7 12 4 0 0 23 6.37
Technologies &
Innovations in
Tourism & Hospitality
Industry Volume­1
8 2019 Advanced 7 14 5 1 0 27 7.47
Technologies &
Innovations in
Tourism & Hospitality
Industry Volume­2
9 2020 Future Trends in 13 23 8 1 0 45 12.46
Hospitality industry
10 2020 IHM,Ahmedabad/ 3 3 1 0 0 7 1.93
Indian Journal of
Hospitality
Management, IHMA,
VOL 2, Issue 1
11 2020 Entrepreneurship in 14 20 14 2 0 50 13.85
hospitality &tourism
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 13

industry emerging
trends and challenges
IHM, Bhubaneswar
12 2020 Entrepreneurship in 3 13 10 0 0 26 7.20
Hospitality, Current
Ecosystem,Challenges
and The Way Forward
Total 115 162 59 6 19 361 100
In table – 3 the pattern of authorship contributed in hospitality and tourism publication
during 2017­2020 in all 361 authors .it is found that single authors are the chief contributors
in the research papers with 115(31.85%) andin collaboration double authors patern hold
highest number of authors 162(44.85%). In 2020 total four major publication release in
Ministy of Tourism system which have 118(32.96%) research paper, 128 (35.45%) authors
and 33 (9.1%) authors are single contributors. In second major research output year is
2019 five major publication released which have total 145 number of research papers
(37.66%), 178(49.30%) authors with 42 (11.9%) single authorship pattern.
Table 4: Gender Wise Distribution of Authorship
Gender Pattern of Authorship
Sl. Year Paper Name Male Female Authors Total Authors %
No
1 2017 National Seminar on 39 12 51 628 8.12
Special interest
tourism in Madhya
Pradesh prospects,
IHM Gwalior
2 2018 National Seminar on 23 9 32 628 5.09
Indian vegetarian
Cusine, IHM Bhopal
3 Swachh Bharat 59 15 74 628 11.78
prashansaniya Bharat,
IHM Chanai
4 2019 Indian food heritage, 41 16 57 628 9.07
History,Evolution,
Influence and modern
trends, NCHMCT
5 2019 Hospitality Industry 59 28 87 628 13.85
Vision 2025 ,NCHMCT
6 2019 IHM, Ahmedabad 16 4 20 628 3.184
Indian Journal of
Hospitality
Management, IHMA,
Volume 1
7 2019 Advanced 31 11 42 628 6.68
Technologies &
Innovations in
Tourism & Hospitality
Industry Volume­1
8 2019 Advanced 35 17 52 628 8.28
Technologies &
14 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Innovations in
Tourism & Hospitality
Industry Volume­2
9 2020 Future Trends in 59 28 87 628 13.85
Hospitality industry
10 2020 IHM,Ahmedabad/ 10 3 13 628 2.07
Indian Journal of
Hospitality
Management, IHMA,
VOL 2, Issue 1
11 2020 Entrepreneurship in 39 14 53 628 8.43
hospitality &tourism
industry emerging
trends and challenges
IHM, Bhubaneswar
12 2020 Entrepreneurship in 39 21 60 628 9.55
Hospitality, Current
Ecosystem,Challenges
and The Way
Forward, NCHMCT
Total 450 178 628 100
Table ­4 represents the gender wise analysis of authorship, which shows that out of
450 (71.65%) were male authors who contributed maximum papers, whereas 178 (28.35%)
were female authors who contributed less number of papers. Less contribution by the
female authors may be possible due to less interest in the field of hospitality research. In
2019 total number of Male contributors 182(40.44%) Female contributors 76(16.88%) in all
five major publications in that duration. Total publication authorship in 2019 is 258(57.33)
and this period publication have an average 41.08% out of total sample publication taken
for recent study. The above table also demonstrate that on 2020 there are four major
publication done under Ministry of Tourism, GOI support with total 213 authorships. Out
of total sample in particular period 147(69.01%) male authorship and 66(30.98%)
femaleauthorship. in this period total growth in authorship (33.98%).

Key Finding
I. Out of total sample size (358) Highest number of publication done 2019 i.e
145(40.50%) followed by second highest publication 180(32.96%) with the ratio
of publication year wise 5:4 2017 and 2018 have very low rate of publication as
this time CFA related awareness seems very low.
II. From total authors, majority of them were male 450(71.75%) while female 178
(28.34).
III. Maximum number (44.59%) of papers was two authored followed by single
authored (31.85%) where as Three authored papers (16.34%). In this parameter
lowest authorship paterns (1.66%).
IV. Out of total 4899 reference, on an average per paper (7.3%) reference
wasincluded in the source journal and maximum numbers of reference (1312)
were found between ranges of 16_25 reference per paper.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 15

Conclusion
Analysis indicates that research in the area of hospitality and tourism is gaining
momentum and that CFA support to Institution help in research growth. The present study
was aimed to explore the prevailing pattern of innovative literary research publication on
hospitality and tourism. During the period of study, i.e 2017­2020 significant growth of
research publication and new researcher come to focous. CFA sheme under Market
Research Project by Ministry of Tourism, Govt. of India to get information from government
experts, government, intellectual industry. Etc. is seems a catalyst for development of
research and scientific publication in Tourism and hospitality field.

Reference
1. Tribe, J. (2005) New tourism research, 2nd edn. New York: willy.
2. Law, R., Qi, S. and Buhalis, D. (2010) ‘Progress in tourism management: A review of
website evaluation in tourism research’, in (ed.) Tourism management. London: Tourism
management, pp. 31(3), pp.297­313.
3. Singh, R. (2016) ‘The state of Indian tourism and hospitality research: A review and
analysis of journal publications’, The state of Indian tourism and hospitality research: A review
and analysis of journal publications, 17(5), pp. pp.90­99.
4. Kumar, S., Sureka, R. and Vashishtha, A., 2020 (2020) ‘The Journal of Heritage Tourism:
a bibliometric overview since its inception’, Journal of Heritage Tourism, 15(4), pp.365­380.
5. Virani, A., Wellstead, A.M. and Howlett, M. (2020) ‘Where is the policy? A bibliometric
analysis of the state of policy research on medical tourism’, Global health research and
policy, 2(5), pp. 1­16.
6. Bastidas­Manzano, A.B., Sánchez­Fernández, J. and Casado­Aranda, L.A. (2021) ‘The Past,
Present, and Future of Smart Tourism Destinations: A Bibliometric Analysis’, Journal of
Hospitality & Tourism Research, 3(43), pp. 529­552.
7. Ahmad, P., Asif, J.A., Alam, M.K. and Slots, J. (2020) A bibliometric analysis of Periodontology
2000,
8. Osareh, F. (1996) ‘Bibliometrics, citation analysis and co­citation analysis: A review of
literature’, I. Libri, 3(43), pp. 149­158.
9. IHM Ahamadabad ([Link]
2019) Indian Journal of Hospitality Management, Available at: [Link]
(Accessed: 22/03/2021).
10. IHM Ahamadabad ([Link]
2020) Indian Journal of Hospitality Management, Available at: [Link]
16 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

3 Starting Homestay Business Post Covid-19:

A Social Entrepreneurial Approach
Anup.S. Patwal, Dr. Jagdeep Khanna

Abstract
The primary goal of this research is to use social entrepreneurship to make the
homestay business more competitive after the Coronavirus (COVID­19) pandemic. The
data is acquired from government organizations, ministries, and commercial travel
businesses participating in the Uttarakhand travel and tourism sector. Furthermore, owing
to COVID­19’s constraints on movement control orders, homestay operators in Uttarakhand
were contacted by telephonic interview or video­conferencing. The research employed
qualitative methodologies which adopt the comprehensive approach, preserving the
complexities of human behavior. Unstructured interviews and observations were used as
a data collection method. Inside this framework of social entrepreneurship, the engagement
of Locals, homestay investors, and owners/managers is seen as strengthening the economy
of homestay entrepreneurs. The Ministry of Tourism (MOT), Department of Tourism (DOT)
and its agency in charge of promoting the homestay sector would be the source of
potential resources and information for this study. The findings of this study will be used
as a framework for the homestay sector to strengthen its economy and so become highly
successful.
Keywords: Homestay, COVID­19, MOT, Social Entrepreneurship, Uttarakhand

Introduction
According to statistics available from the Ministry of Tourism, Government of India,
the total number of visitors that visited India during the year 2019 was 10.56 million,
representing a 5.2 percent increase over the same time in 2018. Tourists that arrive in the
nation often stay at a hotel, or the home of friends and family, with a significant percentage
opting for homestays. To entice more visitors to stay in their homes, homestay
entrepreneurs should look at the current situation.
As a kind of community­based tourism, homestays have the potential to benefit rural
communities in both economic and social ways (Hussin&Kunjuraman, 2017). According
to an article by Soh (2014), the homestay program is widely recognized and refers to visitors
staying with adoptive families, eating out, and partaking in traditional activities with the
local population. In theory, though, the homestay program may help the local economy
grow, but there isn’t much competition or sustainability in the market in India (Soh, 2014).
The situation of the homestays program was impacted by the Movement Control Order
(MCO) declared by the Government in 2020 in form of a nationwide Lockdown. During
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 17

the MCO, tourist attractions must close, including homestay accommodation. This was a
great time to research how to improve the competitiveness of these homestay enterprises.
A multi­party approach to developing the homestay business will promote short­term
economic growth. Community and local engagement may benefit a company. It is the
process of engaging in ideas and giving answers to the end of the value chain (Ericsson,
2016). Social entrepreneurship may incorporate all stakeholders in a successful economic
strategy.
Because of its distinctive composition, social entrepreneurship has the potential to
produce a positive impact on the community as well as enterprise. Social entrepreneurship
has the potential to tackle big issues that are often disregarded at the national and
international levels. In no way can the social business sector be seen as a replacement for
the current ones. To give economic, social, and environmental benefits to all parties
involved, social entrepreneurship links and enhances the traditional sector of the economy.
Using this mix, they may achieve their social or environmental goals by making use of the
possibilities and synergies that exist in the conventional industry. Entrepreneurs may
benefit from synergy by gaining more consumers and improving their expertise in the use
of information technology.
Homestay entrepreneurs might work alone or in groups. According to Soh (2014),
the homestay program may not endure long and most of the participants would need to
depend heavily on external support. The term “external support” refers to support from
the government or its agencies. The entrepreneur cannot rely on the state since external
sources exist but are not welcomed to join the sector. Homestay entrepreneurs may employ
social entrepreneurship to grow their companies. The conventional sector is becoming
outmoded and ineffective.
Some prospective clients have difficulty obtaining information about their desired
homestays and the items or services they provide. When prospective clients have the needed
information, they are unable to reserve homestay accommodations. A study of social
entrepreneurship among young people found that internet marketing was used by 61.8
percent and electronic media by 2.9 percent. The remaining 35.3% employed print, in­
store advertising, and other strategies (IYRES, 2016). From the start, the internet has been
a significant component in marketing media and channels for service providers
(Theodosiou, Katsikea, Samiee, & Makri, 2019).
Today’s youth are increasingly creative and self­reliant as technology advances.
Today’s marketing is at the fingertips of consumers who want to obtain information quickly.
People will compete to increase their education and innovate to boost technological
efficiency as conception and novelty improve (Paim, 2017). The issue of homestay
businesses is not so inventive that they can’t use information technology to attract more
tourists. Getting more visitors becomes more difficult when homestay owners’ lack of
knowledge of computers and information technology is not clear.
In this study, social entrepreneurship is used to create a homestay business. After the
COVID­19 pandemic, social entrepreneurship can help make the homestay business more
competitive. Various government policy actions are required in the immediate term and
in the future years to alleviate the economic catastrophe caused by COVID­19. A crucial
18 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

role for government in the face of real and financial difficulties (McKibbin & Fernando,
2020). Thus, the Uttarakhandstate government can plan and execute effectively. Its
execution is low­cost but high­impact. They foresee a decline in activity expenditure and
total spending (McKibbin and Fernando 2020). It is predicted that society saves money.
However, some community members want to amuse and soothe the situation. Economic
research like this may assist the tourist business boost income. Researchers and volunteers
can benefit greatly from the findings of this research. Volunteers and travel brokers could
assist boost room sales and services.
In Uttarakhand, about 6,000 people had COVID­19 at the time of this research. Over
4,000 patients have been treated and discharged from the hospital, resulting in movement
control restrictions. It is unclear how Uttarakhand can restore its economy. It is unknown
whether research on homestay entrepreneurship was undertaken following the COVID­
19 epidemic. However, research on the link between community involvement and
enterprise success is scarce. In previous research on community engagement, the emphasis
was on tourism and local economic growth (Kelvin Yong & Hassan, 2019). It is not
connected to social entrepreneurship, since past research has linked the community to the
economic growth of the homestay business. It usually relates to corporate social
responsibility or voluntary work.
To thrive in the cottage industry, Kelvin et al. (2019) conclude that government
agencies can create the most successful initiatives. With this approach, the homestay sector
may undoubtedly improve. Innovating social entrepreneurship may benefit the country’s
homestay business. Rashid et al. (2018) found that future researchers are more likely to
encourage people to study social entrepreneurship from a variety of viewpoints (Rashid
et al., 2018). One of the ways being discussed is likely to be social entrepreneurship.
Third­party relationships in developing tourism, especially homestays, are still
ambiguous. For example, university students demand activities that involve them with
the community. Travel agents aspire to expand with tourism­based product owners. Local
homestay providers seem to exploit the information system for other purposes than
booking. Future researchers should utilize e­service to locate more respondents. They are
also requested to research the reservation service and information technology
(Theodosiouetal, 2019). Sadly, few homestay providers in Uttarakhand accept online
bookings.
The homestay arrangement must be clean and organized. Travelers who spend a lot
of time touring and doing activities should prioritize their bedroom surroundings. Travelers
want restful sleep. Exotic and rare activities must be offered. Tourists like the scenic beauty,
local food, and the culture or lifestyle of the locals. All of these are required by homestay
entrepreneurs.
When the COVID­19 epidemic is over, homestay operators should begin finding guests
as soon as possible. Foreign clients are necessary for them to succeed; nevertheless, foreign
customers find it difficult to enter the nation owing to health­related limitations. An
effective process for acquiring and retaining international clients in Uttarakhand should
be put in place. This is where the involvement of a third party might be beneficial to
homestay businesses.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 19

Objective of Study
To use social entrepreneurship to make the homestay business more competitive after
the Corona virus (COVID­19) pandemic.

Review of Literature
Affected by the COVID­19 pandemic are several industries, with the tourism industry
being one of the worst. As a result, it has such a negative impact on international tourists
that the government must aid the local tourism business (Nicola et al., 2020). What Nicola
[Link]. (2020) have presented is congruent with the message that this study is attempting to
communicate. However, once the movement control order in Uttarakhand is lifted, this
study will give a short­term answer.
Uttarakhand tourist business post­COVID­19 study is scarce. Outside India, most
research on tourist concerns does not expressly consider COVID­19 jurisprudence. Covid­
19 pandemic will transform society, economics, and tourism (Gössling et al. 2020) So that
the post­pandemic tourist business is more sustainable, some critical study is required.
More than COVID­19, this issue teaches us about the tourist industry’s resiliency.
Transportation, including aviation and shipping, impacts tourism (Gössling et al 2020).
The problem is becoming worse as practically every country bans outsiders. They report
that the COVID­19 epidemic has a significant impact on tourism. Most hotels are closed,
for instance. Gössling, Scott, and Hall expect the domestic market to boost the hotel
business. This article compares COVID­19 to the last crisis. After COVID­19, this research
offers no recommendations for expanding tourist sales or profits.
However, Gössling et al. (2020) demand additional study on the role of domestic
tourism in long­term healing and change. Lack of finances due to business disruption drives
employers to reduce staff or pay (Gössling et al., 2020). Using social entrepreneurship
strategies, Gössling et al. (2020) plan to build the homestay sector in the country with no
extra money. Their (2020) concerns are worth studying, but they do not provide solutions
to tourism operators’ commercial issues.
Post­COVID­19 research funding from the Ministry of Higher Education is available
to the public and private higher education institutions. Healthcare and tourism are among
the subjects covered (Hossain, 2020). Moreover, MOHE’s initiative is excellent. Research
must be reasonable and follow the COVID­19 recommendations; however, many studies
do not take into consideration the expansion of homestays and the application of social
entrepreneurship techniques to help the tourism industry.

Methodology
This study is qualitative. Six homestay was chosen for an interview over the phone.
Volunteering university views are also prioritized. These important people are directly
active in tourism and volunteer activities, thus getting information from them is critical.
Interviews with entrepreneurs and tourism­related government entities provided the data.
20 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Secondary data came from journals, publications, government papers, and earlier studies.
Face­to­face interviews provide immediate feedback and hence measure participants’
honesty (ZainudinAwang, 2014). Zainudin (2014) is correct, however, under the movement
control order MCO, this was not possible. Face­to­face interviews cost a lot of money when
researchers have to travel (Sekaran 2016) every interview is performed through phone or
video conference, so expenditures are not wasted. This research also interviewed tourism
professionals and university volunteers.
Eight people were interviewed for this study. Homestay operators and other
representatives from the tourist industry who are directly active in promoting tourism
were contacted. Senior Officials working in the Department of Uttarakhand Tourism in
the position of Managers were questioned about the numbers of visitors staying at
homestays, as well as the method of operating the homestays. They were also asked for
their thoughts on the homestays that are available in Uttarakhand. Homestay Owners were
inquired about the registration process for homestays as well as the tourist activities that
take place at the homestays.
With around 80 people, the guesthouse in the hamlet of Sarmoli, Munsyari is the
most organized community with the biggest number of enterprises in the region. It has
been acclaimed as one of the best homestays setups in the state of Uttarakhand and has
received several accolades. It was also possible to gather the opinions of a Deputy Dean at
one of the institutions in Uttarakhand who has been participating in volunteer activities.
They discussed their perspectives on the process of volunteering at the university, as well
as the perspectives of the institution or student, depending on whether the student is
participating in a volunteer activity that includes homestay. An interview was conducted
with a manager from one of the private travel firms in Dehradun to gain his perspective
on the involvement of travel agencies in the development of homestays in the state. All of
the participants cooperated admirably, and they answered each question simply and
concisely.

Findings
In 2019, December 31, there was 1022 homestay in Uttarakhand. The total number of
rooms available were 7895 rooms. In 2019, the number of tourists staying at home stays
were 4, 67,682. Of these 3, 71,430 were domestic tourists and 96,252 were international
travelers.
An annual report published by the Ministry of Higher Education in 2017 indicated
that 2,088 international students were enrolled at various universities in Uttarakhand. They
seek undergraduate, graduate, and doctorate degrees in many fields of study. Bangladesh
(23 percent), Nepal (11 percent), and Nigeria (10 percent) are the three most common
nations among all from which these students come to study in Uttarakhand, respectively
(MOHE, 2018). It was the government of Uttarakhand that took the initiative to introduce
the concept of volunteer tourism to local students to benefit the country’s tourist business.
Voluntourism is a new concept that refers to the association of volunteers with the tourism
industry. Volunteers participate in this initiative to share holiday experiences, assist in
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 21

the conduct of tourism activities, assist in the promotion of tourism, clean and beautify
tourist destinations, and share knowledge with industry players, including homestay
operators and members of the rural community who are involved in tourism. Following
the COVID­19 pandemic, the existing data on the relationship between the number of
tourists entering Uttarakhand, the number of international students studying in
Uttarakhand, and the volunteer programs developing the country’s tourism industry are
sufficient to boost the tourism industry, particularly about homestays in the country.
Bookings for stays at the homestay are made directly with tourists via WhatsApp
messaging, emails, and phone conversations. Almost all homestay operators in Uttarakhand
utilize this method to develop their reservation system. All homestay businesses registered
with the Uttarakhand Tourism Development Board (UTDB) offer guest’s comfortable
lodging. Numerous optional activities are available, including village tours, paddy field
excursions, trekking, and mountaineering. Traditional events such as singing and dance,
as well as participation in traditional events, delight tourists. Tourism undoubtedly affects
the daily life of residents. Homestay operators are less engaged in marketing their products
and services through volunteers and travel brokers. Students are actively encouraged to
participate in volunteer programs at their universities. They must register with their
respective institutions’ Student Affairs offices. Additionally, the institution is aware of
the student’s objectives and actions, this activity is insured. These activities help kids
develop maturity as they interact with and interact with the general public, community
leaders, and government.
The majority of the time, university students who are interested in assisting the general
public with their outdoor activities should apply to their student groups. The Student
Affairs Division approves their application, subject to certain requirements, and aids them
with logistical arrangements. Universities must be aware of student travel plans as well
as the needs of people of the local community. Certain mishaps or injuries will be covered
by the insurance coverage for activities that have been approved by the institution. The
majority of the time, these students is motivated by a desire to assist individuals of the
community, which is why they join the organization. They may receive credit in their
courses and co­curriculum activities for each activity they participate in. Sometimes
students want to brag about their affiliations or showcase them publicly, and other times
it is just a plain pleasure to assist people of the community. Student engagement in aiding
individuals of the community is encouraged by the university since it helps students grow
in maturity and improves the university’s reputation.
The occupancy rate of homestays in Uttarakhand was 40.1 percent in 2019 and 36.2
percent in 2018. (2018). According to the 2019 forecast, 30 million visitors were expected to
visit Uttarakhand by 2020, generating 100 million in income for the state. Since a result of
the COVID­19 Pandemic, the ministry’s intentions and plans have been hindered, as several
nations have refused to let their citizens leave, and Uttarakhand has refused to allow
international visitors to enter the state. The Ministry of Higher Education has set a target of
around 100,000 overseas students to come to India to further their education. This is another
statistic that is difficult to accomplish. It is well­known that many university students have
participated in volunteer programs across the world. Unfortunately, only a small number
22 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

of people are involved in the process of advertising or marketing a homestay. The goal of
the marketing campaign is to entice clients to stay at the homestay and make use of all of the
amenities and services available. At the leadership of each homestay village, there is a Gram
Pradhan (village chief) who represents a small group of cluster communities. Unfortunately,
there are instances in which village pradhan exclusively promote their village, which is
unfortunate. This demonstrates that there is no collaboration between one village and another
community in this situation. Some people even take advantage of the notion of homestays
and use the residences as rental [Link] who desire to book a stay at the
homestay will need to interact directly with the operator or guesthouse to do so. Customers
find it difficult to communicate with homestay operators by email and telephone, which
has a negative influence on their business. For the sake of future planning, no one computer
system can be resorted to for information on available accommodations.
Travel agencies appear to be preoccupied with the surge of visitors who have grown
to be polite and accommodating toward their needs. There are just a few travel agents
who work directly with homestay operators, and they are rare. When it comes to a
homestay, extensive advertising activities are not properly performed. While the answer
is ultimately up to the consumer, the majority of the time, the product or service at a
homestay might be improved upon.

Conclusions and Recommendations

The COVID­19 epidemic is still ongoing, and no one can tell when it will be over.
The economy, on the other hand, should be stimulated and propelled as soon as possible
once the event is finished. Using current resources to assist homestay businesses is a good
idea. It is possible to make homestay entrepreneurs’ lives easier if government agencies,
institutions, and travel brokers are involved. Because it is the government body responsible
for the country’s tourist business, the Ministry of Tourism (MOT)/Department of Tourism
(DOT) must spearhead a social entrepreneurship project to help the country’s homestay
industry grow and prosper. Travel agencies and colleges can be seen participating in social
entrepreneurship initiatives in Figure 1, which is seen below. While MOT/DOT works
with travel firms and colleges to organize homestay support programs, MOT/DOT can
also use voluntourism money to help enable these activities. At the same time, MOT/DOT,
travel agencies, and educational institutions may engage directly with homestay
entrepreneurs and benefit from their experience.
Travel agencies and universities may assist by selecting one or two homestay
communities to adopt and establishing a partnership with them. They may help to advertise
and sell the current homestay while also assisting in the improvement of the overall quality
of the homestay service. Voluntourism programs should include participation by students
from local universities. They may build a team that will identify international students
studying at all institutions in India, with particular emphasis on Uttarakhand, and from
there, they can present a homestay model that can be embraced. This allows them to attract
as many consumers (foreign students) as possible, who will then be able to benefit from
the lifestyles of the local community. Traditional dance performed by university students,
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 23

leisure activities, tours, and a variety of other engaging activities can all help to attract
more tourists. University students, who are primarily made up of young people, can
contribute to the enhancement of homestays.

Figure 1: Methods of Social Entrepreneurship and

Government Involvement in the Development of Homestays
Students from Uttarakhand who are involved in volunteer work can contact the
Student Affairs Division to express their willingness to assist the local tourism sector. They
can communicate with international student organizations located on the campuses of
their respective colleges. Additionally, they will communicate with homestay operators
and emphasize their intention to boost the number of tourists who are university students.
Each university has a representative of voluntourism who communicates with the other
delegates. This communication is meant to coordinate with the number of tourists based
on their preferred destination. A network of voluntourism students from several colleges
can aid in the marketing of homestays around the country. They assist one another in
attracting more visitors to their homestays and in increasing the number of travelers to
the homestays of other universities.
A synergy of voluntourism may be defined as an amalgamation of coordination. A
study of the registration system or homestay in Uttarakhand might be conducted by the
university. Homestay performances may be determined more accurately with the aid of
this centralized system. DOT may use this information to develop a variety of initiatives
to further improve homestay services in the nation, as well as promote and give grants or
loans to help homestays grow. On the ministry’s or its agencies’ websites, a link to this
unified system can be provided. The majority of travelers do not have to waste time
contacting a homestay provider. The website provides customers with a list of available
homestays, as well as information about the services offered and the surrounding area
that they may find interesting. The booking process for tourists continues.
Travel agents play a somewhat distinct job than other professionals. They bring
worldwide visitors to the village where they have taken up residence. They might propose
to the homestay’s operator to enhance their offerings to boost the income. Voluntourism
programs are open to travel agency employees as well. They intend to provide special
attention to foster villages while also working to improve their financial situation at the
24 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

same time. If there is a farming program or agricultural program that tourists staying at
the homestay may participate in, this may interest them. Plans must be put in place to
boost the local economy as soon as possible. When the MCO time ends, it is a little too
late. It is undeniable that life in the community has changed since the COVID­19 epidemic
began. More people in the community can recuperate psychologically and physically if
economic circles are restored quickly and accurately.
By re­establishing and restructuring the process and guidelines by MOT/DOT as
of the governing organization responsible for coordinating the growth of homestay
with the concept of social entrepreneurship, the problem of homestay operators may
be resolved and eliminated. Through assistance and economic stimulation for homestay
owners, MOT/DOT prepares for conversations that will engage volunteers. A meeting
with representatives from the Ministry of Higher Education, university administration,
local and international student representatives, nongovernmental organizations
(NGOs), and other relevant authorities will be organized and discussed by MOT/DOT
to ensure that such beneficial proposals are given the proper attention and that
appropriate action can be taken. The institutions will also engage in more in­depth
conversations with their respective student reps to promote the homestay idea among
foreign students in the future. The institution will take on the responsibility of
recruiting ‘prospect visitors’ in partnership with travel firms that specialize in
establishing homestay operations and will work closely with them. This plan of action
must be undertaken as soon as possible since it has the potential to expand fast and
because it is very simple to put into effect.
The general notion of social entrepreneurship as it pertains to assisting homestay
operators must be carried forward beyond this zone. Those studies that are based on social
enterprise models and which are concerned with the general economic growth of the
disadvantaged people should be given great consideration. The plan must take into
consideration long­term revenue production, and the outcomes must be accomplished in
a short period, if possible. Governments, non­governmental organizations (NGOs), and
student volunteers will all benefit from such beneficial studies, which will result in a
standard model that can be used to their advantage.

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26 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

4 How the Covid 19 Pandemic, Effects

on Tourism & Hospitality Industry,
of Dooars Region: An Overview
Apurba Chakraborty, Dr. Santosh Kumar Upadhyay

Abstract

Hospitality &Tourism industry in Dooars has been a main contributor to the revenue of income
by increasing the GDP Growth of North Bengal. Tourism industry of Dooars not only employs
workers in cities but also provides an earning base for the rural population. The tourism sector
accounts for 28% of employment in North Bengal, 10% of it is direct and 18% is indirect. More than
15 thousand people were employed in the travel & tourism sector in 2017­18 in Dooars. In Dooars,
organised and branded hotels, resorts, restaurants, lodges, homestays annual revenue is 1 Cr. The
home stay, hotel & resorts industry in Dooars has an annual turnover of approx ¹ 55 lacks. Tourism
industry of Dooars provides direct employment more than 8,000. North Bengal Tourist transport
industry employs over 1000 people directly. On account COVID 19, restriction, the Dooars, tourism
and hospitality industry is facing a potential job loss. In the second week of March 2021, the hotel
&resort sector facing a decline of more than 70% in occupancy levels as compared to the March
[Link] Bengal Tour Operators Association (NBTOA), calculates, the hotel, resort, and travel
sector together may suffer a loss of about 25 Cr, keeping in mind the travel restrictions imposed on
domestic& foreign tourists. With international and domestic travel on halt, demand for turbine
fuel has substantially declined Impact of Covid­19 would be felt on both white and blue collar jobs.
Dooars outbound and inbound travel will witness an all time low. The hotel, Resort, & restaurant
industry in Dooars is expecting almost zero revenue in the immediate term. At least 78 per cent of
hotel and hospitality industry revenue could be impacted if the situation doesn’t improve by the
end of September 2022. There is a threat of complete job loss of nearly 70% in the hotel and restaurant
industry once the restriction is lifted. Aviation industry in Dooars could incur losses worth 2­3crore
in the first quarter of 2018­19. The passenger growth of airlines is likely to fall a negative 48­72%
growth for the 2020­21. The tourism sector was already facing major trouble before the rise of the
Covid­19 restriction due to the impact of global economic slowdown. Economic growth of the
Dooars region of North Bengal decelerated in 2020­21, resulting in weaker growth in foreign. As
per the above discussed points, we are staring at a gradual or in fact slow recovery scenario of the
tourism industry in Dooars. For the recovery of the sector few things have been suggested by the
experts of the industry. Experts have suggested on the need to focus on the potential of domestic
tourism and try to gain some profit. The experts also recommend cost optimisation at all operational
levels. It is also being recommended utilise Operators need to support the hotel owners.
Keywords: Effects of Covid19., Potential loss in Hospitality, Tourism Industry, Value
to resolve overcome.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 27

Introduction
Travel & tourism industry hasdeclined in the first&Second quarter of 2020, as the
COVID­19 outbreak effects various segments of the sectors. “In the third week of May 2020,
at an all India level, the hotels’ sector witnessed a decline of more than 70% in occupancy
levels as compared to the same period of the previous year. As travel is restricted around
the world intensified further, second and third quarters of 2020 are likely to be similarly
impacted,” according to the report. The Survey estimates that at least 55% of hotel and
hospitality industry revenue may be affected if the situation doesn’t improve by the end of
October 2020. With more than 45% of good or branded hotels in India already shut and
several others operational with single­digit occupancies, recovery will be gradually. In North
Bengal, the hospitality & tourism industry is vastly affected by this COVID19 pandemic.
Most of the hotels, resorts, home stays, lodges, and forest tourist bungalows are completely
affected due to tourist’s restriction. All wildlife tourist spots of Dooars are completely close,
so there is no option to make a reservation for the various tourists’ spots of North Bengal.
Stakeholders of Tourism Industry, who conducted a survey in North Bengal & Sikkim, to
access the impact of COVID 19 pandemic & the nationwide lockdown have estimated a
daily loss of Rs 19 crore. The survey conducted by North Bengal regional council of the
confederation of tourism industry, Association for conservation &tourism, & The Himalayan
hospitality & tourism development network. The COVID19 outbreak has also started showing
its impact on the domestic tourist sector, and summer booking to leisure destination of North
Bengal. Summer travel is the peck travel period in Dooars region. The travel companies’
saw a more then 70% drop in domestic travel in this summer compared to last year.

Objectives
There are four objectives of this research.
1. First is to find out the potential loss of hospitality & tourism industry of North Bengal
towards the revenue generation of India economy, by increasing the GDP growth.
2. Second is to find out the effect of covid19 pandemic, under hospitality, travel
& tourism which provide employment & direct and indirect source of revenue
income.
3. Third objective is to discuss the parameter of lowering revenue percentage, by
observing the rates or percentage which affects the Indian hospitality, travel &
tourism Sector in the period of Lockdown, due to COVID19pandemic.
4. Fourth objective is to find out the value to resolve overcome and remedies and
recovery modules to overcome the situation.

Background of the Study

Dooars Region is surrounded with natural beauty of foothills of Himalaya, world
famous tea gardens, wildlife sanctuary, mango forest, beautiful tea garden & wildlife
resorts, tourist lodges, home stays, tea bungalows, tea tourism centre, hotels, &
community tourism centre. Dooars region of North Bengal is also famous for its natural
28 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

eco tourism centre, and hill tourism. Tea gardens of Dooars have examples of complete
leisure and adventurous tourism destination. The resorts, home stays, bungalows of the
Dooars and North Bengal are the unique examples of hospitality promotion. Darjeeling
is a unique example of hill tourism destination, including more than 400 hotels & resorts.
Communities needs to be fully empowered in tourism management for independently
grow, in which home stay is apart of tourism activity in North Bengal.
The Region is famous for its wildlife sanctuary like Jaldapara National park,
Garumara forest, &Buxa Tiger Reserve Forest. Dooars region of North Bengal North
Bengal is the most enchanting tourism attraction centre, including varies culture, foods
of tribes etc. Suitable guidelines are prepared with the survey of including local people
of tea gardens in Dooars, which is fruitful and also make this area as a complete and
independent tourism destination in India as well as world. The Tribes & caste
communities’ lives in this area are provides an affordable and adventurous home stay
facility to the tourist, providing their classical foods, presenting their ethnic custom and
cultural tradition.
In Dooars region, there are more than 4000 resorts, hotels and home stay facility
are available, along with modern facility & amenities. Generally, all hotels, resorts, home
stays, bungalows, are booked through the online booking facility or by travel agent. Walk
in guest can also book the hotel room on spot by visiting the hotel. Due to COVID 19
pandemic situations the entire tourism & hospitality sector is badly affected, with a huge
financial crisis, due to lockdown. Generally, the peak season to visit Dooars, along with
forest reserve is from March to June & September to December. But due to COVID19
pandemic situations the entire booking is cancelled, all resorts, hotels, bungalows, are
closed. Tourism industry in the North Bengal is suffering a loss of around Rs 430 Cr.
this year because of the Covid­19 pandemic and the resultant lockdown, according to a
preliminary estimate worked out by the stakeholders of the travel sector. Our research
studies involve finding out the impact of COVID 19 pandemic situations in Dooars &
how to overcome the situation. Lot of issues and & facts have been discussed in the case
studies and tried to find out the approaches to overcome.

Research Questions
The followings research question is formulated for this research.
1. How the COVID 19 pandemic largely affected the Tourism & Hospitality
industry in Dooars with cancellation of room bookings in popular spots?
2. There are any threats of direct & indirect job loss in Hospitality & Tourism
industry in Dooars, due to COVID19 pandemic situation?
3. What is the initiatives taken by the Government & Non­Government
organizations to overcome the situation?
4. Is the Travel & Tourism industry of Dooars contribute, major contributor for
revenue generation?
5. How to overcome this financial crisis? What are the Sources, plans and ideas to
overcome the situation?
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 29

Literature Review
a) Virology: kakodaP, [Link] M in his journal April 2020, says in 7th January
2020, the China CDC discovered the virus called Novel corona virus2019 (2019­
n­COV) & noted as a “Wuhan Corona virus”. Then the WHO renamed is to
SARS­cov­2 to destigmatize the association of the virus with any geographic
location or nationality & related it to the disease symptomatology. This Virus
is generally similar to SARS Corona virus of 2002(SARS­COVID).
b) Hygiene and cleanliness: The Hygiene & Cleanness is the most important part
for the hospitality industry especially for the hotels & restaurants because
COVID 19 can be spread by touching surfaces contaminated with the
virus(WHO 2020B).[Link] this end, hotels should implement regular hygiene
surveillance at facilities via manual (i.e., staff rounds) and automated (e.g., robot­
based) [Link] cleaning(Bedroom & Bathroom) is a core component
of hotel reputation (Gu& Ryan 2008).Many studies consider overall hygiene &
cleanliness as a principal determinant of travellers , Hotel choices(Lockyer 2005),
guest satisfaction(Gu& Ryan 2008),Guest delight( Magnini et el 2011)& guest
loyalty(Barber &scarcelli).Hotel surface getting frequent human contact & very
easily contaminated through touch (perk et al, 2019).
c) Health and healthcare: The COVID19 pandemichas forced humans to
understand the importance of nature, and the ecosystem (Zhou et al 2020). It
is observed that environmentally friendly forms of tourism, such as eco tourism
& slow tourism (Oh et al 2016, Xu et al 2017), will become more popular after
the COVID19 pandemic, as these travel forms contribute to environmental
sustainability, & harmony between people & nature. Hotel should
accommodate this public sentiment by formulating eco friendly strategies and
green practices in response to travellers’ concerns for the environment (Balaji
et al 2019).

Research Methodology
The Research methodology use in this study is both Descriptive & Empirical. The main
objective of this research is to find out the Impact of COVID 19 Pandemic, in hospitality &
tourism industry Dooars region of North [Link] Indian hospitality industry is
undoubtedly one of the biggest casualties of the COVID19 outbreak as demand has decline
to an all time low. Global travel advisories, suspension of visas, the Imposition of section
144 (Prohibition against mass gathering), the ramifications of which are unprecedented. All
hill station, wildlife sanctuary, tea gardens, wildlife resorts, Pilgrims centre are completely
closed due to COVID19 pandemic situation. All source of income is badly affected. As a
result, there is a huge job loss and other threats for the survival of the people those who are
directly or indirectly related to this hospitality & tourism industry. The survey instrument
of this research is by collecting the adequate primary & secondary data & information from
the various tourist spot of North Bengal, and tries to find out the effect of COVID19 pandemic
30 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

situation on that particular tourist spot. At first theoretical framework applied in this study.
Then it is followed by brief discussion, regarding the research design, Data collection, and
instrument development, sampling method and last data analysis.

Research /Survey Area Selection

In Dooars Region, there are more than 4000 approved, reputed, standard, Hotels &
Resorts. The maximum tourist flow is on hill station & wildlife sanctuary, under the
Jalpaiguri, Alipurduar, and district. Jalpaiguri is one of the most famous tourist destinations
in the World. By riding to toy train under Darjeeling Himalayan Railway (DHR) is a great
[Link] is enlisted in world heritage site. Darjeeling District is also considered as
a winter capital of [Link]. Dooars is also famous for the Wildlife sanctuary. Jaldapara,
Buxa, & Garumara national park is famous for their one horned rhino, Leopard, Deer,
Bison, Elephant, & reptiles. Jalpaiguri & its surrounding area is also famous for their tea
gardens and resorts. The motive of the survey is to find out the impact of COVID19
Pandemic, which directly affect the business and survival of the hospitality & tourism
industry in North Bengal tourism. In North Bengal there are more than 40000 people who
are directly or indirectly related to this hospitality & tourism industry, but due to this
COVID 19 Pandemic situation, entire hotels, resorts, are closed. From March to July 2020,
all booking is cancelled, due to Govt. advisory on travelling. There is a huge financial loss
on hospitality & tourism sector.

Problem of the Study/Limitation

The epidemic is expected to cast a serious impact on the hospitality & tourism industry
in the short term and in the next five to six months, and is likely to recover in eight months’
time. How to quickly and accurately capture the change in customer demand, how to design
a corresponding customer experience, how to turn crisis into opportunity. These have become
the key challenges for hoteliers. Meanwhile, the Visitors Bureau of North Bengal is working
on developing a database and marketing tools so that officials can reach out to convention
customers once things reopen, in order rebook and schedule new convention business
inDooars. As in all crisis situations, the communication should take the lead role in reaching
out to the customers in a gentle manner to reassure them of the safety in their decision to
start travelling again. Promoting the business should be done in a positive manner, showing
the benefit to the customer and providing the travellers with a light at the end of the tunnel.
The players of the Dooars Tourism industry should consider how to emotionally and
sensitively receive the travellers once confined in their homes after the lockdown is over.

Research Design Outline/Data Collection

Exploratory factor analysis followed by descriptive analysis which uses to analyse
the data. In this research design primary data is manage through data collection. Total six
tourist places have been selected for the data collection. Data is collected through the
various sources, survey or by evaluation about the impact of the tourism and hospitality
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 31

industry of that particular area/ tourist spot resulting by COVID 19 pandemic. This Research
study will help the organizations, & tourism operators of North Bengal, to understand the
common impact factor, which are affecting the tourism & hospitality industry, due to
COVID 19 pandemic and how to overcome the crisis and restore again. While Ministry of
Health & Family Welfare have been projecting their estimation of the microeconomic
impact assessment of the COVID19 pandemic in Dooars region of North Bengal, it was
pivotal to rapidly asses the socio economic implication of the COVID19 outbreak in Dooars.
It is important to note that the impact of socio economic assessment, data analysis, &
corresponding recommendation are preliminary because of the rapidly changing situation.

Result/Discussion
Figure 1: (Analysis of Hotels in the Various Tourist Spots
of North Bengal, in between Jan­May 2019.)
Tourist Spot No Year Tourist Revenue Occupancy Booking
of Hotels/ flow Earn percentage Cancelled
Resorts (Appro) (As per (As per (%)
(Approx) (January­ Data) Data)
Survey. July)(As
per Data.)
SiliguriSadar 32 2019 47450 5.7 Cr 88% 13%
Lataguri. /Gorumara. 38 2019 48300 8.2 Cr 86% 18%
Jaldapara /Madarihat 11 2019 30100 4 Cr. 78% 20%
Buxa/Jayanti 22 2019 8600 70 Lacs 84% 17%
Rajabhatkhawa 08 2019 7630 50 Lacs 92% 9%
CoochbeherSadar 25 2019 30200 2.8 Cr. 87% 16%
Total 116 172280 22.90 Cr 86% 15%
(Average) (Average)
Figure 1: Total 136 Hotels are survey, and data is collected by various sources and
platforms. From above table it is observed that from Jan­May 2018, maximum Hotels/
Resorts of all ten tourist spots of North Bengal are 86% full on average. There are approx
1, 72,280 guests are visited the above mentioned tourist spots. The earning revenue of this
period was 22.90 Crore. Where there was a very less percentage of booking cancellation
(15%).So the above figure shows a high input of guest flow in North Bengal in 2018, during
the pick season (Jan­July). Maximum tourist flow was observed at Coochbeher, &
[Link] Per occupancy percentage maximum occupancy rate observed in
Rajabhatkhawa, Coochbeher & Siliguri.
Figure 2: (Analysis of Hotels in the Various Tourist Spots
of North Bengal, in between Jan­May2020.)
Tourist Spot No Year Tourist Revenue Occupancy Booking
of Hotels/ flow Earn (Cr) percentage Cancelled
Resorts (Appro) (As per (As per (%)
(Approx) (January­ Data) Data)
Survey. July)(As
per Data.)
Siliguri sadar 32 2020 32080 2 Cr. 21% 84%
32 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Lataguri./Gorumara. 38 2020 19170 3 Cr. 20% 90%

Madarihat 11 2020 10400 1.8 Cr. 25% 90%
Buxa/Jayanti 22 2020 7200 78Lacks 22% 82%
Rajabhatkhawa 08 2020 5000 30 lacks 18% 70%
Coochbeher sadar 25 2020 20900 3 Cr. 27% 86%
Total: Total: Total: 21% 86%
136 94,750.00 10.88cr. (Aver­ (Aver­
age) age)
Figure 2: Same as 2019, total 136 Hotels are survey, and data is collected by various
sources and platforms. From above table it is observed that from Jan­May 2020, maximum
Hotels/Resorts of all ten tourist spots of North Bengal are 21% full on average, & it shows
a 64% below in comparison with 2019. There are approx 94750 guests are visited the above
mentioned tourist spots. This year 77250 less visitors visited this tourist places. The earning
revenue of this period is 10.88 Cr & which is also a little less in comparison with 2019.
Where there was a very high percentage of booking cancellation (86%) in comparison with
[Link] the above figure of 2020 shows less input of guest flow in comparison with 2019
in Dooars Region during the pick season (Jan­July 2020). Maximum tourist flow was
observed at Coochbeher, Darjeeling, Siliguri & Lataguri. As Per occupancy percentage
maximum occupancy rate observed in Coochbeher, Madarihat, & Siliguri.
Figure 3: (Analysis of Hotels in the Various Tourist Spots
of Dooars, in between Jan­May2021.)
Tourist Spot No Year Tourist Revenue Occupancy Booking
of Hotels/ flow Earn (Cr) percentage Cancelled
Resorts (Appro) (As per (As per (%)
(Approx) (January­ Data) Data)
Survey. July)(As
per Data.)
Siliguri Sadar 32 2021 45780 40 Lacks.. 10% 96%
Lataguri./Gorumara. 38 2021 9460 . 25 Lacks 9% 89%
Madarihat 11 2021 8600 15 Lacks. 8% 91%
Buxa/Jayanti 22 2021 8100 20 Lacks 8% 92%
Rajabhatkhawa 08 2021 3500 8 Lacks. 7% 94%
Coochbeher sadar 25 2021 12500 35Lacks. 9% 97%
Total: Total: Total: 9% 93%
136 87940 2,43 Cr. (Aver­ (Aver­
age) age)
Figure 3: Same as 2020, total 116 Hotels are survey, and data is collected by various
sources and platforms. From above table it is observed that from Jan­May 2021, maximum
Hotels/Resorts of all six tourist spots in Dooars are overall empty & there is a 79% decreased
rate of tourist flow, & it shows, 93% cancellation of booking during Jan­May 2020. There
are Only 87940 visitors are visited this tourist spots during this period. The earning revenue
of this period is only 2.43 Cr & which is also a remarkable drop down on earning revenue,
comparison to 2019 & 2020. In 2021 there is only 9% occupancy percentage, & which is
also a remarkable drop down (80%)in comparison to 2019 &[Link] the above figure shows
that most tourist spots of North Bengal like Siliguri, Darjeeling, CoochbeherBuxa,
Rajabhatkhawa, are counted a very low input of guest’s flow in comparison with 2019,2020
in North Bengal during the pick season (Jan­May 2021).
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 33

Figure 4: (Variables) Summary

Tourist Spot No Tourist Revenue Occupancy Booking
of Hotels/ flow Earn (Cr) percentage Cancelled
Resorts (Appro) (As per (As per (%)
(Approx) (January­ Data) Data)
Survey. July)(As
per Data.)
2019 136 1,72,280 22.90 Cr. 86% 15%
2020 136 94,750 10.88cr 21% 86%
2021 136 87940 : 2,43 Cr. 9% 93%

Finding
The industry has already faced mass scale cancellation for travel booking & hotel
accommodation & will continue to do so in the months to come. Hospitality & Tourism
industry ofDooars, is expected to shut down & slow down for a period stretching from
February to October [Link] that the toughest part coincides with the off season
period of six months, which is set to commence shortly after a compromised winter &
spring season, thus the industry will see cash flows only beginning to improve in
November 2021& perhaps get to normal level by end of [Link] a positive notes some
hotels of Dooars are offering their hospitality services to help those immediately affected
by the COVID19 crisis, to offer paid quarantine facilities at the hotels.
A separate hotel team is working with the Government authorities & medical team
to service these guest & rooms. To help & protect our hospitality & tourism industry in
Dooars, from these unusual circumstances, we have rolled out our extenuating
circumstances policies (EC policy) which cover our hotels & guest with eligible
reservation, who are being impacted by the COVID 19 outbreak. We hope & believe,
that business travel will bounce back once the situation gets normalised.

Conclusion
The impact of global panic associated with COVID­19 may have enduring
consequences on hospitality & tourism industry inDooars. Effective strategies are required
to boost tourists’ confidence and to help businesses recover in a timely manner after this
COVID19 Pandemic crisis.
These efforts align with projected trends in market demand, such as tourist’s
wellness, good services, and environmental conservation. Hotels’ courses of action related
to this pandemic and the dynamic market demand reveal several areas where professional
knowledge should be advanced. The research agenda proposed in this article is not
exhaustive but indicates numerous ways in which COVID­19 is anticipated to affect the
hospitality & tourism industry [Link] is important for scholars to take a critical
view and develop insights into the opportunities and challenges in each of these domains.
The availability of big data and emerging techniques such as text mining and image
analytics could lead to new approaches for capturing data from stakeholders, especially
hotel guests.
34 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

References
1. Gupta. K.S. and Joshi, R. (2006). Human Resource Management, Kalyani Publishers, Delhi.
Jose, A. V. (1999).
2. The Future of the Labour Movement: Some Observations on Developing Countries.
Discussion papers, DP/112/1999.
3. Geneva: International Institute for Labour Studies.
4. Khanka.S.S. (2009). Human Resource Management, S. Chand, Delhi. Mamoria.C.B. (2010).
Dynamics of Industrial Relations. Himalayan Publishing House: New Delhi.
5. Monappa, A. (2000). Industrial Relations. New Delhi: Tata McGraw­Hill.
6. Ranganathan, S. (2004). Trade Union movement in India: In the aftermath of privatization:
1991–2003.
7. Ratnam, C. S. V. (2006). Industrial relations. New Delhi: Oxford University Press,
8. Sinha.P.R.N. Sinha I. and Shekhar, S. P. (2009). Industrial Relations, T 4.
9. Zurong, XU, (2007). Research on the Development of Hangzhou Tea Culture Tourism,
Journal of Zhejiang Shuren University.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 35

5 A Study on the Factors Affecting the Change

in Food Lifestyle of the Consumers During
Covid-19: A Special Reference Towards
Convenience Food
Deepti Yadav, Gaurav Bathla
Abstract
The purpose of this research is to study the change in the consumption pattern of
food during the covid­19 pandemic in India. The study focused on the convenience food­
related lifestyle and behavior of the consumers changed due to pandemic. Objectives were
fulfilled by collecting information from questionnaires through a google form. Primary
data was collected from 188 consumers with the help of close­endedquestions. Data was
represented in the graph form. The study concluded that consumers are awareof and
frequently purchase convenience products. Numbers of factors responsible for the change
in food lifestyle have been identified. Due to the pandemic consumer more focused on the
health and nutrition of the products. Pandemic has taught us the importance of money,
time and health once again. The result shows give us the best reliability value is 0.9675
Cronbach alpha value. The results of the study can be used to improve the products of
convenience food and suggest the manufacturers improve the products.
Keywords: convenience food, covid­19, Pandemic, food lifestyle, health and nutrition.

Introduction
In December 2019, Wuhan city china became the first location where corona virus
disease was reported (World Health Organisation, 2020). Corona virus disease is as
pandemic caused by severe acute respiratory syndrome corona virus 2(WHO | Novel
Coronavirus – China, 2020; Huang et al., 2020). It has been declared pandemic on 11th
March, 2020 (Director General, World Health Organisation, 2020). Ministry of health and
family welfare, Government of India (2020). Globally, millions cases of covid­19 have been
reported as of August 31, 2020, resulting in more than 8,48,000 deaths (CSSE,2020). In
India, more than 35 lakh cases of COVID­19 have been reported as of September 1,
2020, resulting in more than 65,000 deaths (CSSE, 2020). The Government of
India affirmed India’s to begin with case of COVID­19 on 30 January 2020 within the state
of Kerala, when a college understudy from Wuhan voyage back to the state (Kumari et al,
2021).
As the number of affirmed COVID­19 positive cases closed 500, Prime Minister of India
requested to all citizens to follow ’Janata Curfew’ (people’s time limitation) on Sunday. At
the conclusion of the check in time, prime minister expressed: “Janata Check in
time is fair the starting of a long fight against COVID­19”. Taking after this, whereas tending
to the country moment time on the 24 Walk, he reported the across the country lockdown
36 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

from midnight of that day, for a period of 21 days. He said that as it were arrangement to
control the spread of coronavirus was to break the cycle of transmission through social
[Link] too included that the lockdown would be implemented more entirely than
the Janata Time limit (Press Information Bureau Government of India, 2020).

Change in Consumer Behaviours for Food Related

Issues
Convenience food purchasers are linked to a struggle between saving money and
saving time, as well as a different view of food quality (Ridder et al, 2012). There may be
a conflict between convenience food and consumers’ morals and perceived health benefits.
Therefore, consumers may have conflicting thoughts about whether they should buy
convenience food or not. Marketers must address consumers’ mind­sets effectively if they
hope to persuade them to buy convenience food (Gofton, 1995).
Numerous citizens endured the stretch produced by the widespread, with disturbing
numbers of influenced individuals and the instability of the financial results of lockdown
(Brooks et al, 2020). There is prove that uneasiness and push impact behaviours and
nourishment choices, in addition to influencing starvation and satiety sensation (Leng et
al, 2017). Lockdown and social confinement have been associated to mental and passionate
unsettling influences, changes in disposition, rest disorders, changes in eating propensities,
and a diminish in introduction to daylight, in expansion to favouring a sedentary way of
life with less physical action (Ingram et al, 2020). In expansion, lockdown moreover
impacted food­shopping hones in spite of the nourishment supply being guaranteed at all
times, in spite of the fact that with a few imperatives (Laguna et al, 2020).
A number of authors have detailed changes in nourishment propensities
amid restriction in afew nations and totally different age bunches (ROBINSON et al, 2021).
Changes in physical activities and quality of rest associated with restriction have
been detailed as well. All those changes in ways of life can influence the advancement of
inveterate maladies and change variables in numerous individuals with different thoughts
to be impacted. In spite of there being no strong prove of particular supplements that could
benefit the anticipation or treatment of COVID­19, wholesome tweak of the immune
system may play an vital part over life expectancy, which is particularly pertinent in older
adults due to the effect of COVID­19 on this age bunch (KING et al, 2020).SEVERAL health
experts predict the pandemic could lead to severe movement restrictions that could impact
people’s lives, threaten citizens’ health, and limit the capacity of overburdened health care
providers, with many people being placed under quarantine isolation (SCUDELLARI,2020).
HEALTH­related behaviours, such as diet and physical activity, could be better understood
in this context in order to develop targeted health promotion interventions and tailored
advice for the population (HODGE et al, 2016).
This study helps to explore the differentdemographic profile has effects due to corona
pandemic. All the age categories and gender has to perform many such activities which
nobody has ever thought of. There are many reasons to change in the food lifestyle in
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 37

consumers during covid­19. These are financial, social, physical activities. Small children
are studying online and elders are doing work from home. Demographics profile of the
consumers helps to understand the population need for the products. Percentage method
and graph representation help to explore the frequency of the purchasing the convenience
food items and also factors affecting its purchase decision. Further studies can be focused
on the nutritional benefits and health issues of the consumers. This research helps to
understand the factors that will be required for a healthy lifestyle.

Literature Review
Lawan et al. (2013) The consumer behaviour and its food lifestyle is always influenced
by the number of factors like demographic, social, economic, lifestyle, and employment
factor etc.
Martinez et al., (2019) the well­being of overall health and psychological functioning
of health is characterised as psychological well­being. Men and women’s coping techniques
differed significantly in a study on coping and psychological well­being, according to the
findings. Men used meaning­focused coping more than women, whereas women utilised
support seeking at a higher rate than men, according to the study.
United Nations Organisations (2020) The COVID­19 epidemic is having major
economic consequences around the world, and the world’s economies are in the darkest
recession since World War II. Adams (2020) COVID­19­related social distancing mandates
may be impacting the types and quantities of food delivered into the house, hence
influencing children’s dietary intake through changes in their home food environment.
Families may be consuming more low­cost, shelf­stable foods that are often less healthful
and poor in important nutrients, regardless of their food security status. Furthermore, in
order to limit the number of shopping excursions and social exposure, families may
purchase more food, including more non­perishable, highly processed goods and fewer
fresh foods such as fruits and vegetables. These purchase habits alter family food availability
and may have an impact on children’s nutritional consumption. Due to widespread stay­
at­home requirements and school closures, the home food situation is even more important
during COVID­19, as children consume more meals at home. For food­insecure families,
this move means less access to school­provided lunches which formerly provided a
significant amount of low­income children’s daily caloric intake. As a result, changes in
children’s home food situations are likely to be more pronounced among families who
are food insecure.
McKinsey & Company (2020) This pandemic has impacted not just international
economics, but also global communities, and it is expected to continue to increase inequality
and poverty on a global scale, resulting in major shifts in consumer attitude and uncertainty
in a consumer purchase decision.
Chugh (2020) Children should stay indoors at all [Link] online schooling,
tuition, and virtual meetings with friends and family, screen time has increased
[Link] leisure activities like dance and music classes are now offered online
for many [Link] a result, they are unable to meet people or have human contact outside
38 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

the [Link] can negatively impact their [Link] patterns and appetite can change
like eating more or less than [Link] often complain of feeling irritable, agitated,
restless, or being more quiet than usual as well as feeling dull and [Link] is necessary
to take these complaints as a sign of concern, and to offer necessary psychological assistance,
if they persist for a prolonged period of time.
Chugh (2020) Adults, like toddlers, face their own set of difficulties. We were all forced
to convert to a work­from­home environment almost overnight. While some people have
the option of working from home, which allows them to maintain some sort of a schedule,
for many others, their occupational life has been abruptly ripped away from them. They
are left with a sense of emptiness and insecurity.
Chugh (2020) the economy has reached a new low, and financial concerns are
beginning to surface. We’re afraid of losing our jobs, of getting the pink slip, or of not
receiving our anticipated bonus, incentive, or employment confirmation letter. Feelings
of insecurity about the future, money, and savings accompany this. All of these factors
can have a significant impact on our physical and mental health. There may be a million
questions running through our heads, with no clear answer that will help us relax. ‘Will
things improve? Will my family and I be safe? What if it affects me or somebody I know?
What if I’m laid off? When will I be able to see my family and friends again? Every day,
people are dying; what can I do to help?’ These questions might make us unhappy, and
they can make us feel helpless and hopeless. It’s difficult to deal with this while we’re in
self­isolation and social distancing, but it’s critical that we don’t allow it get the best of us.
Weder (2021) recent research suggests that physical social consumption of food and
drink has both psychological and nutritional benefits. Various governments have taken
measures, however, to prohibit physical social eating and drinking outside one’s household
during the COVID­19 pandemic.

Research Objectives
1. To study the frequency of purchasing convenience food during covid­19.
2. Toanalyse the factors responsiblefor the change in the food lifestyle of the
consumers.
3. To suggest the measure to improve in convenience food and marketing.

Research Methodology
Sampling and data collection The data for the research paper was gathered from
people from all over India. A structured questionnaire was prepared for the survey and
distributed to respondents through a digital platform using Google forms. The structured
questionnaire was framed with closed­ended questions and was filled by the respondents
in the month of December 2021­January, 2022. The primary sources of data collection were
structured questionnaires and secondary sources of information were national and
international journals, Government reports, published research articles, theses, books,
websites, magazines, newspapers, etc. The questionnaire was divided into three parts. The
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 39

first section included the information on the demographic profile of the respondents. The
second section was based on the first objective which is the frequency of purchasing
convenience food. The third section consists of the second identification of the factors which
change the food lifestyle of the consumers. Lastly, there isa suggestion for convenience
food manufacturers that have been achieved by reviewing the first two objectives of the
paper.

Analysis and Findings

Demographic Characteristics of Respondents
To achieve the mentioned objectives, a structured questionnaire was prepared and
distributed to 200 respondents from all over India in the month of December 2021­January,
2022 through an online platform using Google Form. 188 out of 200 respondents have
filled out the survey questionnaire. The division of gender showed that the majority of
the respondents were males (63%). The surveyed statistics showed that 87% of the
respondents were of age group less than 40 years and 13% were above 41 years of age
group. 62% of the respondents were unmarried and 38% were married. The top two
education qualifications are graduate and post­graduate with 35% and 33% respectively.
The survey showed that 46% of respondentswere in a government job, 23% in private job
and 19% are studentsand 53% of respondent’s earnan annual income of lessthan 1 lakhs,
and 47% between 1 and more than 10 lakhs. 56% of the respondents live as a nuclear family
and the family sizeis 23 % that is the maximum for the above five members in the family
as presented in table 1.
Table 1: Demographic characteristics of respondents
Variables %
Gender Male 63%
Female 37%
Age 18­30years 69%
31­40years 18%
41­50years 6%
51­60years 6%
Above 60years 1%
Marital status Unmarried 62%
Married 38%
Prefer not say 0%
Educational qualification Undergraduate 30%
Graduate 35%
Post graduate 33%
Doctorate 2%
Occupation Students 19%
Government job 46%
Private job 23%
Business 4%
Retired 0%
Housewife 8%
40 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Annual income Not earning 7%

Less than 1 lakh 46%
1­3 lakhs 9%
3­6 lakhs 20%
6­10 lakhs 12%
More than 10 lakhs 6%
Type of family Nuclear 56%
Joint 44%
Family size Two members 5%
Three members 12%
Four members 27%
Five members 33%
Above five members 23%

The Frequency of Purchasing Convenience Food During

Covid­19
Convenience food is divided into three parts: ready to eat, ready to use, and ready to
drink beverages. The researcher has asked about the frequency of purchasing the type of
Convenience food onthe Linkert scale where 1 is always 2 is sometimes 3 is neutral 4 is rarely
and 5 is never. For ready­to­eat food, 33% are always and 18% are sometimes shown frequency
for purchasing. Then it’s ready to use the food it’s33% always purchased the food. Lastly, the
ready to drink beverages is 31% are always purchasing the drinks shown in table 2.
Table 2: Frequency of Purchasing Convenience Food

The frequency of purchasing scale suggests that consumers are good purchasers of
convenience food during the covid­19 pandemic. As covid­19 is communicable disease
consumers prefer to purchase a product that is sealed packed so that they can wash it to
remove the germs as the packaging of the products protect the material inside from getting
wet and from damage. The factors responsible for the change in the food lifestyle of the
consumers
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 41

Table 3: Factors responsible for the change in the food lifestyle of the consumers
Factors Influencing Food Lifestyle Strongly Disagree Neutral Agree Strongly
Disagree Agree
Regular availability of the product 18 14 50 55 51
Easy to use 17 16 30 59 66
Time­saving 13 12 37 58 68
Better taste and flavor 20 23 56 51 38
Hygienic and environmentally friendly 21 20 53 42 52
packaging of the product
Reasonable price 20 17 48 56 47
Carry all food standards like HACCP etc 16 14 32 58 68
Offers and discounts available 20 20 51 55 42
Recipe and nutritional information on the 18 11 43 54 62
packet
Consumer behaviour and its food lifestyle are always influenced by a number of
factors like demographic, social, economic, lifestyle, employment factor, etc. during the
pandemic consumers eating and purchasing habits has been changed they are more
focused on health. A few factors are responsible for the changes in the food lifestyle of
consumers are firstly the work from home and secondly the salary issues for many
consumers. Work from home has affected the life of the whole family. Time is limited to
do the household work. Workload also increased because everybody is at home and it
becomes difficult to manage home and office work together. Financially everybody is
affected sometimes not getting full payments or delay in salary. Lastly, health is a major
concern. Everybody is at home; therefore, there is less physical work. The questionnaire
was developed in keeping these points in mind. The purpose was to find out how
convenience food helps the consumers to do all the work at the same time it does not
affect the health and also saves time while managing both the work. After the analysis
of the factor responsible for the acceptance of convenience food in their life during a
pandemic, it was found the Cronbach alpha value that is 0.9675. This is the best reliability
value. The researcher has developed the 9 factors for the consumers. Out of 9 top four
factors are been found highly rated factors with a strongly agree scale. Consumers have
faith in the manufacturers that they maintain all food standards and as well as it has
been in such away it will save time while preparing the food. Therefore, the two factors
are on top with 68 responses (14%). The second factor is easy to use with 66 responses
(13%). The third factor was the recipe and nutritional information should be written on
the packet of the products with 62 responses (12%).

Suggestive Measures for Convenience Food Manufacturers

There are a few suggestions recommended by the consumers to improve the products.
Keeping in mind the covid­19 and any other pandemic or diseases. The products can be
more organically made. The use of stabilizers can be reduced. Artificial food colour can
be replaced by organic colours. The shelf life of the products can be increased. It should
be nutritious and does not have any adverse health effects. Packaging should be
environment­friendly. All the food standards should be strictly followed. As the pandemic
has affected financially therefore the price of the items should be in reach to the common
42 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

people. Future products can be made in keeping in mind the pandemic and any other
health issues. Manufacturers can take help from the government and private sector for the
improvement in the products and providing and stabilizing facilities for them to produce
the products in bulk.

Conclusion
As a result of governmental pressure, policies, regulations, and the pandemic, our
findings clearly illustrate that COVID­19 has affected consumer behaviour and perception
towards the convenience food industry. Moreover, the pandemic has adversely affected
consumer financial conditions. Additionally, the findings indicate that the pandemic
affected the spending patterns of consumers and reduced visits to public gatherings, as
well as cancellations and postponements of tourist travels. Most of the time is spent at
home with work from home. Schools, colleges, amusement parks are closed therefore
children and elders are stuck at home with no choice. As most of the markets are closed
and they get open with government guidelines for a limited period of time. Therefore,
consumers have pressure to buy things in a hurry and safely. The findings of the first
objective are on the frequency of buying convenience food. As there is lock­down in the
whole country during the pandemic therefore raw materials were not in reach to the people.
Therefore, tells us there is a great purchase of convenience food. During the lockdown,
consumers showed faith in the convenience food items. The findings of the second objective
tell us many important points. Consumers are more concerned about their health. Covid
has taught us to eat healthy food. As everybody is affected financially, therefore, they
need the product which is easy to prepare to take less time in the kitchen. So that they can
manage the work from home and other household work as well. Nutrition in the product
is a major point for consumers. The finding of the third objective is that consumers are
aware of the spread of the covid­19 disease. The suggestions include nutritional and healthy
products. Government help can be taken for the improvement and better development of
the products and industries.

Limitations and Suggestions for Future Research

1. Since, the research on this article was done during the lockdown, the study was
conducted using an online platform and no in­person interviews or market
surveys were conducted.
2. Many of the consumers were uncomfortable with the online survey, which lead
to a reduction in the number of responses. Other consumers did not complete
the entire questionnaire.
3. Therefore, future studies can be on the impact of COVID­19 in different
categories of convenience food and other food sectors. As the present research
focused on the food lifestyle of consumers towards convenience food, future
studies can explore the impact of COVID­19 on packaging and nutritional
benefits of the convenience food.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 43

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(2012). Taking stock of self­control: A meta­analysis of how trait self­control relates
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Covid­19.
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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 45

6 Use of Social Networking Sites for

Tourism Marketing: Current Scenario &
Future Prospects
Dr Harshada Satghare, Nishant Sutare

Abstract
Nowadays Social Networking Sites has become an unavoidable component of
marketing strategies of every small and big travel organization. Moreover, new social media
channels are emerging and influencing the methods of tourism marketing now and then.
Hence the present research has aimed to analyse the present usage of social networking
sites among the public and private tourism stakeholders and their further plans related to
the use of sites. The data was collected from the 200 stakeholders of Aurangabad city, a
tourism capital of Maharashtra state (India), by using questionnaires.
The descriptive analysis was performed using SPSS 20 which revealed that social
networking sites are commonly used by the majority of organisations. Facebook, Twitter
and Instagram are the most preferred sites while respondents agreed to explore more in
the area of social media marketing. In future, they are interested in video marketing. This
understanding of the present and future social media marketing of public and private
organizations will be useful for policymakers and planners of the tourism industry.
Keywords: Social networking site, Tourism marketing, Aurangabad

Introduction
Being the leading tourism state in India in the number of foreign and domestic tourist’s
arrivals, Maharashtra state is important in the field of the tourism industry. The state is
blessed with numerous tourism products, including six world heritage sites (Ajanta caves,
Ellora caves, Elephanta caves, Chhatrapati Shivaji Terminus and the Western Ghats, a group
of buildings from Mumbai) and a variety of other tourists destinations (Satghare & Sawant,
2018b). Among these six world heritage sites, two prominent and renowned world heritage
sites are near Aurangabad city (MS), India. Further, the city is identified as a Special tourism
district by the state tourism policy. The literature and government agencies also mentioned
the city as the tourism capital of Maharashtra state as it is blessed with numerous heritage
and cultural sites like the impregnable fort of Daultabad, Taj­mahal of Deccan Bibi
kaMaqbara, Panchakki, Aurangazeb’s Tomb, gates of the city, an ancient city of Paithan
(Pratishthan), world­renowned handicrafts of Paithani sarees, Bidriwork, Himaroo textile
and so on(Kennet et al., 2020)(Ragde & Sawant, 2013; Sawant & Satghare, 2014)(MTDC,
2010)(Govt of Maharashtra, 2016). Though due to the reason of pandemic situation the
number of domestic tourists at these five ASI ticketed sites was just 5.94 lakh from March
21 to November 21, as compared to 19.77 lakh in 2019­20 (pre­pandemic period) and 23
46 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

lakh in 2018­19, as per the ASI data (PTI, 2021). Moreover, tourism is one of the crucial
industries in Aurangabad city and approximately 1 lakh locals are employed directly or
indirectly through tourism(MTDC, 2010). Being the tourism capital of the state and tourism
as a prominent industry in the city(PTI, 2021), many aspects of the planning and
development of tourism are researched by tourism experts and academicians.
Unfortunately, very limited studies have been done on the area of tourism marketing of
the Aurangabad region. Vision 2020 Document for Tourism states that Marketing and
promotion are the weaknesses of Aurangabad Tourism and hence Maharashtra government
is taking various initiatives to promote and create a brand of Aurangabad Tourism. It is
planning to focus onthe creative and digital marketing of the destination(MTDC,
2010). Along with the state government, Travel agencies, tour operators, Hotels play a
vital role in the marketing of Aurangabad as a tourist destination. They publish various
publicity materials. They promote destinations among potential tourists through their
information counters and sales executives.
Adding to this, no visible literature is found on the different areas of online marketing
like social media marketing. Hence, the present research study is trying to fill this void by
studying the usage of social networking sites for tourism marketing by the industry
stakeholders of Aurangabad city. Further, their future strategies were also studied.
The output of the study is valuable for policymakers and planners. The industry
stakeholders can be guided in the area of social media marketing so that they can reap
maximum benefits from this advancing technique of marketing. Ultimately, co­creative
and collaborative efforts of tourism organizations for the promotion of tourism of
Aurangabad city will lead to positioning and branding of the place as a world­class tourism
destination.

Review of Literature
Social media Dr Philip Kotler defines marketing as “ function of the organisation that
can keep in constant touch with the organisation’s consumers, read their needs, develop
products that meet these needs, and build a programme of communications to express the
organisation’s purposes” (cited in Stokes & Quirk, 2008). With the emergence of ICT, terms
like online marketing, internet marketing, digital marketing, web marketing and e­
marketing have become a catchword in the marketing field which are commonly used
interchangeably (Bhatia, 2012). Web 2.0 introduced a new media channel to marketers i.e.
“social media” and now this is an integral part of marketing strategies.
Many scholars defined the concept of Social mediain diverse ways. Continuous
advancements in social media technologies and applications have been noticed and
researched by scholars periodically that have made the concept of social media
immeasurable. Moreover, it can be defined as a group of internet­based applications that
utilize web 2.0 as its development platform, allowing users to create, share, participate
and exchange ideas, thoughts, experiences and information and enable dissemination of
this user­generated content (Kaplan & Haenlein, 2010)(Hays et al., 2012)(Cabiddu et al.,
2014)(Constantinides, 2014)(Chung & Koo, 2015)(Roque & Raposo, 2016).
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 47

Table 1: Different Forms of Social Media Sites

Social Media Category Description Example
Social Network Focuses on building relationships among people with Facebook
similar interests and activities
International Social This type of social media site is growing in popularity as VK
Network the world wide web seeks to become more personal
Social Travel network Allows travellers to exchange tips with each other before, during
and after the trip TripAdvisor
Private Social Network Allows users to create their own private social networks Ning
Professional Social Network This type of social media site enables business LinkedIn
professionals to recommend one another, share
information about industry­related events, Networks,
post resumes, and other features
Social Recruiting The process of sourcing or recruiting candidates through Indeed
the use of social platforms as promotional and/or
advertising channels, or Talent databases using search
solutions by employers and recruiters
Blogging Discussion or informational sites published on the Tumblr
World Wide Web.
Micro­blogging Differs from traditional blogging as the content is Twitter
delivered in short bursts of information.
Blog Networks Blog networks are usually a large collection of blogs. Gawker
Many blog networks provide exclusive content and
require approval for bloggers to join, which gives those
who are accepted a certain level of prestige.
Blogging Communities Broader than niche communities and not exclusive like BlogHer
blog networks, blogging communities encourage
bloggers to share and interact with one another as well
as create regular blog posts.
Comment Communities Blog comments that have hopped aboard the social Disqus
media bandwagon to create their own domain of
communities.
Lifecasting Continual broadcast of events in a person’s life through Livestream
digital media.
Podcasting Social networks that help connect podcasters, iTunes
advertisers, and listeners.
Social Music Networks Allows users to listen and share music with other Spotify
Photo Sharing Users can upload and comment on photos. Pinterest
Video Sharing Users can upload and comment on videos. Youtube
Document sharing Users can upload and share documents. Scribd
Virtual Worlds Computer­based simulated environment where the Active
users take the form Virtual
Worlds
Social search Some search engines have evolved beyond providing Google
search results into to social media communities where blog
user can create profiles and interact. Search
Source : (Alizadeh & Isa, 2015)
Social networking sites such as Facebook, LinkedIn and Twitter are integral partsof
social media marketing channels. These are cost­effective and capable of reaching a diverse
audience and they have replaced many traditional media, particularly newspapers and
48 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

magazines (Pan et al., 2007) (Gursoy, 2011). Furthermore, the customer­interactive nature of
the tourism industry urges tourism providers to utilize the opportunities offered by social
media for customer relationship management (Alizadeh & Isa, 2015). Hamill, Stevenson, &
Attard (2016) identified the potential business benefits of proactive use of Social media
engagement as market/customer knowledge and insight, engagement and reputation
management, customer experience and loyalty enhancement, sales/marketing effectiveness
and improvements in Operations/ Internal processes. Destination marketing organizations
can use social media to add value to their destination brands by providing customers with
accurate information, interaction and timely responses to their concerns and queries (Alizadeh
& Isa, 2015; Kaplan & Haenlein, 2010). However, the area of social media marketing is well­
researched on the global level, very limited research is done on the area of the Indian tourism
industry, though the millions of active users on popular social networking sites are Indians.
The number of Internet users in India has grown tremendously to 658 million. The
following table depicts the popular networking platforms in India:
Table 2: Popular Networking Platforms along with Share
PLATFORM PERCENTAGE
Instagram 76.50%
Facebook 74.70%
Twitter 44.90%
LinkedIn 37.20%
Pinterest 34.90%
MX TakaTak 23.40%
Moj 23.00%
Discord 18.20%
Source : ([Link], 2021)
Few research studies analysed the use of social media by tourists in the tour planning
phase. The study conducted by the Ministry of Tourism & Government of India (2017)
found that 89.30% of potential tourists had explored social media to get more information
related to India while planning their trips. The study conducted by (Satghare & Sawant,
2018a) highlighted that very limited studies have researched online marketing initiatives
of the Indian tourism industry, specifically in the region of Maharashtra. Adding to this,
the eminent tourism city of Aurangabad received less attention from tourism marketing
researchers and notably, there is no study on the area of usage of social networking sites
for tourism marketing in the region.

Objectives
To fill this research gap, the present research aimed ­
1. To study the commonly used Social Marketing sites for tourism Marketing in
Aurangabad
2. To study the importance of Social Networking Sites (social media) for tourism
marketing in Aurangabad
3. To study the plans related to the usage of Social Networking Sites for tourism
marketing in Aurangabad
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 49

Research Methodology
To achieve the research objectives, the following industry stakeholders who are
directly involved in destination marketing were decided and respondents were
selected purposively. The sample size of 200 respondents comprising of 150 travel
agencies, 48­star category hotels and 2 government agencies (MTDC ­ presently
known as Directorate of tourism, Government of Maharashtra and India Tourism
Off ic e, Go vernme nt of In di a) was decid ed fo r col l ectio n of pri mar y data.
Questionnaires were used as a research tool and descriptive data analysis was
performed using SPSS 20. While developing the questionnaire, the earlier literature,
like research report carried out by Stelzner (2011), was referred. The survey outcome
is provided in tabular format.

Data Analysis
After the extensive survey efforts, 154 usable questionnaires were received and the
data analysis put forward the following revelations:

1. Different marketing tools used by Tourism organizations

Survey shows that there are different tools which are used for marketing by tourism
organizations like:
­ email marketing 14.5%
­ Event marketing 10.15%
­ Online marketing 10.15%
­ Press release 7.25%
­ Sponsorship 5.79%
­ Direct mail 13.04%
­ Print media 13.04%
­ Radio 7.246%
­ TV media 11.59%
­ Outdoors 5.79%
­ Others 1.449%

2. Usage and Benefits of Social Networking Sites for tourism

marketing
It was observed that the majority of the organizations spend approximately 6 ­15 hours/
week on social networking sites for creating and posting marketing content for their
organizations. Notably, though stakeholders spend much of their time on personal social
media updates limited time is spent on organizational marketing. Further organizations
are still in the early stages of the utilization of social media as they are using it for not
more than 3 years.
Table 3: Time Spent by Tourism Organizations on
Social Networking Sites for Marketing (hrs./week)
0 (Plan to use it) 1­5 6­10 11­15 16 +
3% 61% 26% 10% 0%
50 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Table 4: Usage Span of Social Networking Sites

for Marketing by Tourism Organizations
Span Percentage of Organization
just started 13
been using for less than 12 months 47
been using for more than 12 months to 3 years 35
been using for more than three years 0
No experience but plan to use Social Networking Sites 05
Survey reveals that 47% of tourism organizations are using Social Networking Sites
for marketing for less than 12 months; 35% of tourism organizations are using these
sites for more than 12 months and less than 3 years and 05 % of organizations which are
not using Social Networking Sites for marketing are now planning to start using it.

3. Different benefits for tourism organizations by using

Social Networking Sites
Table 5: Benefits of Using Social Networking Sites for Tourism Marketing
Benefits Strongly Agree Uncertain Disagree Strongly
Agree Disagree
Vital role of SNS in 34% 50% 8% 8% 0%
marketing
SNSs give more exposure 31% 46% 15% 0% 8%
Increase in sale 9% 64% 27% 0% 0%
Reduction in Marketing 9% 67% 8% 8% 8%
expenses
Tourism stakeholders admitted that social networking sites are playing a vital role in
marketing tourism organizations. Huge exposure to the global market, increase in sales
and reduction in marketing expenses are observed as benefits of using social marketing
strategies. From the result, it was observed that 27% of the respondents were not sure
about the role of social networking sites in increasing sales.

4. Mostly used Social Networking Sites

Social networking sites mostly used by tourism organizations for marketing are ranked
as follow:
Table 6: Ranking of social networking sites by usage for tourism marketing
Ranking Social Networking Site Percentage of the organization using it
1 Facebook 42
2 Twitter 27
3 Instagram 11
4 Blogs 8
5 Youtube 8
6 LinkedIn 4

5. Reasons for using specific Social Networking Sites

Tourism organizations highlighted that these sites are utilized by many users and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 51

they are easy to use hence they are using these sites. Further availability of tools and
applications for marketing is the strength of social networking sites.
Table 7: Reasons for Using Social Networking Sites for Marketing
Sr. No. Reason Percentage
1 it is easy to use 39
2 available proper application and tools 15
3 mostly used by others 46
4 Other 0
5 don’t know 0

Future Plans about Social Networking Sites for

Tourism Marketing
The data analysis revealed that 67% of respondents are not planning to change their
Social Networking site soon while 33% suggest that they will change their Social
Networking site in future with the market. Further, they are interested in exploring the
area of video marketing in near future.
The survey of both the government organizations revealed that both the organizations
are in the early stages of utilizing these channels for marketing. At the same time, they are
strongly agreed with the statement that Social Networking Sites play a vital role in the
marketing of tourism destinations. These organizations are using social Networking Sites
for the promotion of their different schemes. They are trying to benefit local society and
the economy through the usage of these sites.

Conclusions and Suggestions

Aurangabad is identified as the tourism capital of the state of Maharashtra and numerous
well­known tourist’s destinations of the city attract millions of tourists every year.
Unfortunately, very limited research has been done on the area of tourism marketing of the
region. Thus, the present research study analysed the usage of social networking sites for
tourism marketing by the industry stakeholders of Aurangabad. The survey of 154 respondents
revealed that the majority of the respondents were using social networking sites for marketing
their products and they find it easy to use and effective in the aspect of global exposure and
cost. Further, they are planning to explore the area of video marketing in future.
Following suggestions provided to improve the online presence and overall social
media strategies of tourism organizations:
• Consistency, Active presence and Promptness in answers:
* Active presence and promptness in response greatly affect the effectiveness
of social media strategies. Though the stakeholders are utilizing social media
marketing, it is noticeable that these organizations are not updating these
sites/pages regularly whereas the actual strength of such media is to provide
updates to users and your clients. Organizations should keep in contact
with customers through regular updates about their new packages, new
offers and comments on social networking sites.
52 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

• The theme of the post

* Social media research highlighted that ‘engaging and entertaining contents’
such as online competitions, games, reviews, experiences of earlier
consumers, user­generated contents are a crucial part of social media
marketing. Hence, tourism organizations should come up with such
engaging content. Additionally, user engagement and two­way
communication are core characteristics of web 2.0, therefore, embedding
such content including ‘call to action’ for users, like quizzes, polls,
competitions etc, can enhance social activity even more.
* Further tourists expect that the contents should be informative, easy to
understand and up­to­date.
• Creativity and innovation
* Creativity and innovativeness act as keys for successful social media
strategies. Tourism stakeholders should come up with creative and
innovative marketing strategies and content for social networking posts.
• Time of the post
* The earlier literature suggested maximum posts should be uploaded in the
evening time as the most of users are active at nighttime so your post
doesn’t get older and seen by the user. Thus, instead of morning time, the
marketing agencies should post content inthe late afternoon or evening time,
to receive expected likes, comments and shares.
* In future, these social networking sites will be more interactive, real­time
and graphically enriched. The industry stakeholders will be surely benefited
greatly. The area of video marketing would be explored for diverse
applications. The users should be encouraged to upload their photos, videos
or content created by them.
* In a nutshell, there is an urgent need to smarten upthe use of social
networking sites for tourism marketing by industry stakeholders. In this
rapidly changing technological environment, these agencies should think
about innovative and creative online promotional techniques. Further, co­
creation and collaborative social media campaigns can lead the way. Periodic
analysis and assessment of social media strategies by users and experts are
useful to enhance the organization’s branding and competitiveness.

Further Scope of Research

Using Social networking sites for marketing is a customer­centric marketing method.
Hence, the study of user perceptions about the usage of such strategies by tourism
stakeholders is suggested so that the effectiveness can be measured. Further, the study
revealed that the industry stakeholders are not sure about the impact of social media
marketing on sales growth. Hence, a study measuring the relationship between social media
marketing and sales growth should be carried out. A comparative study with national,
international best performance could add great insights. Furthermore, benchmarking with
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 53

global best practices can offer extremely valuable insights in the field of optimum utilization
of emerging technologies.
Moreover, increasing sampling size or area will help obtaina clearer picture of the
present usage of social networking sites by tourism organizations.
To sum up, it is just a start so we can expect that soon, the use of this marketing
media will be up to the mark and every organization will have a proper mechanism to
measure the success and benefits of using Social networking sites for marketing.

References
1. Alizadeh, A., & Isa, R. M. (2015). The use of social media in destination marketing: An
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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 55

7 The Study of Advancement in the Tourism

and Hospitality Industry during Post
Covid-19 Pandemic
Dr. Dhanraj Kalgi, Ashwini Talaulikar,
Yogendra Tanwar

Abstract
Post­Covid ­19 pandemic has brought a new revolution in tourism and hospitality.
The new normal put into practice by the government had challenged the tourism and
hospitality industry to evolve new service processes for their revival and survival. Emerging
technology turned out to be a boon to this industry as it aided in virtual reality tours, the
Internet of things, voice search and contactless payments to provide and maintain the
quality of service and customer satisfaction. Technology helped this industry in reducing
costs and enhancing operational efficiency. It has also assisted in improving the hygiene,
quality standards and customer experience. Technology trends also have assisted in
providing opportunities, devices, and solutions to create memorable experiences for
customers that have led to the industry’s positive transformation and escalation. This
research study is undertaken to assess the advances in post­pandemic tourism and
hospitality. Information on the advances implemented by this industry was gathered from
various secondary data sources like articles, research papers, etc. It was observed that
technological advancements helped create the necessary awareness of contactless, safety
and security procedures at tourism destinations and in hotels and restaurants. This helped
motivate people to continue with their travel dreams or to explore new food and beverage
trends. This paper concludes with the impact of the role of emerging technology and
recent trends on tourism and hospitality advances.
Keywords: Tourism and Hospitality, New normal norms, Technology, Social media,
Artificial Intelligence.

Introduction
The Covid­19 which quickly spread throughout the world was declared as a pandemic
in March 2020 by the World Health Organization. It had a devasting impact at various
levels on the global economy. The uncertainty and added restrictions that were imposed
due to the outbreak of Covid­19 had a strong effect on tourism and hospitality industry.
The travel restrictions affected the tourism and hospitality industry globally. The hospitality
industry also faced the brunt of this pandemic with the imposed time restrictions and
maintaining of the new normal standards of hygiene, sanitation and social distancing.
Certain countries developed innovative techniques of serving food and beverages for
customers while maintaining the new normal standards. The hotel restaurants and
standalone restaurants had to put in lot of efforts to revive their business. The developing
56 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

technology played a very important in connecting with the clients and customers to avail
the food and beverages from their favorite outlets. Post Covid­19 people also started
exploring new ways of traveling to new destinations with friends, family or solo trips.
Concepts such as travel blogs helped create careers for many people and family travels
(famacations), Staycations began getting popular. The development of digital technology,
hotel and tourism apps helped customers to plan their own travel and stay plans at their
selected destination within budget and with memorable memories. This study is conducted
to understand the various digital technology, Internet of things and apps developed during
the Covid pandemic which ensured the revival and survival of the tourism and hospitality
industry. Also, the recent trends in tourism are responsible for motivating the customers
and clients to travel. All over the globe the tourism and hospitality industry is ensuring in
its marketing about the safety, security and hygienic, environment provided at the
destination. The industry has also ensured their clients and customers about the services
and standards meeting their expectations.

Review of Literature
Coronavirus­The COVID 19 pandemic has had a tremendous impact on the tourism
industry around the world. Due to travel restrictions, quarantine and transportation
closures, international tourist arrivals in the first quarter of 2020 could increase by 22%
compared to 2019 and by 60­80% for the full year. (UNWTO 2020). Today, the global travel
and tourism industry is struggling to survive as the pandemic puts an estimated 50 million
jobs worldwide at risk. UNWTO Secretary­General Zurab Pololikashvili said, Tourism
has been hit hard and millions of jobs are at stake in one of the economy’s most labor­
intensive sectors. (UNWTO 2020, p. 1). In September 2020, the Bureau of Labor Statistics
reported that 4.8 million hospitality and leisure jobs have been lost since February 2020 in
the United States alone. (AHLA 2020). Coronavirus is highly contagious. Natural human
exhalation flows such as sneezing, coughing, breathing, and conversation can release the
virus that causes the infection. (Tang et al. 2013). Moreover, a research unit has announced
the possibility of the virus mixing with aerosol suspended in the air and being inhaled by
humans (Van Doremalen et al. 2020). Clustered infections have been reported in bars (Wong
2020), hotels (Peltier and Minder 2020), hot pot cafes (Su 2020), wedding banquets (Gross
2020), and karaoke parlors (Inada 2020). The basic role of information and communication
technology is to facilitate commerce and convey relevant information to decision makers.
The DeLone and McLean’s Information System (IS) Success Model is a widely applied
framework for new information technology adoption since its publication in 1992 (DeLone
and McLean 2003). This model identifies and describes the relationships between the six
key aspects of IS success that are information quality, system quality, quality of service,
intent to use the system, user satisfaction, and net system benefits. The next section describes
the new technologies used in the pandemic based on this framework. Information quality
captures the quality of the content presented by the system. According to DeLone and
McLean (2003), the content of the information system must be personalized, complete,
relevant, and easy to understand. Currently, many of the hotels surveyed use live
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 57

advertising on a variety of livestreaming platforms to provide complete, detailed, timely,

accurate, reliable, and selective information to potential customers. We are helping to
receive.

Objectives
1. To comprehend the impact of technology in the Tourism and Hospitality
Industry Post Covid­19 pandemic.
2. To explore the recent trends in the Tourism and Hospitality industry post­Covid­
19 pandemic.

Research Methodology
For this research work, secondary data was collected from e­books, research papers
and statistical reports. The study was undertaken to comprehend the reviews of the
travelers on the impact of the technology on tourism and hospitality sectors. Also the study
included exploring the recent trends developed post Covid­19 pandemic in the tourism
and hospitality industry. Based on the data collected the findings were made in order to
derive at the conclusion of the study.

Results and Discussions

Technological Advances that had a great impact on tourism
and hospitality industry during and post Covid ­19 pandemic
On a positive note, the pandemic has brought with it a revolutionary change in world
of technology. It forced all industries to adapt to new technologies and applications in all
their operations. Even the tourism and hospitality industry had to adopt the technology
innovations in an attempt to restore customer trust and keep the economy going. The new
norms such as wearing masks, sanitizing hands, social distancing, and use of touch­free
or contactless technologies became the new face of the tourism and hospitality industry.
The actual menus were replaced with scannable QR codes, contactless hotel check­in,
mobile room keys, touchless payments and application for ordering food. Most of the
services offered in the hospitality sector could now be easily accessed by smartphones
and the consumers were adopting the technology very quickly. The tourism and hospitality
industry kept up the pace with the latest technologies. To improve and enhance the guest
experience all the industries had to tap on emerging technologies and the tourism and
hospitality industry adapted to touch­free, contactless and automated check­in procedures.
Cloud­based IoT (Internet of Things) software also can be just as essential to running
back­of­house functions and streamlining operations like coordinating housekeeping
systems, assigning staff duties and confirming compliance with newly­enhanced cleanliness
standards. As the world moved into the new normal and technology, the hospitality
industry reopened for business, with the expectations and experience of the customer being
58 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

higher than ever before. Guests started expecting that the tourism and hospitality industry
should be using enhanced tools like live­agent or AI­powered support channels along
with personalized communications and heightened hygiene standards. By catering to these
needs of customers the hotels would continue winning the brand loyalty.
Technological Advances that had a great impact during and post Covid ­19
pandemic are:
i) Face Me: A product from Cyberlink and one of the world’s most accurate facial­
recognition engines—has added new features like mask detection, thermal­
camera integration that have become the most commonly accepted practice
during the Covid­19 pandemic. This has specifically helped the tourism and
hospitality industry to revive and survive.
ii) Nevotek: A global provider of cloud­based hospitality tech solutions released
new guest­engagement technologies that integrate easily with a hotel’s existing
Property Management System.
iii) Grace: A new platform that enables guests to message hotel staff in real­time
via their app of choice (e.g. WhatsApp, Messenger, WeChat). This secures
communications option allows hotel staff to respond instantaneously to guests’
needs without even having to ask for their name and room number. The A.I.
option helps to enable a chatbot, an analytics function is embedded in the
software and this product supports many major languages. ‘NevoTouchless’,
another new groundbreaking product that allows guests to access hotel services
via their own mobile devices by simply by scanning a personalizing QR code
on their TV.
iv) Radar: This provides geofencing technology that helps to build location­aware
app that leverages location data and is becoming a must­have for travel brands
as it shares up­to­the­minute information and rebuild consumer confidence in
tourism’s overall safety. Location data can also work to activate touchless check­
in upon guests’ arrival on the property or prompt them for payment when they
present for checkout. Rail and bus operators can also alert passengers as to when
their coaches arrive at a certain distance from the platform, to avoid
overcrowding on platforms. Geo­prompted push notifications can also come
in very handy for keeping guests apprised of safety protocols and other vital
information about their visit.
v) Super Sterilization: This includes the use of HEPA filters—capable of filtering
out 99.9 percent of airborne viruses and bacteria—and Molekule’s Air Pro RX
Air Purifier­ electrostatic disinfectant sprayers to tackle surfaces. New devices
such as the Safeology Tower, employing evidence­based, high­powered UVC
technology that can be used to safely, quickly and effectively eliminate up to
99.9 percent of the surface and airborne pathogens in indoor settings, without
using chemicals or leaving behind residue.
vi) Robotic Maids: This is aimed at reducing person­to­person contact amid the
pandemic. The second­generation GiGA Genie hotel robot, named “N Bot”, goes
about delivering water bottles, fresh towels and other amenities to guests. The
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 59

artificial intelligence­equipped service robots, boast of instilled advanced

information and communications technology, that includes space­mapping,
autonomous driving ability and also voice recognition.

Recent concepts developed inthe tourism and Hospitality

industryduring and post Covid ­19 pandemic
The tourism and hospitality industry during and post Covid­19 pandemic made
immense changes in their operations for catering to their customers. Keeping in mind the
government requirements of new normal standards and use of technology the industry
marketed new concept for motivating people to travel under safety and security.
This industry equipped with latest technology was able to promote to their clients
and customers about the hygiene and safety standards incorporated to ensure a secure
travel and stay. The mobile apps have helped enhance the overall tourist experience and
have motivated themto travel and explore the new destinations.
In spite of the challenges posed during the Covid ­19, new travel and hospitality concepts
have helped the tourism and hospitality industry to revamp their business and experience success.
The latest concepts in tourism and hospitality industry post Covid ­19 pandemic are:
I. Bleisure trips and hotel work spaces: A growing tourism trend where people
travelling for work or business include some leisure time at their destination.
Hospitality venues became the make­shift offices for these travelers. This has
been a great opportunity for hotels and food and beverage outlets to capitalize
on the trend, adapt their services in order to meet the needs like plug sockets,
free high­speed WIFI and coffee and good snacks of these Bleisure travelers.
II. Automation / Digitalized Guest experiences: Digitalization in the tourism and
hospitality industry is preferred by the customers for the convenience it offers.
Apps are being increasingly used in the tourism and hospitality sector to manage
the services they deliver to their customers. Also, they are able to control many
aspects of guest cycle and experience. The technology­ assisted options which
gained momentum since the year 2020 include the mobile check­in, contactless
payments, voice control and biometrics. It is important to set up the right
technology for the betterment of the industry.
III. Personalization: Tourism and Hospitality industry have gone aan extra mile
to use tools like Mailchimp and Zoho for making the personalized e­mail
marketing accessible to target audience. AI­powered chatbots are a customer
service asset that helps the guest during the booking process and in answering
to frequent questions.
IV. Sustainable Tourism: In order to save the planet and preserve it for future
generation’s customers and clients are making their travel plans with sustainable
environment in mind. This includes making positive impact on cultures,
economies, and the people at the tourist destinations. In the face of Covid ­19
pandemic, there are more like chances that the sustainable tourism will get lot
of prominence.
60 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

V. Experience Tourism: This includes a once­in­a­lifetime experience of gaining

an emotional connection with cultures and nature. The customers want to
experience their destinations are by staying with local families which gives
them a chance to interact closely with them and study their way of life. There
will be a growing trend in experience tourism post Covid 19 as the customers
would like to spend money on unique experiences rather than on material
things.
VI. Solo Travel: A wonderful and self­rewarding experience that makes one feel
stronger and confident. The travellers enjoy meeting new people and making
long­lasting friendships. During and post covid pandemic the demand for this
type of tourism gained importance.
VII. Wellness travel: This type of tourism involves an enriching experience with
the main aim of achieving, promoting or maintaining good health and sense of
well­being and balance in life. A proper study of the needs of clients can help
target the right market that would help recover from the effects of the covid
pandemic.
VIII. Short weekend getaways: Post covid this trend in tourism has picked up
momentum. This type of tourism has become very popular amongst the new­
age travelers that prefer short trips with minimum expenses.
IX. Travel blogging: A new trend gaining popularity where new age bloggers who
are making a career in the same. This may include travel writer, travel
photographer or videographer who posts their travel stories using various
digital platforms. They create an awareness of the tourism and hospitality
facilities at the destination.
X. Budget travel: This type of tourism allows people to travel without being
burdened by economic challenges. The digital technology helps these tourists
to get the best deal for travel, stay and food outlets.
XI. Off beat destinations: There are many places to visit explore and travel.
Exploring new destinations and spending vacations in lesser ­known places is
a gaining trend. The trend of offbeat tourism has also encouraged the industry
to explore and expand its boundaries.
XII. Virtual and augmented reality: It has become necessary for the tourism
and hospitality industry to capitalize on concept like virtual tours for
promoting the destination and stay. This would help the customers to
visualize themselves in that place. Also, the guest is requested to download
the hotel app which allows the guest to access the facilities, services at the
destination.
XIII. Travelling less (and Staycations): The travel restrictions imposed in the year
2020­ and 2021due to Covid ­19 pandemic have given importance to the rise
of the concept of staycations. The customers having become environmental
and budget conscious are preferring to enjoy their vacations at hotels closer
to home.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 61

Conclusion
Technology industry experts have been using the term “exponential technology” for
almost a decade. This phenomenon is associated with both cost and rapid performance
gains. For example, computer chip performance doubles almost every 18 months, and user
adoption is exponential. For example, consider integrating the phone into our daily lives.
When landlines were invented, it took 75 years to grow to 50 million users. In contrast,
mobile phones have reached 50 million users in just 12 years.
The COVID19 pandemic is accelerating the adoption of technology that is already
accelerating in the hotel industry. Smart features and services that were previously
considered an addition to the guest experience are rapidly becoming a post­pandemic
hospitality requirement. The viral health and safety risks combined with travel restrictions
and recession have forced all hoteliers to take immediate action. Those who make the
right investments and use digital technology to improve and enhance guest services are
in the best position to survive the pandemic and prosper afterwards.

Digital Labor as First Line Defense

Smart technology has the ability to enable and strengthen the barriers that hoteliers
are currently facing when trying to manage the influx of COVID­related complications. A
key short­term focus was the flood of reservations due to guest cancellations or
postponements of stays. Investing in an integrated online booking platform that
complements staff efforts and helps create a seamless and personalized experience is the
best way to ensure that guests get a positive brand experience.
You can use the same integrated reservation and check­in technology on all aspects
of the guest stay. The hotel uses the app platform to pursue the rooms used by guests and
ensure thorough renovations before the next use. In addition, the app platform can promote
2,000 conversation management that may have guests.
Integrated App Platforms can order room service or morning coffee, reserve pool
deck locations, or provide immediate support for convenient communication with
employees of employees increase. Also, smart technology can improve staff capabilities
so that you can stream the guest company. Cloud­based software helps functions

Rethinking Loyalty and Reward

As the tour conducts of the loads are being reconsidered, purchaser loyalty packages
are due for an upgrade. This is some other place in which hospitality experts are making
an investment in era, and clever answers are set to come to be part of the brand new
normal.
Reward packages are intended to incentivize returning commercial enterprise with
out alienating first­time customers, or overemphasizing the exclusive ranges of visitor
perks. In the past, cell check­ins has been commonly reserved for loyalty praise members.
Now, that era can assist attain the goals of the praise software with extra tailor­made
offerings, and extra suitable subtly?
62 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

The personalized guest app can offer different levels of accommodation. Rewards
members can see selected pool booking spots, access different internet speeds, and receive
early notification of limited spa offers. Your choices and preferences are recorded as data
and shared with staff to help them personalize their next stay. Collecting “privileges” allows
you to see different room rates from the app and record your preferences for all future
stays. The data collected also helps hoteliers understand which services perform best and
adapt to the needs of top guests as well.

A New Sense of Security

Wearable technology is gaining popularity for monitoring guest activity, managing
contact tracing, and containing virus spread. The resulting data also provides valuable
feedback for consumer analysis. However, its powerful access entails great responsibility,
and cybersecurity is a little­known but valuable investment. The more guests you can
track and recognize, the more secure your data is.
Most hotel owners invest in hygiene practices with enhanced physical security, hands­
free technology, and design layouts that promote social distance. But cyber security is an
urgent priority as well. Security practices for protecting customer information must comply
with local, state, and industry regulations. Guests need a complete understanding of how
the data is being used.
The app platform needs a section detailing which guest operations remain completely
private, rules and regulations regarding the use or sale of customer data, and the
consequences of violating them. There is no doubt that the COVID 19 crisis will innovate
without minimizing the depth of devastation. As technology adoption accelerates, the
hospitality sector will change at even more extreme rates than previously predicted. Smart
technology benefits both customers and employees, enhances the guest experience and
enables a new level of personalized hospitality. Hotel owners have creativity, capital, and
most importantly security, and can get out of this crisis with new, improved and compelling
standard care.

Recommendations
Discover the Latest Technology Trends in the Hospitality
Industry
Below are the general technological trends in the hospitality industry and the
technological trends that serve as a solution to the coronavirus pandemic and the changes
in consumer behavior it causes.
1. Voice Search and Voice Control: Voice search is a growing technology trend in
the hospitality industry as more guests and customers use voice search to find
hotels, restaurants and coffee shops. Therefore, it is worth the time to use it
properly. To do this, you need to make sure that your website and booking
engine are configured to use voice search properly. In some environments, the
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 63

demand for voice control is also increasing. This includes everything from
allowing smart speakers in a hotel room to control different devices in the room
to automatic order reception at restaurants and cafes, so customers place orders
with staff. You don’t have to wait to receive it.
2. Contactless Payments: Contactless payments bring many benefits to hotels,
resorts, restaurants, bars and cafes. As a result, it has become a leader in recent
technology trends in the hospitality industry. Contactless technology is easily
compatible with loyalty programs, as well as speeding up payments and
increasing customer satisfaction. If the customer doesn’t have a wallet or loses
their credit card, mobile contactless payment is possible. In addition, contactless
payments can provide an excellent way to reduce person­to­person contact, as
COVID is firmly established in the hearts of hotel guests and other hospitality
customers.
3. Robots in Hotels and Restaurants: One of the most exciting technology trends
the hospitality industry is working on is the rise of robotics and the use of
robots to perform tasks traditionally performed by humans. For example, a
hotel robot can act as a concierge, welcoming guests and providing important
customer information. Similarly, some hotels are beginning to use robots for
cleaning purposes, such as cleaning floors and removing bacteria. This is a
technique that can be reproduced in other hospitality industries, including
restaurants, and robots can also be used to further protect the environment
with COVID.
4. Chatbots: Chatbots have been a new technology trend in the hospitality industry
for years, but this option is becoming more important as customers want to
answer questions quickly at any time of the day. Hotels and restaurants also
often attract requests from people of different time zones, making it difficult to
secure staff. A good chatbot answers the most common questions without
human intervention. In more advanced cases, chatbots can collect information
from customers and forward requests to human agents as soon as possible while
giving them access to what they are saying.
5. Virtual Reality: Virtual reality is another major technology trend in the
hospitality industry and needs attention. This can make all the difference, as it
gives potential customers a clearer sense of what to expect from a real visit,
especially when the customer is ready to make a reservation. During the COVID
pandemic, hospitality marketers use virtual reality technology to allow
customers to experience elements of the hotel experience and preview restaurant
layouts for booking. Here, in particular, there is an opportunity to stand out
from the competition.
6. Mobile Check­In: Mobile check­in hospitality technology is another important
area to consider as it helps improve the customer experience on first arrival.
This is especially beneficial. The first impression is that it can have a significant
impact on how the customer ultimately feels about the visit or stay. Importantly,
mobile check­in eliminates the need for direct customer interaction. This means
64 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

customers may have more flexibility when it comes to check­in. This is tied to
a broader non­contact technology trend in the hospitality industry and may be
especially welcomed by those who are sensitive to COVID.
7. Recognition Technology: Cognitive technologies are generally one of the most
important emerging technology trends, but their potential applications in the
hospitality industry are of particular interest. In particular, biometrics are used
to usher in a new era of seamless authentication that may help hotel processes
and customer purchases. Imagine, for example, that a hotel can open a room
using fingerprint or facial recognition technology. Now consider using the
same technology for check­in and check­out purposes. In the future, this
technology should enable touch­authenticated payments and fully seamless
purchases.
8. Artificial Intelligence: In today’s world, customers expect to interact with the
hospitality business and respond quickly through a variety of digital channels.
Of course, it can be difficult, if not impossible, to get employees to monitor all
these channels and provide quick answers. This is where chatbots and artificial
intelligence (AI) come into play. Chatbots can understand simple questions and
provide answers almost instantly, freeing up customer service staff and
improving the customer experience. Today, the use of AI is expanding into other
important areas of the hotel, including data analysis. In short, it’s definitely a
remarkable technology trend.
9. Internet of Things (IoT): Another technological trend in hotel management is
the “Internet of Things” or IoT. In this case, the internet connection extends
to everyday objects, devices, and devices. These devices can collect data,
communicate or interact over the Internet, and transform previously dammed
devices into often semi­autonomous or fully autonomous “smart” devices.
An example of this is an internet­enabled thermostat that is already used in
the hospitality industry and is used to automatically adjust the room
temperature in response to temperature changes due to check­in and check­
out, or the sun or window opening. The same concept applies to lighting to
improve energy efficiency, for example by reducing the light intensity during
the day.
10. Augmented Reality: Finally, augmented reality is exploding as a technology
trend that is similar to VR technology but more accessible. Normally, you only
need access to your smartphone and the internet. Unlike VR, which puts the
user in a digital environment, augmented reality is the enhancement of the real
environment through information overlays. It also offers endless possibilities.
Imagine a hotel offering an AR­compatible wall map, where customers can point
their phone at the map to get information about a particular location. Or what
about an app that allows users to view customer reviews of local restaurants by
looking at the building on their mobile phone?
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 65

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66 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

8 Success Factors of Online Courses Offered

by Tourism and Hospitality Institutes
Dr. Goldi Puri

Abstract
Now a day there is a tool come out from Information Technology (IT) in many
universities curriculum and that is branded as Electronic learning which in laymen term
is learning through the electronic medium and post covid19 period its importance gained
too much power. Therefore, for the development and the implementation of these programs
of study that proffer electronic learning support lessons in a university a lot of factors
have to be well thought­out. This particular paper proposes to spell out the Critical Success
Factors (CSFs) of Electronic learning as professed by loads of learners of the university.
There are four classes named as, university hold, mentor, sort of information technology,
and learners into which the CSFs of electronic learning were investigated, classified and
then published. Thus numerous trials were adopted for being integrated in every class.
Keywords: ­ E­learning, Critical success factors, Online learning, Education, Learning,
Distance learning, Internet

Introduction
In recent times, as a way out to various troubles of quality and cost of several
universities Information Technology has been observed as an answer. Learners from the
universities can learn by means of an extra up to date, competent and efficient substitute
for instance Electronic learning with the help of Information Technology, it can be used as
an effective way in teaching also and this way learning can be delighted as a necessity to
renovate the university pupils. The noteworthy current improvement in the information
industry is electronic learning idea and it is there about for decades (Wang, 2003). With
the use of electronic mediums like Internet, audio or video recordings, satellite
transmission, CD­ROMs, video conferencing, Intranets, interactive videos, animations and
Extranets we can view the watch the lessons of Electronic learning (Urdan & Weggen,
2000). Electronic learning is comparatively less costly than the traditional way of teaching
and large number of pupils can be added to it at the same time and from anywhere in the
world it is now a day’s one of the fresh learning movement that is challenging the
conventional “bucket theory” or the banking thought of instructing (Freire, 1994). It was
imagined in the banking thoughts of instructing that the mentor be in possession of the
understanding and awareness which he puts down into the pupils who are attending the
class (Freire, 1994). This sort of learning has been observed as a synonym to Web Based
Instruction (WBI), Advanced Distributed Learning (ADL), Web Based Learning (WBL),
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 67

Open Flexible Learning (OFL) Online Learning (OL), And Internet Based Training (IBT)
(Khan, 2001). Some of the popular websites that are offering Electronic learning contents
are [Link], [Link], [Link], [Link],
[Link], [Link], [Link] and so many.

Objectives
1. The objective of this paper is to analyze the current trends in the area of online
courses offered by Tourism and Hospitality Institutes
2. The paper proposes to spell out the Critical Success Factors (CSFs) of Electronic
learning as professed by loads of learners of the university.

Research Methodology
The data for the study was collected by secondary sources, the secondary data was
collected from Travel and Tourism Hospitality journals, Newspaper articles etc.

Literature Review
In the earlier 1980s the term of Critical Success Factors (CSF) was firstly coined by
John F. Rockart and then its existence came in the literature. The need for Critical Success
Factors arises when the attention of many organizations arose that why some institutes
seemed to be more successful than others, and therefore, the research was carried out to
look into the success mechanism (Ingram et al., 2000). These particular factors are “that
factor that is required to be done if a business wants to be successful” (Freund, 1988).
After putting our focus on two characteristics that is the first one is estimating the
wisdom, and the other one is assessing the learners’ level of performance (Benigno and
Trentin, 2000) recommended a skeleton for the assessment of E leaning support classes.
Various factors like features of the learners/pupils, their self interaction, materials
available for learning, organization support system, environment required for learning,
and the type of information technology are the Critical Success Factors of the E learning
program.
Critical Success Factors are generally less in number and so should be able to be gauged
and handy. The most necessary theme of success factors of E learning is there as a huge
number of research papers on E learning. As observed by (Papp, 2000) education through
distance mode has a macro point of view and recommended a few critical success factors
that help out the development of the faculty and electronic learning atmosphere of the
universities. Papp’s critical success factors for electronic learning incorporated stuffing of
various courses, intellectual property, constructing the electronic learning course, electronic
learning course safeguarding, suitability of the course for electronic learning atmosphere,
evaluating the success of an electronic learning course and electronic learning podium. It
was described that these CSFs should be studied one by one in isolation and after that in
an amalgamated form to determine the factors influencing and forcing this learning success
(Papp, 2000).
68 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Summary of E­Learning Critical Success Factors from Literature Review

Critical Success Factors Literatures
Alternative submission of assignments Khan (2001),Selim (2007), Papp (2000), Aboagye et
al. (2021)
Cost and benefit Khan (2001), Dillon and Guawardena (1995),
Leidner and Jarvenpaa (1993), Fraihat et al. (2020)
Features to come back on left off task Khan (2001), Dillon and Guawardena (1995),
Leidner and Jarvenpaa (1993) ), Fraihat et al.
(2020)
High broadband Internet connection Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993), Khan (2001), Webster and
Hackley (1997),Aboagye et al. (2021)
Interactive course Alexander et al. (1998), Khan (2001),Soong et al.
(2001), Volery and Lord (2000),Govindasamy
(2002),Aboagye et al. (2021)
IT support Khan (2001), Volery and Lord (2000), Webster and
Hackley (1997), Selim (2007)
Language Support Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993),Khan (2001), Selim (2007)
Learn from past performance Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993),Khan (2001)
Learning styles Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993),Khan (2001),Govindasamy(2002),
Aboagye et al. (2021)
Market research Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993), Khan (2001) ), Fraihat et al.
(2020)
Measure teaching effectiveness Alexander et al. (1998), Khan (2001), Soong et al.
(2001), Papp (2000),Govindasamy (2002)
Multimedia tools/technologies Alexander et al. (1998), Khan (2001), Soong et al.
(2001),Volery and Lord (2000), Webster and
Hackley (1997), Selim (2007)
Online payment system Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993),Khan (2001)
Online test/quizzes Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993), Khan (2001), Papp (2000)
Prompt feedback Dillon and Guawardena (1995), Leidner and
Jarvenpaa (1993), Khan (2001)
A survey along with 47 pupils was carried out who were registered in an electronic
learning course which was based upon management at an Australian University and
outcome was put on by (Volery and Lord, 2000). Mentor (approach towards pupils,
proficiency of mentor in technology and relations in classroom), Technology (level of
communication, easy access and routing and interface designing) and (earlier technological
usage from a learner’s standpoint) were 3 critical success factors acknowledged in electronic
learning. Technical know­how of both mentor and learner, human resource factors,
professed information technology infrastructure, association among participants, intensity
of group effort, and electronic learning way of thinking of both mentor and learner are
main electronic learning critical success factors as noticed by (Soong et al., 2001). All of
these above mentioned factors are supposed to be paid attention in a holistic method by
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 69

electronic learning adopters as suggested by many researchers in their studies. Equipment

knowledge, learner personality, technical know­how and mentor distinctiveness are four
foremost variables that are influencing the usefulness of electronic learning atmosphere
(Leidner and Jarvenpaa, 1993; Dillon and Guawardena, 1995). A survey was done on the
pupils registered at (Curtin Business School, Helmi, 2002) regarding their insight and view
about electronic learning. These were doing their post graduation and it was found that
there are basically three powerful forces that leads are: demand from the market that is
the learners’ demand, the type of information technology and advisers of learning
particularly the universities.
According to a study by (Baylor and Ritchie, 2002), there are around 7 factors which
are independent and their force regarding the educational technology is studied the first
one is the knowledge of the mentor in and outside organization or institute, next one is
proper planning, course curriculum arrangement, quality of leadership of the mentor,
expert improvement, use of technical know­how, mentor frankness and honesty. There
were 5 variables which are dependent and the impact of 7 independent variables are studied
here first one is advanced level thought of skill attainment, next is mentor technical know­
how, technological assimilation of the mentor, his motivation and self­confidence and
impact on learner pleased possession by means of regression analysis. (Govindasamy,
2002) in his study profound a didactic groundwork which is a must for flourishing the
electronic learning performance, he mentioned 7 valuable point of references of electronic
learning explicitly, support from the staff, support from the organization, support to the
learner, type of course curriculum, training and learning, configuration of the course,
learner’s evaluation and assessment.

Electronic Learning CSF Classes

Electronic learning CSFs within a university environment may be grouped into four
classes: (1) instructor; (2) pupil; (3) information technology; and (four) university support.
As for all academic endeavors, the teacher plays a primary position in the effectiveness
and fulfillment of electronic gaining knowledge of based totally guides. Collis, 1995, Willis,
1994 believed that it isn’t the information era but the academic implementation of the IT
that determines the effectiveness of e­gaining knowledge of. Webster and Hackley (1997)
proposed three teacher traits that affect digital learning achievement: (1) IT competency;
(2) coaching fashion; and (3) mindset and mindset. Volery and Lord (2000) cautioned that
instructors offer numerous sorts of office hours and get in touch with techniques with
students. Instructors have to undertake interactive teaching fashion, inspire scholar–student
interplay. It is so important that teachers have correct control over IT and is capable of
performing fundamental troubleshooting responsibilities.
University college students are getting extra diverse and demand for digital mastering
primarily based guides is increasing (Papp, 2000, Volery and Lord, 2000). Students need
to have time management, area, and pc skills in order to be successful in the electronic
getting to know technology. Student earlier IT experience consisting of having a laptop at
home and mind­set closer to digital mastering is vital to digital getting to know success.
70 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

As said earlier than, research concludes that electronic learning based totally guides
compare favorably with conventional learning and electronic learning college students
perform as properly or higher than traditional studying students (Beyth­Marom et al.,
2003). This shows that scholars like to apply digital gaining knowledge of if it facilitates
their studying and lets in them to analyze any time anywhere of their personal manner
(Papp, 2000).

Conclusion and Future Research

Electronic mastering has been and could be adopted with the aid of many better
training institutions. Consequently, numerous adoption­related crucial factors have to be
carefully evaluated earlier than, throughout, and after any adoption. The adoption of
electronic gaining knowledge of technology is a complicated process of establishing and
growing an integrated information generation machine. This paper, in keeping with the
literature, unique eight digital studying vital fulfillment element (CSF) classes which can
help universities and teachers to efficaciously and efficaciously undertake electronic gaining
knowledge of technologies. The criticality stage of each CSF turned into evaluated.

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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 73

9 Social Media Marketing: A Paradigm

Shift in Tourism Marketing with the
Advent of Social Media
Harjot Kaur, Shaina Arora, Jyoti Sharma

Abstract
Social media has altered every part of our existence; including our consumption habits.
These headways colossally affect associations, basically by empowering new promoting
strategies. Considering the fact that the customers have a great presence on the social media
platforms, many organizations’ communication and marketing strategies have been
profoundly altered. With the rise of social media, travelers rely their travel decisions on
online evaluations and social media mentions, providing an excellent platform to tourism
businesses for establishing a solid brand image. The travel industry associations are
presently embracing web­based media as an essential instrument for promoting the items,
expanding brand mindfulness, and producing or driving deals. When it comes to tourism
promotion and planning, social media has become an essential component. The paper
summarises recent debates about the future of marketing and how businesses market to
their customers using different social media platforms.
Keywords: social media, tourism, marketing, tool, travel decision, businesses.

Introduction
Social Media exhibiting strategies permit the amazing chance to grab the benefits of
cutting­edge media stages to enlighten the goal gathering about the organizations they
will give them. By the day’s end, the housing and the movement business uses online
media stages to progress (Verma, 2022). Digitalization is reshaping the way where
individuals live, work, travel, and lead business, and this is essentially impacting the
development business. Various nations, areas, affiliations, and districts have differentiating
levels of social affair of modernized movements. In this way, there is a making opening
between tech­driven and from one side of the planet to the next related the development
business affiliations and standard more modest than expected and private undertakings,
innumerable which are portrayed by low­tech key procedures.A spellbinding disclosure
is that the brand proprietor generally acquires more benefit by re­appropriating business
to unexpected specialists in comparison to a solitary prepared proficient, fantastically due
to his assurance in appearing at an understanding between prompting higher exertion
levels and giving an. adequate bet premium in the burn master case(Shi et al., 2021).
This creates an unfair playing field for all players. Much consideration has been paid
to the utilization of computerized promoting and online business to arrive at new business
sectors, draw in clients, and construct a brand in the beyond couple of years. In any case,
74 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

in an undeniably serious worldwide commercial center, these advances are less viable at
improving usefulness or development than they are at expanding market access and
mindfulness, expanding network, and working with monetary exchanges.
To lay it out plainly, web­based media advertising is the act of advancing a business’
items or administrations thanks to web­based media. A successful web­based media
technique incorporates making and sharing drawing in satisfied, paying attention to and
connecting with your crowd, assessing the outcomes, and running online media notices.
Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat are the
most famous online media stages right now. Also, there is an assortment of online media
the executive’s apparatuses that can assist organizations with taking advantage of the web­
based media stages recorded above, too.
A wide assortment of ways is accessible for organizations to utilize web­based media
today. In the event that an organization thinks often about how general society sees its
image, it could watch out for online media and answer to any pertinent notices (web­
based media tuning in and commitment). To realize how well it’s doing via web­based
media, it should utilize an investigation instrument to see things like reach, association,
and deals (web­based media examination). Organizations that need to focus on a particular
segment at a huge scope use exceptionally designated online media promoting efforts to
accomplish this objective (web­based media publicizing).

Literature Review
Social media for the brand makes reference to and recognizes brand advocates who are
energized by brands in general and social reputation or belongingness explicitly (Giakoumaki
& Krepapa, 2020). Social media studies dissected separated, online travel lead and web­
based media use, mindset and direct points, obligation/dedication/responsibility, and
information search and gathering(Lee et al., 2015).The occupation of online media in the
movement business has been continuously noted and examined as an emerging subject.
Online media accepts an obviously critical part in various pieces of the movement business,
especially in information search and dynamic practices(Zeng, 2013).The control of marketing
methodologies in enabling controlled client invigorating is reflected in the movement of
information based consumer centric hoisting frameworks that endeavor to draw in and
control tasks (Pires et al., 2006).The development business is comparative as it helps in direct
decision­production for individuals through the data open on various social correspondence
stages. Electronic media has been anticipating a noteworthy part in our dependable life and
in each industry; it plays a major occupation in one or substitute manner (Samson, 2017).The
Internet is progressed as a gadget that will enable relationships to trade even more effectively.
Regardless, a couple of experts acknowledge that the Internet will have a more basic impact
than others (Cox et al., 2002). The development of tourism business utilizes online media
for purposes like strong progression, appearing at more customers, and building brand
steadfast quality. Through friendly media, the movement business associations can show
up at more clients quicker. Also, clients can in like way rapidly appear at the movement of
business associations through their online media accounts in the times of data looking,
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 75

evaluation of choices, picking decisions, and buying(Arat, 2016).Sightseers are varied in their
inspiration, yet additionally their capacity to exploit web­based media. The effects of changing
the conduct of clients in the travel industry are exceptionally high (Jashi, 2013). Electronic
media is tolerating a certainly immense part as a data source in the development business
for vacationers, who accumulate solid data supporting the selection of fights and associations
from peers, unequivocally, online examinations give progressively colossal wellsprings of
data in planning for advancement and in the development business thing buys(Refaat, 2016).
Meaning of social media and the creating interest in web­based media advancing little
is had some critical attention to what prods people to utilize one phase over another.
Understanding the client’s buying cycle, from pre­purchase to post­purchase, is
fundamental for making effective and eye­getting sees that get the client’s thoughts (S.
SANTOS, 2019). Online media, which join web­based channels for sharing moreover
participating in a collection of activities, address and an unavoidably critical way for brands
to talk with charming group sections (Ashley & Tuten, 2015). Online media is other than
dangerous existing client help, appearing and restricted time processes usually through
the advancement business region, and giving better approaches to dealing with the
advancement business relationship to reengineer and execute their methodologies and
errands, as new affiliations improve, impelling, structures affiliation and data the bosses.
(Zeng & Gerritsen, 2014).The climate of the travel industry will change forever by the
impact of the social web on media scenes, media utilization, and the development of the
travel industry minds(Amersdorffer et al., 2012). Online social class has been dynamically
seen as huge information focal point for clients and as a fruitful exhibiting channel for
publicists. It is fundamental in this way to get what truly makes people partake in web­
based networks (Chung & Buhalis, 2008). A social person moreover drives decisions to
participate in virtual organizations and mirrors a get­together level rule. Well­expected
sentiments and social person were found to convey their outcomes on we­points through
the mediating position of needs (Bagozzi & Dholakia, 2002).The travel business is
unavoidably impacted by the business interaction re­planning experienced due to the
imaginative change. As information is the spirit of the development business, convincing
usage of ITs ispressing (Buhalis, 1998).Online social class types rise out of extra remarkable
kinds of web applications.
The Internet has conveyed new relaxed organizations of bloggers who work as
decisions rather than traditional press for news and social examine (Grace­Farfaglia et al.,
2006). Depiction of the normal commonness and causal associations between these practices
will engage the preparation of a more “custom” traveler thing, one that thinks about
explorers’ motivations and necessities while restricting their potential disappointments
whenundertaking authentic travel (Mansfeld, 1992). Econometric methods, similar to the
unique, leveled out model made here, could maybe assess the impact of publicizing,
including the capacity to draw judgments across various geographic regions, across elective
media, and consider both direct impacts well as the requesting impacts (Messmer &
Johnson, 1993).Social impacts additionally assume a part in how buyers approach settling
on and executing a choice after the data has been accumulated. The review has additionally
tested a few social generalizations and the normal insight about where buyers look for
their data, especially in a global setting (Money & Crotts, 2003) . Consumers, items, and
76 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

industry’ will assist with carrying lucidity to the travel industries far off the skyline of the
wild frontier (McLellan, 2006). Advancing change research is the most comprehensively
used methodology to measure the impact of publicizing in the development and the
movement business. Publicizing workplaces don’t routinely lead the way in engaging field
preliminary of advancing execution in growing arrangements (Woodside, 1990).It has been
featured that the focal job of data innovation in making mass the travel industry by the
mid­1970s, and how this innovation and advancement is making another best act of
adaptability, market division, and slanting mix inside the travel industry (Auliana Poon,
1994). In the hurry to make Internet affiliations, different managers erroneously revolve
all their idea around drawing in clients rather than holding them. By empowering rehash
buys among a point of convergence of valuable clients, affiliations can start a winding of
financial benefits (Reichheld & Schefter, 2000). The travel industry and data innovation
are two of the biggest and most powerful businesses on the planet. Not very many areas
have encountered the fast changes as of late found in IT, and the travel industry itself has
likewise changed fundamentally; from the sort of excursions sightseers take, to how they
find and book then (Benckendorff et al., 2014).

Objectives of the Study

1. To outline the connection between collusion information and advanced change
as an essential however not outright condition for the digitalization of
conventional circumstances.
2. To perform a deliberate review of literature about digital transformation.
3. To explore the pillars and digital trends from the marketing and the travel and
tourism industry’s point of view.

Methodology
As this research is the idea of the review, a subjective examination approach was
utilized to inspect the review. The review is fundamentally exploratory in nature. The
examination strategy embraced depends on auxiliary information from reliable sources.
Besides, an adaptable model or a system is expected to come up with a digitalized
promotion procedure.

The Core Pillars of Social Media Marketing

Consider making a stride back and investigating the more extensive picture before you
get directly into anything and communicated it via web­based media stages. The initial step
is to lay out a web­based media system for your organization. On the off chance that you
don’t have a system, you might end up posting via online media stages essentially for posting.
It will be challenging to obtain results via online media except if you initially comprehend
your goals, who your ideal interest group is, and what they need from your image.
Distributing a blog entry, a picture, or a video on an online media website is just about as
basic as sharing it on the stage’s web­based media feed. It works similarly that you would
share something on your own Facebook profile. It is ideal, however, to put together your
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 77

substance early rather than creating and distributing content spontaneously. Furthermore,
to guarantee that you are streamlining your range via online media, you should give
extraordinary material that your crowd appreciates at the proper time and with the fitting
routineness. Expanding the number of discussions about your image will happen when your
business and online media following extends. Individuals will leave remarks on your online
media postings, label you in their web­based media posts, and send you direct messages via
web­based media stages. It’s conceivable that individuals will discuss your image via online
media without informing you. Thus, you will need to watch out for discussions about your
organization via web­based media. On the off chance that it’s a positive reaction, you’ll have
a valuable chance to astound and energize your crowd. If all else fails, you could offer help
and mediate to keep what is happening from turning out to be more awful.
As you progress through the cycle, whether you are producing content or connecting
with via web­based media, you will need to realize how your web­based media showcasing
is doing. You’re contacting a larger number of individuals via web­based media this month
than you were last month, isn’t that so? Is it conceivable to accomplish a specific number
of good notices each month? What number of individuals used the hashtag related with
your image in their web­based media posts? These sorts of data can be found on the web­
based media networks themselves on an essential level.
Kuhn’s influential 1962 book, The Structure of Scientific Revolutions, is largely
responsible for the widespread use of the term “paradigm” in the marketing literature
(Deshpande, 1983). Paradigms are defined by Kuhnian scholars as a “complete view of
reality or way of seeing, as relating to the social organization of science in terms the different
schools of thought,” and “as related to the specific instruments used in the process of
solving scientific puzzles,” according to the definitions of “paradigm” (Arndt, 1985). The
first sense of the phrase is used by the majority of academics, including the authors of this
article. Paradigm and worldview are used interchangeably in this discussion. Scientific
revolutions, according to Kuhn, occur when a paradigm change takes place. Scientists that
follow a certain paradigm, according to the Kuhnian view, have philosophical and
ontological frameworks on which to build their theories. New anomalies are discovered
overtime for which the pre­existing paradigm is unable to adequately account. An entirely
new paradigm may then arise, causing a paradigm shift that challenges the existing one
(Arndt, 1985). Changing our fundamental ideas about the world is what is meant by a
“paradigm shift.”
The idea that a new paradigm is about to emerge in marketing is nothing new.
Assumptions that a new paradigm is emerging when a fresh marketing perspective emerges
are commonplace. There have been various paradigm discussions over the past two decades
in connection to relationship marketing (Sheth & Parvatiyar, 1995), network marketing
(Achrol, 1991)real­time marketing, customer­centric marketing, service­centered logic, and
so on.

Best Social Media Channels for Tourism Marketing

Facebook, Twitter, and Instagram are the three most popular social media platforms
78 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

in the tourism sector, just like they are in any other industry. It’s no surprise that travel is
one of the most frequently discussed topics across all of these platforms. Facebook is an
incredible apparatus for drawing in clients from a wide scope of groups of friends. Using
Facebook’s Recommendations function, people may tell others about their own experiences.
It’s a useful tool for travelers who want to find out what other travelers have to say about
their experiences with your travel agency. Instagram is perhaps the best friendly medium
channel as a result of its accentuation on visual substance. Tourism businesses can use it
to connect with present and potential consumers. Instagram is a great tool for attracting
new followers, especially millennials, who are heavy users of the social media platform.
Your posts will be more popular if you use travel hashtags and make your own.

Twitter is your voice in a world where Instagram has taken over your visual content.
Using this platform, you may share short travel advice and promotional offers with others.
Despite the fact that you may use Twitter to post images and videos of your company, its
real value lies in its ability to assist customers.

You must have an active Twitter account if you wish to participate in discussions. It’s
not just the Big Three that you may use to connect with other travelers; there are many
other options. If you’re in the B2B market, LinkedIn is critical. On Linkedin groups, business
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 79

travelers share information on a variety of topics, including their travels for work.
According to the locations in which you give service, you can use LinkedIn to reach business
travelers. If you’re trying to reach a younger demographic, Snapchat is a must­have
platform in your marketing arsenal. It’s a fast­expanding social networking platform where
you may post real­time updates on what’s going on in the world. You may draw attention
to your tourism business byposting eye­catching photos on social media.
Businesses have a platform to connect with their current and future customers via
social media. Your “brand” becomes more personal and conversational with the use of
this tool. A marketer can learn about a potential customer’s likes and dislikes by combining
social media marketing with social media monitoring. Marketers can make adjustments
to their campaigns to achieve better outcomes by keeping an eye on what their competitors
are up to. People are prone to making careless mistakes. You need to remind them of your
existence at least once a year or so.
Authors have streamlined the picture so that it’s still visible despite the fact that there
are many more links than shown. A company’s target audiences, objectives, and other
factors will determine the relative value of various social media platforms. As a result,
ecology is ever­evolving. After a few months, the top four social media platforms may
have seen some changes. In addition to those listed, there are a plethora of other social
networks, discussion forums, and other websites worth exploring. In the “Other” category,
they may actually play a substantial role in your work, depending on your firm. This
ecology is centered on the outside world. Corporations are likely to have a similar structure
in place for internal communications. “Mainstream media” is the abbreviation for MSM.
It all depends on how they’re put together as part of a comprehensive strategy whether
they serve as a focal point or a supporting approach.

Digital Trends Driving Change in Tourism

The cycle by which innovation and information­driven administration are reshaping
our social and financial establishments and ways of life is called digitalization. The craving
to take on computerized innovation is being powered by the assembly of trend­setting
innovations and the developing social and financial associations that globalization is
achieving. Digitalization can possibly speed up development, work on financial and natural
execution, and advance usefulness, especially in the universally globalized travel industry
(Andrews et al., 2018). For example, an Australian review demonstrates that using
computerized instruments can save little endeavors (characterized as those with under 19
workers) ten hours out of every week and increment pay by 27%(ANZ, 2018). The capacity
of vacationer associations, everything being equal, to change their plans of action, take on
computerized innovation to connect successfully in worldwide worth environments, and
embrace new information­driven working practices will characterize future efficiency and
social and financial prosperity(Andrews et al., 2018).Digitalization is the method involved
with changing organization models, cycles, and worth environments through the utilization
of computerized innovation and information. For example, the sharing economy has
developed altogether in the course of the last ten years because of new stage advancements
80 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

and plan of action advancement that empower the production of new worth from covered
up or unused resources. The ride­sharing area is expected to be worth USD 61 billion in
2019, while the sharing convenience area is relied upon to be worth USD 40 billion by
2022. As indicated by PwC, the sharing economy would be worth USD 335 billion by 2025.
The European Commission has directed a review on the reception of computerized
innovation in the travel industry across Europe. For instance, Nordic nations embraced
advanced advances more rapidly than their eastern and southern European partners. SMBs
in the travel industry was viewed as fundamentally behind their bigger partners.
Trendsetting innovations, for example, information investigation, distributed computing,
and geotagging, then again, have just gotten a restricted measure of take­up (Dredge et
al., 2018). It’s turning out to be progressively important for the travel industry associations
to incorporate computerized innovation and use progressed abilities as customers
progressively utilize advanced innovation to look, plan, and book travel.

Discussion
According to (Li & Petrick, 2008), a paradigm shift is taking place in the tourism
marketing industry. Tourism companies and destinations are redefining how they
communicate and transact with both new and current customers as a result of the recent
Web 2.0 revolution. The “connected” marketplace of the future necessitates new marketing
strategies. The goal of this paper was to establish a framework for tourist 2.0 marketing by
analyzing current research and practical examples of Web 2.0 marketing. Web 2.0 marketing
and research can benefit from this paradigm. Tourism marketers need a framework to better
understand how Web 2.0 tools might be used to extend their marketing strategy. As an
example, customer relationship management (CRM) can be bolstered by allowing customers
to interact with each other and the organization online (Wang & Fesenmaier, 2004). Increased
quality and trust in products and services, as well as a better reputation for brands, can all
be a result of these online communities (Jang et al., 2007). Market researchers may gain a lot
of insight from user­generated content, too. In addition, information posted by other
customers can improve the buying experience of other customers by reducing information
search costs and facilitating quick comparisons (Parameswaran et al., 2007).

Conclusion
The Web 2.0 tidal wave has arrived and is only going to get stronger. Successful
tourism marketing relies on those tourism marketers who are able to adapt to the changing
times and respond to the new questions that arise. The importance of regular encounters
cannot be overstated. It is via posts and comments that both the brand and the customer
maintain a healthy relationship and are able to overcome communication hurdles. Many
brands have been formed and promoted through the usage of social media, but it hasn’t
been utilized to their full extent. As a result, it has proven to be a highly effective marketing
tool for brands. As a result of social media marketing, numerous businesses have been
able to grow and succeed. If traditional marketing approaches are no longer chosen by
marketers, it will not be a surprise. However, to settle on all­around informed choices and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 81

devise the best techniques, require careful review. A decent spot to begin while attempting
to think of new ways is with best practice contextual analyses.

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84 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

10 Exploring Success Strategies of Indian

Startup's (Restaurant) with Global Foot-
Print in Food and Beverage Industry
John Major

Abstract
The main purpose of this research is to explore how Indian food and beverage startup
has matured and how local and global connectivity is critical to startup success. It is said
that for good ideas and true innovation, one needs to have human interaction, thought
exchanges and debate. That is precisely what startup India has got to offer. Startup India
is an initiative announced and launched by honorable Prime Minister in 2016 with an aim
to promote entrepreneurship, generation of employment & wealth creation. The motto of
this scheme to recognize the real change­makers, who dared to step out of their comfort
zones and bringing a positive change towards the betterment of mankind. So past few
years seen the emergence of a series of new competitive Indian startups. Big business
startups like OYO, Ola, and Paytm have gained much popularity. Only one place where
Indian startups lag comes to offering a novel technological solution. Major Indian family­
led business such as TATA Cos, Mahindra and Mahindra, Reliance &Aditya Birla group
has already left their footprints on consumer mark. Be it commerce, tourism, or IT­based
business solution, these new­age startups are not only building capital but are also changing
the way business is conducted in India.
Keywords: Startups, global, entrepreneurs, business, footprints

Introduction
With Republic of India gears up to become a $5 trillion economy by 2025, Indian startups
are placed utterly to maximize this tremendous chance to make their mark and become
international behemoths. The positive growth of Indian startups like OYO, Zomato, Ola,
and Freshdesk, provides a huge boost of confidence to budding entrepreneurs on creating
the audacious move of going global. These startups supply their services to international
firms and organizations across the planet successively are embrace the technology and
solutions offered. Here, we tend to aim to explore however the Indian system has matured
and fabricate synergies. The system and therefore the connectivity­ each local and
international are essential to the startup’s success. The most purpose of this study is to make
awareness through plugging in intercontinental relationships in order that entrepreneurs
and stakeholders understand the opportunities waiting to be controlled enabling founder’s
world over to be exposed to the most recent and therefore the best within the world.
The startup is outlined as “an entrepreneurial venture or a replacement business at
intervals the type of an organization, a partnership or temporary organization designed
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 85

and search of a repeatable and scalable business model or “temporary organization

designed to search for a repeatable and scalable business model” (Renderforest, 2019)
Startups are the flavour of the season over a previous number of years for the Indian
markets. This has resulted within the emergence of a range of homegrown unicorns across
the country. One of the main contributors leading to this development has been the mega
funding that has been cultivate into most of these unicorns between the number of 2007
and [Link], 2015 has clothed to be a year providing moderately of a reality check
to a minimum of one and everybody and redefined the dynamics to outstanding extent.
The year additionally set the tone for the next stage at intervals the evolution of the startup
system. The maturity chooses what got to ideally are accessible at this stage would be a
step at intervals the correct direction taking the startup area in India towards higher heights,
because it deserves. To make awareness associated building an entrepreneurial atmosphere,
plenty of stress ought to currently tend to create infrastructure for mentoring startups.
Varied stakeholders just like the govt, corporate, academic establishments et al. are and
willingly going to be part of it, to make a much better ecosystem for young entrepreneur.

Objectives of the Study

1. To understand the life­cycle of the Indian startup
2. To explore how Indian startups have mature and how local and global
connectivity critical to startup success

Need of the Study

The ultimate aim to starting a startup business is to become own boss and lead an
independent life by being a job creator and not job seekers. India has large population
with the largest middle­class group, approx 60 % young minds (2011) with higher
technical knowledge of internet and mobile penetrations are some of the drivers that
create opportunities for youth to go for the startup. In the current scenario, the tourism
& hospitality industry accounts for maximum participation. As people from the non­
hospitality background can enter into the market with a unique and innovative idea
and creating revolutionary change. Now it is necessary and our country’s economy calls
for such change. Therefore, this study will be beneficial for those who want to create a
change by being one’s own boss and thinking of going global. This study will create
awareness among all future entrepreneurs as well as present entrepreneurs and
stakeholders and make them understand the opportunities waiting for them if they think
of going globally.

Scope of the Study

The scope and opportunities are huge as far as startups are involved immense support
and facilitates are being provided to budding entrepreneurs from government and non­
government agencies, women entrepreneurs are getting more worm welcome in this
field, in addition like the tremendous use of technology like computer science (AI), Indian
86 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

startup are gaining abundant popularity globally. This study would be positively aiming
to facilitate entrepreneur and encourage them to think big think global.

Literature Review
Startup India has been pledged an initial capital of 10K crore over 4 years from the
government. This seed capital is capable of attracting tenfold investment by 2022. A credit
guarantee for startup lending is another booster.
The startup plan spread out on January 16, 2016, ahead of domestic and international
entrepreneurs. Internet­based businesses from food to fashion, health to education, and
visit payment platforms­ all have taken Centre stage recently. Industry expectation from
the government is reciprocal. Few industry titans who are championing Startup India want
high bandwidth, tax breaks on budget Smartphone’s supporting vernacular languages,
simplest KYC norms, and improved access to electricity and credits. They’re interacting
with policymakers to comb out regulations that act as a brake to investments. Crisp
documentation could be a pipedream for the young, technology­savvy, smart entrepreneur.
The developed countries have worked so hard to form startup operations simple. It’s this
backdrop that makes politics challenging and interesting enough for the government of
the day. The Prime Minister unveiled a 19­point agenda to require forward the startup
culture. The action plan included tax sops, ease­of­doing­business, and innovation to assist
entrepreneurs to startup and grow their business (india, 2018).At the international level,
the G20 Young Entrepreneurs Alliance (YEA) has been arguing that if young entrepreneurs
are allowed easier access to international markets, they’ll create significantly more jobs
opportunity. Therefore, they mooted the thought of the Entrepreneur Visa Program and
recommended the implementation of an up to 2­year visa during which young
entrepreneurs and/or their key managers and their families can conduct their business in
foreign countries. They also acknowledged that the tactics of getting such a visa should be
as simple as a Working Holiday Visa. To avoid abuses of such visas, the G20 YEA also
advised that some criteria might be put in situ to pick the relevant candidates.

International Money Entering into India

Foreign investor interest in India is usually attributed to varied factors however the
foremost important that the consumer growth backed by the mobile revolution. Also, the
India focus of the latest York­based Tiger Global Management (TGM) has given confidence
to other global private equity and hedge funds to return to India. Making big bets on
Indian innovation has become a worldwide point of interest. The following are some of
samples of foreign investors investing in Indian startups:
• TGM is currently the top investor in startups in India during the first four months of
2015 Indian startups have featured in 18 of its 26 funding rounds globally in 2015 so
far. It has begun to make early­stage investments in India now (global, 2016) .
• Tiger was among the top investors in India at $422 million in 2014, despite a
lean start at April, with massive fund infusion into Flipkart, which raised an
entire just about $2 billion in 2014?
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 87

• It was followed by Russian investor Yuri Milner­led DST Global, which invested
$352 million.
• Japanese telecom giant Softbank invested $282 million in Indian startups in 2014.
Global Entrepreneurship Monitor characterizes business enterprise as “any attempt
at new business or new venture creation, such as self­employment, a new business
organization, or the expansion of an existing entrepreneurial venture, by a individually,
group of people, or a longtime business”. The business enterprise is additionally
characterized as a movement that “includes the discovery, evaluation, and exploitation of
opportunities to introduce new goods and services and ways of organizing, markets,
processes, and staple through efforts that antecedentlyhad not existed” (Hattab, 2012).India
has, for the foremost part, two classifications of startup firms (1) new firms set up With
the assistance of incubators supported by Department of Science furthermore, Technology,
Government of India (2) new firms set up with the backing of business incubation projects
of privately owned businesses what’s more, foundations. Startup India is a Government
of India flagship program to promote new businesses and support innovation for new
business tycoons. This program includes various segments to enable startup dares to help
business with attention to financial development and work age. This project offers proactive
help and motivating forces at various level. Various social media marketing has been done
and platforms like twitter are being used for new announcements any to be made. Startup
India yatra conducted in 220 districts across 23 states impacting 78,346 entrepreneurs, 4 –
week course for startups and aspiring entrepreneurs according to recent NASSCOM report
new India’s startup ecosystem is growing rapidly of 12­15%. As per the report, 1300+
startups have been added till now. This is a great sign to move forward with an idea of
entering into entrepreneurship. (NASSCOM, 2018)

India vis­à­vis Select Countries in Different Indicators

In a globalized world, Indian startups wanted to take a position in those countries
who have strong startup ecosystem, which already consist the ability to secure innovation,
incubators and accelerators, access to funds, access to the market, ICT readiness,
infrastructure, institutions, some surety for growth etc. This section appeared at India’s
position vis­a­vis select developed and developing countries in various indicators for
innovation, ICT and entrepreneurship. While foreign startups can check these indicators
alongside the benefits (for example, an outsized market) that India offers in many places.

The Ease of Doing Business Index

The World Bank’s ‘Ease of Doing Business’ index measures 190 economies on how
easy it is to conduct business. In 2017, New Zealand, Singapore, and Denmark were in
position of 1st, 2nd, and 3rd respectively, while China was ranked 5th and the US was
ranked 6th. While India’s rank in the ease of doing business were improved very drastically
from 130 in 2016 to 100 in 2017, it fell in sub­indicators such as ‘Starting a Business’ (from
155 in 2016 to 156 in 2017), ‘Registering Property’ (from 138 in 2016 to 154 in 2017) and
‘Getting Electricity’ (from 26 in 2016 to 29 in 2017), indicating that businesses (including
88 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

foreign firms) may face issues at the inception stage. However, it is important to note that,
in 2017, India was ranked 4th in the ‘Protecting Minority Investors’ sub­indicator (work
bank report, 2018)

The Global Innovation Index

The WIPO’s Global Innovation Index (GII) for 2017 compare the innovation
performance of around 127 countries and economies around the globe with its sub­
indicators broadly exploring their participation in. Various aspects of innovation, including
political environment, education, infrastructure, and business sophistication. India’s overall
ranking was improved from 66 in 2013 to 60 in 2017 (see Table 2), but it was still lower
than countries such as Israel (ranked 17), China (ranked 22) and Chile (ranked 46). However,
Figure 1 shows that India has ranked better than Chile in ‘Knowledge and Technology
Outputs’, and ‘Market Sophistication’ sub­indicators. (organisation, 2017)
Table 1: India’s Overall Global Innovation Index Rankings (2013­2017)
Year Rank on the Global Innovation Index
2017 60
2016 66
2015 81
2014 76
2013 66
Source: [Link]
Figure 1: India’s global innovation index ranking
vis­à­vis select countries across sub­indicators (2017)

Source: [Link]

Indian Startup Ecosystem Enablers are:

Startups in India have givenpotential rise to more startups and that young
entrepreneur who wants to do something to make it happened government provides
Enablers, accelerators, and incubators are firms providing startups with growth advice
and decision­making tools. From advising on government policies to act as market catalysts,
they grow the maturity of young ventures. Enablers like NASSCOM and iSpirt compile
key stakeholders of the ecosystem including startup incubators, accelerators, angel
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 89

investors, venture capitalists, support groups, mentors, and technology corporations. Their
main aim is just to supply funding and support for startups. Here are some examples
with a quick history of the work that they need to be been doing:

NASSCOM 10,000 Startups:

NASSCOM has come up with an ambitious initiative called “10,000 Startups”, getting
to proportion the startup ecosystem in India by 10x. The program is supported by Microsoft,
Google, Intel, VeriSign, and Kotak. 10,000 Startups aims to enable incubation, funding,
and support for 10,000 startups in India over the subsequent ten years. The program has
been ready to successfully impact 150+ technology startups, aiding within the raising of
funds, acceptance into acceleration programs, found customers, and on boarded members
through the initiative. (Indian Evoluation of e­commerce inASSOCHAM, 2014)

Stages of Startup Lifecycle

There are three steps within the startup lifecycle out of which the first phase is pre­
startup introduce which discovery and validation are two important steps then startup
introduce which efficiency and scale are two steps then third steps are Growth during which
maintenance and sale or renewal be the important step for the event of life­cycle of a startup.

Start­ups Ecosystem Indian food and beverage industry

Startup ecosystem mentions a startup business in a corporation engages in the
development, production or distribution of the latest product, processes or services. They’re
new and existence for less than five years and revenue of up to INR 25cr, employing 50
people or less. So these startups grow and develop with the support of massive companies
and universities, and obtain funds from funding organizations like an angel investor, risk
capital, public markets (Goverment of india “fostering entrepreneurship”, 2016).

Reasons for Indian food and beverage startups critical to

success
Followings are a number of the restrictions or challenges within the path of
entrepreneurs which will need to face and people are critical to startups success, those are:
• Indian startups are often allegedly coping with foreign startups
90 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

• Competitive pricing from big players often results in entrepreneurs within the
massive financial hit during the initial stage of business
• There is a need for more directional efforts to assist increase supportive
government policies (ease of doing business, tax incentives, and availability of
risk capital)
• Talking about the food and beverage industry, the cost of selling is far costlier
than the other domain
• Issues in the connectivity of local business to the touch global boundaries
• Hiring qualified employees are hard job as joining a startup as an employee
isn’t a beautiful career option (Sunita chandiok, 2016)
• To sustain into market is very difficult because of market value determinants

Selection of Indian startup that went global

In this section, some successful stories of entrepreneurs from various sub­sectors of
food industry have been listed and narrated which will inspire all those who aspire to be
future entrepreneurs and will motivate the entrepreneurs as well as stakeholders and make
them understand the opportunities waiting for them. It has been assumed that having
thrived at home for nearly a decade, India’s startup scene went global in after 2000. (Sunita
Chandiok, 2016)
Table 2: Indian food and beverage startups are running business globally.
COMPANY NAME INTERNATIONAL EXPANSION
SARVANA BHAVAN • Founded by P. RAJGGOPAL in Chennai in 1981
(pure vegetarian restaurant ) • This restaurant serves authentic South Indian food
since early times.
• This restaurant owns or in franchise basis more than
39 properties into India and 43 properties outside
India
• First restaurant in abroad establish in UAE in 2000
• Properties establish in following countries such as
Australia, New Zealand, Malaysia, Oman, Canada,
France, Belgium, Germany, Singapore middle­east,
Kenya, South Africa, Qatar, Hong Kong, Thailand,
Netherlands, Sweden, New Zealand
• The revenue of this restaurant through­out globe is
US$420 million on 2017
Source:[Link]
ANJJAPAR CHETTINAD • Founded by MR. ANJJAPAR in Chennai in 1964
• This restaurant has speciality of serving
CHETTINADN CUISINE
• This restaurant operates in 31 locations across India
also have global expansion into 39 properties
• Properties establish in following countries such as
Australia, Canada, Kuwait, Malaysia, Oman, Qatar,
Bahrain, Singapore, U.A.E, U.K., and U.S.A.
• It serves more than 100 items on the menu
Source :[Link]
MAINLAND CHINA • This restaurant is a one of the brand of company
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 91

( fine dining restaurant ) name as SPECIALITY RESTAURENT LIMITED

founded by Mr. ANJAN CHATTERGIE IN 1992 into
MUMBAI
• It works 25 locations into India also have restaurant
into Bangladesh and Dar es salaam
• Revenue generated by this company on 2014­15 was
307.1 cr
Source:[Link]
RAJDHANI EK KHANDANI • This restaurant run by Encore Hotel Pvt. Ltd
PARAMPARA • Serves the best Rajasthani cuisine in the form of
(vegetarian thali restaurant ) thali
• This known for his maharaja thali and so on
• This restaurant has 39 branches in India and 4
branches into abroad into Australia, UAE, Vietnam
Source:[Link]

Success Strategies of Indian Startup Restaurant

As per the various management guru’s and experts, into this globalised world to stay
into focus and market you have to understand the way of learning of any startup as we
speak about the Indian food and beverage industry is very uncertain industry having
various opportunity and challenges which makes it unique. To make it succeed any of
restaurant have to have some specific set of approach toward business opportunities which
afterwards transform a startup venture into massive success. Following are the success
strategies which acquired by the various restaurant into their venture success
1. Good social media presence throughout the market
2. Strong conceptualization of your product and uniqueness of it
3. Good food
4. Knowledgeable and skilled staff as your workforce
5. Good offline and online marketing strategy

Research Methodology
The study adopted here is exploratory and qualitative design in analyzing the
opportunities and challenges faced by Indian startups in the foodindustry. The primary
data has been collected by an online questionnaire and analyzing case studies. Secondary
data has been collected through journals, magazines, books as well as the internet.

Data Collection Method

A structured questionnaire was circulated through mail to respondents. Survey
question naires consi st o f clo sed­ended questi ons on multiple­ choi ce basis
Questionnaires has been circulated to educated males and females who aspire to open
up their startups

Sampling Method & Sample Size

Sampling Method adopted here is random sampling. All the 50 respondents were
92 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

selected as educated males and females for the survey. Data from respondents have been
collected for primary sources through online e­survey. The e­questionnaire was circulated
to each respondent and analysis is done for the same.
Data calculation is explained in the form of a percentage, cumulative percentage, and
standard deviation.
Variable relation testing: ­ Correlation and Multiple regression
Hypothesis testing: ­ Two­tailed z test

Analysis & Interpretation

Questionnaires were circulated through the mail, where the summary of the survey
is analyzed below:

Demographic Factors
Variable 1: Gender Ratio
Variable 2: Age Ratio
Table 3: Source: Field survey data
Age Ratio Frequency Percentage Cumulative
Percentage
Below 25 21 42 42
25 to 35 18 36 78
36 to 45 8 16 94
Above 45 3 6 100
Total 50 100
Gender Ratio
Male 32 64 64
Female 18 36 100
Total 50 100
Inferences: Percentage of male respondents are maximum than female. As per figure,
64% are male and 36% are female. As per figure, it can be seen maximum respondents are
youth and below 25 or 25­35 years of age.

Entrepreneur Perception
Variable 1: Are you aware of the “Startup India” initiative by the government of India?
Variable 2: Have you ever thought of starting your own business?
Table 4: Source: Field survey data
Are you aware of the “Startup Have you ever thought of starting
India” initiative by the government your own business?
of India?
Frequency Percentage Cumulative Frequency Percentage Cumulative
Percentage Percentage
Yes 40 80 80 29 58 58
No 8 16 96 9 18 76
Maybe 2 4 100 12 24 100
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 93

Total 50 100 50 100

Mean 16.7 16.7
Standard 4.09 2.16
Deviation
Sample 16.69 4.65
Inferences: From the given figure, we can see the maximum percentage of respondents
are aware of the “startup India” Initiative. 80% of respondents said “yes” while only 16%
said “no” and 4% are not sure about the scheme. As per figure, 58% of respondents want to
starts their own business, while only 18% said “no” and 24% of respondents are not sure.

What industry would you like to cater to in order to start your own
business?
Graph 1:

Inference: As per figure, 52% selected tourism &hospitality and 32% chose E­
Commerce, 10% selected software business as their industry, while educations, jewelry
business, are other choices

Which of the following drivers are responsible for influencing

entrepreneurship?
Graph 2:

Inferences: 42% of respondents chose expertise as the most influencing drivers which
are responsible for entrepreneurship, 32% believes innovations are the important drivers,
while 24% of respondents chose emotional and social appeal
94 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Do you believe Indian startups able to flourish in the global

market?
Table 5: Source: Field survey data
Do you believe Indian startups able to flourish in the global market?
Frequency Percentage (%) Cumulative Standard Deviation
Percentage
Strongly Agree 16 32 32 1.7027
Agree 22 44 76 2.5512
Neutral 7 14 90 0.4299
Disagree 4 8 98 0.0057
Strongly Disagree 1 2 100 0.4186
Total 50 100
Mean 3.96
Inferences: From the above table 44% of respondents are agreeing Indian startups able
to flourish the global market, similarly 32% of respondents are strongly agreeing for the
same. Agree option has the highest standard deviation (2.5) followed by strongly agree (1.7).

What would be the reason for any business to expand?

Table 6: Source: Field survey data
Reason for any business to expand
Respondent Percentage Cumulative Standard
Number Percentage Deviation
To find new market 23 46 46 5.25
To ensure business efficiency 12 24 70 0.25
To maximize competitive risk 12 24 94 0.25
To achieve economies of scale 3 6 100 4.75
Total 50 100
Mean 12.5
Graph 3:
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 95

Inferences: The Chart shows that 46% of respondents selected that reasons for a
business to expand is to find a new market, 24% of respondents selected for both to ensure
business efficiency and to maximize competitive risk, while 6 % of respondents selected
reason as to achieve economies of scale. It is measured that to find a new market get the
highest range of standard deviation (5.25).

Correlation and Multiple Regressions

X Variable 1 = Indian startup status on the business lifecycle
Y Variable 2 = success rate of a startup with the impact of the local and global market
Table 7: Source: Field survey data
Indian startup status on business lifecycle The success rate of a startup with the impact of
(Respondent number) the local and global market (%)
42 ­ Launching stage 10.8
21 – Growth 33.6
37 – Expansion 57.2
50 – Maturity 78.1
32 – Stabilization 42.25
47 – Rejuvenation 69.04
32 – Reinvent 51.96
22 – Decline 7.18
19 – Exit 2.04
Inference of correlation and multiple regressions:

Regression Statistics
Multiple R 0.719105054
R Square 0.517112078
Adjusted R Square 0.44812809
Standard Error 20.58694453
Observations 9

ANOVA Df SS MS F Significance F
Regression 1 3177.022 3177.022 7.496117 0.029005798
Residual 7 2966.756 423.8223
Total 8 6143.778

Coefficients Standard t Stat P­value Lower 95% Upper 95%

Error
Intercept ­19.45606823 22.427158 ­0.86581 0.415282 ­72.59291891 33.68078
X Variable 1 1.745942431 0.637693 2.737904 0.029006 0.23803782 3.253847

(y = a + bx) a (intercept) = ­19.4 b (slope) = 1.746

Probability level = 0.41 Degree of freedom = 8
Correlation = 0.719
It is measured that the calculated value of correlation is higher than the level of
significance so, here we inference analysis that local and global markets have an impact
on the success rate of business according to the business life cycle.
96 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Hypothesis testing (Z test)

H0: There is a significant effect of the local and global market on every stage of the
business life cycle.
H1: There is not such a major effect of the local and global market on every stage of
the business life cycle.
Table 9: Source: Field survey data
Indian startup status on the The success rate of a startup with the impact
business lifecycle of the local and global market (%)
Launching stage 42 10.8
Growth 21 33.6
Expansion 37 57.2
Maturity 50 78.1
Stabilization 32 42.25
Rejuvenation 47 69.04
Reinvent 32 51.96
Decline 22 7.18
Exit 19 2.04

Table 10: Thecalculated value of two­tailed Z test with the help of Microsoft Excel:
z­Test: Two­Sample for Means
Mean 33.55555556 39.13
Known Variance 130.2777 767.9722
Observations 9 9
Hypothesized Mean Difference 0
Z ­0.557987227
P(Z<=z) two­tail 0.576853106
z Critical two­tail 1.959963985

Rejection region: á = 0.05

Reject H0 if z < ­1.96 or z > 1.96
Test Statistics: z = ­0.558
Probability (P) Value = 0.576
Decision: z = ­0.558 is not in the rejection region.
P­value is not less than á value. So, here we don’t reject the null hypothesis.
Inference Analysis: It is found that there is a significant effect on startup business at
every stage of the business life cycle due to the local and global market.

Findings and Conclusions

The current scenario of the tourism & hospitality industry is on expansion mode.
Vast changes from the introduction of Artificial intelligence to digitization, everything
has been welcomed. In order to be advanced, one has to come up with something unique
idea or thought to enter the entrepreneurship world. In this study, we have been talked
about the life cycle of a startup that means where an idea generates until it expands on the
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 97

grounds of the global market. A lot of great entrepreneurs’ success stories have been
referred to understand their journey of expansion to international boundaries. Especially,
in this industry one needs to have the safety to remain in the business. By going through
the previous startup case studies, one might get inspiration as well as motivation to work
harder without fail. All those success stories are meant to inspire future entrepreneurs as
well also to give them a fair idea of expected opportunities and challenges in the path of
becoming an entrepreneur. Irrespective of the factors such as gender, money, social class,
etc, not taking into account one should not stop dreaming. This should be the ultimate
purpose. Let’s not forget that the government has also done so much in its part. From the
inception of the “Startup India” Initiative, a lot has changed. The goal of making India a
place of job creators and not seekers will only be possible with the support of the
government. Technical/ financial assistance from govt. and non­govt. agencies, support of
partners, learning and development programme from NSIC, MSMEs etc will definitely
boost the morale of an entrepreneur. If we compare this to last few decades, not much
knowledge, or will could have been seen among the youths of that time as one can notice
in today’s era. This is all because of the environment we live in. Therefore, this study
concluded that challenges and risk should not deter the ambition of an individual rather
he/she should fight against all odds, and always look for an opportunity. Anybody can do
business with little business mind but very few dare to risk by choosing to be an
entrepreneur and brings revolutionary change in the society.

References
1. Evaluation of e­commerce in India ASSOCHAM Indian, PWC (2014)
2. Forbes India, Article on StartupIndia”, (2016) from [Link]
3. Government of India, “Fostering Entrepreneur”,(2016) from ,http://
[Link]
4. Hattab, H. (2013). GEM Egypt 2012 Report. GEM ­ Global Entrepreneurship Monitor,
viewed at http:// [Link]/docs/3005/gem­egypt­2012­report
5. Indian Planning commission report, (2018),http:// [Link]
6. Knowledge Faber “software standup scenario india”, [Link]
start­upscenario­in­ndia
7. Kotler, Philip, Marketing Management, Pearson Publication, 14 Edition
8. Quartz India, (2018), “ 2018 year India’s Startup decided to go global” from [Link]
india/1490980/ola­oyo­byjus­swiggy­made­2018­indian­startups­global­year
9. SunitaChandiok, (2016) “India the world’s fastest growing startup ecosystem: A Study:
Amity research journal of tourism, Aviation & hospitality
10. Startup India, (2016), [Link]
11. Technology BuisnessIncubator, (2019) [Link]
StartupIndia_ActionPlan
12. World Bank, (2018) “The ease of doing business”: [Link]
13. World Intellectual Property Organization (WIPO). (2017). World Intellectual Property
Indicators 2017. Geneva, Switzerland. Available at [Link]
14. Your Story, (2013), “Top 50 Inspiring and most read startup stories” from http://
[Link]
98 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

15. “Yourstory’s top 50 Disruptive startups:Indian companies that dominated the news 2019ʺ,
from [Link]
16. ‘Management Today’ magazine of various years.
17. Business Trends’ magazine 2018.
18. ‘Startup Today’ magazine of 2017­19.
19. ‘Business growth’ magazine of 2018­2019.
20. Entrepreneur Index of India
21. Times of India (Business Part) & The Economic Times
22. Ministry of Tourism annual report 2018 ­ 2019
23. Forbes magazine report 2019
24. [Link]
25. [Link]
26. [Link]
27. [Link]
28. [Link]
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 99

11 A Systematic Literature Review on Local

Food Tourism and Regional Development
Manish Semwal, Anup.S. Patwal

Abstract
The use of food as a distinctive feature of locations, as well as its ability to influence
visitors’ travel decisions, is a contentious issue in academics. Various nations utilize
different phrases to refer to Tourism and food. Food tourism, Gastronomic, and Culinary
tourism are all interchangeable terms. The purpose of this paper is to investigate local
innovation methods based on food and tourism, as well as how they might help to
destination marketing. The study employs a systematic literature review, with a focus on
two major databases, Web­of­Science (WOS) and SCOPUS. Overall, 102 publications
published in English peer­reviewed academic journals between 2010 and 2021 were
examined. This examination of the literature demonstrated how tourism and food have
been approached from several perspectives, ranging from linkages with food preservation
strategies to creativity that includes the reconfiguration of venues to transform them into
innovative food destinations or food clusters. Furthermore, this study attempts to expand
the existing knowledge concerning food and tourism from the perspective of local
innovativeness by performing a qualitative systematic literature analysis of 26 articles in
the topic field.
Keywords: Food, Regional Development, Systematic Literature Review, Tourism

Introduction
Food tourism’s significance in local dynamics has emerged as a key concern for local
and/or regional development. However, it is an understudied subject that demands more
investigation, especially as more innovative enterprises combining food and tourism
creative food spaces and food clusters emerging trends (Burnett,2014). Earlier research
in this area revealed that many terms were being used interchangeably to describe the
relationship between food and tourism. Culinary tourism is mostly discussed in North
American publications, food tourism is discussed in Australia and New Zealand and
gastronomy tourism is discussed in Europe. This study is not intended to go into detail
on these ideas. As such, throughout this study, the term “food tourism” will be used, with
justification provided later in the paper.
There was no academic study on visitors engaging with local food and its effect on
regional growth and sustainability, according to Everett & Aitchison (2010). Agro­food
goods from Europe’s sustainable agro­food sector can be marketed under regional umbrella
brands developed by the European Commission (Cavicchi & Stancova, 2016).
100 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Food/gastronomy and wine tourism, which have become one of the most active and
innovative areas of tourism, may help absorb local cultures, according to the UNWTO
(UNWTO, 2017). Furthermore, UNESCO and OECD have linked gastronomy to the creative
industries, highlighting the link between culture and food (Kivela & Crotts, 2006; OECD,
2014). A combination of knowledge, skills, and values is added by other food elements or
places beyond traditional eating establishments (Justiniano, Jara­chacón, & Valls­Pasola,
2017). UNWTO (2016, p. 15) reports that 88% of destinations consider cuisine an important
part of their marketing image. Numerous articles examining culinary tourism from a
marketing aspect verify this trend.
In contrast, the United Nations Conference on Trade and Development (UNCTAD)
doesn’t somehow perceive the gastronomy segment as fresh and unique, but rather places
it underneath the category of heritage and culture, among arts, traditional traditions, fairs,
and historical monuments (UNCTAD, 2008). To continue along the same line of thinking,
namely emphasizing the importance of events as trading spaces in stimulating the growth
of economic, cultural, environmental, and social cohesion (Getz 2009), wine and
gastronomy festivals, wine museums, and art exhibitions in wineries can all be considered
examples of creative activities that are suitable for inclusion in the UNESCO Framework
for Cultural Statistics (UNESCO­UIS, 2009).
For this study, the identification of regional development strategies for Uttarakhand
based on food tourism was the central focus. To accomplish this, the most prominent papers
on the subject attempting to address both food tourism and regional (urban and rural areas,
regions, and destinations) aspects have been assessed as per a series of logical factors which
is discussed in research methods. For the state of Uttarakhand, this article also gives a
theoretical framework on issues connected to food, tourism, and regional development
strategies. The review of the study findings and conclusion of the study includes a
discussion of the research constraints as well as possible avenues for further research.

Literature Review
Food Tourism
Several scholarly articles in the field of tourist studies have emphasized the need of
linking food and tourism to effectively manage locations on both the demand and supply
sides. A few of these articles argue the food experience may contribute positively to tourism
since food is a major component of the tourism experiences and is necessary for
understanding the cultural context toured. Others argue that food experiences can enhance
the overall tourist experience.
Deliberations along these lines spawned fresh critical debates about the complicated
food tourism industry in the context of a post­modern “food experience economy”(Stanley
& Stanley, 2015).
This terminology “food tourism” will be used all through the study. This uses the
example of the Ontario Culinary Tourism Alliance (OCTA) and the World Food Travel
Association (WFTA), which shifted from the term “culinary tourism” to “food tourism”
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 101

because it is much more inclusive of the options (e.g., farms, handicrafts makers), whereas
the culinary term “can sometimes have an exclusive or elitist ring to it” (WFTA, 2018).
The United Nations World Tourism Organization (UNWTO) adopts the most widely used
definition of food tourism, as presented by Hall and Mitchell (2001). Table 1 outlines the
concepts that should be recognized while discussing “food tourism.”
Table 1: Food Tourism Terminologies
Author(s) Terminology
Long (1998,p.21) “Theintentional, exploratory participation in the foodways of
any Community”.
Hall & Mitchell (2001, p.308); “Visitationto primary and secondary food producers, food
UNWTO(2012) festivals, restaurants and specific locations for which food
tasting and/or experiencing the attributes of specialist food
production region are thePrimary motivating factor for
travel”.
OCTA&Skift(2015) “Food tourism is any tourism experience in which one learns
about, appreciates, and/or consumes food and drink that
reflects the local, regional or national cuisine, heritage and
culture”.
WFTA(2018,p.7) “Food tourism is the pursuit and enjoyment of unique and
memorable food and drink experiences, both far and near”.

Local Food
Local foods and beverages may be defined as those that are made and farmed in the
immediate region, as well as those that have a cultural character unique to the. Additionally,
they said that regional specialties such as cheeses, pork, and pies had a distinct regional
character and brand. As Hall (1996) suggest, the term “local food” should include not just
products cultivated locally, but also those that need raw components from outside the
region and are processed locally. Local cuisine is regarded as a genuine product of a specific
community that has been passed down from generation to generation.
Local cuisine is crucial to promote a society’s cultural product via the human
interchange. Essentially; a rural society’s food output adds value to its cultural identity.
This includes feeding patterns that arose from a community’s fundamental survival
requirements. To keep the natural flavor of the dish, the ingredients used in traditional
food are sourced from the forests or the backyard. Also, the culinary techniques and
utensils employed indicate the destination’s customs. The ingredients and cooking
techniques employed will boost the local destination’s appeal and competitiveness.
According to Kivela & Crotts (2006), eating needs all five senses: vision, hearing, touch,
smell, and taste.
Local food items might be a stand­alone attraction rather than a tourism add­on. A
recent study shows that local cuisine can enhance destination knowledge, identification,
activity, and enjoyment. Most visitors consider local food consumption a fresh experience
and a way to improve knowledge or cultural capital. The success of using local cuisine as
a tourist attraction has influenced other developing nations like Thailand, Indonesia,
Vietnam, and Malaysia to promote their local food as a tourism product.
102 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Regional DevelopmentthroughFoodTourism and

itsRelationship
Richards (2015) Community participation in tourist destination development as “a
mode of action in which individuals take the opportunities and responsibilities of
citizenship.” Communities must collaborate with those who can help them prepare for,
manage, and make decisions that have an impact on their health and well­being. Tsai
(2016) states that community members may be considered in two ways when it comes to
tourism development: as decision­makers and as recipients of the advantages that come
with it. Apart from Timothy’s two viewpoints, a sustainable strategy for tourist
development requires community people’s participation in project implementation and
development.
Many nations have been promoting their local food items to strengthen destination
competitive advantage while creating a ‘local flavor’. This method is excellent for rural
destinations since it adds value to the location. It may increase location awareness, broaden
the experience, and encourage tourists to spend (Scott, 2010). It also benefits the economy
and improves community social welfare, especially in rural regions.

Methodology
Data extraction, searchstrategy, and inclusio n criteria. This research addresses
the following review question: How can tourism­related food help regional innovation
strategies?
The current study used a systematic literature review (SLR) to discover empirical
and conceptual scientific contributions. Pickering and Byrne (2014) state that an SLR
produces a scientific synthesis of data collected in one or more academic fields like business
management, arts, and humanities, among others. As a consequence, an SLR can help a
researcher select and arrange material for analysis (Sedarati, Santos, & Pintassilgo, 2018).
An SLR should give thorough, objective, and reproducible data (Weed, 2006).
The following criteria were used to identify peer­reviewed journal publications
(conference papers, articles, reviews, press pieces, and research notes): Being indexed in
SCOPUS and Web of Science; addressing food and tourism in terms of geography,
innovation, and networks; and is published in English.
More specifically, a combination of keywords was used to collect data, specifically:
“food tourism”, “culinary tourism”, “food­related tourism” “gastronomic tourism” and
“gastronomy tourism” in the fields “abstract”, “keywords” and “title”, as well as in the
subject areas “Business, Management and Accounting”, “Arts & Humanities”, “Social
Sciences” “Econometrics and Finance” and “Economics, as shown in Figure 1.
Scopus was chosen as being the most comprehensive bibliographical database, collecting
summaries and citations of peer­reviewed scientific publications. Also, the ISI Web of Science
was picked for its comprehensiveness, as it is the Institute of Scientific Information’s first
citation database (Web of Science ­ Clarivate, 2018). Book chapters and book reviews were
removed since they are not frequently free and are not always peer­reviewed.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 103

Figure 1: Flow chart decsribing the phases of the selection

of relevent papers for the systematic review

To attain the maximum number of publications, academic social networks like

Research Gate and [Link] were utilized to extract the fullpaper.
102 papers were extracted. They were extracted into an Excel spreadsheet to organize
and find duplications. A first screening revealed 64 distinct articles in line withthe theme.
The second stage required reading and analyzing abstracts to see if they connected to the
categories “regional food”, “development”, “gastronomy” and “local food”, resulting in
54 studies. 26 publications were found to be eligible for analysis at the third stage of
screening; papers were segregated on criteria related to Food Tourism and Local/Regional
Development. Various analyses were performed once the 26­paper sample was chosen.
Figure 2 shows the journals from which 26 paper were referred for research.
Figure 2. Distribution of the sample per scientific journal
104 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Systematic Literature Review Results & Discussion

This section summarises the findings of a thorough literature study on local food
tourism and regional development. A content analysis of the 26 publications was used to
develop a qualitative strategy. Figure 2 shows no. of article published in various journals
which are collected for SLR.A deductive (theory­driven) method was used to achieve a
new and deeper knowledge of after reading the whole articles; they were sorted into four
groups based on their methodology. The first group of ten articles emphasizes the
importance of food tourism in revitalizing rural communities; the second group of
nine papers has an explicit urban focus; a third group of four papers has no express urban
focus, and the fourth group of three papers has a mixed rural­urban focus.
Table 2 summarizes the research methods used in the 26 papers analyzed. Six of these
are theoretical methods in territorial strategies within agro­food­tourism systems, while
the remaining twenty are empirical and generally supply­side focused.
The relationship between local food tourism and regional development has been
studied extensively. 14 studies collect data through semi­structured, structured, and in­
depth interviews, focus groups, participant and non­participant observation, and document
content analysis. Local, regional, and national tourist strategies, policies, and media were
secondary data sources.
Among the studies reviewed, only three were quantitative and relied on
questionnaires: Tsai (2016) evaluated local cuisine as an instrument for food tourism
development, and Prada­Trigo (2019) evaluated local cuisine as a tool for food tourism
development using sample coefficient of variation.
Table 2 illustrates that the study’s samples included restaurateurs, farmers, food
producers, local government officials, tourism stakeholders, and visitors. A broad grasp
of tourism is required. From the private to the public and third sectors, destination
managers must review and plan operations across the tourism supply chain to meet both
visitor demands and corporate goals.
Table 2: Research Methods Used in the 26 Papers Analyzed
[Link] Author Theoret­Demand/ Research Sample Sample Sampl­ Data Data
ical/Em­ Supply Strategy Size Charact­ ing Tech­ Collec­ Analy­
pirical eristic nique tion sis
Techni­
que
1 Everett & Aitc­ Empir­ Supply Case 12 Restaur­ Quota Policy Thema­
hinson ical Study ant sampl­ Analysis, tic
(2010) Owner ing In­depth analy­
Intervi­ sis
ew
2 Montanari & Empir­ Supply Case 34 Farmers Snow­ Enviro­ NA
Staniscia (2010) ical Study and ball nment
Produc­ Sampl­ Scann­
er, Tou­ ing ing, In­
rism depth
entrepr­ Intervi­
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 105

eneur ew, Fo­

cus Gr­
oup
3 Duruz(2011) Theoret­ Supply Groun­ NA NA Na Observa­
ical ded­Th­ tion, tional
eory Secon­
dary
Data
4 Dougherty & Empir­ Demand Case 475 Restaur­ Na Mail Su­ Desc­
Green(2011) ical & Supply Study ant Ow­ rvey, Se­ riptive
ner, Far­ mi­Struc­ Statis­
mers, tured cs
Tourist Interview,
Tourist
Survey
5 Everett (2012) Empiri­ Demand Ground­ 66 Producer, Purpos­ Intervi­ Thema­
cal & Supply ed­The­ Tourist ive ew, Ob­ tic ana­
ory Sampl­ servayt­ lysis
ing ion
6 Spikova & Empiri­ Supply Case 110 Certified Simple The descri­
Fialova(2013) cal Study Producer, Random questio­ ptive
Entrepr­ sampl­ nnaire, Statisti­
eneurs ing Semi­str­ cs, Co­
in Culin­ ucture ntent
ary Tou­ Interview Anal­
rism ysis
7 Hjalager & Empiri­ Supply Case 126 Business conven­ Online Descr­
Johansen(2013) cal Study Operator ience Questio­ iptive
in food Sampl­ nnaire Stati­
ing stics
8 Cookel(2013) Theore­ Supply bench­ — — — second­ comp­
tical marking ary data arative
analy­
sis
9 Hjalager & Empiri­ Demand Experi­ NA Museum conven­ Observ­ Pheno­
Wahlberg(2014) cal & Supply mentat­ Guest ience ation, meno­
ion Sampl­ Semi­St­ logical
ing ructure Analy­
sis
10 Kocaman & Theoret­ Supply Groun­ NA NA NA second­ Groun­
Kocaman(2014) ical ded­Th­ ary data ded
eory theory
analy­
sis
11 Lee et al(2015) Empiri­ Supply compar­ 17 NA Purpo­ Intervi­ Narra­
cal ative st­ sive Sa­ ew, tive
udy mpling Observ­ Analy­
ation sis
12 Kim & Elis (2015) Empiri­ Supply Case — — — second­ Narra­
cal Study ary data,tive
onsite Analy­
106 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

observa­sis
tion
13 Tresidder(2015) Theore­ Supply Case — — — second­ Narra­
tical Study ­ ­ ­ ary data tive
Analy­
sis
14 Tsai(2016) Empiri­ Demand Survey 378 Tourist conven­ Semi­ SEM
cal & Sup­ Research ience Structu­
ply Sampl­ re Surv­
ing ey
15 Metaxas & Empiri­ Supply Case 10 Business Purpo­ semi­St­ Quali­
karagiannis cal Study Operator sive Sa­ ructure tative
(2016) in food, mpling Survey Comp­
Chef arative
Analy­
sis
16 Munadjat (2016) Empiri­ Supply Case — — — Focus Gene­
cal Study ­ ­ ­ Group, ral
Questi­ Electric
onnaire Matrix
17 Lee et al (2016) Empiri­ Demand Case NA Tourist, Purpo­ Semi­St­ Narra­
cal & Study Farm sive ructure tive
Supply Member, Sampl­ Survey Analy­
Restaurent ing sis
Manager
18 James & Empiri­ Supply Case 22 Policy conven­ in­depth Prac­
Halkier (2017) cal Study Makers, ience interv­ tice­
Farm Sampl­ iew Orien­
Member, ing ted
Restaurent Analy­
Manager sis
19 Fuste­Fome Theor­ Supply Case — — — second­ Narra­
(2017) etical Study ary data tive
Analy­
sis
20 Quaranta Empiri­ Supply Case — — — partici­ Trian­
et al.(2018) cal Study ­ ­ ­ pant gula­
observa­ tion
tion
21 Prada­Trigo Empiri­ Demand Case 210 restaura­ conven­ structu­ Mann­
(2019) cal & Study nteurs ience red Whit­
Supply Manager Sampl­ intervi­ ney
and ing ew test
professors,
Resident
and
Tourist
22 Alonso Empiri­ Supply Case 187 craft Simple The T­test,
et al (2019) cal Study brewery Randomquest­ Cont­
owners sampl­ ionnair, ent
ing Semi­St­ analy­
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 107

ructure sis
Inter­
view
23 Rinaldi (2020) Theore­ — Review — — — Litera­
tical article ture
Review.
24 Gyimothy(202) Theore­ — Case — — — Second­ Rhet­
tical Study ary data orical
Analy­
sis
25 Boesen Empiri­ Supply Multiple 6 Farmers Purpo­ Observ­ Logic
et al (2021) cal Case and sive ation, analy­
Study Producer, Samp­ in­depth sis
Tourism ling interv­
entrepre­ iew
neur
26 Kiral’ova & Empiri­ Demand Survey 1149 Tourism Purpo­ The Arith­
Hamameh (202) cal & Research Stakeho­ sive questi­ metic
Supply lder, Samp­ onnaire, mean,
Domestic ling Semi­St­ Sample
Visitor ructure Coeffi­
Inter­ cient of
view variation
Table 3 below is a collection of examples of previous research that have been conducted
on the topic of the advantages of local food and regional development in tourist destination.
Table 3: Previous researches conducted on local food and
tourist and regional development
Author(s) Findings
Perkin [Link].,(2015) Local food experiences which actively participated by
the local sin Samuts ongkram, Thailand have positive
economic, social, and cultural impacts. It also reveals
that the role of the local food experience helps to
improve the well being of residents.
Hall [Link].,(2018) This study reveals that local food events play important
role in developing rural tourism Bario in Sarawak,
Malaysia in terms of the market the [Link]
strategy will be successful with the cooperation between
the local community, tourism organizations, and other
tourism stake [Link] food event also helps to
generate income among the local community.
Kim &Ellis (2015) Local food heritage (Japanese udon noodles) plays
important role in developing the image and identity of
the [Link] also acts as a tool of attraction for tourism
development and potentially can be developed as a food
tourism destination in Mizusawa, Japan.
Mitchell &Hall,(2013) This study reports from the perspective of Western
tourists, religious food at Buddhisttemple restaurants
(Chinese and Japanese temples) means novelty­seeking,
sensorypleasure, and peak tourist experience. It also
means for symbols of authenticity, prestige, and as a
108 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

medium of cultural exploration. This study also found

that Buddhist temple foods portray cultural resource
experience as the attraction of the tourist.
HjalagerandJohansen(2013) The development of food production in a protected area
represents the economic sustainability of food producers
and food providers and at the same time enhances the
demand for service quality and adds a more exciting
experience for the visitors.
Everett(2012) Promoting and selling local food products to tourists help
to support the important sustainability agendas that have
been endorsed by UK government bodies which are
traditional industries, job development, rural economies,
encouraging social justice, and diversifying
[Link] study also found that issues about social
capital were particularly fundamental in helping realize
agricultural and tourism objectives.
Tsai(2016) This study found that local food and drinks can play
important role in the sustainable tourism experience at
two national parks­Lake District and Exmoor in the UK
Local food and drink products appeal to visitors’ desire
for authenticity during their holiday.
Rinaldi(2020) The established linkage between the tourism industry and
local food production will benefit both side stop reduce
high­quality local food products that delivered on [Link]
the same time, the tourism industry will create a positive
image to the local community.

Marketing Strategy for Regional Development through food

tourism
Tourism destinations may increase their competitiveness by implementing marketing
techniques that include product innovation, packaging, positioning, and promotion. Weed
(2006) adds that a well promotional strategy will help a destination succeed. Marketers
employ marketing plans to be competitive in the world market (Get [Link],2014). A well­
planned marketing strategy will help the marketing and administration of the tourist itself
(Weed, 2006). Because tourism locations compete globally, they must recognize their assets
(Getz, 2000). A solid identity and favorable image ensure a tourism destination’s survival.
As a result, tourist products and services must meet current market demand.
Tourism marketers and service providers may use local gastronomy to promote rural
destinations and give tourists a unique experience. To depict its visible and unseen products
and services, a strong identity and attractive destination image are vital in tourism. As a
result, local gastronomy with a distinct regional character has arisen to fulfill the changing
expectations of modern tourists (Scott, 2010). Utilizing media to promote a destination’s
image using local culinary products can attract tourists. This is a great instrument to attract
potential visitors, especially those who do not see cuisine as a major factor in their holiday
selection. As a result, a rising number of food­related television shows, books, magazines,
and blogs are promoting the location. Another option to collect destination information is
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 109

via the internet. Public information sources (TV, books/magazines, newspapers, and the
internet) are the most essential instruments in influencing tourist buying decisions. Using
this method in rural destinations raises awareness of the location and its attractions,
enhancing the destination’s competitive edge.
Generally, rural destinations are areas remote from cities with basic amenities that
are difficult to reach. Tourists may consider rural destinations as having a natural landscape,
calm, and distinctiveness (Burnett, 2000). According to Duruz, (2011), each rural destination
has its distinct benefits that benefit the host community. Aside from natural resources,
local cultural activities and traditions play an important role in rural destination
development. Cultural activities and practices are considered as one of the environmental
aspects of tourism appeal. However, for certain rural tourism areas, extra attractions are
required to satisfy visitors. Integrating additional destination resources may improve tourist
satisfaction and experience. Thus, promoting the unique and core product made locally
will assist increase tourism activities.
Natural resources like local food ingredients might be utilized to boost rural
destination development in Uttarakhand. Uttarakhand is a place rich in natural resources
such as native grains like mandua, Kulhat, fresh plants, and vegetables. Richards (2015)
argue that the extensive knowledge of local people about using numerous fresh herbs and
vegetables should be recognized as a cultural product. Traditional native food items in
Uttarakhand are manufactured largely utilizing natural resources, according to J.S. Rawat
(personal communication, October 30, 2020). It is obvious in the variety of intriguing
recipes, some of which are still passed down from generation to generation. To attract
more foreign and local visitors, local cuisine activities such as cooking demonstrations in
villages may assist. This method may be marketed through media such as food magazines,
television, newspapers, and the internet, enhancing the destination’s image while
promoting other Uttarakhand attractions.
To promote Uttarakhand as a future food tourism destination, a real strategy
framework must be devised, combining native culinary items with tourism resources.
Because focusing on local food would enable tourists to experience the beauty of various
culinary cultures while promoting the destination’s cultural image. Increasing visitor
satisfaction will increase tourist behavior intention. This endeavor and approach would
fail if the local community, tourism organization, and other key authorities did not fully
cooperate.

Conclusion
It is believed that establishing links between local cuisine and tourism in rural areas
will help to promote small business owners in the region. Producing and producing more
food locally might result in a considerable increase in money retention. Many other types
of jobs may be generated in a rural tourist area, including food entrepreneur, tour guide,
housing provider, transportation provider, and many more positions.
Finally, the findings of previous research demonstrate the benefits of employing locally
sourced food products as a crucial component of ensuring the long­term viability and
110 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

competitiveness of a location. To portray the culture and identity of the place, local cuisine
products are utilized. Local food appears to be an ideal product to offer as an attraction in
a place, and it has the potential to be included in the marketing of the destination as a
tourist destination. Local food items that are available in rural areas might be marketed
through public informational materials or websites. Because competition is a worldwide
phenomenon, tourist destinations need to begin recognizing the capabilities and power of
their local cuisine potentials in terms of history, identity, and characteristics to create a
picture of the destination’s culture

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114 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

12 Marketing Strategies of Airlines Operating

in India with its Impact on Customer
Satisfaction
Neha Dubey

Abstract
The aviation industry plays a significant role in contributing to the GDP through the
travel and tourism sector in the Indian economy. The civil aviation industry in India has
emerged as one of the fastest­growing industries in the country. After China and the United
States of America, India has become the third­largest domestic aviation market in the world.
The government of India has introduced several policies and schemes for the growth&
development ofthe tourism sector which includes the aviation industry as well. This
research is exploratory in nature. Data is obtained through observation, literature review,
and in­depth interviews with key informants regarding customer satisfaction &various
marketing strategies undertaken by airlines. The results show that issues with airlines in
satisfying their customers are 1) Delayed flights 2) Baggage Policy 3) Overbooked seats 4)
Ticket Pricing 5) Misleading deals and promotions 6) Domestic to international connectivity
issues etc. Management should take care of these issues and plan their product or service
accordinglyso that they can achieve customer’s faith and keep on getting loyal &repetitive
customers which will help in generating revenues for the airline and getting the highest
market share.
Keywords: Aviation Industry, Marketing Strategies, Customer Satisfaction,
Management issues

Introduction
Civil aviation in India, the world’s third­largest civil aviation market as of 2020 after
China and the US traces its origin back to 1911, since its inception, the Indian aviation
sector has undergone significant modifications and legislative adjustments. In India, regular
airmail services were launched by the Royal Air Force after Henry Piquet, a French pilot,
performed the first commercial flight—that is, the world’s first airmail service.
As a consequence of a collaboration between the Indian state air services and UK­
based imperial airways, the first international flight took place in December 1912 over the
route London­Karachi­Delhi. In terms of operations and market players, the Indian aviation
sector has continued to grow. The Indian aviation market underwent significant
restructuring in [Link] Indian aviation industry is one of the fastest­growing in the world,
with an annual growth rate of 18%. From 12th place in 2006, India has risen to ninth place
in the global aviation market. Domestic scheduled flights are now accessible from 82
airports, up from 75 in [Link] airports are estimated to carry over 100 million people
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 115

by 2022, including 60 million domestic passengers and 3.4 million tons of cargo. Currently,
we have Low­cost carriers (LCC’S) and (FSC’S) Full­service carriers operating in India.
Go First, Indigo, Spice jet, etc are known as Low­cost carriers and Air India and Vistara
are known as Full­service carriers (FSC’s)
To survive in today’s competitive world for selling products or services, LCCs should
use global distribution systems (GDSs) like the way full cost carriers use. Using GDS is a
necessary to compete in the aviation sector. (Mohamed R. Ragab Abdelhady, 2019)Airlines
are using various marketing strategies like Greater advertising, brand exposure, developing
a community of users who trust the business, increased word­of­mouth publicity, and
building on consumer feedback are all examples of how companies are using social media
to leverage their brands. Companies are incentivizing product and service reviews by
awarding points for each post made on social media sites like Facebook and Twitter.
Through social media networks, loyal customers are informed of specials and limited­
time offers. Before making a purchase, millennials are inclined to read product reviews
written by strangers. Companies should consider a social media marketing plan as a logical
decision. (Sweety Dubey, 2018)
As the customers’ impressions of service quality are so critical to an airline’s
performance, it’s important to understand the differences in consumer perceptions of the
two types of airlines. Because customers demand the finest service at the lowest possible
price, their reaction to the most basic service, namely the schedule, is critical. All of the
other components of the service are “frills” that can be eliminated. In­flight service is an
extra or optional service for short­distance travelers who can ignore it as long as they
reach their destination on [Link] a result, the management’s first obligation is to attend
to the consumers’ most basic wants. (Yadav, 2016)
Passengers are pleased with the quality of service provided in­flight and through the
back office, operations support in their reservations and [Link] to deliver
these quality services to passengers may harm the airline’s reputation and have a negative
impact on passenger’s behavior. ([Link], 2012)
Passengers anticipate airline services such as seat comfort, clean cabins, clean toilet,
pillow and blankets, Provision of newspapers and airline magazines, flight child care and
bassinets for infants, and so on. Facilities like Online check­in, online seat booking, call
Centre services (available 24 hours a day, 7 days a week), regular airline website updates
for current traveling information for domestic and international sectors, reservation
&cancellation services, etcthese are all come under basic requirements of a passenger or a
customer. If an airline delivers these fundamental amenities, Passengers are more likely
to choose the same airline, which will help the airline generate revenue in the long run

Literature Review
To survive in today’s competitive world for selling products or services, LCCs should
use Global distribution systems (GDSs) like the way full­cost carriers use. Using GDS is a
necessary to compete in the aviation sector. (Mohamed R. Ragab Abdelhady, 2019) Airlines
are using various marketing strategies like Greater advertising, brand exposure, developing
116 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

a community of users who trust the business, increased word­of­mouth publicity, and
building on consumer feedback are all examples of how companies are using social media
to leverage their brands.
Companies are incentivizing product and service reviews by awarding points for each
post made on social media sites like Facebook and Twitter. Through social media networks,
loyal customers are informed of specials and limited­time offers. Before making a purchase,
Millennials are inclined to read product reviews written by strangers. Companies should
consider a social media marketing plan as a logical decision. (Sweety Dubey, 2018) As the
customers’ impressions of service quality are so critical to an airline’s performance, it’s
important to understand the differences in consumer perceptions of the two types of
airlines.
Because customers demand the finest service at the lowest possible price, their
reaction to the most basic service, namely the schedule, is critical. All of the other
components of the service are “frills” that can be eliminated. In­flight service is an extra
or optional service for short­distance travelers who can ignore it as long as they reach
their destination on time. As a result, the management’s first obligation is to attend to
the consumers’ most basic wants. (Yadav, 2016) Passengers are pleased with the quality
of service provided in­flight and through the back office, operations support in their
reservations and cancellations. Failure to deliver these quality services to passengers
may harm the airline’s reputation and have a negative impact on passengers’ behavior.
([Link], 2012)
Passengers anticipate airline services such as seat comfort, clean cabins, clean toilet,
pillow and blankets, Provision of newspapers and airline magazines, flight child care and
bassinets for infants, and so on. Facilities like Online check­in, online seat booking, call
Centre services (available 24 hours a day, 7 days a week), regular airline website updates
for current traveling information for domestic and international sectors, reservation &
cancellation services, etc are all come under basic requirements of a passenger or a customer.
If an airline delivers these fundamental amenities, Passengers are more likely to choose
the same airline, which will help the airline generate revenue in the long run.

Research Objectives
The primary goal of this research is to look into passenger satisfaction with airline
service quality.
• To determine the level of customer satisfaction with services offered by various
airlines.
• To understand the challenges faced by passengers during air travel.
• To investigate customer perceptions of service quality related to back­office
operations and inflight services.
• To find out issues related to baggage policy in domestic to international
connections.
• To give suggestions for improving marketing and customer relationship
activities to increase market share and customer loyalty.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 117

Research Methodology
This study uses a qualitative research design and the explanation is descriptive in
nature. Whereas viewed from its objectives, this study is exploratory research. Primary
and secondary data are used for writing this research paper. Data is obtained through
observation, literature study, and in­depth interviews with key informants of the aviation
industry.

Results & Discussions

The results show that issues with airlines in satisfying their customers are

1) Flight delays
It is common for planes to be delayed, causing passengers to be inconvenienced.
Passengers who are traveling for business or who have a connecting flight to catch may
experience delays, causing chaos among passengers. Flight delays are permissible in the
event of an emergency, although it is commonly seen that aircraft are delayed as a result
of a politician or other powerful person reporting late for boarding.

2) Baggage Policies
Passengers are frequently unaware of what they are not permitted to carry in their
checked luggage, and as a result, they are frequently offloaded from flights and ordered
to board the next available flight. Batteries in toys, for example, are not permitted in checked
baggage. The toy and the battery should be kept separate. Some types of cell phones are
prohibited from being carried on board.

3) Overbooked seats
It is a common issue with various airlines operating in India. Flights are overbooked
and then airlines offer some selected passengers to board the next flight by giving various
reasons. Either they upgrade the passenger or offer lounge services by offering to board
the next flight. Overbooking allows the airline to ensure that every seat on the aircraft
makes money for them, as empty seats are not profitable. Data from previous flights
connecting the same sites are used to calculate the “no­show rate,” which helps airlines
figure out the number of extra seats to sell.

4) Ticket Pricing
Airlines provide discounts and promotions, but when passengers wish to take
advantage of these incentives, they wind themselves paying hidden fees. Some taxes are
not included in the ticket price; instead, they are shown as a base price, and when
passengers want to book and pay for the flight, taxes are added at the payment page.
Low­cost carriers’ business is entirely dependent on the fares they provide, so ticket prices
must be comparable with those of their competitors.
118 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

5) Misleading deals and promotions

To entice travelers, airlines offer a variety of bargains and promotions. Airlines run
promotions on reserving tickets for travel for the next two or three months at a discounted
rate. Most of these tickets are non­refundable, and only taxes are refunded if the traveler
cancels the reservation. Some airlines provide credits for ticket purchases, but they come
with a slew of restrictions. In most cases, only the base price is displayed online to entice
travelers, and once they book a ticket, taxes are applied.

6) Domestic to international connectivity issues etc.

The majority of Indian airlines are experiencing connectivity issues. If the passenger
has an international connecting flight, it becomes more challenging because if the domestic
flight is delayed, the passenger may miss the international connecting flight, and the
international airline may regard the passenger as a no­show passenger. If a passenger travels
on the same airline for both domestic and international flights, all of these connections are
taken care of. Otherwise, the passenger would be charged a no­show fee and will have to
purchase a new ticket which can be costly for his remaining Journey.

7) Alliances with other FSCs and LCCs

Low­cost carriers are currently unable to offer nearly enough destinations inside their
long­haul network to be considered a viable competitor. While an alliance in the form of
interlining agreements or code­sharing will increase administration expenses, it will swiftly
extend the scale of LCCs’ international network and make them a much more enticing
option for passengers.

Conclusion
Based on the foregoing, it is concluded that airlines should avoid delaying flights because
it causes inconvenience to passengers. They should not entice passengers with deceptive
offers and promises. They should try to focus more on providing good service to customers
in order to gain repeat business. Low­cost carriers should begin employing global distribution
systems such as Amadeus, Abacus, Galileo, and Sabre. While this will increase administrative
costs, it will help with connectivity, seat sales, and business expansion. It has been observed
that low­cost carriers provide domestic baggage allowance, but passengers with subsequent
international flights must pay excess baggage fees. To enhance connectivity and options
Low­cost carriers (LCCs) should allow international baggage allowance to passengers who
have the next international connections within 24 hours, but it is more common for LCCs to
offer international baggage allowance if the passenger is flying domestic and international
with the same airline. This should not be the case. Connectivity concerns in nations like
India can be readily overcome if LCCs and FSCs work together. FSCs should minimize or
eliminate certain services for passengers who do not require them, such as less luxurious
travel options. This could save money by creating a less expensive to operate airline business.
As a result, FSCs can sell their products at a lesser cost while still making a profit. As a
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 119

result of the cheaper price of the product, sales have increased. The service is advantageous
while maintaining business margins. The primary purpose of FSCs is to increase profits. If
airlines overcome all the above­mentioned issues, then surely India will be first largest civil
aviation market in the world soon.

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122 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

13 Women Career Elevation in Hospitality

Industry: An Overview
Neha Kumari, Dr. Nidhi Nayna

Abstract
Nowadays, women holdincredibly unique status in a society, they played various
roles in their institutions such as family, political or other social groups. Moreover, in
today’s Indian industry women are gaining more power and positions as compared to
past. Similarly, we have seen this gradual growth of women enforcement in Indian
hospitality industry from past few decades. However, ifwe compared their share in
population with men then still womenhold little positionscompared to males as discussed
by many researchers around theglobe. Therefore, the mainpurpose of this study is to
investigate the factors that hinder the career developmentof women in the hotel industry
and to see if women are reallyretained in their careers. It also aims to scrutinize the
mechanisms employed by hospitality industry to address the matter of women’s career
advancement. Twenty research relating to the Hotel Industry were reviewed in depth. It
had been shown that certain elements, including as gender biasness, networking, extended
and asymmetrical working hours, and work­family harmony, are universal to the business
regardless of geographical location. However, while reviewing the literature review it has
been observing the effect of Glass Ceiling Effect is widely being discussed which is existed
in every corner of the world regardless of the location of the regardless of the policies
framed by the organisations. Few suggestions are also given like part­ time options, creche
facility at workplace, training programmes, incentives, grievances redressal cell, counselling
cell etc.
Keywords: Women, Career progression, Barriers, Hotel industry, Glass Ceiling effect

Introduction
Women have been contributing to the professional workforce in recent decades while
being housewives. The focus of today’s global attention is on recruiting, promoting,
developing, and empowering women in many development sectors projects all throughout
the world The hotel business, on the other hand, Inequalities, discrimination, and oppression
continue to plague the country. (UNTWO, 2015). Glass Ceiling effect is one of the reasons
for number of these inequities among the Hospitality industry, including discrimination
and harassment, this term originally used in America in the Wall Street Journal to allude to
obstructions encountered. The inability of women and minorities to advance in their careers
despite their education and experience is thought to be the primary reason behind this. (Baum,
2015). According to the Catalyst report (2013), just 15.5 executives out of 52.4 percent of
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 123

female employees in Fortune 500 hospitality organizations are executives. The literature
study hypothesis the elements that impact women’s career advancement in the hospitality
business by responding to the following question:
1. What variables influence women’s advancement in their careers?
2. Why are women’s rights being obstructed?
3. What are the career goals of female employees?

Objectives of Research
To examine factors affecting career progression of women in the hotel industry.
1. To investigate the mechanisms used by hospitality industry to address the issue
of women’s career advancement.

Research Methodology
It is based on secondary data and an in­depth study was carried by reviewing twenty
Research related to hospitality industry.

Women in Global Workforce

The increasing female rate of participation in paid service has developed into one of
the most extraordinary communal alterations across republics (International Labor Office,
2010). Females made up 38 percent of the world’s employment in 1970, but this percentage
has risen to 47.3 percent throughout the following decades (International Labor Office,
2010). According to a 2014 research, women held 24 percent of senior management roles
worldwide, with China accounting for 38 percent, Eastern Europe for 37 percent, and
Southeast Asia for 35 percent. The same report alsospeaks briefly about that throughout
the world 35% employees were women; however, in India the proportion is worthy of
attention which is below the 15%.
In the hotel, catering, and tourist (HCT) industry, women who are untrained or low­
skilled labour in the most jeopardy positions facesunsatisfactory conditions, preferential
treatment, violence, and victimization, as well as molestation, according to the International
[Link]’s career choice in the hospitality business is remarkably high
in nations like China, where women account for almost 60% of all tourist employees.
However, in nations such as Sri Lanka, this is a very low rate. Women, on the other hand,
go to the next level in less time than men, but women’s upward mobility is limited. In
China, the average time between promotions for women is three years and for men it is
five years (Yang, 2011).
In Italy, the United Kingdom, and Croatia’s Zardoska County, Women have very little
access to middle and senior management jobs in the United States, but the situation in
Bulgaria is different. In the UK, single women in the kitchen are hard to come by, and
women are definitely excluded from kitchen work. However, the situation is different in
Italy, where women make up the majority of assistant cooks but only a small percentage
in senior jobs. The same report alsospeak briefly about the throughout the world 35%
124 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

employees were women; however, in India the proportion is worthy of attention which is
below the 15%.
In the hotel, catering, and tourist (HCT) industry, women who are untrained or low­
skilled labour in the most jeopardy positions facesunsatisfactory conditions, preferential
treatment, violence, and victimization, as well as molestation, according to the International
Labor Organization.
As a result of gender segregation, policies on employment vary from in different
jurisdictions and even region to area, but the fact remains that the seniorstratum remains
closed to the majority of women. (Ivana and Obadic, 2009)

Women in Indian Hospitality Industry

The Hospitality Industry in India is one of the Prime Industries which provides a
numbers of employment including in front office, housekeeping etc to women nowadays,
they play crucial contribution to the Development of organization by exemplify the top
management grading. This industry zone evolves the wideningof the women status by
voicing and capturing the competencies in the women sector.
However according to the Confederation of Indian Industry report, women held only
16% of junior managerial positions, 4% of middle and senior managerial positions and
hardly 1% as top leaders in India (Grant Thornton, 2004)
Arun, Kanchana. (2015) too, have noted that Women in the Hospitality Industry
create numerous ranks where they stand from the structure of upper echelons from
the positions of Supervisor to the Top Management and in which they face a series of
various noteworthy challenges from the sides of family commitments& duties, work­
life balance in which they need to encounter various concernsand attaining many
struggling issuesto overcome a career prospect with high esteemed position within
the Hospitality Industry.
Manish Srivastava, (2020) mentioned in their research that women are breaking out
of the conventional roles and are representing at the topmost positions in the hospitality
industry. He also suggested a few policies that would benefit women in the hotel industry,
such as Medical and Maternity Benefits. As a result of initiatives like this, more and more
women will be able to advance in their careers.

Glass Ceiling
Hymowitz and Schellhardt created the term “glass ceiling” in a report on corporate
women published in the Wall Street Journal in [Link] very fact of women being decently
portrayed in the place of employment, but there is a barelyexistence in a top managerial
positions have been labeled “the glass ceiling”, “a barrier so elusive that it is clear, yet so
strong that it hinders women to progress in the management hierarchy” (Morrison & Von
Glinow (1990; p. 200).

Barriers FacedBy Women

An intriguing result is that the impediments to development for female employees
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 125

appear to be a consequence of cultural and societal punishments rather than corporate

practises or policies (Li & Leung, 2001). The reality is that the nature of women’s career
routes obstructs their advancement to the top.
By responding to the following question, the literature study hypothesis the elements
that influence women’s career advancement in the hospitality industry:
1. What variables influence women’s advancement in their careers?
2. Why are women’s rights being obstructed?
3. What are the career goals of female employees?
Women have been highlighted as key impediments to reaching the highest echelons
of organizations due to a lack of role models, the glass ceiling, management attitudes, a
perspective that underestimates women’s skills, and sexual harassment. The unsatisfactory
figures of women managers demotivate women aspirants in this hospitality industry from
reaching the upper echelons of governance in Sri Lanka (Karunarathna, 2015). Although,
a relative study was conducted in the United States reveals that the old boy network,
followed by a lack of mentoring in hotels, is the most significant barrier to women’s
professional progression (Brownell, 1993).
According to a Cornell University study, women’s advancement to senior management
positions in hotels has been inhibited by the lack of female role models in existing executive
posts (Walsh et al., 2014). According to the study, it is vital to plan a career in order to
create personal goals, but every opportunity that presents itself unexpectedly must be taken
advantage of. It’s excellent to have strategies in place to get where you want to go, but
there may be unexpected possibilities to help you achieve your goals (Walsh et al., 2014).
Many women in the sector are hesitant to take advantage of such chances because of the
potential negative consequences of juggling work and family life. This may make it more
difficult or impossible to advance in your profession.

Human resource policy to address the problem

The following are examples of women­friendly policies implemented by hotels in
various regions.
1. An initiative taken by ACCOR Hotels­ “Women at Accor Generation” WAG, in
which female employees get flexible working opportunities such as after
childbirth creche facility, mentorship programs&module theworking hours, job
sharing agreements.
2. Wyndham Hotel Group also have taken the initiative of “Women in Leadership
Program”­ In thisprogram women will get the access to senior management as
mentors ­this WYNternshipprogramalso provides the wide range of learning
opportunity for new entrant’s female employee in hospitality industry.
3. Starwood Hotels also launched a global campaign to promote more female
general managers: In which there will be providing Equal opportunity
supporting and surfacing female leaders/promotion
DiegoWomen’s Empowerment Program as a part, Jet Wings Hotel Group has
partnered with the global NGO CARE International and Sri Lanka’s Diageo to provide
126 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

hotel training for youth, especially rural women. The talent program included 54 women,
accounting for 33% of all participants, which is muchhigher than the national industry
average. Students were to take on challenging non­traditional female jobs in the hotel
business as part of an attempt to advance women into leadership positions (Baum, 2015).
Hotel managers should focus on designing and organizing vocational training to help
female employees for developing skills, abilities, attitudes, personalities, interests, self­
concepts, and self­esteem, all of which are animportantpart ofwomen’scareergoals so that
growth can be there. Women will benefit from gender­neutral organisational rules that
are free of segregation and prejudice.
It is crucial for Companions or Husband and family members to recognize the
nature & work ethics of the hospitality industry wherein it is also important to
construct comfortable environment from the hotel management for the women who
determine to be sustained in industry while taking care a family and their duties.
(Zo, 2013)
Multiculturalism and diversity have been identified as a shared source of prosperity
by Accor Hotels, which has roughly 3700 hotels worldwide. While pushing for each woman
to pursue her own goals, Accor anticipates greater female solidarity and respect. Accor
also accepted UN Women’s empowerment principles and educated general managers and
managers on gender diversity issues, as well as implementing and sharing best practices
around the world.
Accor is one of ten firms that started the “HeForShe” movement in 2015. The
campaign’s aim is to promote gender equality and women’s empowerment, and men’s
participation is vital to its successAccor also supports thewomen’s empowerment principles
endorsed by UN Women, coaches’ CEOs and managers on gender diversity concerns, and
shares plus implements best customsthroughout the world. (Ollivier, 2016)
The three ideas established under this theme include achieving equal pay and
representation for women, promoting male participation right now, enhancingunderstanding
of the ever­expanding ideal job, and a vibranthotel industry. Accor Hotels Asia Pacific
division has launched a 12­monthHigh PerformanceLeadershipLeadership (HPL) program
for female employees.
Recognizing the significance of mentorship for female employees, The Accor
generation network has matched 139 mentors with mentees all over the world. High­
performing leaders who want to share their knowledge and assist mentees who want to
enhance their careers inside the organization establish mentoring plans for women
leadership programmes.
Theprovisionof more flexible work arrangements, investment in vocational training
and a safe environment should be actively strengthened. Enactlaws for women to come
and go and strive to emphasize a more women­friendly organizational culture in the
hospitalityindustr

Research Gap
There are many researchers conducted on women’s career advancement & leadership
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 127

in global hospitality & tourism sector but very few have been for Indian hotel industry
which is a major stakeholder in Indian tourism sector.
The research of women’s career advancement is at very nascent stage. There are very
few publications in this field in India which gives a justification to conduct research in
this field.
The study will stipulate a base for the hospitality industry to confess the significance
for the need of more women professionals in the Hospitality Industry from the perspective
of employees as well as guests

Conclusion
The fact that women in the hotel sector are ranked lower in the hierarchy for numerous
reasons has been widely debated. Some chose to stay in. Despite the fact that women are
now more exposed to a wider range of options, such as in the field of hospitality, they still
face a number of obstacles in their job advancement. The following are some of the most
common roadblocks as mentioned in many study:
• Disputes between work and family
• Opportunity equality
• Lack of assistance
• Discrimination based on gender.
Kumara, Y.A. (2018) mentioned that individual, organizational, and societal issues
are the most common barriers to career advancement. Glass ceilings, discrimination,
networking, harassment, and perceptions have all been identified as major constraints
to female career elevation in hospitality industry.
Also havinga lack of role models within organizations, lack of management
attitudes, lack of opportunities for women employees, lack of training, gender
stereotypes in industry, supportive working environments, and cultural barriers are
major barriers which persists in industry.
Women continue to struggle to adequately support themselves as a result of the
aforementioned restrictions, and the barriers they confront at work obstruct their
professional advancement.
Deng, W. (2017) suggested that women’s participation will be improved by
encouraging women to push them for new roles in male­dominated designationwith
organization management support and flexible working hours so that there can be equal
work­life balance choices for married women. Providing opportunities for female
employees to create and advance within informal industry networks would also help
women advance their careers.
Women will benefit from gender­neutral organisational rules that are free of
segregation and [Link] also suggested that hotel managers must design and organize
vocational training to help female employees develop skills, abilities, attitudes,
personalities, interests, self­concepts and self­esteem, all of which are animportantpart
ofwomen’scareer goals. Women will benefit from gender­neutral organizational rules that
are free of segregation and prejudice
128 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

References
1. Baum, T. (2015). White paper on Women in Tourism and Hospitality: Unlocking the talent
pool. HIP Coalition. Hongkong
2. Catalyst. (2013). Flex works: Work place flexibility: Structural considerations. Retrieved
from [Link]
3. Deng, W. (2017). Factors Affecting Women’s Career Advancement in Guangzhou’s 5­star
Hotels (Doctoral dissertation, Auckland University of Technology).
4. Fleming, Walsh, K., S., andEnz, C. A. (2014). Female executives in hospitality: Reflections
on career journeys and reaching the top [Electronic article]. Cornell Hospitality Report,
14(4), 6­17.
5. Grant Thornton (2004). International Business Owners Survey (IBOS). Available at
[Link]/surveys/GT_IBOS_2004_.pdf
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discussion at the Global Dialogue Forums for the Hotels, catering and Tourism Sector.
Geneva
7. J., Brownell (1993). Women in hospitality management: General Managers’ perceptions
of factors related to career development. International journal of hospitality management,
13 (2), 101­117.
8. Kanchana, Arun, (2015). a study on challenges of women in hospitality and tourism
industry. [Link]­from­[Link]
9. Karunarathna, A. (2015). Internal Barriers for Women Career Advancement in Sri Lankan
Hotel Industry with special reference to Five Star Hotels in sri Lanka. Journal of Scientific
and Research Publications, 5 (9), 1­5.
10. Li, L., & Leung, R. W. (2001) “Female managers in Asian hotels: profile and career
challenges.” International Journal of Contemporary Hospitality Management 13, (4) 189­
196.
11. Manish Srivastava, 2020. a study of challenges faced by female employees in their career
progression in the hospitality industry of Jaipur city, retrieved from international journal
of economics and management, volume 8, issue 1, 2020
12. Obadic, Ivana, M. and, A. (2009). The significance of Tourism employment generator of
female labor force. EkonMisaoPraksa, Xviii (1), 93­114.
13. UNWTO. (2015). World Tourism Barometer. Retrieved on June 20, 2021, from
[Link]
14. Von Glinow, Morrison A., &, M. (1990). Women and Minorities in Management. American
Psychologist, Vol. 45, 200­208
15. Y.A.., Kumara, (2018). Career development of women in the hotel industry: An Overview.
Journal of Applied and Natural Science. 10. 330­338. 10.31018/jans. v10i1.1626.
16. Yang, Y. (2011). Gender and Engineering Career Development of Hotel’s employees in
China. Systems Engineering Procedia, 2011, 1, 365­371
17. Zo, H. (2013). Revisiting the Glass Ceiling: Career Progression for women in the hotel
industry. Boston Hospitality Review, 33­3.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 129

14 Analyzing Reviews for Future Marketing

of Jyotirlings in India with Special
Reference to Kashi Vishwanath Temple,
Varanasi, India
Pratim Chatterjee, Debasish Batabyal
Abstract
Varanasi or Benaras is believed to have been one of the oldest extant cities in the
World, with Kashi­Vishwanath as its spiritual identity and religious salvation. India’s
twelve Jyotirlings is also one of the oldest extant pilgrim­circuits of mythology, religion
and history. The present article is based on reviews in Trip Advisor for all these twelve
Jyotirlings in India, and surprisingly the pride of this Jyotirling is found dwindling.
Therefore, an investigation was made through sentiment analysis and significant negative
reviews are studied for policy issues and recommendations in future.
The purpose of the study is to investigate the reasons for the poorest ratings given by
the visitors for the Kashi Vishwanath temple from September 2014 to May, 2020, even
thoughthe mythological and religious significance is higher.
Data analysis in the study considers a time frame from September, 2014 to May, 2020
and subject to the availability of tourists’ reviews in Trip Advisor. A total of 10,519 reviews
are found over the specified time period and for Kashi Vishwanath temple it was 1,670. 37
negative reviews are analyzed through sentiment analysis
This is only an indicative of many more research along different pilgrim circuits in
India possess the same mythological and religious values e.g., 51 Shakti Peeths, 4 Dhams,
8 Vinayak temples, etc. It also finds out new scope for comparing large number of reviews
already available in the websites of OTAs (Online Travel Agents).This study retrieved
data from Trip Advisors with a specified time frame from September, 2014 to May 2020.
The study is absolutely dedicated and dependent on TripAdvisors reviews and ratings
only.
Key words: 12 Jyotirlings, Kashi Vishwanath, Reviews, Sentiment Analysis, Trip
Advisor

Introduction to the Study Area

According to Mark Twain ‘Banaras is older than history and older than legends’.
Varanasi or Benaras has a significant universal value and spiritual quality, living cultural
and religious traditions of three of the major religions, viz. Hinduism, Buddhism and
Jainism respectively (Kutlutürk; 2013). It is one of the seven Hindu holiest cities, (sapta
Puri), famous for spiritual salvation (moksha). This oldest extant city on the bank of the
river Ganges boasts of religion and mythology, spirituality, philosophy, and
strongholdofVedic education. it is also known as kashi where the kash signifies divine
130 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

light (Eck, 1983) which is inherently the city of Lord Shiva according to ancient Indian
literature. The city of Kashi is also mentioned in the Atharva Veda, believed to have been
written 900 BCE or 1000/1200 BCE. According to the Rigveda, this city is referred to as
Kasi from the Sanskrit verbal root kaœ­ “to shine”, making Varanasi known as “City of
Light”, and the “luminous city as an eminent seat of learning”. The name was also used
by pilgrims dating from Buddha’s days. Traditional etymology links “Varanasi” to the
names of two tributaries of the river Gangas, Varuna and Assi. The old city is located on
the northern shores of the Ganges, bounded by Varuna and Assi. The ancient Kashi is
believed to be in the northern part of the present city, which has become the part of the
history as only archaeological evidence are remaining. Excavations show that the place
around Rajghat of Varanasi was inhibited in 9th century BC (Jaiswal,2009). In the ancient
times, Avimukteshwara (Lord Shiv) temple was the main temple for which Kashi was known
for (Shyju, 2016). Hiuen Tsiang visited Varanasiin7th century and referred to it as ‘Polonisse’
and mentioned 100 temples with the principal deity called Maheshvara (Ta­tseu­tsai).
The visit of the founder of the Advaita philosophy, Shankaracharya, added gaiety to
the history of pilgrimage. Lateron, the city expanded further, and the in flow of pilgrims
and devotees slowly contributed to the building up of the urban­scape to be the capital of
the King Candra Deva. The temple of Lord Vishwanath was reconstructed by Raja
TodarMal in 1585 during the period of Emperor Akbar but devasted by Aurangajeb.
Therefore, the actual location of the temple changed over a period of time due to invasions,
attacks and demolitions. The city boasted of temples and ghats renowned as a hindu
pilgrimage place came under the attack of different Muslim rulers from AD 1194 to AD
1700. The present Kashi Vishwanath temple reconstructed by the Queen of Indore during
18th century is the actual center of visit, which is also one among the 12 Jyotirling temples
in Indian Subcontinent.

Review of Literature
The growing worth of heritage in the renegotiation and dissemination of a nation’s
identity is considerate of many scholars and academicians. It is also found that India is
consistently represented as an ethnically diverse nation in which Hinduism preceded and
prevailed over all other ethnicities/religions (Bandyopadhyay [Link]., 2008). Although several
scholars (Hewison, 1987; Walsh,1990) have undermined the importance of heritage tourism,
others (Ashworth, 1994; Johnson, 1995; O’Connor, 1993; Palmer, 1999; Peleggi, 1996; Pretes,
2003) have argued that heritage tourism may be important in creating national identity
and shared cultural identity as well (Graburn, 1997). Therefore, Kashi Vishwanath is
obviously one of the epicenters of Hinduism. The importance of Varanasi lies on Indian
religions, major holy sites such as River Ganges, Kashi Vishwanath Temple, Sarnath and
Bachraj Ghat. Almost all Purâna­s reference Varanasi, with stories narrating its origin and
celestial aspects. As per Kasai Khanda, the name of the Vishwanath temple was Moksha
Lakshmi Vilas. Inside there were five mandapa­s (halls or pavilions of the temple). The
main mandapa was the garbhagrha, where the Sivalinga of Vishwanath was revered (Sukul,
1977). Later on, the place became confluence of many world religions for centuries, with
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 131

Hinduism predominating and co­existing with Jainsm, Buddhism and Islam. There are
more than 3000 Hindu shrines and temples in Varanasi and most of them are dedicated to
Shiva and the members of his family. Kutlutürk (2013) has demonstrated why and how
this place is accorded a holy place by all around the world. But the journey all along was
not smooth and the temple area witnessed demolition, relocation and reconstruction for
the centuries (Gogate, 2020) enhanced importance and drew global attention.

Mythological 12 Jyotirlings as an ancient Pilgrim­

Circuit
As per Hindu mythology, Lord Shiva is worshipped as the Supreme God and creator
of the universe. According to Hindu mythology, when lord Brahma and Vishnu went to
war in a bid to establish supremacy over one other lord Shiva appeared in front of the min
a form of a huge pillar of light. Then the lord Brahma went upwards and Vishnu went
downwards of this radiant pillar. Vishnu accepted defeat on not being able to find the end
whereas Brahma chose to lie. Shiva emerged from the pillar and cursed Brahma that he
won’t be worshipped till the end of eternity and blessed Vishnu for his piousness. This
pillar of radiance is called ‘Jyotirling’. The Indian saint
Adi Shankaracharya who revived Hinduism in 800 CE, has mentioned 12 most
important Jyotirlings in his Dwadasha Jyotirling Strotram.
Somnath located near Veraval, Gujarat is considered first and foremost of all
Jyotirlings. It is named after the Moon (Soma) who worshipped Shiva to get rid of a curse
put on him by his father. The second Jyotirling of Shiva, named Mallikarjuna Swamy is
located in Srisailam, Andhra Pradesh, also termed as Kashi of the South. Mahakaleshwar
Jyotirling is the most important in the ancient city of Ujjain. This Jyotirling is Dakshinmurti
Swayambhu “self­manifested” which derives power within itself unlike others where lingas
are installed. The Omkareshwar linga, on the first floor, is open for visitors round the year
whereas the Nagchandreshwara linga, situated on the third floor is open only on the day
of Nagpanchmi.
On the other hand the most disputed Jyotirlinga, as there are three places in India
whose natives claim that their temple houses this jyotirlinga, is at Deoghar, Bihar. Parli­
Vaijanath near Latur, Maharashtra, is the second one that also boasts of another Jyotirling,
contradicts with the deity situated in Deogarh. The third one, made in Nagara style, is
1000 year old temple in Baijnath town situated in Dhauladhar range of Western Himalaya
in Himachal Pradesh. Bhimashankar is the sixth Jyotirling of Shiva situated on the hills of
Sahyadri Range in Maharashtra, 110 kms away from Pune. Rameshwaram is a tiny town
situated in the Pamban island in Tamil Nadu, India. When the lord Rama built a bridge
starting from here right up to Sri Lanka to reach Srilanka he worshipped lord Shiva here.
Nageshwar Jyotirling is located at a distance of 18 kms from Dwarka in Gujarat which is
one of the top seven Hindu holy cities of India. There is a narration from Shiv Purana that
Shiva in Kashi Vishwanath jyotirling is situated in the holy city of Kashi (Varanasi). Even
though this jyotirling is ninth on the Dwadasha Jyotlirling Strotram, it is arguably, the
132 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

most important Jyotirling. Trimbakeshwar is a pious temple­town located on the banks of

river Godavari, near Nasik, Maharashtra. It is among the four Hindu cities where the
Kumbh Mela is held every 12 years. Kedarnath is the highest and farthest among all
jyotirlings. This temple is name after King Kedar who ruled here in Satyuga. The temple
is situated at an altitude of 3583m in the Himalaya in the Rudraprayag district of
Uttarakhand. Grishneshwar temple is situated in the Verul village near Ellora Caves, 11
kms from Daulatabad and 30 kms from Aurangabad, Maharashtra.

Objectives and Research Question

These mythological and religious sites are one of the oldest extent pilgrim circuits in
human history and not necessary to magnify in terms of Hinduism. In today’s world it is
a part of world heritage to be taken care of. Many times, some of these sites were destroyed,
looted and neglected by the rulers. Even today, different types of tourist harassment, socio­
cultural malpractices, faulty crowd management, drug­paddling, snatching and many
problems are found, these issues need to be correctly addressed for overall management
and policy issues for the future. For compelling experience and repeat visitation, the
opinions of tourists are often analyzed and interpreted in destination development
literature. This objective of the study is to positively contribute to thedevelopment strategy
of these pilgrim destinations through sentiment analysis incorporating before and after
COVID 19 outbreak. In doing so, a total of 10519 reviews in the Trip Advisors from
September 2014 to May 2020 are being studied, though the numbers in each Jyotirling is
varying. Following is the table 1 showing the review performance for all the Jyotirlings.
Table 1: Ranking of Responses Retrieved from
the Trip Advisor from September 2014 to May, 2020
Jyotirlinga Total Responses Rank (% Responses Rank(% of
Responses for of Total for Total
‘excellent’ Responses) ‘Terrible’ Responses)
Kashi Vishwanath 1670 864 12 110 1
Somnath 415 260 5 3 8
Mahakaleswar 1173 873 2 3 12
Mallikarjuna 374 254 3 5 4
Baidyanath 270 167 6 4 3
Bhim Shankar 835 453 10 4 11
Rameswaram 1695 1112 4 12 9
Trimbokeswar 1420 806 8 24 2
Grismeswar 935 492 11 9 6
Nageswar 453 251 9 4 7
Omkareswar 946 567 7 10 5
Kedarnath 334 293 1 2 10
Source: Trip Advisor Reviews, 2014­2020.
Now, question is according to the Trip Advisor why the destination Kashi Vishwanath
temple is lacking? Or what are the factors or issues to be taken care of for getting its past
glory back? Therefore, this study further conducted a sentiment analysis of reviews for
enquiring and investigating issues addressed by the actual visitors before and amidst this
outbreak of COVID 19.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 133

Methodology
Social media monitoring tools as a vailable in some websites such as
[Link] help in making that process quicker and easier than ever before.
Thanks to the available real­time monitoring capabilities towards optimally blending the
in­built various approaches of Sentiment Analysis like Machine Learning Approach,
Lexicon­based Approach, Hybrid Approach etc in producing the best possible output as
Positive Sentiment/Negative Sentiment/Neutral Sentiment along with the level of
confidence for each classification in percentage. The applications of sentiment analysis
are broad and powerful. Shifts in sentiment on social media have been shown to correlate
with shifts in the interest for tourist destinations. The overall customer experience of users
can be revealed quickly with sentiment analysis, but it can get far more granular too. The
ability to quickly understand consumer attitudes and react accordingly is something that
tour operators take advantage of when they noticed that there was a steady increase in
negative feedback to the responses used in some of the prominent tourism destinations.
Rather than chalking up a tourist spot as a failure, experts can optimistically address the
negative sentiments in a playful and self­knowing way. Thus some tactful strategiest or
edress the existing grievances of customers can be devised to transform the unfavorable
attitudes to favorableones.
Data analysis in the study considers a time frame from September, 2014 to May,
2020 and subject to the availability of tourists’ reviews in Trip Advisor. A total of
10,519 reviews are found over the specified time period and for Kashi Vishwanath
temple it was 1,670, i.e. the second largest number among all Jyotirlings. The number
of reviews are found different for different Jyotirling. Sentiment Analysis (SA) or
Opinion Mining (OM) is considered the best possible way of understanding attitudes,
emotions of the reviews. There are three main classification levels in SA: document­
level, sentence­level, and aspect­level SA. Document­level SA aims to classify an
opinion document as expressing a positive or negative opinion or sentiment (Medhat,
W., Hassan, A. And Korashy, H., 2014).
Wilson et al. (2005) have pointed out that sentiment expressions are not necessarily
subjective in nature. However, there is no fundamental difference between document and
sentence level classifications because sentences are just short documents. Aspect­level SA
aims to classify the sentiment with respect to the specific aspects of entities. The first step
is to identify the entities and their aspects. The opinion holders can give different opinions
for different aspects of the same entity. All the reviews available in the Trip Advisor for
Kashi Vishwanath temple are derived from September, 2014 to May, 2020. Reviews in
regional languages are converted into English. A total of 201 reviews are found and
categorized into three categories viz. positive, neutral and negative respectively (in
figure 1). Source: Trip Advisor, 2014­2020
With the help of the [Link] all the reviews are categorized and taken out
for further interpretation. Finally, 37 negative reviews are interpreted to find out the issues
responsible for poor performance. The reviews with percentage level of confidence less
134 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

than 50% are discarded for their irrelevancy. Out of the remaining pruned out reviews
with more than 50% level of confidence in their classification, the reviews are sorted out
into three categories like Positive Reviews, Neutral Reviews and Negative Reviews. Out
of these three categories special emphasis will be given on negative reviews in order to
identify the pertinent reasons in point form for the Grievances and complains. Such an
exclusive and exhaustive analysis will help the researchers in making a detailed case report
for one of the prominent Jyotirlings of India­ Kashi Viswanth.

Data Analysis and Discussion

Kashi Vishwanath temple is found to have been lacking most whereas Kedarnath
is the best performing one among all other Jyotirlings in [Link] fore, all total1670
responses for the KashiVishwanath to be studied for understanding areas of service
issues and challenges. But Kashi’s importance should not be limited to this [Link]
great heritage is culturally related and comparative, representing various ways by
different agents of tourism promotion (Bandyopadhyay,[Link].,2008),deciding on
public and private sector participations also ( Ashworth and Tunbridge, 1990;
Henderson, 2002; Light and Prentice, 1994; Shackley 2001; Timothy and Boyd 2003).
Figure 2: Word Cloud for Negative Reviews of Kashi Vishwanath Temple

Source: Atlas Ti, Version 8

Although the new post­colonial India attempts to promote ethnic pluralism, the
tourism representations examined in various studies actually promote the idea of a Hindu
centric national identity (Chatterjee, 2005; Bandopadhyay, 2008). Therefore, as an icon of
Shaivism in Hinduism or Hinduism as a whole, Kashi Vishwanath’s religious importance
is still predominating religious tourism in North India. Since time immemorial, Kashi
Vishwanath’s importance in Shaivism and Hinduism depicted many times through its
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 135

emergence as an important pilgrim center from Guru Shankaracharya to Devi Ahilya Baito
Raja Todarmal and many others. Again, the malafied intension of its destruction, demolition
and drastic relocation proves its importance in Hinduism as an iconic symbol. From all
the 37 considerable negative reviews following is the word cloud prepared.
Table 2: Interpretation of Negative Reviews for
Kashi Vishwanath and Possible Suggestive Measures
Negative points for Kashi Vishwanath Suggestive measures
Bustling crowd Appropriate spot management,
demarketing during special occasion,
promotion of near around places e.g.
Sarnath, Old Kashi etc., priority to
senior citizens only to sanctum,
coordination in supplies required,
Rethinkingamidst COVID 19 outbreak,
COVID 19 safety and security issues
for guests as well as hosts
Traffic congestion, difficulty in parking space Possible reactive and proactive land
use planning, further studies on
architecturaldesigning and possible
safe guarding
Rules for leaving electronic gadgets, bags, Appropriate safety and security while
camera, belt etc. receiving possessions from pilgrims
Threats from monkeys and bulls Appropriate rehabilitation
Theft, pickpocket Local police, tourist police, lost and
found Department
Temple not specious, reactive land uses Alternative land use planning, river
use planning, coordination with crowd
management etc.
Ghats are dirty, congested, inappropriate Capacity building of ghats and other
for rituals, holy deeps adjacent Areas
History of invasion, demolition, and such threats Promotion as a learning center,
confluence of diversified culture
Very small sanctum Without violating religious sentiment
extended places to be used as in vogue
in Hinduism
No scope for instant contact with temple authority Dedicated information attendant,
even over telephone assistance in visiting and travelling
Harassment by priests, flower sellers, touts Training and overall consciousness,
appointment of priest police
Very high security, but ineffective towards rude Further concerted power and
priests, sellers etc. authority; Provision of priest­police
Heap of garbage Modern sewage system, prompt
service and alternative uses of
garbages
Beggars, trespassers Alternative arrangement, rehabilitation
through NGOs, homes etc. mendicancy
squad etc.
Trafficking or selling of cannabis, its uses as Local police, tourist police and over all
Prasadam or blessed food or sacred food Administration
136 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Conclusion
Crowd management is found a topmost challenge to be oriented to all developmental
initiatives and marketing. A new policy and management orientation are the need of the
hour amidst this COVID 19 outbreak. The scope for possible limited pilgrimage and capacity
building initiatives are required. Decrease in tourist traffic, more specifically during special
occasions or alternative management to be new emerging are an of study along with the
livelihood studies of dependent local people in the area. In line with the study of spiritual
tourism made by Medhekarand Haque (2012) Kashi Vishwanath temple and adjacent area
may be further developed as a global center for learning and spirituality. At present, visitors’
experience can be enhanced through various facilities and services such as internet facility,
self­check­in kiosk, light and sound show and alike (Jauhari; 2010). This is surprisingly absent
for Kashi Vishwanath temple. The area with its great heritage and center of learning to be
promoted beyond a Hindu centric national identity to adopt pluralistic heritage for all within
the preview of an it’s broad area of Vedic and spiritual learning forall.

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23. Sukul, K. (1977). Vara nasi­Vaibhav (The Glory of Varanasi). Patna: Bihar­
RashtrabhashaParishad. Timothy, D., and S. Boyd (2003). Heritage Tourism. London &
New York: Prentice Hall.
24. Tunbridge, J., and G. Ashworth (1996). Dissonant Heritage: The Management of the Past
as a Resource in Conflict. Chichester: Wiley.
25. Twain, Mark (1897). Following the Equator: A journey around the world. Hartford,
Connecticut, American Pub
138 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

15 Role of Travel Bloggers on Tourist Decision

Making: A Case Study of India's Generationz
and Millennial Tourists
Dr. Gunjan Malik, Purvi Saini

Abstract
The Internet has shrunk the world and made it more linked. Social media has facilitated
this interconnectedness by allowing individuals from one end of the globe to communicate
with those at the other end in seconds. A traveller might discover a new place they had
never heard of by simply researching popular hashtags or geotags.
The tourist board of Wanaka, New Zealand’s small alpine town, began engaging and
sponsoring “influencers” social media trendsetters with huge followings to write about
their travels in 2015. As a result, tourism grew at the quickest rate in the country, by 14%.
Consumers perceive an Instagram post as a genuine and intimate depiction, rather than a
marketing department­created campaign. Influencers enable companies to engage with
potential consumers on a more personal level.
The tourism Industry has suffered immensely during pandemic. Vice president and
creative director of influencer marketing strategy of Travel Mind­set, Jade Broadus
believes that for travel brands and destinations, validating influencers and forming
connections with them is essential to getting the right message out about what is open
and what safety precautions are in place. Influencers have the power to influence their
followers and to work responsibly on changing the people’s mindsets to live responsibly,
preserve social distance and choose what is right not only for themselves but also for
the environment.
The objectives are to examine how social media influencers affect travel intention
and behaviour of millennials and Gen Z, to investigate the influence of reliability of
information of social media influencers on tourism destination in India & to study the
travel attributes of millennials and Gen Z. The research is descriptive and exploratory
with an applied basis where the researcher proposes to use the information and facts
already available as the base to analyze, explore and evaluate the problem at hand critically
to deduce a conclusion. Universe and Survey Population of the Study: Followers of Travel
communities and influencers on social networking sites. Convenience sampling will be
used while collecting data. The data collection for the proposed research will be based on
both primary and secondary data. Primary Data will be collected from the respondents
with the help of e­questionnaire. Secondary Data will be collected from different sources:
Magazines, Journals, Websites, Books, Newspapers, and Online resources, Blogs, Published
and Unpublished source.
Keywords: Travel, Bloggers, Tourist, Decision, Consumer
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 139

Introduction
At the turn of the twentieth and twenty­first centuries, technological evolution offered
up new avenues for communication. It was rapidly realised that the ultimate invention
Internet provides tremendous networking potential, which resulted in the swift
proliferation of social media), bringing together users from all over the world. The Internet
has evolved into a new realm of transcendence in which many people are attempting to
reinvent themselves (Aboujaoude, 2012). Social networks are becoming pervasive in our
daily lives. Digital consumers spend an average of 2 hours each day on social media and
messengers, according to the Global Web Index (Iglesias and Patti, 2018). Social media
has an impact on every variable of human existence, including leisure and tourism.
According to the research, 2.91 billion people use at least one of the company’s key products
each month (Facebook, WhatsApp, Instagram, or Messenger). As of October 2021, India
seemed to have the largest audience base on Facebook, with almost 350 million members,
followed by the United States, which had an estimated 193 million users. The platform is
also extremely popular in Indonesia and Brazil, where it has well over 100 million users
in both countries (Statistica, 2021). Users are frequently unaware of the significant influence
these products have on their decisions. It is even more vital to investigate the influence on
tourism and leisure concerns.
Any thriving tourism industry player must identify and acclimate to change
effectively. One such occurrence is generational transformation, which presents
opportunities and challenges for tourism destinations. A new generation is coming of age
in the face of changing global realities and concerns such as climate change, terrorism,
and technological break throughs. Generation Y, commonly known as the Millennium
generation, is the generation that succeeds Generation X (Sobilo and Poanski, 2020). They
are preceeded by youthful generation, dubbed Generation Z, comprises people born
between 1995 and the present, with the oldest members being 24 years old (Eisner, 2005;
Chhetri et al.,2014). Not only does technology have an impact, but contemporary pop
culture also has an impact on travellers’ decisions about where to go (Li et al, 2017). These
phenomena demonstrate that information technology has evolved into an efficient medium
for drawing guests to a tourist site. As a result, the various divisions of the tourism business
must pay more attention to their customers, not only in terms of demographic
considerations, but also in terms of daily habits, the majority of which are digitally based.
Influencer marketing is a business approach that uses well­followed online users to
influence consumers’ attitudes and decision­making processes in favor of businesses or
ideas (Bakshy et al., 2011; Carter, 2016; Veirman et al, 2017). Influential personalities in
tourism can be used to attract more or different groups of tourists to a certain geographical
location, as well as to change the perception of the destination (Glover, 2009). However,
while tourism businesses are increasingly using influencer marketing, and many social
media influencers (SMIs) can be specifically classified as ‘travel SMIs’ but there is a paucity
of study on influencer marketing in the travel and tourism arena (Gretzel, 2018).
Gretzel (2018) and Magno and Cassia (2018) believe that there is not enough study on
the use of social media influencers in travel and tourism, despite the fact that it is such a
140 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

huge global industry that has accepted the usage of influencers on a daily basis. There is
research on the use of social media influencers to promote various merchandise, but travel
and tourism, and especially destination selection, are significantly more complex and entail
a much significant calibre of risk (Crompton, 1992; Tasci & Kozak, 2006).
The initial section of the paper included a review of the literature on the subject, as
well as a screening of the typology of generations. The characteristics that distinguish
various generations were explored. The impact of social media influencers in the decision­
making process for selecting a tourism location was also demonstrated. The findings of
the surveys are presented in the second section of the article.

Literature Review
Generation Y (Millenials) in context Millennial travelers are motivated by unique travel
experiences since they live by the colloquialism “YOLO” ­ you only live once ­ and are
greatly influenced by social media (Mint, 2022). As per an article by SIS International Market
research (2021) the influence of Facebook and other social media platforms cannot be
overstated, especially when it comes to Generation Y. 40% of Millennials check their
Facebook status more than ten times daily. Every day, more than three­fourths of them
spend more than an hour on Facebook. Generation Y “tweets” nonstop and can’t get out
of bed in the morning before checking their phonesOver half of Generation Y has more
than 300 Facebook “friends,” with 10 percent having more than a thousand.
A “broad brush” assessment of Gen Y begins with the observation that many
members grew up with technology and have mastered their usage for a range of functions,
including communication. These digital natives, who are either students or recent
graduates, are frequently described as the most technologically aware and graphically
sophisticated generation in history. The need to connect with others is a major driver of
Gen Y’s use of social media (Palfrey &Gasser, 2008). Users between the ages of 18 and
34 are more likely than those in older age groups to use social media to engage with
acquaintances, friends, and [Link] are also more inclined to value other people’s
opinions on social media and to feel pertinent when giving comments on brands or items
they use (eMarketer, 2011).Currently, Generation Y is a significant target market because
it has a large network of people, tends toward hedonism, and has significant buying
power in comparison to earlier generations (Lissita and Kol, 2016). As a result, this
generation is seen as significant and influential in the current era (Vermeersch et al,
2016; Bolton et al, 2013).
Generation Z, also referred as Digital Natives (Grail Research, 2011; Southgate, 2017),
evolved after Generation Y and grew up with obstacles related to terrorism and
environmental sustainability; however, they also thrive and evolve in an era where digital
media (gadgets) and digital technology (the Internet and social networking sites) are evolving
rapidly. Because of their strong interest in advanced technologies, this generation is perceived
to be more adaptable, wiser, and patient due to their diverse perspectives (Singh, 2014).
Generation Z is viewed as a very significant cohort in tourism and travel (Barnes,
2018). According to Paul Redmond, a generation cohort specialist, this is because of three
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 141

things. The first is their strong influence on family vacations, as their parents consult them
before scheduling vacations. Second, they value experiences over stuff, which increases
their proclivity to travel in quest of “interesting adventures.” Furthermore, they are
reported to be open­minded, bucket­list focused, and seek out off­the­beaten­path locales
(Expedia, 2017). As a result, they are likely to seek out remote locations and participate in
a variety of travels/activities. According to Southan (2017), Generation Z stakeholders are
budget­conscious travelers who frequently begin their journey without a specific
destination in consideration. Additionally, this generation perceive that tourism supports
host communities, but they are also cognizant of the intrinsic perks of travel, such as
learning about various cultures and gaining life experiences and self­confidence (Turner,
2020).

Influencer Marketing
SMIs are a new version of web ­ based opinion leader and brand endorser with
significant influence on their followers, making them the focus of influencer marketing
strategies. As a result, influencer marketing can be defined as sector that attempts to
promote goods or raise brand awareness through content shared by influential social
media users (Mokhre et al., 2021). Another way to look at influencer marketing is as
an interaction between brands and well­followed content creators who endorse goods
or services by integrating these promotions with personal life stories (Veirman et al.,
2020). Social media has become the principal marketing platform for tourism firms
and is widely used by travellers during their whole consumer experience (Ziang and
Gretzel, 2010; Munar and Jacobsen, 2014). The self­dependenttravelers on social media
have resulted in large amounts of ‘user­generated content’ (UGC), which has serious
ramifications for Destination marketing organizations (DMO) (Munar, 2011). UGC is
the most common type of electronic Word­of­Mouth (eWOM) (Litvin et al, 2008), and
it has severely hampered DMOs’ control over messages about their destinations (Li et
al, 2017). Consumer­to­consumer communication is growing in popularity, while
traditional information resources (including DMOs and mass media) are diminishing
(Hays et al, 2013). Consumers can now access not only perspectives from close friends,
relatives, and colleagues, but also opinions from acquaintances from all over the globe
who may have used the product, traveled a specific destination, or patronised a
property, thanks to the advancement of the Internet. More people are relying on online
opinions to make purchasing decisions, such as which movies to watch or which stocks
to acquire (Guernsey, 2000). Searching for and reading other people’s thoughts about
a product can help a consumer save time and make smarter judgments (Hennig­Thurau
and Walsh, 2003).

Need for the study

It is important to remember that social media marketing is essentially about participation,
sharing, and collaboration, rather than just advertisement and selling. Because the social
media realm has billions of users, research on a subject that is not only a current trend but
142 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

also the future of the tourism sector is all the more compelling, therefore increasing the
necessity. Many current tourism marketing initiatives make use of the internet, with blogs,
online advertising, email, and social media platforms all playing important roles. As the
prominence of influencers in social media grows, so does the number and variety of methods
in which influencers collaborate with travel firms to promote their products?

Objectives
• To examine how travel bloggers, affect travel intention and behaviour of
millennials and Gen Z.
• To investigate the influence of reliability of information of travel bloggers on
tourism destination in India.
• To study the travel attributes of millennial and Gen Z.

Research Methodology
The scope of this study is both descriptive and exploratory. The data collection was
targeted at participants who are members of the Gen Y and Gen Z generations residing
in India. The authors decided on a quantitative process, an online questionnaire created
with Google Forms. Convenience sampling was applied, with an online questionnaire
in use, as the survey was distributed via social media platforms such as Facebook and
Instagram, as well as personal contacts. The total number of samples obtained was 250
at the end. Responses to a customer questionnaire provide first­hand information.
Secondary data was gathered from books, newspapers, social media sites, and newspaper
stories. The review critically examined the extent to which social media has an impact
on consumer behaviour. There is a tremendous untapped potential area for corporate
tourism promotion through the influencer approach. One of the most crucial key point
to remember about social media marketing is that it is really about engagement,
networking, and cooperation, rather than simply advertisement and selling. Because the
social media space has billions of users, research on a theme that is not only an upcoming
trend but also the vision of the tourism sector is all the more compelling, creating a
need to comprehend the thresholds of implications of social media on the framework of
customer decision in tourism.

Data Analysis and Interpretation

"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 143

Numbers of respondents who fall under Gen Z were 52% while respondents who are
part of Millennial group were 48%.

When asked how much time do they spend on social media each day? Only 2
respondents out of 250 said they spend less than 10 minutes. 19 respondents spend 10­20
minutes. 61 respondents spend 20­30 minutes. And large chunk of respondents (160 people)
spend more than 30 minutes on social media. This shows the popularity and engagement
of social media among millennial and gen Z.

Most of the respondents i.e. 88% say they follow a travel blogger on a social media
platform and 12% don’t follow one. So, majority of population are following some or the
other travel blogger. This shows the popularity of social media influencers among
Millennia’s and Gen Z.
144 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

A general opinion based question was asked to know overall pool thinking whether
the respondents are influenced by the travel content. 28 %people get influence by the
content created by travel influencers and 68% say they get influence sometimes and 4%

Out of 250 respondents, 98 people (39%) said they use Facebook to search for tourism
destination information. 114 respondents (46%) use Instagram to select the destination.
Then comes Youtube with 10 % i.e. 26 respondents, whereas interest, twitter and snapchat
(8, 3, 1 respondent respectively) are least popular websites when it comes to destination
selection by the Gen Z and millennial generation.

A heavily opinion based question came next, which asked the rrspondents whether
they plan trip in the future by following any travel influencer, 113 respondents i.e 45%
strongly agreed. 98 respondents i.e. 39% agreed with the statement. 16 respondents, 6%
had neutral opinion
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 145

When asked about the similarity of experience endorsed by a travel blogger in their
content, 24% of the total population gave a positive feedback. 9 per cent denied having
the similar kind of experience and majority of the population (67%) felt they had a similar
experience up to some extent.

Asking about whether the captions matter while exploring travel destinations on
influencer are feed. Following were the responses.
• 46 respondents strongly agreed to the statement (24%)
• 108 respondents out of 250 agreed (43%)
• 58 respondents had neutral views. They were not sure. 23%
• 18 respondents out of 250 completely disagreed with the statement. (7%)
• While only 20 people had strong disagreement. (8%)

In the next question, the respondents were asked whether the involvement of travel
influencers boosts destination’s creditability. Following were the responses:
• 56 respondents (22%) Strongly agreed with the statement.
• 122 respondents (49%) opted for “agree”
• 32 (13%) people chose disagree as an option while no body strongly disagreed
with the statement.
• A certain section of respondents, 40 (16%) were neutral towards the statement.
146 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Results and Conclusion

The marketing strategy has opened up new channels for social media, a major
development in internet­based technology, in general, and for the tourism industry in
particular. The overall findings of the study are centred on the literature review and
data analysis. It is requisite for service professionals to evolve through the use of tourist
psychology and effective social media marketing strategies in a quite way that
distinctive personalised products and services are produced such that the overall
process of serving and perceiving tourism products is engaging. It has been
demonstrated that the use of social media in tourism is a surprisingly beneficent,
successful, and intuitive way of grabbing audiences in a very trustworthy and open
manner. Several examples of the implementation of such marketing operations have
shown amazing progress, which can only be reinforced in the future. Social media
influencers provide new levels of involvement to the tourism business and serve as
vital connectors for potential customers. The investigation revealed a significant
opportunity for social media influencers to be incorporated in travel marketing to
People particularly millennials and Gen Z, whose high social media presence and
influencer follow­up on various social networks are in accordance with worldwide
standards and dynamics in this field.

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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 149

16 Post Covid-19 Innovative Front Office

Practices in the Hotels of Delhi- NCR
Rahul Bharti, Dr. Sonia Sharma

Abstract
Post Covid­19 hospitality sector needs to adopt sustainable and innovative practices
to recover from the setbacks due to the pandemic. In this regard, a survey related to current
Front office practices has been conducted in more than ten hotel properties in Delhi­ NCR
region. These practices are compared with those which were prevalent during the pre­
covid times.
The evolution of these practices compatible with today’s present day hotel industry
standards will ensure the future of hospitality business and enhance the overall guest
experience. From the study it can be understood that the new normal is to prioritize the
use of practices such as paperless digital check­ins and check­outs, innovative technology
including use of artificial intelligence­based platforms and applications, stress on social
distancing and minimal traffic in the hotel lobby and public areas, enhancing hygiene and
safety standards and minimum guest contact management. The observations suggested
that the pricing of rooms and services should be in accordance with the decreased room
demand during theCovid time. In nutshell, the study highlights and compares the pre­
covid and post­covid hotel front office practices and projects the impact of these practices
on the guest satisfaction and hotel performance.
Keywords: Sustainable, Innovative, Front Office practices, Covid­19, Delhi­NCR,
Artificial Intelligence, Digitalization, Guest satisfaction.

Introduction
The dramatic year for the hospitality ecosystem has passed and 2021 is showing some
signs of relief and recovery. There is a significant rise in the global travel demand and is at
its highest since the beginning of the pandemic, also the industry looks promising ahead.
After a year of limitations and stay at home orders, consumers are showing new behaviours:
a preference for self­service and contactless interactions, remote check­ins, shortterm rentals,
and greater vacation opportunities that merge work and leisure together. With the growing
demand comes high competition, and the battle for guests, labour, room nights, and revenue
is likely to be fierce.
The 2021 ‘Back to Hospitality’ Reportfinds out that how the hotels can become smarter
and become more profitable in the post­Covid world. It builds on the successful research
collaboration that began in 2020, and hones in on how the current shifts might accelerate
innovation, ensure resiliency and open up new business areas in the future. The report
150 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

focuses in detail at how non­room revenue may become a core attribute of the business
mix, various strategies hotels can implement to compete with an upsurge in short­term
rental bookings, how operations can be re­thought for greater efficiency, and what kinds
of technology upgrades are required in the pursuit of greater service. The report also sheds
a light on the geographical regions of Europe, Asia­Pacific, and Latin America, and contrasts
the differences in their projected growth and approach.
Due to increasing demand of hospitality product, India has seen a tremendous growth
of hotel industry in the last decade. Some of the major contributors in growth and expansion
of the hotel Industry are: improved means of travel, safe and secure economic environment,
expansion of the I.T. industry (India has emerged as a global leader in the IT sector in last
few years). This has boosted up the hotel room demand especially in the developed towns
and cities all over India. Our country is presently the sixth largest economy as far as GDP
is concerned. The impact of the pandemic has adversely affected the economic growth
and this impact is reflected on tourism and hospitality. In­face the hotel industry was widely
affected by the nation­wide lockdowns and local lockdowns. Historically, travel and
hospitality sector has remained India’s fastest growing sector. Even under these
circumstances of Covid­19 pandemic, the tourism sector accounted for 4.7% of the country’s
economy. According to the report of Indian Hospitality Trends and Opportunities­ 2021,
hotel and tourism industry generated 31.7 million jobs both direct and indirect, which
contributes to 7.3% of total employment of India’s economy. The data of WTTC published
in 2019, ranked India 10 th in the list of 185 countries in the world in terms of their
contribution to the GDP from tourism and hospitality. In the year 2020, 89% of India’s
direct travel and tourism GDP was the domestic tourism. India witnessed only 2.68 million
arrivals of foreign tourists during 2020, a drop of nearly 75.5% because of international
flights and travel almost came to halt during the major waves of the Covid­19 pandemic.
This also negatively impacted the job generation and many of the hotel professionals either
had to lose jobs or suffered in one form or the other.
The data provided in the Indian Hospitality Trends and Opportunities 2021 has
compared the occupancy averages of hotels that existed since 2016­17 with the newly added
hotel properties every year upto2020­21. In all years before pandemic, the data shows the
better performance of earlier established hotels in comparison to newer ones. However,
during pandemic irrespective of whether hotel properties were recent or well­established,
the average occupancy level in the recent concluded fiscal dropped to 35.1% owing to the
lockdown which was imposed nationwide. The average rates nationwide for the hotels were
calculated at Rs. 4739 during 2016­17, whereas the figure was Rs. 4598 during 2020­21.
In 2020­21, post Covid­19 the hotel industry was at its lowest performance with the
Revenue per Available Room (RevPAR) being recorded at Rs. 1582 which is at its lowest in the
last 22 years with 60.8% decline over the last year. The overall occupancy of the hotels in India
remained at 34.4% and the Average room rate was recorded at Rs. 4598 during 2020­21. As
per the report of HVS Indian Hospitality Industry Overview 2020, this was a decline of about
57­59% and it also reflected to the loss total revenue to approximately Rs. 900 billion in the
year 2020. Beyond doubt, pandemic has been challenging. Due to the constantly changing
and evolving nature of the pandemic, post­ Covid world has to adapt in many ways.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 151

Hygiene, cleanliness and safety will be the deciding factors and will become as one of the
top standard procedures for all hotel establishments. Vaccination will play a vital role in
establishing and promoting the travel and tourism operations. A strong economic growth
and expansion in the post covid era is expected for the industry as the people tend to
move out in search of leisure and recreational activities. The demand of the tourism product
will considerably increase in 2021­22. The corporate activities are also expected to make
progress and thus travel and hospitality based on business activities are going to rise many
folds. The domestic leisure travel will also show a constant increase in 2021­22. The India
wide occupancy may improve up to 56­59% in 2021 and this will further help in the rise of
the Revenue per available room to Rs.2500 to Rs. 3000. The union budget of 2021 has failed
to provide any immediate relief to the Indian hotel sector, but this gap can be filled with
the significant growth in other sectors such as Health and Medicine. The infrastructure
will indirectly be helpful in the development of the hospitality sector. India’s economic
fundamentals have shown strength and stability so far and the nation will bounce back to
reclaim its title as world’s fastest growing economy.
The year 2020 was challenging with regard to financial transactions in hotels in India.
The value of the hotel transactions contracted by almost 50% as compared to the previous
year value. People chose to stay safe at homes rather than to take risk of occupying hotel
accommodations. The total value of the transactions in hotels in India reached Rs. 24.6
billion in 2021 which is quiet low compared to Rs. 49.4 billion in 2019, but it remained
higher than the peak of 2015 which showed resilience of the hotel sector even during the
critical period. The period of 2021­22 can be termed as crucial for hospitality sector as it
emerges from uncertain environment and disruptions and slowly march on the path of
recovery. The hotel transactions are expected to increase in the second half of the 2021
and exceed USD 1 billion.

Hotel Front Office Department

It is the nerve center of the entire hotel in terms of guest interaction, information
sharing and revenue generation. Much of the positive impact and the brand image of the
hotel is created in the guest consciousness by the hotel front office personnel. It is the first
and the last point of contact between the guest and the hotel, therefore the front office
practices and procedures greatly influence the overall guest experience and satisfaction
levels. The department is the highest revenue producing section of the hotel thus majorly
contributes to the hotel performance and yield statistics.

Objectives of study
1. To identify the innovative front office practices in the star category hotels of
Delhi­ NCR.
2. To compare pre­ covid Front office practices to that of the current practices in
the said hotels.
3. To establish the new normalfor the front office department through the post­
covid Front office hotel practices.
152 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

4. To project the future innovative and sustainable trends in the hotel front office
department.

Research Methodology
The study is based on a survey conducted in more than ten five­star hotels at different
locations of the Delhi­NCR. The hotel front office managers and front office staff of these
hotels were contacted and were interviewed telephonically. Due to the Covid­19 pandemic
situation, face­to­face interactions were avoided and the use of the survey form was also
discouraged. As per the information collected through the above means, majority of these
hotels have adopted certain practices which during the Covid­ 19 situation helped the
department to maintain the guest satisfaction levels and overall hotel
[Link] of the following hotels of Delhi­ NCR agreed and participated in
the survey:
• Hyatt Regency Delhi
• Leela Palace Delhi
• The Lodhi Delhi
• The Oberoi New Delhi
• Aloft Aero city Gurugram
• Taj Palace Delhi
• Roseate House Aero city
• JW Marriott Aero city
• Holiday Inn Aero City
• Radisson Blu Noida
• Westin Gurugram
• Le Meridien Delhi
The innovative front office practices were identified on the basis of questions related
to welcoming, registration and check­in, allotment of rooms, luggage handling, room
pricing, Travel arrangements, check­out and billing etc. It was found that majority of these
practices have been modified to cope up with the Covid­19 pandemic situations.

Findings related to the evolution of Practices during the

Covid ­19 Pandemic
Reservation • Majority of reservations were received through websites like
[Link], [Link], [Link] etc.
• The mobile applications of these booking websites were
widely used.
• Majority of the reservations were from local guests as long
distance and international travel was disturbed due to
lockdowns.
• Individual reservations increased compared to group
bookings.
• All payments of room booking in advance were encouraged.
• Rooms were also reserved for government officials on covid­
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 153

19 duty and medical staff in some hotels.

Arrival • The thermal scanning of the guest for right body tempera­
ture was strictly followed.
• Sanitization of hands and entire guest luggage was done
• Social distancing and wearing of mask was followed both
by guests and hotel staff.
• Hotel reception desk was equipped with glass shield and
rush in the lobby was avoided at all times.
• It was ensured that the entire check­in process is conducted
in minimum possible time duration.
• Constant sanitization of hotel lobby, public areas is done.
Welcoming • The process of ATG as per Indian tradition of hospitality was
eliminated
• Serving of welcome drinks was discouraged, instead small
water bottles were offered to the guests at arrival
Registration/check­in • Hotels provided the registration cards to the guest and it was
requested to be filled by guests only.
• Disposable pens were offered to the guests for filling of
registration card and signing it.
• Digital transactions were encouraged with the help of taping
of debit/credit cards to the swipe machine or by scanning
the quick response (QR) codedisplayed at reception desk.
• Keys/ key cards were sanitized before offering to the guests.
• Digital rate lists were shared with the walk­in guests.
• Thorough checking of Covid­19 negative test reports was
done
• Presently the complete Covid vaccination reports are
mandatory
Room pricing • The average room rates drastically reduced and heavy
discounts were paid to the guests
• Revenue per available room dropped down
• Rooms pricing constantly fluctuated according to the demand
of rooms
• It was noticed that the pricing of rooms in some hotels were
changing on daily basis as well.
Front office staffing • The staffing reduced to up to 50% the in some hotels
• College trainees involved in front office operations to great
extent
• In some hotels the salaries of staff were delayed also reduced
• The staff was directed to fill up the departmental log book
digitally
• Briefing of staff and information circulation was managed
through networking apps
• Staff recreational activities were restricted
• Regular medical checkupsand complete Covid vaccination
made mandatory for staff.
Departure/ check­outs • Digital billings were done for final bill settlement
• Sanitization of the luggage was repeated
• Express check outs were promoted
154 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

The New Normal and the future trends in hospitality

Covid has changed the hotel industry drastically through impacting various aspects
of business. The survival was the key factor which encouraged the hoteliers to think out
of the box and find out methods to survive the pandemic. There were many measures
which were adopted by the industry including safety and hygiene such as:
• Digital Transactions
• Keyless check ­ins
• Digital menus
• Contactless welcome
• Covid protocols
The above mentioned are a few procedures which will permanently occupy the status
of standard SOPs to perform operations in the hotels and will form the new normal for
present situations. Some of the above mentioned were earlier considered as luxuries but
now have become the necessities for the hotels to survive and compete. The hotel personnel
are trying to find out ways to adapt themselves in these changing environments and to
cope up with the evolving market dynamics. The hotels have to evolve techniques to
increase occupancies, uplift the return on investment (ROIs) and rise the levels of hotel
performance in terms of revenue generation as well.
There will be some key trends which will influence and shape the sector in thePost
Covid era:
• Minimized Corporate Travel: Due to Covid, remote working and virtual
meetings are the new normal. This trend will continue to grow and will diminish
the need of face­to­face meetings eliminating the cost of travel, accommodation
and related expenses. Corporate travel will rebound but as compared to the
pre covid period it will be decreased to a great extent. The meetings will be
conducted in either completely virtual mode or hybrid modes.
• Increase in Leisure Segment: the hotels will focus more on the leisure segment
to balance the deficit from the business or corporate travel. Also, the domestic
tourism will experience a considerable increase. The Indian leisure segment is
still undeveloped and steps will be taken to enhance the tourist destinations
across the country. This will further help in improving the food quality and the
quality of accommodation of the destinations.
• Rebranding of Hotels: Rebranding of hotels or their conversion is a growing
trend in India over past many years now. Over the last five years about 230
hotels have either converted from a stand lone property to a particular brand
or they have been transferred from one brand to another. In the coming years
this pace will rise and conversion of stand­alone hotels into brands may become
a usual practice.
• Changes in hotel design: The necessity to maintain social distancing and
standards of hygiene to provide safe and hygienic environment to staff and
guests have compelled the hotels to make certain design related changes. Small
lobby sizes, rationalized room sizes, fast and keyless check­ins, lesser number
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 155

of public gathering places and reduced number of specialty restaurants will be

some noticeable design elements.
• Growth and development of vacation home rentals: There have been evolution
in the guest preferences over the past one year. Factors like cleanliness, safety
and privacy have become the top priorities for people. Guests will have
preferences for smaller and independent places where they can stay with their
friends/ families without compromising the safety standards. This evolution of
the guest preferences will encourage the growth of these kind of vacation homes
which will serve as safe havens for the travelers. The development of the hotel
and resorts near to natural habitats such as beaches, hills and comparatively
greener places will attract the guests inclined towards sustainability.
• Changes in staffing policies: The cost reduction to increase revenue figures
have become the priority for the hotel owners in the pandemic. Moving forward,
the staff to room ratios will reduce as the owners have realized that the staffing
ratios may not necessarily be needed to operate efficiently and profitably. The
lesser staff can also be justified as due to growing use of technology, especially
most of the facilities are available and accessible through mobile applications
directly by the guests. The personalized guest services can directly be monitored
by the management through the use of productive data analysis with the use of
technology.
• Technology based hotel operations: The adoption of technology for the hotels
will be an important feature and will be at much faster pace. The efficient use
of technology can result in cost reduction, both operational and capital cost.
This will further be helpful in improving standards of operations, increase
profitability and streamline the processes. This will further boost up the guest
experience and satisfaction levels.
• Hotels may serve as Boutique office spaces: Thework from home cultureand
work from anywhere will be the future trend. The hotel will have to gear up for
such opportunities to cater the corporate guests as they would require
environment to work virtually. Hotels will have to equip themselves with the
infrastructure to hold virtual meetings, seminars and conferences. Some of the
hotels can also adapt certain areas for boutique corporate offices and can tie up
with professionals seeking professional office spaces near their homes.
• Outsourcing F&B spaces: The Food and Beverage outlets can be outsourced to
standalone restaurants which were able to make their mark in the post Covid
era, but now are facing crisis due to Covid. This opportunity can help hotels to
bring back the customer share which they had lost to the stand­alone restaurants.
The restaurants can also be benefited with generating some revenue during this
practice.
• Increased focus on sustainability: The only positive impact during the Covid
pandemic was the restoration of the environment and nature. Adopting eco­
friendly practices in the hotel can lead to the balance of environmental issues
and improved sustainability. This will also help in winning the customer most
156 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

of which prefer now the green practices and are concerned about the
environmental conservation. The adoption of the green practices will not only
bring profitability but also gradually put us on the path of recovery.

Conclusion and Future Scope of the Study

From the study it can be concluded that the Covid­19 pandemic has deeply impacted
the entire hospitality sector. Adopting evolving innovative and sustainable practices will
ensure the present survival and future growth prospects of the hotel industry. Some of
the front office practices have completely changed during the pandemic while some have
lost their significance. The new normal will involve focus on safety, hygiene and cleanliness;
digital and mobile application based procedures and reduced humancontact. The role of
technology cannot be ignored and it will be widely adopted in all hotel practices. From
the study it can be understood that the new normal is to prioritize the use of practices
such as paperless digital check­ins and check­outs, innovative technology including use
of artificial intelligence­based platforms and applications, stress on social distancing and
minimal traffic in the hotel lobby and public areas, enhancing hygiene and safety standards
and minimum guest contact management. The observations suggested that the pricing of
rooms and services should be in accordance with the decreased room demand during the
Covid time.
Further, the findings can be applied to study the impact of these innovative front
office practices on the hotel’s performance and guest satisfaction. This impact can also be
compared with the pre­ covid and post­covid times.

References
1. Indian Hospitality Trends and Opportunities­ 2021
2. HVS Indian Hospitality Industry Overview 2020
3. The 2021 ‘Back to Hospitality’ Report
4. Boum, T., & Odgers, P. (2001). Benchmarking best practice in hotel front office. Journal of
QualityAssurance in Hospitality & Tourism, 2(3­4), 93­109.
5. Lloyd, J. (2004), [Link]
practices_spring2004
6. Schall, M. (2003). Best Practices in the Assessment of Hotel­guest Attitudes. Cornell
Hospitality Quarterly, 44 (2), 51­65.
7. Srivastava, N., and Maitra, R. (2016). Key Performance Indicators (KPI) in Hospitality
Industry: An Emphasis on Accommodation Business of 5 Star Hotels of National Capital
Region. International Journal of Research in Tourism and Hospitality, 2 (1), 34­40.
8. Bardi J.A. (2003) Hotel Front Office Management (3 rd ed.) New Jersy: Wiley. Barry.
9. Bhatnagar, S., (2006). Front Office Management, Frank Bros. and Company Ltd. New Delhi.
10. Chakarvarti B.K (1999) Hotel Management Theory, APH Publishing Corporation, New
Delhi.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 157

17 Transformation of Tourism Industry in Post

Covid - 19 Era, Research on it and its Impact
on Tourism Sector
Ratan Lal Sahu, Ms. Seema Jain

Abstract
COVID ­19’s effects on the tourism industry and its transformative power for both
professionals and researchers are the goal of this study which will help both groups better
manage COVID ­19 situations pertaining to the industry. At the start of the paper, it looks
at how the pandemic has changed functioning methods of the travel and tourism world
and how it made things difficult for the worldwide tourism industry and poised huge
challenges for even its existence. At the same time, it also shows how and why the COVID
­ 19 can be a game changer. Travel and tourism studies and practices need to be changed
by questioning these assumptions, institutions, and presuppositions that are at the heart
of them. Visitor demand, supply, and destination management organizations and
policymakers are still talked about during the three stages of COVID­19 (response, recovery
and reset). Thus, this article provides an overview of the COVID ­19 tourism destinations
effects and how they can be used in tourism research.
Keywords: Tourism Industry, COVID ­19, Travel and Tour, research, destination
management, reset.

Introduction
It is clearly noticed that the spread of COVID ­19 across the globe hasimpacted the
global economy and the political and social structures worldwide are seriously disrupted.
In recent years, some health­related communication tactics that have slowed down
worldwide travel include travel restrictions, community lockdowns, stay­at­home
campaigns, self­ or mandatory quarantines, and crowd control. Despite its sensitivity to
environmental, political, and economic dangers, tourism is well­versed in dealing with
many crises and diseases (e.g., terrorism, earthquakes, Ebola, SARS, Zika). There are signs
that tourism as a socioeconomic activity and sector is not only in a unique crisis, but that
crisis may have significant and long­term structural and transformational implications.
Global breadth, multi­dimensional consequences, and interconnection are the primary
distinguishing characteristics of this pandemic. These challenges and systems contribute
to a worldwide economic slowdown and depression.
According to estimations, COVID­19 will have a massive and global economic impact:
international tourist arrivals are expected to drop by 78%, and 120 million direct tourism
jobs are destroyed, which is seven times the impact of September 11 and constitutes the
worst reduction in tourism in history (UNWTO, 2020). International tourism and COVID­
158 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

19 have a significant effect on the global economy. As tourism and COVID­19 research
and debates continue to gain traction, unwavering commitments are being made to
recognize and take advantage of this epidemic as a transformative opportunity (Mair, 2020).
To put it another way: While COVID­19 provides a chance to re­create existing knowledge
for tourism impact assessment and forecasts, it also offers the opportunity to envision and
reconstruct the future standard and economic order in which we live (McKinsey, 2020).
This research is vital to combating the pandemic, but it doesn’t expand knowledge or
provide guidance for the business. If COVID­19’s reverberations have taught us anything,
it’s that forecasts based on “conventional” models may not hold up in the face of unforeseen
future trajectories. Since both tourism and academic research have grown significantly,
we may conclude that we can effectively: (1) create and implement crisis response
approaches (e.g., McKercher& Chon, 2004); and (2) build resilience to deal with future
crises (Hall, Prayag, & Amore, 2017). There is still a lot of work to be done in this field to
understand better how crises can drive industry change, how organizations can adopt
this disruptive innovation into transformative innovation, and how research can assist
define a new normal.
Even though crises can lead to change, none have significantly impacted the travel
and tourism industry thus far (Hall et al., 2020). The use of problems as a political tool to
maintain existing structures and reduce the likelihood of mass mobilization has occurred
in some circumstances (Masco, 2017). There is a direct association between the types and
degrees of crisis­driven transformations and how various stakeholders are affected,
respond, recover, and reflect on crises (e.g., visitors, operators, destination organizations,
and policymakers). To better understand how the epidemic impacts people’s attitudes
and behaviours, studies should focus on those directly affected by it and their self­
awareness and ability to take action (both pro­actively and reactively).
To further understand how crisis­enabled transitions influence, encourage, shape, or
even lead, the COVID­19 tourism study could be of great value because failing to do so
will put us in a position to deal with a series of crises (Lew, 2020). Gretzel et al. urge for
research that can alter the future of tourism by making value systems, institutional logic,
scientific viewpoints, and technology conceptions visible and transformable (2020). E­
tourism research must incorporate historical, reflexivity, transparency, equity, multiplicity,
and innovation to create scientific paradigm shifts in the field (Gretzel et al., 2020). Inter­
, multi­, and anti­disciplinary research methods have avoided the COVID­19 orgasm,
allowing for the advancement of tourist research while simultaneously encouraging
creative thinking and challenging preconceived notions and attitudes.
COVID­19’s revolutionary power is examined in a comprehensive assessment of the
literature, with a particular focus on tourism’s impact on the economy, society, and culture.
At this point, this COVID­19 outbreak offers a unique window of opportunity for positive
change. To make new findings in the subject, both the tourist industry and academia must
confront long­held ideas and institutions. Focuses on how the three COVID­19 phases
(demand, supply, and destination management organizations and policymakers) are
affecting the various stakeholders (e.g. (stages 1). Restorative and definitive processes
COVID­19 researchers and stakeholders have a better understanding of the types and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 159

magnitudes of tourist impacts and how their actions and reactions at each step may
influence the norm after COVID­19. Instead of just repeating what has previously been
discovered, the Tourism COVID­19 study should look at things from a novel perspective
to inform and guide the industry’s future development.
This paper presents new research fields and theoretical views to develop and reset
study and practice in the sector. In COVID­19 research, a wide range of potential impacts
and hypotheses can be examined, as well as a wide range of tourism stakeholders and
industry stakeholders. To that end, it attempts to provide theoretical and practical advice
on how to investigate and quantify COVID­19 tourism benefits properly.

Covid­19 and Tourism: Turning Research in this direction

means questioning Institutional Logics and Systems
as well as Assumptions
COVID­19 tourism impacts research is vital to avoiding “casualties,” establishing,
monitoring, and improving reaction methods for COVID­19 (i.e., you cannot manage what
you cannot measure). Research on the symptoms and results of crises rather than their
underlying structural causes obscure and entrench the conditions that create these crises
(Barrios, 2017: 151). COVID­19’s true origins may require more time and resources than
simple tourist research can provide. The “circumstances” and structures that have aided
in the spread of COVID­19 worldwide, and in some cases hastened it, must be investigated
and addressed by tourism organizations. In the view of many economists, the outbreak
was merely a natural occurrence that had nothing to do with the monetary system. I regret
to say that this is incorrect (Nowlin, 2017). Treating COVID­19 as an external shock and
phenomena unrelated to socioeconomic institutions or values, which may impede change
or transformation, can perpetuate a pandemic.
The growth paradigm is at the heart of the COVID­19 problems (touch, 2020).
Population expansion, environmental deterioration, agricultural production, and
capitalism’s current status contribute to the rise of COVID­19. In the existing socio­economic
structure, this contagious and infectious virus spreads more quickly because of the nature
of tourism (which needs travel). Not just tourists are to blame for environmental harm;
they’re also a byproduct of global economic expansion and advancement, which has led
to the establishment of capitalist values in the minds of both individuals and corporations.
A pandemic or epidemic is likely to occur more frequently because of climate change.
This emphasizes how biological and physical systems, as well as socio­economic systems,
are interdependent.

Covid – 19: Dismantling and Reconstructing Tourism in three

stages
Before, during, and after a crisis, crisis management is critical. Tourism demand, tourist
operators, destinations, and policymakers (representative of the pandemic response,
recovery, and restart stage). COVID­19 to be revolutionary, tourism research does not have
160 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

to address issues that arise at the end of the project. About re­examination of ‘existing’
subjects and relationships, new theoretical lenses and methodological tools may be
revolutionary in the study designs. Using this strategy, it is possible to uncover previously
undisclosed concerns and dynamics, increase the explanatory power of concepts and
linkages, and locate new “remedies.”

a) Demands for Tourism

Travellers have had to deal with severe delays and health issues while preparing and
making trip plans in the recent past due to their own or loved ones’ personal experiences.
We know that social media’s emotional contagiousness and information dispersion
influence travellers’ attitudes, intentions, and future behaviours. Visitors who have been
affected by their own or others’ COVID­19 trauma and want to learn more about their
travel habits and attitudes might turn to psychiatric studies (e.g., Baxter & Diehl, 1998),
which provide theoretical insights. Travel and tourism researchers have done a lot of
research to understand how tourists acquire their risk perceptions and how these beliefs
influence their decision­making and plans. Researchers have also looked into how visitors
feel about a destination’s crisis management certification to see if it affects their decision
to visit or not (e.g., PenningtonGray & Schroeder 2014).
Predicting future tourist demand and developing appropriate restoration solutions
for the afflicted areas require research like these (Rittichainuwat& Chakraborty, 2009).
COVID­19 tourist research is fundamental because of the new standards and rules set forth
by COVID­19, which firms must now follow. A study found that travellers’ perceptions
of the dangers they confront may fluctuate depending on their country of origin,
destination, age, gender, and the sort of travel they undertake (Rittichainuwat&
Chakraborty, 2009). Crisis communication and social media influence people’s perceptions
of danger, yet this has been missed. Even though there has been some research into how
social media use affects tourists’ mental health and crisis management, more research is
needed. Given the growing importance of social media in crisis communication and public
health (Zheng, Goh, Wen, & Zhou, 2020), more research into information and
communication systems and social media is warranted. Tourism research can benefit from
medical research on chronic and lifestyle­related disorders because a vaccine for COVID­
19 may take a long time to generate (e.g., AIDS).
Many individuals have taken advantage of the lockdown to try out virtual services
and tourist attractions online. If people have more opportunities to experiment with
new technology, research shows that they are more likely to adopt it. Is this the case
with COVID­19’s controversial technology? In times of ‘extraordinary circumstances,’
such as terrorism or COVID­19, it is conceivable to employ political economy and legal
research to explore COVID­19 problematic technologies and boundaries. Surveillance,
freedom of expression, and lockdowns are all examples of measures. People’s ideas and
political convictions affect their emotions and behaviour when they intervene in human
rights; hence research into political ideology is essential to comprehend this phenomenon
better.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 161

COVID­19’s setting provides a wide range of theoretical lenses through which to

examine the new concepts brought about by tourist research, as well as those already
discussed.

b) Businesses engaged in Tourism supply

The tourism industry has been rushing to protect its workers, customers, brand image,
and cash stream. Tourism businesses are rethinking their offerings to meet better the needs
of today’s travellers, including focusing on more intimate experiences, outdoor activities,
and more personal interactions. Several companies in the tourism industry have already
introduced new standards and strengthened employee training to improve their cleaning
operations.” Businesses frequently publicize certificates of cleanliness issued by health­
related organizations. Tourism workers are being trained to become “contact tracers” to
demonstrate their ability to recognize patients, create rapport and community with them,
locate their contacts and prevent community transmission. Contactless or contact­free
operations are implemented in various settings, including restaurants, hotels, airports,
and other public spaces. Robots and artificial intelligence­powered websites and chat­boxes
are included in this category: self­service kiosks, in­room entertainment, destination e­
shopping technologies, robots for reception and concierge services, food delivery museum
guides, and digital payments (e.g., digital wallets, PayPal, credit cards). When it comes to
public venues (like airports, shopping malls, museums, restaurants, and hotels), businesses
will need to use new technologies to keep up with the inflow of people. This includes
human disinfectors, portable hand­washing stations, and health­tracking software.
It is possible to conduct a reality check and benchmark the various tourism operator
response and recovery procedures in numerous ways. To create and implement a strategy
quickly, research can also look at increasing resilience and doing it quickly. These studies
are critical, but they are not likely to provide a complete picture of the industry’s future
normal. This study, known as COVID­19, is designed to aid the industry in creating a
working environment that prioritizes people while also maintaining environmental
stewardship and social well­being.

c) Policymakers and Destination Management Organizations

Governments worldwide have employed a variety of stimulus packages and
interventions (tax reductions, subsidies, and payment deferrals) to keep tourism firms and
employment alive. When people can’t go where they want, and corporations can’t close,
governments step in to keep them from happening. The government’s engagement in the
tourism industry has grown since COVID­19. The government has taken a far more
prominent role in the tourism industry due to the nationalization of airlines and other
tourism­related firms and the development of new airports and other tourism­related
facilities. Although previous crises drew attention from academics and organizations, they
had little impact on the tourism industry (Hall et al., 2020). How much longer will the
government play a role like this? Are there any long­term implications for the industry’s
structure and operations? Discussions about the long­term impact of such efforts on
162 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

austerity and budget cuts (HigginsDesbiolles, 2020) have raised questions about their
effectiveness, fairness, and equal distribution among tourist stakeholders. Further research
is required to resolve these issues. COVID­19 results show that governments and
destinations are acting alone, nationally (for example, via bilateral or multilateral
agreements among tourism bubbles), and selectively.
When dealing with crises, systems theory and crisis management are necessary. How
much of an impact would such government initiatives have on developing tourism strategies
and plans for tourist destinations? Using frameworks and concepts from other domains
would be necessary, according to COVID­19.

Conclusion
COVID­19 will have long­term effects on a wide range of tourist stakeholders in terms
of social, cultural, economic, and psychological well­being. Researchers in the field of
tourism now have access to a framework designed with the benefit of the industry in mind.
Compared to the previous framework, this one is more fertile. “Publish or perish” mentality
in tourist research should be avoided by COVID­19 (Hall, 2011).
However, despite their relevance in the context of COVID­19, these studies may not
be able to expand our understanding of crisis management or the pandemic’s affordance
to reset our study aims and broaden the contribution and boundaries of tourism research
despite their usefulness at the COVID ­ 19 conference, researchers and the organizations
they work for are encouraged to review and change existing research procedures as well
as to create new criteria for a future generation of researchers.
As a result of a crisis, new technology and creative thinking can emerge since these
should not be considered absolute or impossible for the actual needs and critical values.
As a result, they should not be regarded as inevitable Academics are in charge of this
aspect of the COVID­19 tourist research.
For some persons, COVID­19 may have a different effect on tourism than others;
however, this study does not detail that.
The COVID­19 can have a wide range of implications on tourist operators depending
on their characteristics, such as the sort of tourism they provide (event organizers,
transportation providers, hotel or attraction providers), their size, location, and
management/ownership style.
The COVID­19 results and impacts will be different for each market sector because of
the wide range of attendance (e.g., leisure and business travellers; group or individual
tourists; religious, gay and lesbian, and corporate tourists). Tourism stakeholders, including
hotels, restaurants, and attractions, may suffer if COVID­19 tourism research findings are
not explained or evaluated to mitigate any inequities and disadvantages they may provide.
This study didn’t poll anyone from the tourism sector, local communities, business owners,
or educational institutions. It was all left out! (Scholars, students, and institutions alike).
As a result of COVID­19’s support for recent developments and pressures by some of
these stakeholders, they found themselves in an unfavourable situation. This research on
these stakeholders is likewise essential, according to the COVID­19 study.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 163

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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 165

18 Destination Designing, Marketing and

Management: Issues and consideration
Rimjhim Neog

Abstract
Tourist have always attracted to specific locations. Destination designing and
planning on the other hand is new phenomenon for tourism industry. Previously travelers
travelled to places of their choice (beaches, old cities, pilgrimage tours, hill stations etc.)
that had developed into tourist destination through time. Because of their unique traits,
they are popular tourist destinations. They were not designed specifically for tourism
purposes. Though, in recent years, they weren’t designed with tourism in mind.
Nevertheless, in recent years, enormous swaths of land, townships, beaches, and hilly
places have been developed. New tourist destinations have been researched and
improved upon. Initially, the Development took place in locations where mild or
subtropical temperatures weather existed, such as the Mediterranean, the Caribbean,
Hawaii, and the American [Link] are the three most beautiful places in the
world. However, in the recent past, the focus of such development has shifted for variety
of reasons, the focus has shifted to the Asia­Pacific area. In this case, planners have taken
a professional approach to this transition by advising total community development.
After thoroughly inspecting an entire area, a healthy relationship with the environment
is developed. In addition to the efforts of the planners, and the economy of localities
with the potential to become attractive tourist destinations grew quickly. These were
not merely real estate developments, because real estate is a broad term. Normally,
developments are carried out for the benefit of a few people. When a location is chosen,
it is well­designed and well­planned for the benefit of the entire community. Destinations
are currently being developed. Consideringspecialized tourist interests, such as corporate
tourism, festivals, and special interest tourism, among others. This Unit seeks to bring
up a variety of topics, concerns, and priorities that one must address prior to creating,
developing, and implementing.
Keywords: Destination, Pilgrimage, Transition, Hillyplaces, Festivals.

Development of a Destination
Over the years, philanthropic­minded people and, on occasion, state or national
governments have provided encouragement for the establishment of new tourist attractions.
This was 38 years agoout of a desire to improve the economy while also addressing the
problem of unemploymenttheir country or their region. In general, this was targeted at
166 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

regional development as well as changing the way things were doneof a huge number of
people’s lives, the outcomes are advantageous to all parties involved. In its original form,
this form of planning is referred to as “land development” in a larger sense. It is not the
same as real life. Land development, in the sense that it is likely to deal with unused or
agricultural land, is a type of estate development. In comparison to real estate development,
there is a lot of land. In such circumstances, the proposal for land development may include
a resort as part of the plan or the resort may be the focal point. In fact, the most efficient
and effective use of real estate has been achieved. Normally, the best profit for the developer
meant the best planning, but in the case of land development planning, the best planning
meant the highest profit for the developer. Sense is designed to benefit not only developers,
but also users and the community. In other words, land development, or rather destination
development, considers the welfare of [Link]­term plans for all the facilities required
for a tourist destination, such as water supply, roads, electricity, sewage, police protection,
health care, postal or telecommunication, tourist reception and accommodation, tourist
attractions, and other social activities, such as schools, recreation centers, religious sites,
community clubs, and green belts, as well as markets, hotels, and other tourist­oriented
facilities, may be included in land development. There are a variety of reasons why tourist
places are formed. The following are a few of them:
1. For quick profit to the developer, a developer gathers a package and sells piece
of it to other entrepreneurs, obtaining profit during action.
2. For long term growth of the land benefit from the land sale is assessed as wealth
increases at fewer than the highest rate that is charged for normal income.
3. To improve the amount of property around the development. A hotel, e.g., may
be the “frosting on the cake”, the lever for appreciating nearby land. Its
importance as an effective hotel may be small.
4. To boost employment in an economically underdeveloped section,
5. From a political point of view, you can aidthe region, pay political debts, and
build a region to redistribute income in the region or within the country.
6. To create a permanent tribute. A resort may be viewed as a monument to
someone’s skill or pride, a chance to build something lovely and persistent,
7. Express the pride of the country. Even in some small towns, or even small
countries, the new hotel is the showplace, perhaps the most impressive building
in the country, and the official government facilityfor accommodating prominent
visitors.
8. To meet challenges. Some areas have been developed because individuals or
groups consider resorts to be demanding business. In India, because of
individual or family challenges, many resorts have emerged in the Himachal
region, such as Mukteswar.
9. To gain foreign capitals many emerging countries like Spain or Bulgaria needs
foreign exchange to buy advanced technology and produce separate products.
Tourism is seen as the simplest way to generate foreign currency, which is why it is
now the most prioritized business around the world. As a result, tourist locations for special
interest tourism, such as a wildlife refuge or water sports, are being established.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 167

Principles of Destination Development

For successful destination design and development, you must adhere to five guiding
principles that will help you ensure that the people’s and environment’s quality of life is
not jeopardized, and that the region/area/country under consideration for development
experiences growth and controlled expansion. These beliefs and norms of behavior might
be seen as principles. While all the principles are related to actions carried out inside vision
opportunities, the activities carried out at the first primary level should be prioritized.

A regional focus and approach to economic development will

be used
Representatives from area industry, utilities, transportation, government, and
community stakeholders will focus on identifying possibilities and barriers and will give
viable solutions or recommend measures to the government, keeping in mind the regional
perspective. This group will meet on a regular basis to discuss problems and possible
alternative solutions that are linked to the destination.

Overall regional development should be environmentally

friendly
All territorial advancements ought to be for at least ten­year term covering
naturalendorsement processes for every one of the advancements as specific chance for
every one of the issues will bepresented by partners giving earlier venture endorsements
to natural alleviationsystems. This can prompt dynamic Land Resource Management
Planning (LRMP) cycles and practicesmore especially connected with accessible land and
water use. LRMP process additionally helps in distinguishingall natural, environmental,
organic, and monetary qualities and the board rehearses relatedto them.

All local advancements ought to be for at least Ten­You

should foster positive Labor­Management Relation
You will comprise work and industry boards for empowering the haggling and
inensuing make sound work the executives’ relations. Both work and the board willstart
joint cycles to be applied to the everyday activities for accomplishing the ideal outcomesin
specified time.

You should have positive working associations with first

country
This demonstrates at associations with first countries. Neighborhood government,
local gatherings andbusiness visionaries will have appropriate association and trades of
help to one another. Formodel, local gatherings will be furnished with data on different
modernimprovements engaged with land advancement in their space/area. To empower
neighborhood speculationsan undertaking place should be set up which will help and
168 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

support neighborhood business people. Thisendeavor focus will initially survey local area
support for the middle ­ whenever viewed as fruitful, studywill go on with the
advancement of a marketable strategy.

You will urge obligation to deep rooted learning and

admittance to schooling
All foundations in the locale viable for advancement ought to confidently
advancetraining to all ages and experts. High level training will turn out to be to an ever­
increasing extentavailable on a neighborhood level, considering more consistent long­
lasting learning for the normal inhabitant. Not just this, specialized abilities and preparing
will likewise be made available to all. The trainingoffices will coordinate on overhauling
scope of schooling and preparing needs in the area, empoweringmore decision, conceding
contest advancing areas of greatness and catching economiesthrough shared assets. In the
travel industry this assumes essential part. Whenever first private hotel was arrangedat
Goa or when a legacy property at Neemrana was arranged, neighborhood local area
individual’s weretaught on every one of the angles, advantages and costs connected with
this turn of events. Things have gone a lot further today. With more experience, the adverse
consequences of the travel industry are broadly considered to plan economical objections

Managing Tourist Destinations

You will urge obligation to long lasting learning and access the issues of objective
administration as far as the travel industry items association that are rational withmarket
portions and focused on by the methodologies of the travel industry advancement, mirror
the fragile communicationamong the travel industry and climate. Over the most recent
twenty years, the travel industry framework has been confronting a widescope of changes
sought after, increment of traveler streams, separation of vacationer inspiration
andassumption, and so forth the association of supply, specifically, as far as arising issues
ofsimilarity between shielding of normal and social neighborhood assets as well as of
thelocal area character and their traveler use have all gone through a change. Henceforth,
there is a need to assembleagreement among the various players of supply and direction
their activities. These progressions haveuncovered the earnest need to check out private
and public players of the travel industry supply for traveler streamthe board and objective
association from a rational, incorporated, and subjective point of view, i.e., dealing with
the entire framework. Here the players included are profited fromthe travel industry and
add to its expenses in various ways, have unique and enhanced interests andgoals, and
subsequently see and worth expenses and advantages emotionally. Here, the objective
must beoverseen all in all with TQM as the point. Transportation, streets, streetlamps,
lodgings, landmarks, parks, and so on, i.e., everything must be successfully made do.

Concerns for Destination Planning

Any objective, whenever arranged, without worries and contemplations will
undoubtedly fall flat. These worrieswill basically relate to:
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 169

• Market Research
• Area Planning
• Sufficient long­range funding
Indeed, even a few objections fall flat since they are constructed either with practically
zero idea given to the marketachievability. It is fascinating to take note of that even a few
objections bomb because of the quick evolving tastes, changes in innovation, new contest,
and patterns and last however the main unfortunate administration of assets. In numerous
objections where traveler offices have not been controlled or arranged cautiously, they
haveended up being unappealing wilderness of structures. At the point when any region
develops without control or arranging, more especially as an objective, every
businessperson shifts for oneself, with little respect forthe region all in all. At first a region
endures yet over the long haul even business persondon’t progress admirably. If you are
arranging huge scope the travel industry, you should likewise expect natural or biological
andfinancial issues which would require extraordinary contemplations. For example, when
because ofmass the travel industry, natural issue emerge, consideration should likewise
be given to the improvement ofdifferent types of the travel industry like, unique interest
the travel industry, experience the travel industry or elective the travel industry,focusing
upon exceptionally controlled turn of events and particular promoting, drawing in
predetermined number oftravelers who could bear the cost of this type of the travel industry
with the goal that bigger monetary advantages can be producedwithout over­shooting
the conveying limit of these areas. This will limit negativeecological effects. A portion of
the other ecological worries might include:
• Establishment of water supply and sewage removal framework for the
utilization by inns and other traveler offices to forestall contamination issue.
• Improvement of electric power framework while using the preservation strategy,
• Establishment of strong garbage removal plant to reuse side­effect to most
prominent degree conceivable,
• To forestall flooding at objections, satisfactory seepage framework ought to be
built which may in any case cause medical conditions,
• To keep away from gridlock as well as to augment utilization of mass travel
frameworks, sufficient and great quality streets ought to be constructed.
• To keep away from clog and ecological crumbling of normal and social vacation
destinations, there will be use of guest’s stream the board.
• You should forestall direct business advancement along streets and coastlines
through powerful land use arranging and drafting. We see all over the planet
that waterfront improvement has been generally impromptu. Result is that
coincidentally or abundance, generally couple of individuals live in convenience
fronting on large numbers of the excellence spots of world. Significant length
of shore is totally obstructed from view by adjacent lodgings/inns and homes.
A portion of the lovely seashores of world, especially in Spain, because of
absence of this worry, have become “resort ghettos”.
• There should be legitimate evaluation of prerequisites for under­establishing
of utility lines in the travel industry regions and there will cautious scene screen,
170 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

• To make an objective famous, endeavors should likewise be coordinated to

legitimate upkeep of traveler vehicles with the goal that they don’t produce
excessive measure of air and commotion contamination,
• Open spaces and stops ought to be given as well as liberal utilization of
appropriate finishing must be empowered on lodging/resort destinations, at
other utility stations, at vacation spot highlights and along streets and walkways.
• Ecological worries ought to likewise resolve the issue connected with the
support of ecological wellbeing and security guidelines for the two occupants
and sightseers. This is fundamental battle earth inferred infections and high
pace of street mishaps coming about because of gridlock.
• There should be programs intended to illuminate the guests and neighborhood
inhabitants concerning guest use control and for what reason do they exist with
the goal that traveler comprehends the explanations behind controls.
Utilization of climate has obviously money saving advantages. Regularly an individual
contribution wilderness boating maygo against the development of a dam that eliminates
rapids with little worry for benefits that the dam maybring to local people. For any objective
advancement practice, it is basic to look at the travel industry impacts from thefinancial
viewpoint accepting that the level of advancement and action has a course on thetravel
industry limit of an objective. Hence, it becomes fundamental for go to note of lengths
ofmonetary effects and to assess the framework’s financial conveying limit inside a
financialsetting. Memorable urban communities which affect the utilization of building
what’s more land, prompting changes being used, loss of lodging limit, attack of the travel
industry situated shops, riseof property estimation, and so forth can have a course on the
social circumstances.
Financially, the essential arrangement is to incorporate the travel industry and at
whatever level and size of advancement, intopublic, territorial and neighborhood
economies. This should be done through such procedures aslaying out solid cross­sectoral
linkages with other financial areas, amplifying nearby workin the travel industry and
empowering neighborhood, the executives and responsibility for offices and
administrations to themost prominent degree conceivable.

Stages in tourist destination designing and management

Destination Planning: The multifaceted nature of the travel industry framework
is exhibited by the numerous people and gatherings which caninfluence an objective’s
futur e. Thi s intri cacy makes obj ective arr angi ng fundamen tal as wel l as
mosttroublesome. It is very evident that some type of heading which is co­usable and
proactive is expected toguide arranging and improvement at objective. The activities
expected for creating and executingpowerful feasible the travel industry at the objective
ought to be dynamic, participative, and versatile to theneeds and worries of the partners
in the objective.
Destination Analysis: When the local area has concluded that it is responsive to the
travel industry, it is vital to lead an objectiveexamination to evaluate the local area’s
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 171

foundation and the travel industry assets. Completing this errand in athorough way can
help everybody.
Policy Development: To design as per practical rules, an objective requirement an
arrangement that will mirror all the concerns and targets of the stakeholders. Fostering
this strategy can be a long and complex process. This is expected to the unique and regularly
contending interests of the assorted gatherings that comprise the partners at some random
objective. A people group shaped approach can be utilized by constituents to show to
choose lawmakers the wants and objectives of the local area. In India this might be
especially helpful during advances of public initiative at political race time, by which
potential occupants can be approached to make a responsibility to the vision explanation.
Transportation Planning: There is a wide scope of procedures for assisting with taking
care of the transportation issues of an area. The travel industry objections all through the
world are currently finding that except if they can manage thesignificant issues of social
change as well as water, sewage, and transportation the executives they willnot be able to
exploit their allure as traveler objections. Guests anticipate protected, agreeablefurthermore
advantageous vehicle administrations as a feature of their involvement with an objective.
A portion of thetransportation administrations are given by open area; nonetheless,
neighborhood needs of guests are cooked byprivate vacationer transport administrators.
In any case, arranging should be done in such a way thatobjective ought not deal with the
issues of congestions.
Public Participation and Education to Local Residents: Overseeing the travel industry
in a supportable manner expects that everybody impacted by the travel industry is educated
andengaged with the travel industry: both in the arranging system as well as in the
execution of arrangements andactivity plans. Neighborhood individuals can be engaged
with advancement of the travel industry at different levels, going from dataget­together
to coordinate direction, possession, and work in arranging, project advancement also,
administration conveyance. Be that as it may, with regards to objective planning and
improvement, an unmistakablequalification must be made among interview and support.
While people group meeting isenergetically suggested, this can’t be taken as inseparable
from interest. Manageable the travel industryadvancement requires cooperation that
permits individuals the option to plan and impact their reality. Inrequest to achieve this
open door ought to be made to empower local area individuals to partakehowever much
as could be expected in coordinating the improvement of their local area.
Assurance of Carrying Capacity: In its least complex structure, conveying limit
estimates the degree of objective utilize that is feasible. Truth be told, conveying limit is a
complicated idea, especially when a scope of items and administrations should comefrom
a similar climate (as on account of the travel industry) Yet the inquiry stays comparative:
the number ofvacationers/guests can be obliged in a location and inside explicit bits of the
locationwithout undermining the drawn out supportability of a particular site and objective.

Operation of Destination or site as a product

When an objective has fostered the approaches, plans and the executives’ structures,
172 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

the following legitimate advanceis to foster administration activity approaches and systems.
These are intended for smoothactivities to guarantee the continuous engaging quality of
the objective and the assurance of neighborhoodculture and climate. This ought to include
collaboration of all partners in the travel industry and ought not be seen exclusively as the
obligation of neighborhood specialists. An assortment of issues must beconsidered in such
manner.
Environmental Management: A significant errand for any objective architect and
engineer is to guarantee that the climate is gotten to the next levelboth inside the actual
objective and as far as its effects on the encompassing regions. This ought to be appoint
for critical conversation among all partners, policymakers and choice takers’ roads, lighting
drainage water supply etc.
Heritage Resource Conservation: The administration of legacy locales is genuinely a
multi­disciplinary field. It includes the conventional areas ofaction of legacy safeguarding
like preservation, curatorships, plan, and translation, research, building recovery and the
insurance and upgrade of artworks. Likewise, it requires acomprehension of metropolitan
or provincial preparation, design, land finance, building organizations, public support,
and item advancement, and so forth One of the hardships of this cycle is for eachmember
to comprehend and like the worries of different disciplines and viewpoints. It mustbe
focused on that a fundamental element of accomplishment for any legacy region plot must
be the capacity ofthe different entertainers to cooperate successfully.
Site/ Attraction Management: One of the significant sites the board assignments relate
to guest numbers, conduct and effects. Youhave been as of now informed that there will
be limits on the utilization of any sort of site, yet when those limitsare surpassed, harm
starts to happen, and the guests’ encounters are compromised. The guest’sway accordingly
should be visible comparable to the consequence of the quantity of individuals utilizing a
site, the kind ofaction, when the utilization happens and the capacity of specific conditions
to endure use.
Security: Today, security of self and things is most significant worry of the sightseers.
Most sightseers need to have a solid sense of reassurance and secure at the objective ­
protected from robbery and wrongdoing as well as secure and positive about the capacities
of the objective to manage any issues that might emerge. It isn’t unexpected to a greater
degree a feeling of security than anything unmistakable that sightseers are looking for.
Especially sightseers are more worried about protection from fear­based oppressor assaults
and other comparable phenomenal conditions. Moreover, worries of an objective’s fire,
police, and emergency clinic offices are central. This incorporates, for instance, worries
that specialists or police communicate in the vacationer’s language, are dependable and
thoughtful. Assuming any issues truly do emerge for vacationers, absence of arrangement
with respect to the location won’t uphold the picture of a traveler agreeable objective.
Disaster Management: Numerous areas, around the world, are inclined to fiascos
like flames, hurricanes, and especially floods. In this manner, objections should be worried
about the effects of catastrophes not just for the security ofthe neighborhood individuals,
yet in addition according to the perspective of objective’s capacity to manage the
sadcircumstance actually and expertly. While getting ready for such possibilities,
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 173

vacationers’ impression ofsecurity to same should be remembered. During seasons of

calamity nearby legislatures are in the best situations to give initiative, administerthe
appropriation of help merchandise and medication and to oversee departures. Since nearby
legislatureshave the most in question and are the most firmly engaged with neighborhood
advancement, they can be mostcompelling in arranging long haul hazard decrease. Debacles
regularly carry a terrible picture to the objective. Hence, in such manner advertising works
outas “harm control” accept more noteworthy significance in moderating the adverse
consequences on the travel industry brought about by the fiasco. For instance, if a hurricane
hits one corner of an island andpictures of the harm arrive at the global press; the objective
should make a solid effort to advance thatjust one piece of the island has been impacted
and the rest is just getting started to no one’s surprise. Other than these serious fiascos
you ought to likewise give exceptional contemplations to water, transport, and
andinterchanges during emergency as interior aspects that should be prepared of time
and can’t be overseen by a harm control advertising group

Conclusions
The two objectives were met with this new approach to tourism destinations, which
is centered on how travelers consume a place spatially. To begin, it used a way to define
the destination. Following the geographical functionality of the consumer. Second, the
researchhas identified the most important factors that influence the territoriality of travel.
It controls the shape and overlapping portions of patternsplaces geared toward consumers.
Both accomplishments imply a possibilityurging destination managers to reconsider their
destinations considering tourists. The goal is to improve destination planning and
administrationas well as spotting new business prospects. The clustering method’s results
show that tourists tend to stick togetherconsume attractions that are close in time distance
to each other while. Regardless of administrative boundaries, staying in a destination
location. Each objective necessities a plan for creating fascination and offices to pull
individuals out of their homes. While planning these attractions, as an organizer you really
want to resolve critical issues like territorial financial turn of events, feasible turn of events,
solid working circumstances for labor supply working in the travel industry related
administrations at the objective.I have additionally made anendeavor to inspect the social­
eco and ecological effects of the travel industry improvements at theobjective, yet their
administration systems have likewise been recommended to limit their effects. The use of
Environment Management System (EMS) has been imagined as the fundamental concernfor
all objective organizers and creators assuming that objective is to stay on world vacationer
map for a [Link] from this observe also can be blended with results
acquired with the aid of using different researchers on direct flows among sights to stumble
on important routes, consistent with journey patterns, inside the detected
[Link], the results show that the consumer designs are not unique and
secondary travel patterns transcend the identified consumer­based destinations, inspired
by the geographical distribution of both attractions and accommodation hubs and the
connection network.
174 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

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176 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

19 A Critical Investigation into the Emergence

and Rise of the Cloud Kitchen
Rishabh Kumar, Deepanshu Khurana,
Akhil Chawla, Dr. Suneel Kumar

Abstract
Purpose: The major objective that you see in the study is the emergence of cloud
kitchens. In the Modern era where the generation wants everything on the mobile;
Cloud kitchen to get more popular. Cloud Kitchens are an increasingly vivid category
that many new generation businessmen may move into in current times. In the course
of the pandemic, preference for Cloud Kitchen has increased as compared to
Restaurants. In the Current Era (Pandemic) Hygiene and Safety plays a significant factor
in the growth of Cloud Kitchen. Food delivery all over the globe experiencing huge
growth, with quick advancement in technology provided more promoted the cloud
kitchen
Design/Methodology/approach: Cloud Kitchen plays a significant role in the “Food
& Beverage Industry” nowadays to examine its emergence and rise in the market
Descriptive Research methodology approach is selected.
Findings: The significant growth of Cloud kitchen should be critically reviewed which
help the new entrepreneurs and Managers to learn the new concept of the market.
Keywords: Cloud kitchen, Ghost kitchen, hospitality, emerging trends

Introduction of the Study

Hospitality: It means generously and friendly welcoming of any Guest. Achieving
the said goals requires proper knowledge, skills, and a positive attitude towards work
(Deepanshu, Rishabh, and Akhil, 2021). We treat all the guests as a GOD. This industry is
one of the dynamic growing industries with the need for more professionals on both the
managerial and operational levels. The hospitality sector has a wide classification of fields
within the industry of service which includes accommodation, Food & Beverage, event
management, amusement parks, tourism & travel. It comprises restaurants, bars, hotels,
clubs, kiosks, travel agencies, etc.
Consumer: the end­user of purchases services & products. It can be an individual or
group of people who purchase goods and services for personal use not for manufacturing.
As the consumer changes its demand the supply from the market also gets influenced and
the same happens in the case of Cloud Kitchen. Cloud kitchen is an entirely internet­based
food& beverage aggregator that provide prepared and fresh meal through delivery only,
it doesn’t require any physical appearance where the consumer can visit. It requires very
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 177

small capital to start the cloud kitchen; as it fully relies upon online delivery through FDAs
(Food Deliveries Apps).
COVID­19 is a pandemic that entirely changes the scenario of the Hospitality sector.
Due to Pandemic people, now gets more focus about the quality, standard, hygiene and
most important for their health. Social Distancing and Masks becomes the requirement
that makes everyone save from the virus. During the lockdown, Cloud Kitchen eradicates
many complications that become part of the conventional kitchen; such as stock
management, dependence on customer nature, and many other factors. It focuses more
on standards, quality of food, and delivery facility which gets more popular during the
Pandemic. FDA’s also has a wide role in making the cloud kitchen successful in India for
the last couple of years. In near future, Cloud Kitchen has more scope if the young
Entrepreneurs bring their creativity and idea to this industry with their time and talent.
FEES the cloud kitchen, Faaso’s, Fresh Menu, Nibbana are some of the cloud kitchens which
get more popular during the Pandemic with the help of the FDA. The concept of cloud
kitchen develops from the incorporation of American pizza delivery and Chinese takeaway
restaurants. In a cloud kitchen, many restaurants can be operated under a single roof. All
of them can share the same delivery partner. In India, the concept of cloud kitchen was
firstly introduced by the “REBEL FOOD” in 2003 and they become the pioneer. Today the
“REBEL FOOD” operates more than 10 brands in India; some of them are Faaso’s, Oven
Story, and Behrouz Biryani.

Review of Literature
S. No. Year Author Key Findings
1. 2021 Praful Sarangdhar, 1. Cloud kitchen is the new creation
Dr. Vinod Mohite, of this modern era.
Swapnil charge 2. Dilapidated by old/ traditional
outlets.
3. Cloud Kitchen has cost­effective as
compared to opening a new venture.
4. USP of cloud kitchen is Quality of
product.
2. 2021 [Link] Sherkar, 1. Got popular during the pandemic.
[Link] Fernandes, 2. Reasonable price food delivery.
Dr. Seema Zagade 3. Lower operational cost, less staff, and
no restriction of space.
4. Upgrade and innovate opportunity.
3. 2021 Maurya, Subramaniam, 1. Cloud kitchen concept to reach 2
and Dixit billion evaluations by 2024 in India.
2. Big shots businesses are investing in
the cloud kitchen model which helps
in the fast growth of the industry.
3. COVID­19, forced traditional food
outlets to opt for this new concept of
cloud kitchen.
4. 2021 Sufi and Ahmed 1. Approx 7.5 million jobs creates by
Indian F&B sector
178 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

2. The businesses which were shifted to

the web model during a pandemic
help to generate employment.
3. More populations were shifted to
online food delivery platforms.
5. 2021 D’souza and Sharma 1. During COVID­19 customers have
generated comfort and loyalty with
the food outlet.
6. 2021 Reardon et al. 1. In course of the pandemic Cloud
Kitchen is fit for fulfilling the demand
of Indian consumers.
2. Maintain the proper standard,
hygiene, and huge production as per
Indian demands.
3. Easier to move from Traditional
method to online mode for cloud
kitchen during a pandemic.
7. 2021 Shaik Mehnaz et al. 1. In pandemic cloud kitchen worked
with other F&B businesses to provide
service according to the consumer
preferences.
2. Young population is moving towards
cloud kitchens apart from the
conventional kitchen.
3. Consumers more focus on healthy
food as compared to oily ones as a
consumer is becoming more aware.
8. 2020 H. M. Moyeenudin, 1. Understanding provision and demand
R. Anandan, Shaik and the logical marketing strategy to
Javeed Parvez, and build cloud kitchen
Bindu, G 2. Study suggested the necessity of
promotion and branding the
business.
3. Web advertisement and feedback is
very crucial.
4. The cloud kitchen concept becomes a
fashionable phenomenon around the
globe for food delivery.
5. Have a great contribution to see
CAGR as compared to other
hospitality entities.
9. 2020 Ms. KinjalMadhukant 1. Between the age group of 20­40 years’
Gosai, Dr. Deelip studies shows that the age grou and
Palsapure conclude that people are from this
segment are profitable for the
business
2. Tells the importance of taste and
convenience while ordering food.
10. 2020 Bryan Teoh Phern Chern, 1. Anyone can open/sell products of
Fauziah Binti Sh. Ahmad more than one brand at a single
place.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 179

2. Offers more variety than many fine­

dining or normal restaurants.
3. 2019, in India more than 1000 cloud
kitchens are assisted by Delivery
partners (swiggy and Zomato) across
14 cities.
4. Believes of many firms that cloud
kitchen can easily fight in the
evolving supply chain of online food
delivery service.
11. 2020 Sufi and Srivastav 1. Earlier FDAs had not existed in the
markets of India.
2. From last decades’ apps like Zomato
and Swiggy gives new shape to the
food delivery industry.
3. Targeting the youth population and
their demands by terminating
logistical costs.
12. 2020 Kumar 1. India’s 20% population depends on
restaurants and Food ventures.
2. Food joints and restaurants converted
their business to the online delivery
system.
13. 2020 Mehrolia, Alagarsamy, 1. FDAs had seen an incredible rise in
and Solaikutty the customer base.
2. During pandemic FDAs shifted to
contactless delivery.
14. 2020 Gupta and Duggal 1. FDA’s focus on key points such as
income, Restriction of lockdown, and
Behaviour of customers which made
cloud kitchen more popular.
2. Attract all the consumers who knew
and don’t know about the cloud
kitchen.
15. 2020 Chavan, S. 1. Rapid growth in food delivery
business because of the technology.
2. Delivery entities have grown rapidly
and reach all over the country.
16. 2019 Kumar, P.R 1. Advertisement on social media is
economical as compared to
hoardings.
2. Less space = less rent.
3. Less waiting time because of a
delivery facility.
4. Different food delivery apps also
encourage new entrepreneurs to start
their cloud kitchen.
5. SMS marketing is also a great strategy
for cloud kitchen.
17. 2019 Panse, Sharma, and Dorji, 1. Numerous characteristics helps the
cloud kitchen to sustain itself in
180 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

India.
2. Factors such as digital infrastructure,
Fast and effective delivery, Efficiency
of Quality, and best use of online
interface.
18. 2019 Ankur Jha 1. F&B industry and Consumers both
have adapted to the Cloud kitchen.
2. FDAs had made the platform flexible
for the new consumer to opt for
online mode in course of COVID­19.
3. FDAs majorly focus on consistency
and Quality of product.
19. 2019 Nitesh Chouhan 1. Social media helped cloud kitchen to
become famous among Indian
customer.
2. It also helped to understand the
working of cloud kitchen.
3. Cloud kitchen gained loyal customers
due to social media.
4. Attract consumers through quality
dishes, innovation in dishes, hustle­
free delivery, and standardized taste.
20. 2017 Abhishek Dakhole and 1. Studies the importance and benefits
Dattarty Mane can Porter’s Five Force model in
making a competitive strategy and
how crucial the IT industry is in
India.
2. States the model proves its
effectiveness as a tool in the
competitive market and developing
stability and eradicating drawbacks.

Research Objectives
1. To understand the need for a virtual kitchen in course of the pandemic lockdown
phase.
2. To explore the major shift of consumers from traditional restaurants to Cloud
Kitchen.
3. To identify the factors influencing the cloud kitchen.

Research Hypothesis
Based on the objective following hypothesis were formed:
• H1: The concept of Virtual kitchens had seen growth during pandemics.
• H2: Small food ventures have seen a tremendous rise in their business as they
offer a small menu with hygiene and quality preparation.
• H3: The cloud kitchen industry increasing day by day and will gain a complete
hold on the F&B sector in the coming decade.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 181

Research Methodology
The study focused on the Emergence and Rise of Cloud kitchens. The Literature
Review has been collected from the Research Paper and investigated to understand the
growth of Cloud Kitchen. The criteria for the selection of paper were done based on a
Research paper that assessed information regarding the cloud kitchen growth, hygiene,
emergence, standards, strategy, and effect of COVID­19. To understand the research paper,
the descriptive analysis method was adopted for the study. The information shown in the
Review paper is taken from the secondary source. “Descriptive Analysis”: This is an
analysis type in which data provide a description and summarize the information.

Discussions: Results and Findings

As time is evolving F&B sector also changing at a very fast pace with the rising demand
for technology, Ease of service, employment, and experimenting with new dishes. Cloud
kitchen helps in getting the things done effectively and efficiently; such as quality food,
hygiene, making brand, fast delivery, and most important less capital. During a pandemic,
due to safety protocols and hygiene, the cloud kitchen has shown the different side with
satisfy the need of the consumers and raise the demand of market during the time crisis as
well. As found from the secondary source there not only the market affects customer
behavior regarding food delivery but other many factors are shown in favor of cloud
kitchen, for example, hygiene, quality food, quick and contact­less delivery. COVID­19
has a direct impact on consumer behavior with relation to Food Delivery Apps, which
automatically affect the need for Cloud Kitchen in society. Changing the needs of consumers
in course of the pandemic has been effectively managed by Cloud Kitchen. There are still
many things that will go to introduced in near future regarding Cloud kitchen. To set up
a brand in Cloud kitchen in India one has to do extensive research on the income group of
people in India, geographical location to easily deliver the food to all the regions of the
country, and the most important factor is Social Media which has a vital role in Rising of
the Any Industry nowadays.
As indicated by culinary expert Chef Harpal Singh Sokhi, the F&B space is going through
an expectation to learn and adapt right now and brands, independent of their model, need
to zero in on client experience. Experience matters, regardless of whether it is a dull kitchen
or a customary café, Sokhi said. While eating out at a café includes an encounter for the
client, even those requesting in anticipate an encounter from their food, said Sokhi.
There are many reasons why Cloud Kitchen gained popularity in the market because
of Stiff competition, customer behavior, Reduction in operational cost, quality of Food,
Rise in Personal Disposal Income. Stiff competition with the decreasing margin result leads
to closing down the restaurants. Many of the big restaurants converted their outlets to
cloud kitchens for reducing operational costs. During Lockdown Dine­In restaurants had
been shut for a long period. Due to the COVID­19 pandemic, there is a shift in customer
preferences and behavior as they focus on healthy, hygienic, and good quality food.
Conventional restaurants face big overhead expenses while competing with their
182 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

competitors so they don’t have enough funds left to cater the good quality raw material in
their dishes. For this reason, the restaurant lacks in their quality of food, and the dishes
become unhealthy however the cloud kitchen focuses on the better quality of the food to
maintain a healthy environment. The young generation of India is shifting towards a healthy
lifestyle and spending a big amount on it. They prefer organic food, dark chocolate, and
sugar­free dessert, and many of them also choose the vegan and gluten­free lifestyle.
Conveying online food is one of the creating designs in the food and beverage sector,
especially in towns. By and large cheap pecking orders are any similarity to Pizza Hut or
McDonald’s arrangement wide movement organizations. Today, various arbiters, in any
case, called food aggregators, are cooperating with food outlets to offer food movement
organizations to buyers. In Malaysia, GrabFood and FoodPanda are the market bosses,
followed by various players (EC Insider, 2019).

Scope of Cloud Kitchen

There is an emergence rise in the cloud kitchen model, there are some of the factors
are discussed below:
1. Staff: Minimal staff is required to cater to a large customer with a smooth flow
in the operation. Due to the less staff, they can easily maintain the taste and
standard consistency in the food quality.
2. Operational Cost: As Cloud kitchen is only a takeaway and deliverable business
so there is no use for a large amount of capital which is required in traditional
restaurants. E­scooters are also introduced in the markets which also help in
making the operational cost lower.
3. Delivery: There is an increase in the logistics and delivery provider. The delivery
sector is improving day by day.
4. Infrastructure and Grocery: The small working area is required in cloud kitchen
as compared to dine­in restaurants. Service time is also reduced because of the
kitchen automation. Better control on the quality of raw material and food with
good packaging. Cloud kitchen can be easily expanded as the capital cost is
very low.
5. Loyal Customer: Because of good product and maintain taste the customer
becomes loyal and give repetitive order. We have complete data on customer
preferences because of the online system.
6. Pricing: Easy to work on competitive price strategy because of the higher margin.
The average order value is also increased because of the variety of cuisine
available at a single place.

Problem faced by the Cloud Kitchen

Some of the challenges that can be faced by cloud kitchen are:
1. Delivery Delay: the consumers face delays in the delivery in the peak hour or
during a busy schedule as there are so many orders in a Que.
2. Web Dependency: Cloud kitchen is subject to the online application which
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 183

results in any blackout business will generally lose the essential functional
exercises, similar to arrange to take, following the installment, and installment.
They can likewise lose their potential client information which can cause them
an immense sum in keeping up with the framework.
3. Nonattendance of Human Touch: As the cloud kitchen idea deals with a web­
based entry so there is no human touch in the total food requesting process.

Conclusion and Suggestions

To finish up, cloud kitchens are another idea that doesn’t have an actual feasting region
however plan food and convey it through web­based conveyance applications to their
clients. Cloud kitchens have become notable during the pandemic as people had no
devouring options open. Cloud kitchens serve food with incredible quality, taste, and that
too at a reasonable expense. Cloud kitchens have lower useful costs, a lesser number of
staff required no limit of room, no gobbling area to stay aware of and hence can offer
consequences of a comparable quality yet at a lower cost than that of bistros. Saving every
one of the possibilities cloud kitchens have emerged to be an outrageous contention for
the bistro business on the planet and India.
On inspecting the information and the data author aggregated from the different
Research Paper can wrap up the speculation H1 that the author made is completely right
as there was a development of cloud kitchen during the COVID­19 lockdown. On
investigating H2 is to some extent right as a few little endeavors need cleanliness to diminish
the expense. By investigating H3 author conclude that Cloud kitchen is as of now acquiring
prevalence step by step and in the not­so­distant future, there are high possibilities that it
will catch the total F&B markets.
The expanding individuals, changing eating inclinations, longer holding up times,
and longer travel times are key main thrusts for the productive, more reasonable, and
home vehicle choices of having food conveyed at our doorsteps. Eminent food transport
applications like Swiggy, Zomato, Food Panda, Uber Eats, and Dominos are becoming
inevitable for Indians in the web period. Cafés are moving obsession from customary
kitchens to cloud kitchens to tap the sufficient doorways lying in this field.
Cloud kitchen thought maintains a superior command over sales and supply, hence assisting
with appearing at proficiency speedier. One more perspective that gives cloud kitchens more
propensities is the expanding purchaser tendency towards quality food as against the smooth
affirmation that prudent food tries commonly offer. With express limits like, late vehicle, reliance
on the web, and so on cloud kitchen is a legitimate need of time over the customary kitchen and
cafés understand that the fittest will make due in the uncommon test. A limited choice of menu
is a concern with clients; business visionaries can switch things up for more buyer devotion.
Since the clients have no induction to kitchens there is a concern on the neatness, business
visionaries need to give clients the affirmation of significant worth and tidiness, through ways
to deal with packaging and use of non­reusable compartments, and vacuum packaging as this is
need of the pandemic. Analysis from clients is huge and doing them affirms them and grows
efficiency. The cloud kitchen has changed the scenes and components of the food business.
184 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

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186 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

20 Inputs for Effective Marketing of

Hospitality in Ranchi
Sahil Sharma, Dr. Jeet Dogra

Abstract
The tourism and hospitality industry is full of competition today, effective promotion
and marketing of products and services play a key role in the overall success of any
business. In this study, the researchers have identified key experiential dimensions in
Ranchi’s Hospitality industry. The data in this study was collected in the form of Trip
Advisor reviews from various Hotels and Restaurants located in Ranchi. The big data is
then analyzed using a machine learning technique called Latent Dirichlet Allocation (LDA).
The LDA results show 15 key experiential dimensions in the data. To better understand
these dimensions their positivity and popularity scores were calculated and presented
using a bubble plot. This helps in understanding which experiences are more and less
preferred over popularity and positivity. All the data analysis in this study has been
executed using the open­source R programming environment. The results of the study
can provide better insights for effective marketing of Hospitality services in Ranchi and
also gives further research directions in this domain.
Keywords: Ranchi, Tourism, Hotels, Restaurants, Topic Modeling, LDA, Reviews,
Marketing, Hospitality

Introduction
Marketing research is a crucial area in the tourism and hospitality domain, which
have received much attention in the past and calls for further research in the future
(Dolnicar & Ring, 2014; Doolin et al., 2002; Kotler et al., 2017; Li & Petrick, 2008; Tsiotsou
& Ratten, 2010; Zhou & Yu, 2022). However, Philip Kotler writes that it is not uncommon
to hear restaurant managers saying that they “do not believe” in marketing (Kotler et al.,
2017, p. 29). This notion is built due to limited knowledge of marketing, because generally
selling and advertising is considered as the whole marketing practice, so working narrowly
on only these two areas will not bring full benefits of marketing. Selling and Advertising
are just two components of the Promotion element in the marketing mix. An ideal
marketing mix consists of the 4Ps (Product, Price, Place, Promotion) and it also includes
research, planning, and information systems (Kotler et al., 2017, p. 30) and in tourism, we
generally talk about the 8Ps. Marketing can be defined as the Art and Science of finding
customer needs and wants and delivering products and services accordingly.
Tourism researchers have long ago accepted the uniqueness of tourism marketing
due to its several industry­specific and product­related characteristics (Li & Petrick,
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 187

2008). In tourism, our main focus is on giving quality services in order to satisfy the
client and create good experiences for them. Quality services and good experiences
help in customer retention in the tourism industry and contribute to positive word­
of­mouth regarding tourism businesses. Research by (Zhou & Yu, 2022) proves that
tourist engagement has positive effects on destination loyalty by producing functional
value and emotional value (Satisfaction) for tourists, offering a new theoretical clue in
tourism marketing. To create value for consumers and build positive relationships with
them, marketers must first gain clarity into what consumers need and want (Kotler et
al., 2017, p. 33). New paradigms in tourism marketing see tourist and tourism service
providers as co­creators of value and co­producers of experience products (Li & Petrick,
2008). Now the key role of marketers is to match tourists with the right service
providers, their focus should be three­fold: improve quality of tourist experience,
enhance the relationship between tourist and service provider, and improve connection
and cooperation with industry network.
In this study, the researchers have identified key experiential dimensions of
hospitality services in Ranchi, Jharkhand. The data for this study is collected in the form
of a large number of reviews from various Hotels and Restaurants located in Ranchi
using the Trip Advisor platform. The big data is then analyzed using a machine learning
algorithm Latent Dirichlet Allocation (LDA) to define experiential dimension topics
discussed in reviews. Furthermore, the Sentiment score of every topic is calculated to
find out which topics are more preferred by customers and what areas require
improvement in order to enhance the customer experience and competitiveness of Ranchi
as a tourism destination.

Literature Review
The internet and web technology have an important role in the promotion and
marketing of destinations due to the information­intensive nature of the Tourism Industry
(Doolin et al., 2002). For Tourists, technology development has decreased the role of
traditional intermediaries in the planning and execution of travel plans (Li & Petrick, 2008).
Social Media is instrumental in giving customers a powerful voice (Kotler et al., 2017, p.
137) and tourists have a tendency to share positive experiences on social media and negative
experiences on integrated websites (third party sites such as Trip Advisor) (Yan et al.,
2018). Before going on a trip people usually use web sources to seek information that
could help them in better decision making. The same is the case for today’s marketers
who have an enormous amount of marketing information available online and recent
advancements in technology allow us to gain fruitful insights from that Big Data (Kotler
et al., 2017).
A study by (Dolnicar & Ring, 2014) conducted on Past, Present, and Future of Tourism
Marketing Research calls for harvesting Big Data in order to further marketing research in
tourism. The term Big Data refers to an umbrella term that sums up huge and complex
data sets being generated today including information generation, collection, storage, and
analytical technologies (Kotler et al., 2017, p. 138). The characteristics of Big Data are known
188 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

as the 3 Vs: Volume (data is being generated in huge volume), Velocity (data is generating
at great velocity/speed), and Variety (data have many types). The Trip Advisor Reviews
are also a type of Big Data being generated in high amounts today, and many tourists
prefer visiting Trip Advisor before making a travel and tourism purchase decision
(Tuominen, 2011). Similarly, post­purchase or experience of any place, product, and service
related to the tourism industry, the tourists are posting reviews in large amounts on Trip
Advisor which help other tourists in future.
Trip advisor only among other review sites accounts for 320 million reviews each
month which is associated with tourist attractions, hotels, and restaurants (Alaei et al.,
2019). Many research studies are conducted using text review data in the tourism and
hospitality field (Dickinger et al., 2017; Guo et al., 2017; Lee et al., 2011; Menner et al.,
2016; Taecharungroj & Mathayomchan, 2019). Due to the special nature of the tourism
industry reviews provide a comprehensive source of information. However, the Big Data
of text reviews lies beyond the analytical capabilities of traditional econometric and
statistical methods (Guo et al., 2017). So for effective analysis of large data volumes, the
demand for multi­aspect algorithmic and machine operating systems is increasing (Alaei
et al., 2019). As a result, machine learning models such as Latent Dirichlet Allocation (LDA)
and Sentiment Analysis are being used to analyze Big Data of text reviews (Alaei et al.,
2017; Dickinger et al., 2017; Guo et al., 2017; Putri & Kusumaningrum, 2017; Taecharungroj
& Mathayomchan, 2019).
The Latent Dirichlet Allocation (LDA) is an unsupervised machine learning
algorithm that allows to group large corpus of text data into topics, for that reason LDA
is also known as Topic Modelling. Sentiment Analysis is used to analyze text reviews as
negative and positive. Sentiment Analysis is well established in the Natural Language
Processing (NLP) field and it is not limited to only negative and positive classification,
but there are machine learning techniques such as the NRC package in R programming
environment that allows researchers to get sentiments of text review data on a multi­
emotion scale as well.

Research Objectives
1. To collect tourist reviews posted with regard to Hospitality industry in Ranchi
2. To identify key experiential dimensions in the tourist reviews
3. To conduct a positivity and popularity analysis of established key themes

Data Collection
The importance of online reviews is increasing in tourism and hospitality research
(Taecharungroj & Mathayomchan, 2019; Tuominen, 2011). So, the data for this study
were collected in the form of text extracted from reviews published on Trip Advisor.
The reviews text were retrieved using the web­crawling method where HTML tags
were deconstructed to only extract useful information (Menner et al., 2016). All the
collected text data were exported into .CSV files for further analysis. This study
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 189

randomly collected data from 13 hotels and 11 restaurants as data sources. Total 1587
hotel reviews and 928 restaurant reviews were retrieved for the data analysis. Table
01 shows all the hotels and restaurants selected for data collection along with the
number of retrieved reviews.
Table 01: Hotels and Restaurants in Ranchi and number of retrieved reviews.
Hotels Restaurants
1. Raddison Blue Hotel 76 1. Kaveri Restaurant 210
2. La Lac Sarovar Portico 343 2. Capitol Residency 102
3. Chanankya BNR Hotel 412 3. Punjab Sweets 152
4. Capitol Residency Ranchi 150 4. Oriental Kitchen 60
5. Hotel Raindew Ranchi 27 5. Yellow Sapphire 54
6. Park Prime Ranchi 97 6. Waterfront Restaurant 68
7. Treebo Trend BB Hotel Ranchi 36 7. Krsna the Veg Restaurant 41
8. Royal Retreat Ranchi 40 8. Seventh Heaven 67
9. Hotel Capitol Hill Ranchi 188 9. KFC Ranchi 79
10. Hotel Green Acres 64 10. Punjab Sweet House 46
11. The Raso Rancho 35 11. Moti Mahal Deluxe 49
Tandoori Trail
12. Element Ranchi 52
13. Holiday Home 67
Total Hotel Reviews 1587 Total Restaurant Reviews 928

1.1 Data Analysis

1.1.1 Data Pre­processing

The review data requires various pre­processing steps before the data is analysed in
machine learning models. The first step in this process is ‘data cleaning’, therefore all the
data were imported in the R studio programming environment for data analysis. First, all
the data files were combined into a single data file. Consequently, ideal data cleaning steps
were executed such as stemming, lower casing, removing numbers, stop words removal,
punctuation removal and white space removal. The data cleaning process is also known as
tokenisation (Putri & Kusumaningrum, 2017). The data sets were combined into a single file
which resulted in total 2,513 reviews in data. After data cleaning the data sets were converted
into a ‘Document Term Matrix (DTM)’ which is a function provided by tm package in the R
environment. The DTM is a necessary pre­step for taking data into Latent Dirichlet Allocation
(LDA) or topic modelling analysis. The document term matrix (DTM) created out of 2,513
reviews resulted in 6913 unique terms in the data set after the thorough cleaning undertaken
in previous steps.

1.1.2 Topic Modelling

The Latent Dirichlet Allocation (LDA) modelling helps researchers to find out
experiential dimensions or topics in tourist reviews with minimal bias (Taecharungroj &
Mathayomchan, 2019). Topic detection in a large corpus of tourist reviews helps marketers
190 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

to find out popular services and the unpopular services which require improvement
(Dickinger et al., 2017). So, for this study, prominent topics were detected in reviews
corpuses using the LDA approach. The value of k in LDA refers to the number of topics a
researcher wants to extract from the review corpus. After various trials on k value, a total
of 15 topics were extracted from the dataset. The term values in the topics were
standardized by dividing them with the maximal value (Taecharungroj & Mathayomchan,
2019). The detected topics were plotted on a graph using ggplot library in R in order to see
the overview and appropriate topic names were assigned to them which is shown in Table
02. Topic detection helped researchers to find out prominent experiential dimensions in
the reviews data. So, the next step in this research was to find out which topics are more
popular and more positive. This would give some inputs for effective marketing of the
Hospitality industry in Ranchi.

1.1.3 Sentiment Analysis (Positivity) and Popularity

The topic detection in user­generated content (UGC) of Web 2.0 mostly appears
along with the field of Semantic Analysis (Menner et al., 2016). While the research on
semantic analysis goes back to the 1970s, it’s only now that this has started gaining the
attention of researchers and practitioners, and (Alaei et al., 2017) argues that semantic
analysis has strong potential in tourism research. The values for Positivity scores were
calculated using the betta matrix. For this study, semantic analysis was undertaken on
each topic in order to calculate the positivity scores. The positivity score meant how
much positive score a topic gets, for this purpose terms under the topics were taken for
sentiment score calculation. The sentiment score for each topic consisting of top terms
was calculated using the get sentiment function provided by syuzhet package in R and
sentiment score of all terms in each topic were summed up to show an overall sentiment
score of a topic. After calculation of positivity score using beta matrix, popularity were
calculated using top terms in gamma matrix. The gamma values of all the terms under a
topic were summed up to calculate overall gamma weight of a topic. A combination of
positivity and popularity helps in clearly showing which topics are doing better and
which might need further improvement. So, all the positivity and popularity numbers
calculated for each topic in this research have shown using a bubble chart (Plot 03).
Topic Weight as an third variable for bubble chart was calculated by standardizing gamma
values with the maximal value.

2. Results
2.1 Data Characteristics

All hotels and restaurants were combined for data analysis so the total reviews corpus
resulted in 2,513 reviews and converted into tidy data to see data characteristics. After the
removal of stop words, 65113 terms were found in all reviews. Consequently, term
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 191

frequency was calculated where 8,284 unique terms were found in 65113 terms of the 2513
reviews. Terms with a frequency of occurrence more than 200 times are shown in Plot 01.
The hotel was the most frequent term that occurred for 22338 times, followed by food 1722
times, Ranchi came 1109 times and Staff for 997 times. The frequency table gives a glimpse
of total review data.
Plot 01: This plot show terms that have occurred
more than 200 times in the data set.
192 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

All the 65,113 terms were also put under sentiment analysis and the results are shown
using word cloud in Plot 2. Terms such as crowded, bad, poor, limited, noise and slow were
the most negative terms in data. In plot 2 the size of the term gives an idea about its weight in
the overall dataset so the bigger the size ­the weight will be higher. While there were some
negative terms, Plot 2 have also shown some positive terms such as nice, excellent, clean,
awesome, and decent which have had higher weights. The word cloud of both negative and
positive terms helps in giving readers an idea about which terms the reviewers have dealt
with negativity and which terms have given positive experience to the reviewers (tourist).
Plot 02: The most negative and positive terms in data.

2.2 Results of Topic Modelling

All the 2,513 reviews were converted into a Document Term Matrix (DTM) and the
data was cleaned by removing numbers, stop words, punctuation and all terms were
transformed to their roots using stemming function. The DTM resulted in the creation of
14,074 terms from 2,513 reviews which were constructed into a document term matrix
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 193

(DTM). The Latent Dirichlet Allocation (LDA) modelling was conducted on the constructed
Document Term Matrix with the value of k as 15. So, LDA with k 15 resulted in the creation
of 15 topics in the dataset. The beta matrix was calculated for LDA data which show the
probability of a term belonging to a topic. Therefore, all 15 topics were sorted to show
only the top 10 terms with the highest values of beta. Thereafter, a table was constructed
to show all 15 topics and topic names were given by the first researcher and varied by the
second researcher. Table 02 shows all topics along with appropriate names assigned to
them.
Table 02: Most Frequent terms in Topics and standardized term weights.
Staff (T1) Food and Price (T2) Ranchi (T3)
staff 1 good 1 place 1
excel 0.4 food 0.3 ranchi 0.9
friend 0.3 qualiti 0.2 best 0.7
help 0.2 servic 0.2 one 0.5
servic 0.2 also 0.1 food 0.4
courteous 0.2 price 0.1 ambianc 0.1
recommend 0.1 option 0.1 offer 0.1
famili 0.1 overal 0.1 perfect 0.1
polit 0.1 better 0 town 0.1
front 0.1 can 0 compar 0.1
Hotel Stays (T4) City Travel (T5) Gym and Swimming
Pool (T6)
stay 0.9 travel 0.6 even 0.5
ranchi 0.2 feel 0.6 pool 0.2
trip 0.1 hotel 0.5 last 0.2
capitol 0.1 take 0.4 year 0.2
room 0.1 care 0.3 mani 0.2
recommend 0.1 make 0.3 one 0.2
everyth 0.1 heart 0.3 swim 0.1
day 0.1 can 0.3 gym 0.1
definit 0.1 alway 0.2 back 0.1
Meals (T7) Night Check­In (T8) Heritage Hotel (T9)
breakfast 1 room 1 room 1
buffet 0.5 night 0.5 need 0.9
dinner 0.3 check 0.5 littl 0.6
spread 0.3 work 0.4 old 0.6
decent 0.3 hotel 0.4 improv 0.5
lunch 0.2 book 0.4 larg 0.5
amen 0.2 recept 0.3 huge 0.4
menu 0.2 call 0.3 one 0.4
well 0.1 took 0.2 heritag 0.4
provid 0.1 came 0.1 hotel 0.3
Indian Food (T10) Visit Experience (T11) Rooms (T12)
Indian 1 visit 1 room 1
tri 0.7 experi 0.5 nice 1
dish 0.6 will 0.5 clean 0.7
chicken 0.6 love 0.4 comfort 0.4
194 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

chines 0.5 must 0.3 spacious 0.4

south 0.4 just 0.2 stay 0.3
cuisin 0.4 first 0.2 money 0.2
tast 0.4 want 0.1 valu 0.2
order 0.4 wonder 0.1 neat 0.2
serv 0.3 parti 0.1 hotel 0.1
Ambience (T13) Market (T14) Location (T15)
great 1 busi 1 locat 1
food 0.6 look 0.3 hotel 0.6
ambienc 0.5 hotel 0.3 room 0.4
enjoy 0.4 market 0.2 facil 0.3
hospit 0.3 lake 0.2 avail 0.3
delici 0.2 short 0.2 bar 0.2
well 0.2 small 0.2 park 0.2
worth 0.2 size 0.2 floor 0.2
team 0.1 can 0.2 central 0.2
servic 0.1 rate 0.1 quick 0.2
Note: ‘T’ means topic so T1 should mean Topic 1 and the same should be followed for all the
topics.

2.3 Results of Positivity and Popularity

Results of positivity were calculated in the form of sentiment score and popularity was
measured using gamma matrix (document­topic probabilities). All the final positivity and
popularity values were first exported into a .CSV file and then shown using a bubble chart in
Plot 03.
Topic 13 Ambience has received the highest positive score which means all the reviews
written by tourists in the dimension of ambience shows positivity in the tourist experience.
While Topic 8 ‘night check­in’ is the lowest in positivity but it has a higher popularity score
than many other topics which means night check­in is in high demand from the tourist.
Similarly, Topic 9 Heritage Hotel is the most popular topic which means very high demand,
but it has an average positivity score. The topics ambience, hotel stay, staff, meals, visit
experience and Ranchi give a very high positive experience to the tourists but are not very
popular, such topics can be suggested for tourists while their stay in Ranchi. In the context of
Topic 9 Heritage Hotel, a guest in the review writes his multipolar review where the guest
liked the overall hotel but were not satisfied with the food price and housekeeping service.
“ We were allotted one ... room in the heritage hotel ... However, the tariff of food is
a bit over-priced and the quantity of food served per plate needs to be increased keeping
in view the price that is being charged ... The only shortcoming that had appeared to me
was the overall functioning of the house-keeping department of the hotel ... the house-
keeping staff after cleaning our room forgot to properly lock the main door of our room ...
we found that the door of our room was not properly locked by the house-keeping staff of
the hotel ... it was highly irresponsible ... house-keeping staff while coming to clean the
toilets had taken away all the soaps, moisturizing cream, shampoo and talcum powder
from the toilet well before we had actually checked-out of the hotel. ... The house-keeping
department of the hotel needs to be more professional while discharging their duties.”
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 195

Plot 03: Shows popularity and positivity of all topics

3. Limitations and future research

Un­supervised techniques such as LDA brings dimensions that are not grounded in
theories and these dimensions can change with an increase in data (Taecharungroj &
Mathayomchan, 2019). As in this present study 2,513 reviews were undertaken which still
seem a small sample size in terms of Big Data so for future studies in the same domain
researchers can include an even higher number of reviews. Also, the sentiment score for
topics in this study is calculated using simple r libraries including the small number of
terms. Therefore, more sophisticated machine learning techniques such as the naive bayes
classifier model can be used for sentiment score calculation in future studies. One must also
keep in mind that most sentiment analysis methods are better at classifying positive, than
negative or neutral (Alaei et al., 2017). However, still, the text review data provides a rich
source of information to extract dimensions of customer satisfaction (Guo et al., 2017).
LDA and Sentiment Analysis are very important tools for tourism research that have not
received adequate attention from the researcher yet (Alaei et al., 2019; Dickinger et al.,
2017).
196 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

4. Conclusion and way forward

This study attempted to find out prominent experiential dimensions in tourist reviews
posted on Ranch. In order to obtain an overall picture of Rachi’s Hospitality Industry,
reviews were collected from some randomly selected hotels and restaurants in Ranchi.
After the application of LDA modelling all the review data resulted in 15 topics (Table 02)
showing the top ten terms in them. To better understand these topical dimensions their
positivity and popularity scores were calculated. Consequently, all topics with their
positivity and popularity scores are shown in Plot 03. There are many topics in Plot 03
which have higher positivity scores but they are not much popular. Therefore, such topics
can be suggested for guests to experience while their stay in Ranchi. Also, there are some
very popular topics but their positivity score is low like night check­in. So services in such
areas shall be improved in order to enhance the overall tourist experience in Ranchi. This
study ends with a note for future research which shall further improve the results gained
from review data.

References
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198 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

21 Prospect for Development of Sualkuchi as a

Destination for Cultural Tourism: Percep-
tions of Local People and Tourists in Assam
Srijani Chatterjee, Vikram Singh

Abstract
Sualkuchi is a weaver’s village in Assam, having immense potential as a centre for
culture and heritage. This village is home to around 17000 handlooms, and the weavers
here consider this an heirloom passed on from generation to generation. This village is
also famous for producing garments out of the infamous ‘Muga’ silk or golden thread of
Assam, which gained Geographical Indication status in 2007 and the GI logo in [Link]
weavers here are also weaving garments with other high quality silk threads and their
craftsmanship is exemplary.
This village is known to be weaving dreams and fantasies on fabric since the 11th
century during the Pala kings of Assam. This small village is not only a cultural centre but
also a place of historic value. Some of the looms present in this village are hundreds of
years old and still working. The skill sets of the weavers here display nature and heritage
through them; they convey their lifestyles and prides of Assam in the fabric.
However, being a destination of history, culture and exemplary skill, this village is
not well known or promoted as a tourist destination. Most of the tourists visiting Assam
have not heard about the greatness and richness of Sualkuchi. Hardly would we find this
town being given its due recognition.
The true essence of sustainability is when we can uplift those industries which are
not only a heritage but also environment friendly. This village not only houses a huge
number of handlooms but also is recognised for using silk which uses the ‘ahimsa’ method,
where the worm is not harmed in order to produce silk.
The people of this area also suffered hugely due to the pandemic and these flag bearers
of heritage and traditions are surviving on the bare necessities. These craftsmen handling
the most expensive silks are struggling to make their ends meet. The only way to preserve
this form of art is by giving them recognition and promote their art form.
This research is an endeavour to assimilate the views of tourists and locals to derive
its popularity and through their view understand the huge prospects of Sualkuchi. This
will also help us in understanding how this destination may be promoted for
SustainableTourism from cultural aspect.

Introduction
Sualkuchi popularly known as ‘Manchester of the East’ is a small village on the banks
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 199

of Brahmaputra river. As per 2001 census Sualkuchi is home for 14,129 people, majority
of which is involved in weaving. Women in the region is known to have higher literacy
rate than the rest of India and almost 70% actively taking part in weaving. This village is
known to have a handloom in every courtyard either for personal or commercial use.

History
This small village settlement dates back to the 11th century when Dharma Pal, of the
Pala dynasty brought 26 weaver families from Tantikuchi in Barpeta to settle here. The
history of its traditional silk weaving culture can be traced back to 17th century when the
‘tanti’(weaver) families living here started weaving silk. Initially the weaving craftsmanship
was limited to the weaving families only but later with its growing popularity the fishermen
community and the Brahmin community of Sualkuchi also started taking up weaving as
their livelihood. During the World War II the demand for this craft increased and
encouraged the weavers to commercialise their handlooms into fly shuttle looms and hired
wage weavers. During this time people from outside Sualkuchi also started to come and
settle in Sualkuchi as it provided job opportunities for the economically backward people
around the village.
Weaving and silk weaving of Assam has also found its mention in Kautilya’s
Arthashastra. The silk weaving tradition of Assam is older than Sualkuchi. It is an age old
tradition which the women of the Assamese society engaged in regularly from ancient
times. ‘Sualkuchi’ was earlier known as ‘Swarnakundya’ which was an overall craftsman
village where weaving, pottery, gold making, and oil processing flourished. Later people
actively involved themselves in weaving considering its economic success.
When Gandhiji visited Sualkuchi in 1946 he exclaimed “Assamese women weave
dreams on their looms.” When he was trying to encourage people to weave their own
khadi cloth he saw that the weavers here were already weaving khadi and silk, which
impressed him immensely.

Silk Weaving
Sericulture or cultivation of silkworms is a part of Assamese history. Assam and its
sericulture methods are unique and this terrain truly offers some eclectic varieties which
are unique as a product and also in its production methods.
Sualkuchi is the centre of silk weaving in Assam, majority of fine quality Assamese
silk comes from Sualkuchi Assam. Assam produces three different types of silk, each unique
and special in its own way.
1. Pat Silk­Also known as Mulberry silk as these silkworms exclusively feed on
mulberry leaves. This silk is obtained from Bombyx textor worms. This silk is
produced in limited amount in Assam due to limited number of mulberry
worms reared. This worm produces a bright shiny white or off white fabric
which is long lasting and holds its own place in terms of beauty. These fibres
200 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

are easily dyed able due to its light colour and the dyes used are all natural
dyes.
2. Eri Silk­Eri also known as Endi silk is a silk which is one of a kind. Produced
by the wormSamia Cynthia ricini is unique as it is produced by the ‘Ahimsa’
technique where the worm is not killed but the cocoon is harvested when the
worm leaves the cocoon. This makes this silk from Assam unique and highly
sustainable. Another interesting characteristic feature of Eri silk is that it is very
warm to wear, its insulation property is very rarely seen in silk. Eri silk garments
look and feel like fine wool and is also known to grow lustrous and smoother
with time. Eri is also known to last very long and are also passed on as heirlooms.
3. Muga Silk­Also known as the golden silk of Assam is one of the most expensive
silk produced in India. This silk is indigenous to this region as the worm
Antheraea assamensis from which we get Muga silk cannot be found elsewhere.
The bright golden thread is one of a kind and is known to develop its shine
over time. The elderly of Assamese societies passes down muga mekhela­sador
like jewellery and it is said that muga lasts for more than 200 years if it is taken
care of. This beautiful silk has been given a GI tag. Sualkuchi is a place in Assam
where the best and most luxuries Muga mekhela­sador can be seen woven under
humble establishments and by expert hands trained in generation long expertise.
4. Patterns and Textures­ The weaves of Sualkuchi display its culture and
surroundings. The flora and faunas creep into the looms and display what plays
an important role in the lives of the weavers. ’Japi’ a traditional hat from Assam
and ‘Junberi’ or a pair of peacocks also finds its place on the traditional mekhela­
sador adorned by the ladies of Assam. The traditional motifs appeal to the locals
till date making them come back in traditional attires.

Hatisatra
Srimanta Shankardev, a saint from the 15th century, started the neo­vaishnav bhakti
movement in Assam and in his teaching Assamese society found this simple philosophy
‘To reach God all you have to do is utter his name’. Following this philosophy Satras and
Namghars were made for people to call out the name of Lord Krishna. Majorly,
worshipping of idols and images are prohibited in this school of thinking.
Satras literally mean ‘Holy Areas’ and these are big temple­like structures headed by
a designated Guru (teacher). These are not only places of worship but also used as a
community theatre, village court and afternoon meeting area for women. These are socio
cultural institutions where the local people met and socialised. ‘Hatisatra’ is one of a kind
monastery dedicated to Lord Krishna, it is 400 years old and was established by Kanuram
Thakur Aata. This heritage monument emanates peace and tranquillity and gives a sense
of the root of Assamese culture with its simplicity and community.

Bastra Udyan
Bastra Udyan houses parks and gardens along with ‘Aamar Sualkuchi’ which though
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 201

not a museum, houses various sculptures of weavers of Sualkuchi depicting various method
and techniques of weaving which is the primary form of livelihood in Sualkuchi. Well
known sculptor Biren Singha created these sculptures so that the tourists coming to
Sualkuchi may see them and get an idea about the various weaving techniques of the locals.
This is in itself a prominent attraction for those who visit Sualkuchi.

Banks of Brahmaputra
This sleepy village on the banks of Brahmaputra is beautiful location. The majestic
river is so huge here that the other side is hardly visible. The Saraighat Bridge another
majestic structure is faintly visible from the banks. The breathtaking sunset on Brahmaputra
is a lesser known attraction of the area.

Unique Culture
This village has its own music, the music of the looms and women singing while they
weave. The unique sight of yarns tied up on poles in the backyards or treads being dyed
is a common sight. Apart from weaving the villagers also engage in agriculture which
helps their personal requirements. Here one can hardly distinguish whether the workshop
is a home extension or they have extended their workshop to act as a place to stay. Their
simple and unique lifestyle and dedication to the art form is worth visiting Sualkuchi for.
The rich culture and heritage of this location makes it an exemplary location which
bears tremendous potential as a centre of cultural tourism. If the local traditions and ways
of life can be brought forward they may attract a great number of tourists looking for an
insight into the real culture and traditions of a place.
Textile being one of the oldest industries known to mankind is an asset for the society
and natural made fibres and unique ones like the ones available in Assam are treasures.
The cultivation processing and usage here is also unique and may be a tourist attraction if
marketed well. Development of the location and the people is extremely essential to uplift
the region as a tourist destination. And tourism has the potential to provide job
opportunities for the generations to come.

Objectives
1. To discuss Sualkuchi as a tourist destination promoting indigenous textiles and
local destinations.
2. To study the prospects for development of Sualkuchi as a destination for cultural
tourism in Assam.
3. To study the perception of local people and tourists regarding the prospective
measures

Research Methodology
The approach of our research work is of qualitative and quantitative nature which
202 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

allows us to approach people and tourists to collect the data regarding their opinion
towards promotion of Sualkuchi as a tourist destination for sustainable tourism and analyse
their opinions. We will statistically analyse their opinions and also try to evaluate their
opinions through open ended questions.
Primary data: ­ The primary data required for research was collected from 128
respondents by using a questionnaire with a combination of close ended and open ended
questions to better evaluate the opinion and implement the ‘mixed method’. Standard
deviation and mean was used to evaluate the deviation of opinion from our respondents
for our Data Analysis.
A questionnaire was drafted and circulated among various local people and tourists
to obtain their responses.
Secondary data: ­ Secondary data was collected from journal articles and websites.

Review of Literature
(R Phukan, 2006): ­ The author stated that The Muga silk culture of Assam is very
old. Mugasilkculture of Assam is associated with Assamese traditions and customs. The
varieties of fabrics produced with fineness of texture and beauty in design and harmony
in colour are magic skills of weaving inherited from generation to generation. The Muga
culture traditional skills play a very important role in socio economic and cultural life of
Assamese people.
(Goswami, 2015): ­ The study was attempted to study the impact of globalisation of
silk industry in Northeast India from gender perspectives. The study found that
globalisation has some negative effect in domestic market. The process of globalisation of
the industry generated economic benefit from rapid growth of export, the negative aspects
such as inadequate healthcare, education, training, and credit facilities are a few problems
that deprived mostly women workers involved in the industry. The author suggested that
Government machinery should come out heavily on solving the problems related to credit,
healthcare, flood, etc. Also, to cope up with the international competition, adequate training
facilities should be arranged locally to infuse innovativeness in the industry.
(Chakravorty R, 2010): ­ According to the authors, Sericulture is among the oldest
professions the mankind developed and practiced. The change from subsistence farming
to the present commercial system and incorporation of mechanical technology has brought
in changes in both sericulture and weaving industry. In Northeast India, each region has
unique feature for the craft of weaving and each tribe has its own style and design. The
authors recommended that the introduction of indigenous traditional craft, style, design,
etc. in the field of sericulture and weaving mixed with modern techniques can produce
low cost quality product with quantity production to sustain present day competition
market.
(Babulal, 2017):­ The author concluded that India has distinction being producer of
all five types of commercially exploited natural silks that are Mulberry, Tropical tussar,
Temperate tussar, Eri and Muga. India has pride being only producer of Muga silk as it is
not produced in other place in the world. An attempt was made by the author to have
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situation analysis of Muga silk industry covering its importance, work done for its
development of technology for muga silkworm rearing, seed production and technological
parameters. The authors tried to provide insight of muga silk industry for making proper
planning for its development.
(Manisha Bhattacharyya, 2015): ­ The authors stated that for any development
strategy, sustainable employment is an important goal. Sericulture has vast potential for
employment generation in rural areas play an important role in poverty alleviation. The
article aimed to estimate the employment generation potential of the Muga industry in
Assam, the findings of which is useful for policy makers.
(N., 2020): ­ According to the author, Eri silkworm rearing is legacy and age­old tradition,
besides a source of livelihood for farmers in the North Eastern India. Temperature shifts in
the summer and winter season with altered rainfall influences the host plant maintenance
and silkworm rearing extensively. The paper addressed the issues and prospects of eri
silkworm seed production in Assam with respect to the impending climate change and
suggests the possibilities to explore avenues to mitigate the global warming effects.
(Dimpal Bharali, 2020): ­ The author concluded that COVID ­19 pandemic has hit
silk industry of Assam to a great extent. The authors explored the impact of COVID­19
pandemic on Assam silk industry and identifying the possible strategic moves to balance
the losses incurred during and after lockdown. Silk Industry is the backbone of earning
foreign exchange and source of livelihood for Assamese people. The industry needs to
strengthen its marketing strategies particularly promotion, branding and aggressive selling
of unsold finished products with discounts. The industry needs to use the online platform
for promoting and selling their products with assurance of delivery of products during
the pandemic and lockdown. Manufacturers and finished silk products suppliers can
expand themselves in silk business to meet the crisis.
(Dr. [Link], 2017): ­The authors stated that the seven sister­ states of North­
East India are often considered to be a ‘neglected bunch’ as far as the national business­
industry interface is concerned. As India enters into implementing the new laws under its
Intellectual Property (IP) regime, authors suggested that we need to preserve and protect
traditional craftsmanship especially in the well­established silk industry. India needs to
ensure that Intellectual property protection should be offered to such traditional practices
since the identity of the state itself resides upon it. The study was an effort to ascertain
and analyze the effect of such IP protection under the garb of Geographical Indication
(GI) on the Assam Silk Industry.
(MINTI GOGOI, 2017): ­ According to the author, the golden Muga silk is a unique
product and a luxury gift to Assam by the mother earth. It is one of the strongest means of
export for Assamese people to bring back a very good economy to the state. The people
all over the world are curious about the muga silk and highly astonish to think about the
production process of muga in the Indian state of Assam. They are really confused how it
is possible and what are the ingredients mixed with the soil of Assam to produce such
precious textile. As natural surroundings, climate and humidity play an important role in
the development of sericulture industry. For the production of good quality muga silk, it
is very much important to maintain ecological balance in the Earth.
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(Ranjit Singha, 2020): ­ The author concluded that a sustainable model needs to
be incorporated to improve the conditions of the local weavers. The introduction of
modern techniques and business strategies help in empowering the weavers. Muga is
a noninflammable, anti­bacterial, natural, lustrous gold fabric which absorbs Ultra
violet radiations from sunlight. The full range of the unique qualities of the fabrics of
Assam should be widely advertised to increase the consumer demand for these
handlooms.
(Anand, 2017): ­ The author concluded that Handloom weaving is a livelihood
activity having lot of potential to provide a sustainable livelihood option in Sualkuchi.
The Sustainable Livelihoods framework is an approach to poverty reduction. The
lack of manpower in Sualkuchi handloom industry is causing a shortage of labour.
Low income restricts the economic growth of the handloom weavers. The demand
for pure silk has escalated immensely. This research study focused the perceptions
of the weavers regarding the issues and challenged faced by them in the livelihood
process.
(Khakhlari, 2020): ­ The author stated that the silk weaving Industry holds out a
lot of prospects in Assam. Weavers move to Sualkuchi and engage themselves in
weaving. A large number of educated and uneducated youths can get opportunities
to engage themselves in this industry. The weaving industry can be considered one of
the best to engage in native place, which gives the unemployed scope for self­
employment and wage employment. There are many examples of paid weavers
emerging now as master weavers. The number of weavers engaged in weaving in
Sualkuchi proves the importance of traditional handlooms in rural areas. A large
number of looms in Sualkuchi are lying unused just because of a shortage of weavers.
A sense of professionalism among the weavers, creation of facilities for better marketing
of handlooms is important. There is a need to innovate designs to hold the global
market. Sualkuchi weavers have made a distinct position in India. However, there is a
need for skill up gradation of weavers to create new and improved designs for the
handloom market. Besides these, author also observed some prospects like the growth
of sales and market share, increased demand, provides employment opportunity etc.
So it is very important to take effective measures to help this industry grow again and
help in the economic development of Assam.
(Saikia, 2019): ­ According to the author, with the breathtaking natural beauty, wildlife,
and immaculate tea garden, Assam is among vibrant states of India. It’s location in the
north­east of India, and its accessibility from all over the country makes it the gateway to
the north­eastern states. Assam silk fabrics have gained immense recognition from all over
the world. The Whole Assam silk industry is now centered in Sualkuchi. Due to the large
number of cottage handloom industries, Sulakuchi is popularly known as “Manchester of
Assam”. The people of Sualkuchi emerge as a centre of excellence and empower the
beginners through innovation and quality to discover their skill for over all development
of the society.
(Nath, 2011): ­ The author stated that Sualkuchi is a small town in the district of
Kamrup, Assam, consisting of two revenue villages­Sualkuchi and Bamundi. Sualkuchi is
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 205

among the busiest Silk Textile Centres of the North Eastern Region of India. The main
objective of this study was the workings of the reelers of Sualkuchi and the problems that
are being faced by them.
(Kalita, 2010): ­According to the author, the project at Sualkuchi faced initial obstacles
as the concept was new. Initially a section of the community was reluctant because of
their unawareness, lack of skill, poor infrastructure, conservative social system and lack
of faith in the socio­political system. The project also tried to make it a learning experience
for sustainable development. Empowerment of women, promotion of self help groups,
health camps, sanitation drives, and vocational trainings were the main activities of the
project.
(Jayant Jain, 2012): ­ The author concluded that Silk industry in Assam is centered at
Saulkuchi, Kamrup district. Silk is the protein fiber produced by silkworm for spinning
the cocoon. Assam produces three indigenous varieties of silk ­ Muga, Pat and Eri. The
objective of this study was to prescribe a conceptual model using the concepts of distributed
economics and sustainability to save the unique culture of Assam which is diminishing
due to lack of the product’s demand. The major problem for the stakeholders was the
decrease in the demand for their products due to the growth of power loom and not able
to reach the target population.
(Koiri, 2020): ­ According to the author, the socio­economic attributes of Indian villages
are known through occupation. The main types of occupation in Indian villages are
agriculture, fishing, weaving, cottage industry, handicrafts, etc. The weaver’s work­posture
could improve their quality of life.
(Chakrabarti, 2021): ­ The author concluded that Tourism is one of the biggest
contributors to the economy and employment. Assam is famous among tourists for its
natural resources and religious importance, but the tourists generally visit Assam for a
very short time. Tourists prefer to buy handloom products as mementos which preserve
local crafts in its pure form. Sualkuchi is the largest producer of golden Muga silk products.
Silk industry of Assam is facing threat from imported cheap silk products from other parts
of India. If tourists are encouraged to visit Sualkuchi, there is a possibility to make the
tourists understand about the delicate, laborious and time­consuming process of handloom­
woven Assam silk products. This, in turn, would help to provide the better purchase
experience with proper reason of higher price of authentic silk products of Sualkuchi.
Weavers also might get appreciation for their work and due prices for the produced
products. This paper presented the views and expectations of different stakeholders of
silk handloom clusters of Sualkuchi village for its sustainable development.

Data Analysis
A survey was conducted among 128 respondents. A combination of open ended and
closed ended questions were used to better evaluate the opinions of the respondents. The
close ended responses were evaluated with the use of Standard deviation method to
understand the data diversity. The open ended questions were analysed and the prominent
opinions are stated as a part of the data analysis.
206 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Table 1. Statistics of response of respondents regarding

sustainable tourism in Sualkuchi.
Are you aware of the rich textile Do you feel a sustainable tourism
heritage of Assam venture in Sualkuchi will be
successful
Yes 104 (81.3%) 111 (86.7%)
No 24 (18.8%) 17(13.3%)
N 128 128
Mean 64 64
Standard deviation 40 47
Assam and its rich tradition of weaving is known and agreed by the majority and
also most of the respondents were of the opinion that sustainable tourism has great prospect
in Assam.
Table 2. Statistics of level of agreement of respondents
regarding various statements based on Sulakuchi.
Textiles of a region Traditional weaves Textile industry is
portrays its culture portray the natural a form of art.
and heritage habitat of the region
Strongly agree 41 (32%) 37(28.9%) 51(39.8%)
Agree 22 (17.2%) 25(19.5%) 28(21.9%)
Neutral 32 (25%) 31(24.2%) 15(11.7%)
Disagree 14(10.9%) 23(18%) 14(10.9%)
Strongly disagree 19(14.8%) 12(9.4%) 20(15.6%)
N 128 128 128
Mean 25.6 25.6 25.6
Standard deviation 9.6 8.3 13.63
Majority of the respondents felt that textile is capable of displaying the culture and tradition
of a place with little deviation in the opinion. Respondents also agreed with minimum deviation
that natural habitat of a place is demonstrated in the traditional weaves of a location and that
stands very true especially in context of Sualkuchi. Majority of the respondents with some
difference in opinion and deviation in the responses agreed that textile weaving can be
considered as a form of art. Though especially handloom can fall in the category.
Table 3. Statistics of level of agreement of respondents
regarding various statements based on Sulakuchi
Thousands of years Locals and tourists of Muga GI tagged
of weaving should Guwahati would be silk indigenous to
be considered a interested to visit Assam and largely
cultural heritage Sualkuchi for its used in Sualkuchi
traditonal weaving can be a form of
techniques and tourist attraction.
heritage looms.
Strongly agree 50(39.1%) 44(34.4%) 47(36.7%)
Agree 30(23.4%) 30(23.4%) 31(24.2%)
Neutral 17(13.3%) 26(20.3%) 16(12.5%)
Disagree 14(10.9%) 14(10.9%) 13(10.2%)
Strongly disagree 17(13.3%) 14(10.9%) 21(16.4%)
N 128 128 128
Mean 25.6 25.6 25.6
Standard deviation 13.39 11.2 12.32
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 207

Majority of the respondents gave the opinion that weaving culture is a heritage of a
place. And the respondents with some deviations in their opinion majorly agreed the
traditional weaving techniques and looms would interest them to visit Sualkuchi.
Approximately 60% of our respondents agree that Muga silk can be a tourist attraction.
Table 4. Statistics of level of agreement of respondents regarding
various statements based on Sulakuchi
Sualkuchi if properly The textile industry Weavers of Assam
promoted has the of Sualkuchi is largely are treasures of the
potential to be a based on handlooms. state. They need to
destination for And handlooms be supported and
cultural tourism being ecofriendly, it promoted.
supports
sustainability.
Strongly agree 43(36.6%) 46(35.9%) 55(43%)
Agree 24(18.8%) 27(21.1%) 22(17.2%)
Neutral 34(26.6%) 26(20.3%) 19(14.8%)
Disagree 15(11.7%) 12(9.4%) 12(9.4%)
Strongly disagree 12(9.4%) 17(13.3%) 20(15.6%)
N 128 128 128
Mean 25.6 25.6 25.6
Standarddeviation 11.60 11.63 15.08
Cultural tourism aspect of Sualkuchi has great prospect was an opinion that more
than 50% of our respondents agreed on with some deviation. Large number of respondents
almost with little deviation agreed that eco­friendly weaving practices in Sualkuchi can
help promote Sustainable tourism in the area. More than 60% of our respondents gave the
opinion that the weavers of Assam and Sualkuchi needs promotion for their suataining
their skill and livelihood.
Table 5. Statistics of level of agreement of respondents regarding
various statements based on Sulakuchi
BastraUdyan is an Conducting organised Making some
exhibition of weaving guided tours in accommodations to
techniques of Assam. Sualkuchi may give the portray the village
That can be promoted weavers their much life and food would
to further attract deserved recognition. encourage guests to
tourists. stay overnight
promoting better
tourism flow.
Strongly agree 41(32%) 47(36.7%) 43(33.6%)
Agree 29(22.7%) 26(20.3%) 29(22.7%)
Neutral 29(22.7%) 23(18%) 27(21.1%)
Disagree 12(9.4%) 13(10.2%) 14(10.9%)
Strongly disagree 17(13.3%) 19(14.8%) 15(11.7%)
N 128 128 128
Mean 25.6 25.6 25.6
Standard deviation 10.19 11.55 10.61
Majority of the respondents with some deviation agree that promotion of Bastra Udyan
may encourage more tourists to visit Sualkuchi. The respondents also agree that guided
tours may prove to be beneficial for promotion of tourism in Sualkuchi. Overnight
208 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

accommodation focusing on traditional lifestyle of the village could increase tourists to

stay overnight was also agreed upon by the majority with little deviation.
Table 6. Statistics of level of agreement of respondents regarding
various statements based on Sulakuchi
Hatisatra’ a one of The river bank of The textile artists
kind 400 year old Brahmaputra in of Sualkuchi,
monastery dedicated Sualkuchi is a struggling to make
to Lord Krishna, beautiful location. their ends meet
located in Sualkuchi Developing tourist should be
may be promoted as activities in that supported. Tourism
a prominent tourist area may promote may provide
attraction. tourism in Sualkuchi alternative
employment as well
as provide better
scope of promotion
for the indigenous
art form of silk
weaving in Assam.
Strongly agree 50(39.1%) 48(37.5%) 43(33.6%)
Agree 27(21.1%) 26(20.3%) 35(27.3%)
Neutral 23(18%) 22(17.2%) 18(14.1%)
Disagree 8(6.3%) 10(7.8%) 12(9.4%)
Strongly disagree 20(15.6%) 22(17.2%) 20(15.6%)
N 128 128 128
Mean 25.6 25.6 25.6
Standard deviation 13.74 12.41 11.53
The respondents majorly agreed with some deviation that Hatisatra and banks of
Brahmaputra River can play a great role in promotion of tourism in Sualkuchi. More than
60% of our respondents agree that development of tourism in Sualkuchi will be beneficial
for the local weavers.
In our first open ended question our respondents were asked about their opinion on
how Sualkuchi and its textile industry can be promoted for better tourist flow. There were
varied opinions among which the most common was to start guided Textile tours where
the tourists may be informed about the weaving culture and the sustainable form of living
of the locals. This awareness is going to encourage consciousness and instil responsibility
on the tourists to contribute to sustenance of the art form. Some opinions explain that
exhibitions of textiles across various states of the country and internationally and promoting
the rich heritage through it may attract enthusiasts to visit Sualkuchi. Another interesting
opinion is that finding out the shortcomings will help in formulating promotional strategies.
Some suggested research on market intelligence and introduction of new design elements
may also be helpful. Some opinions also mentioned social media marketing as a great tool
to popularise the products and make them more affordable, but that will take away the
culture and sustainability from Sualkuchi and also compromise on the exclusivity of the
internationally acclaimed products.
In our next open ended question, the respondents were asked about any other lesser
known tourist attraction is present in Sualkuchi which can be developed as a tourist
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 209

attraction. There were many varied opinions from the respondents and one new fact that
came through was that Sualkuchi has many prominent temples of which Sidheswar
Devalaya is one of the major temples of this silk village dedicated to Lord Shiva. Ganesh
Bigraha Temple is another temple in Sualkuchi which was built in 11th century and
demonstrates the rich history of the region and demonstrates brilliant craftsmanship of
the region throughaccurately designed idols. The Gandhi Ashram mentioned by some
respondents is another tourist attraction made on the location where Mahatma Gandhi
visited in the year 1946 many respondents were also of the opinion that making local food
available in traditional setting will also encourage tourists to visit the location.

Discussions and Findings

Through this research we can assimilate how rich in tradition and heritage Sualkuchi
is, and how relevant Sustainable tourism with reference to cultural tourism is in Sualkuchi.
Sualkuchi known just for its weavers and silks have come up to be a historic location with
centuries old monuments and religious sentiments attached with this location. This research
also portrays how little is known and promoted about Sualkuchi as a tourist destination
in Assam. Through the respondents it was found that majority of tourists also confuse
between Sualkuchi and Hajo, both being situated in close proximity. This shows a prospect
for both the locations to promote together as tourist attractions of historic relevance in
Assam.
Without the development of the people there is no development of a place and if we
do not focus on making the lives of the weavers healthier and a little more secure only
then can we with their great efforts and encouragement succeed in developing tourism in
the area. We have to reinstil the pride in these weavers by providing them their due
recognition and support for basic necessities as they are one of the main stakeholders of
Sustainable tourism from cultural aspect in Sualkuchi. So it can be concluded that Sualkuchi
though has emmense potential and scope for development of tourism, the prospect needs
to be worked out with the weavers to be an active part in promotion and development of
Sustainable tourism in Sualkuchi.

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212 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

22 A Study on Green Hotel Practices and

Achievement of Sustainable Development
Goals
Banani Mondal, Suman Ghosh

Abstract
Hospitality and tourism of India has emerged as one of the key service sectors in the
context of the country’s economy and have led the way for development. The present day
scenario of the hotel industry has changed with the shift of focus of the global traveller
from high rise hotel buildings in cities to places that are close to nature and have a peaceful
natural environment which does not damage the natural ecosystem and ecology around.
Therehas been substantial contribution from hospitality and tourism industry socio­
economically, but not so much environmentally. In the present scenario, green is the new
trend. In the light of the above fact hoteliers strongly need to update the commercial
hospitality trends and practices with reference to the environment. With the awareness of
the preservation of ecosystem and ecology a new concept known as Eco Hotels or Green
hotels has emerged. Green hotel is a hotel that has made important environmental
improvements to its structure in order to minimize impact on the environment. This paper
is an attempt to understand green hotel practices and achievement of sustainability. It
will also attempt to give an overview of the easy strategies and methods which can be
adopted by hotels for Eco­Friendly Hotel Operations.
Keywords: Eco­ friendly. Sustainability, Green Hotel Practices.

Introduction
The tourism and hospitality sector is of great importance in order to enhance the
economy and society (Juvan and Dolnicar, 2017). The sector accounts for 10.4% of GDP, 7%
of world exports and 10% of employment. On the other side however it has been found that
the tourism and hospitality sector generates 8% of the greenhouse gasses (Lenzen, [Link]. 2018).
Hotels are found to consume a huge amount of environmental resources with detrimental
impact on the environment (Legrand, [Link]. 2016). It is for this reason that environmental
sustainability has turned out to be a vital marketing strategy in the sector (Legnard, [Link].
2016) In the continuous shifting of the trend towards environmental sustainability, concerns
for the various environmental problems has risen progressively with both the customer
and business men realising the seriousness of the environmental degradation and
consequences (Jones, [Link]., 2014). (Laroche, [Link]. 2001). The concern for the environment
has brought a radical change in the minds and attitude of the customers and has changed
the purchasing behaviour towards environment friendly properties (D’Souza and Taghian,
2005). As a result, hotels are becoming more concerned towards maintaining a balance
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 213

between utilization of environmental resources and profitability issues (Chan, [Link]. 2013,
Hsieh, 2012)
The hospitality and tourism sector is one of the fast growing and dynamic sectors in
India. In due course not only has there been a change in demand and supply trends, but
consumer preferences and desires are also changing with time, which has led to an eruption
of innovative management practices. One of the critical issues facing this industry today
is that of sustainability. Therefore, many hotel chains, particularly five­star hotels, have
incorporated a number of sustainable management practices to reduce their carbon
footprint, including within their restaurants. This in turn has a considerable impact on
consumers’ willingness to pay for their services.
The demand for green hotels in recent time has been increasing to a great extent. Due
to the increase in people’s understanding of their environment, the consumers’
ecologicalattitude in making decision, the awareness of environmental sustainability and
acceptability of green goods and services are greatly influenced (Norazah, [Link]., 2015).
Though the consumer with knowledge of green hotel understand thatlodging in such hotel
is expensive, however the cost does not deter them in staying in greenhotel because they
are interested in bearing cost of any products and services that are harmlessto the
environment (Han H.S., [Link]., 2010) (Han H.S., [Link]., 2011). The decision of the consumer
is based on their belief that theyare making contribution to reduce the environmental
pollution to make it safe for the future generations to come. (Lee J, [Link]. 2010) (Han H.S.,
[Link]. 2011) (Iºýk C., [Link]. 2019).

Objective of the Study

• To provide an insight into green hotels practices
• To study the attitude of consumers and stakeholders on sustainability
• To find out how such practices are followed by hotels.

Review of Literature
Green Hotels
As the concern for the environment grows for the consumers and stakeholders, hotels
adopt to the environment friendly practices and initiative in order to reduce the
harmfulness caused by the operations on the environment (Smith, et. al., 2015). The green
hotels are also known as sustainable or environment friendly properties (Pizam, 2009).
These hotels use non­conventional methods in order to reduce the negative impact on the
environment (Han, et. al., 2010). According to the Green Hotel Association (2008), a green
hotel is a lodging property that use environmental friendly programs and practices like
saving of energy and water, waste reduction and recycling in order to support the
environment and reduce operational cost. Unlike the conventional hotels the green hotels
follow eco – friendly practices like energy and water conservation, towel reuse programs,
recycling, energy efficient lamps, organic food in the menu, well trained and educated
214 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

employees about eco –friendly practices (GHA, 2009; Millar, Mayer and Baloglu; 2012;
Verma and Chandra, 2016)

Management Attitude
The role of management in implementing sustainable in green practices is very much
crucial (Stones, [Link], 2004; Griffins and Petrick, 2001). Some hotels are still thinking about
the old traditions and do not appreciate the need to adopt green practices (Brown, 1996).
The more the top – level management are involved in adopting environmental and ethical
practices in the business, the better is the success rate of adopting green practices (Fanlkner,
et. al., 2005). Hotel General Managers will not have the motivation until it becomes
mandatory to include in their appraisal form (Brown, 1996).

Cost Consideration
The cost of implementing the green practices turns out to be a barrier in employing
green practices as perceived by managers. (Bergin, 2010; Chan, 2008). The cost of
implementation involved in the process of accreditation, auditing and high certification
fees deters manages to invest in green programs (Tzschentke, et. al., 2008). Many
managers believe that implementing green practices is not a burden as it will reduce
operational cost eventually increasing revenue. Some hotels are unable to implement
or adopt green practices because of scarcity of financial resources. The implementation
involves certification cost as well as Human Resource Training and Development cost.

Consumer’s Attitude towards Environment

Consumers consider the aspects of the environment but are not responsible towards
it due to the cost involved. Green practices in the hotel sector are meant for only luxury
guest for their ability to afford as the price factor still dominates the hotel selection
(Barsky, 2008). Lack of support from the customers turn out to be a barrier in the
implementation. It is also found by some customers as a reduction in the standards. In
spite of the fact that the practices are environment friendly the consumers and guest do
not find it price friendly. On the other hand, there are also some guest who perceive certain
green practices as basic attributes and are willing to give some degree of comfort and
luxury and even make some financial sacrifices to support environment friendly activities
(Clark et. al., 2003; Manaktala and Jauhari, 2007; Butler, 2008). The presence of eco –
certification has had great impact on the choice of hotels. The education of customers
towards ecological sustainability involves effective communication strategies and
credibility of message involving the green practices (Kim and Kim, 2014).

Sustainable Development Goals

The 2030 Agenda for Sustainable Development, adopted by all United Nations
Member States in 2015, provides a blueprint for peace and prosperity for people and the
planet earth, now and into the future. At its heart are the 17 Sustainable Development
Goals (SDGs), which are an urgent call for action by all countries bothdeveloped and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 215

developing ­ in a global partnership. They recognize that ending poverty and other
deprivations must go hand­in­hand with strategies that improve health and education,
reduce inequality, and spur economic growth – all while tackling climate change and
working to preserve our oceans and forests.

Fig: The 17 sustainable development goals.

Source: United Nations.

Research Methodology
The research design involves both quantitative and qualitative research methodology.
The qualitative research study was conducted through the analysis of various research
paper in this area. The quantitative research study was conducted through the assessment
of a structured questionnaire for the hotel and guest using the convenience – sampling
technique. The questionnaire was framed on ssome closed ended questions and some on
likert scale of 1 to 5.

Data Collection
Response from Guest
Age of the Respondents
216 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Gender of the Respondents Annual Income of the Respondents

Hotels should provide information about guest practices engaged in

Energy efficient bulbs in sleeping areas and guest roomslow flow toilets

Soap and Shampoo dispensers for refilling

instead of mini­ bottlestowel reuse programs
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 217

Sheets changed on requestkey cards to turn on/off the power

Plan to stay at Green Hotel while travelling

Response from Hotel Employee

Gender of the Respondents

Age of the Respondents

218 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Designation of the Respondents

Does Hotel communicate about its dedication to sustainability with public and
stakeholders

Hotel inform you about environmental policy and its implementation

Presence of on ­ site facilities or partnership with the local producers

for production of renewable energy hotel have energy saving bulbs

Efficient shading systemtimers and motion detectors to optimize energy

"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 219

Hotel regularly collect data on energy consumption and take measures to reduce it
hotel collect data on water consumption on a monthly basis

Rainwater harvesting in hotelsventilation system inspected at least once a year

Recycle products in recycled packages

Data Analysis
The analysis of the data clearly indicates a positive response with the consumers
agreeing to the sustainable practices. Most of them are of the opinion that information
about green practices are to be shared with the guest. Guests also do agree having
energy efficient lamps and linen reuse programs and amenity refilling systems. New
technologies and devices can help in energy conservation which is helpful for the
environment. Most of the employees are of the opinion that that information about
guest practices are shared with guests. Staff are also being trained and educated on
220 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

these practices. There are alsopresence of on­site facilities for producing renewable
energy sources.

Conclusion
Consumers consuming the services of hotel are sensible towards the eco – friendly
and sustainable practices. They appreciate and support the fact that hotels do take initiative
towards environmental sustainability. They look for properties that do follow such practices
but are not ready to pay additional cost for the services. On the other side hotels nowadays
do follow the green practices and train and develop their staff accordingly. Every hotel
should follow the sustainable practices in order to achieve the long – term gains. Support
is also required from the various government bodies in terms of giving tax benefits and
organizational rewards.

Limitations and Suggestions for Future Research

The research study has set the limits through the research objectives, but it does not indicate
that there are no further areas of importance that could be considered. Further research could
focus from a different perspective such as from environmental conservation or from the
feasibility of implementation in from the perspective of the local community. Lack of awareness
among hoteliers regarding environmental sustainability and the cost factor involved was found
to be a barrier in conducting the research study. Lack of proper communication on green
practices between the hoteliers and guest was also an important factor.

Reference
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222 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

23 Social Media- An Overhyped Tool for

Destination Marketing, being Used
Awfully towards Sustainable Tourism
Trina Deka, Dr. Sudhanshu Verma

Abstract
Social media allows people to post unscrupulous data about almost anything. The
data needs to be converted into information for the marketers to be used fruitfully. Since
the input and editing of data are not controlled hence the conversion of this data into
useful information is very difficult. The main objective of this study is to examine the
authenticity of the information available on social media and to analyze how the
effectiveness of using social media for marketing and promotion of a destination, through
it. The methodology adopted for this review article is a non­experimental design in which
the researcher objectively critiques, summarize, and make conclusions about a subject
matter through a systematic search, categorization, and thematic analysis. It was found
that it is difficult to substantiate the views posted on social media because most views are
individual perceptions which are subjective to time, space, and even spatiality. Hence
cost benefit analysis is not in favour of investments on social media. Social media platforms
house an inherent data analytics tool, which allows the companies to track the progression,
accomplishments, and immersion with promotion campaigns on social media. Companies
can address all of the stakeholders via social media marketing, setting the scope and the
establishment of a destination’s desired position in real world. The greater is the speed
desired for getting this gap fulfilled the more is the degree of ingenuity, and higher should
be the exclusivity accorded to the user. The attempt to make the experiences more
meaningful leads to generate more empathy towards self and the destination.
Keywords: Social media, sustainable tourism, destination, marketing.

Introduction
Changing economic conditions because of recent pandemic attack, changing ways of
tourist behaviour and introduction of new Internet technologies are causing the emergence
of new tourist attractions, growth of existing tourism market, and even shrinking of some
specific tourist markets. Padurean Ana­ Mihaela et al; (Dec 2015) Social media is playing
a significant role in the lives of humans, Pradeep Kumar Dwivedi & Ingita Pandey (August
2013), and hence can eloquently alter multiple aspects of tourism, predominantly
information search & disclosure mechanism, destination promotion and in concentrating
on daliesque practices for interoperating with tourists. Vasilios Zarikas & Constantine
Stephanidis (September 2001). It can be outlined as a cluster of Internet­based conductivities
that rely upon the theoretical, intellectual, and vocational foundations of internet and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 223

permit the invention and interchange of user­generated content for destination marketing.
In the times when the world is trying to recuperate from the recent pandemic attack and
subsequent of economic recession, social media is expected to play even more substantial
role in destination marketing efforts, being made globally. Daniel A. Gonzalez­Padilla1 &
Leonardo Tortolero­Blanco (July 2020).
Destination marketing aims to make an area or destination appear more alluring than
the competition, escalating the amount of people who visit and helping the local tourist
sector. Youcheng Wang & Zheng Xiang (August 2007). It’s also about raising destination
awareness in order to increase demand and improve the location’s prestige. The success
of any destination depends on the inflow of tourists to a particular place thereby helping
in promotion of a place. A destination in order to attract maximum tourists needs to focus
on building strategies which would help in boosting tourism which includes on selling
the uniqueness of a place, identification as well as targeting audience is another beneficial
strategy in order to know who wants to visit and what motivates them to travel to the
ideal place. Planning Tank “5 Factors Influencing Tourist Destination and Tourism”(May
2018). In order to stand out differently from the rest and easily identifiable, branding is
being used to highlight the place and its significance by the tourism marketers. Anðela
Mikic PhD et al ;( October 2017). Nowadays, in the world of digitalization with every
piece of information available on internet, destinations are trying to gain its prime
importance. It is with the help of videos, pictures, a comment as well as reviews travelling
to a place is no more a hurdle task and time consuming. Radmila Zivkovic et al ;( April
2014). Virtual reality marketing is a faster way to catch attention of the travel seekers. Iis
Tussyadiah et al; (January 2017).
Perceived benefits and counter effects: Social media offers a variety of tools offering
scores of benefits like social bookmarking helping the marketers to create, maintain, and
nurture future references helping the editing, annotating as well as editing the information
about a destination. The Top Social Media Monitoring Tools” Brandwatch”(September
2019). Social media allows users across the board to post comments about an experience
which helps in strengthening the reputation of a destination and hence hopefully increasing
the inflow of tourists. Radmila Živkoviæ et al ;( April 2014). The globalized networking
platform provided by social media also facilitates the crowd sourcing the content and in
recent marketing circles, crowd sourcing is considered a new weapon changing the rules
of the game. Adding to the already hyped­up social media marketing arena are blogging
and live­streaming activities, boasting to post the verifiable content as the information
posted and utilized, both are by the users only hence considered as more reliable. The
circus of social media is expanding with every passing day the more recent additions to it
are micro media, microblogging, etc, which facilitates a learning­enhanced media
experience. Danièle Chauvel (2016). It has opened new vistas for a new kind of environment
for a learner, teacher, and designer.
Social media is engrossing and media campaigns can be enjoyable, both for the
campaigner and the target audience because social media are interactive technologies
and it allows the creation of interactive platforms, both by the user as well as the
campaigner. Patti M. Valkenburg et al ;( January 2016). Because of this, the platform
224 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

space has become overcrowded and highly competitive. It is a common belief that social
media companies know more about the general public and hence they are able to
anticipate and manipulate the users. Hakim Khalid Mehraj et al ;( June 2014). Resultantly
the users are more susceptible to hacks and shams. Shams Zawoad & Ragib Hasan (June
2015). We are now entering a space where the media time is being spent by the user
only for enjoyment purposes and not for constructive purposes. The recent studies have
also established that misinformation on social media travels faster and wider rather than
the corrections if any.
Reasonability of doubts: There is too much room for doubts and fears that the users
find it very difficult to seek or share information from social media. Hence social media is
being construed as an endless flow of untethered data, to add salt to the injury the data
alone is not useful to the marketers and needs to be converted into information. Paul
Chadwick (March 2018). Attempts of drawing useful or revenue worthy information from
data available of social media have itself evolved as another field of study and given birth
to another set of industries known as big data mining and analytics but still since most of
the data is contextual and perceptual as a result of which the marketers are unable to find
and develop ways & means to be applied to a destination. D Kenny & J F Marshall
(November 2000). In order to attract tourists to visit the destination only because it is
difficult to substantiate the views posted on SM because most views are individual
perceptions that are subjective to time, space, and even spatiality and hence the cost­benefit
analysis is not in favor of investments on SM. Gil Appel et al;(October 2019). Based on
this problem there are some objectives derived: ­
a) To examine the authenticity of the information available on social media
b) To analyze the effectiveness of Social Media for destination marketing.
This is argumentative research. While reviewing the parameters like extant (history
of the information), source of the information, sponsors of the information, the expanse
of the information, etc, and also the findings and limitations as well, one would be able
to identify the persistent gap in the current knowledge bank. Finally, this research would
enable us to examine whether Social Media is really an effective tool for proper
destination marketing or not, by enabling the judgment about the authenticity of the
information at the time of planning a journey and its worthiness, leading to a successful
trip for the tourists.

Proof
Radhe Krishnan (March 2014) mentions that social media can be used to achieve
explicit and subtle goals. Along with advantages also has a list of disadvantages. Multiple
identities, the multiplicity of platforms, jeopardized individual privacy, unverified
information flow, etc. are some of the keen issues. Though safeguards are there most of
the time, the context and source of the material published on social media sites are missing
resulting in confusion, disagreement, misunderstandings, ruined relationships, and
individual or social hatred are some issues that need to be addressed. The ability to edit
or delete the content, in the hands of common masses, adds to the confusion. Stats in this
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 225

regard show that only 6% of respondents verify the validity of the material before sharing.
Despite all the limitations, the study provides insight into the online sharing habits of
heavy social media users. But social media has acquired a predominant in social and
individual lives.
Hamid Keshavarz (November 2021) contended that social media poses major obstacles
to information evaluation, making trustworthiness judgments more difficult than with
other sources of information. The literatures in fields like information, communication,
and media sciences were thoroughly searched and evaluated. After identifying the obstacles
and study directions, a literature coding approach was utilized to create a conceptual
framework that was included in the criteria for evaluating material found on social media.
A conceptual framework along with literature analysis was constructed that included four
primary characteristics of the information source, information presentation, information
credibility.
Shahrinaz Ismail & Roslina Abdul Latif (February 2013) investigates the terrains
of networking which is an arguable, dominated by, social network embedded in the
social media system. The credibility of the content writers, the quality of the knowledge
shared, and the discontinuity of media material, all within the larger context of
authenticity as a social media issue was investigated. The credibility of the writers
and the quality of the knowledge given are two aspects that magnify, the discontinuity
of media material, and these relationships have an impact on the overall authenticity
of social media. This study adds to the literature by confirming that media content is
overtly presented or portrayed than knowledge/information quality or author
credibility because it is based on “fostering trust through shared content.” Hence, social
media is all about “influencing opinion, not censoring it,” and this alone creates
additional hurdles in keeping a strong public reputation through recommendations
and acknowledged competence.
Oliver L. Haimson et al; (October 2021) agree with the fact that people frequently aim
to express themselves on social media in an authentic manner, but this may not be realistic
for everyone. A few social media users who had just gone through substantial life changes
were interviewed. It was discovered that for too many participants, online authenticity
meant portraying a constant, optimistic, and genuine personality in both online and offline
settings. Though most said that they believe, online authenticity is achievable, and their
social media self­disclosure behaviors, around life transitions revealed, what we call the
‘online authenticity paradox’, people want to be authentic online, but doing so requires
sharing negative experiences as well, on social media, online authenticity is frequently
unattainable.
Drago Ruzic & Antun Bilos (May 2010) illustrated the fact that various interactive
tools enable marketers to gain prominent insights along with experience. Integration of
social media with more traditional forms of internet marketing, as well as cooperative
promotional campaigns that helps partner organizations has resulted in the most significant
improvements. The partnership activity is divided into two categories. First category moves
tasks that were previously done offline, such as direct mail and traditional advertising,
online. The second is dedicated to generating new chances by utilizing the internet
226 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

medium’s specific qualities. The introduction of social media generated mixed reactions.
Many (Destination Management Organizations) DMOs want to try something new but
weren’t sure what, where, when, and how to start, while others have gone right in and
discovered strategies that served both their branding and transactional aims. Unfortunately,
none of this has been examined or verified.

Rationality
Dean Creevey et al; (2014) examines and discuss the role of social media in the DMF
(Destination Management Framework). The authors explain how “Sustained Destination
Competitiveness” trumps all other goals and objectives in an era where potential travelers
are spoiled for choice when it comes to destination availability and accessibility. The model
depicts the many internal and external operations and activities that effective (Destination
Management Organizations) DMOs in order to maximize their destination’s
competitiveness, which the authors characterize as the “quintessential purpose of all
DMOs”. While the number of social­media­centric studies being conducted by researchers
all over the world is clearly increasing, there appears to be an inconsistent adoption and
utilization rate among DMOs. They have the added benefit of being able to channel the
ever­increasing rates of (User Generated Content) UGC publication through a variety of
media­specific platforms.
Rocio Huerta­Alvarez et al; (2020) found that despite the frequency and importance
of social media communication as a loyalty­building factor in a competitive industry
like tourism, there is very little literature regarding growing tourist destination situations.
He examined the extent of the effect that destination brand equity and engagement
experience because of social media communication, the study developed an integrated
management model that considers communication and brand equity management as
critical aspects in determining a tourism destination’s long­term performance. ICT
became a fundamental tool for facilitating co­creation processes and fostering positive
customer­to­customer feedback but a coordinated, concerted effort is missing which
would otherwise be helpful to serve as a guideline to drive hospitality sector
development.
Anne Kochling (2021) found that a new scale needs to be developed to assess pre­
travel online destination experiences (ODEs). Experiential marketing is increasingly
being used by destination marketing organizations (DMOs) on their websites to
generate positive pre­travel online destination experiences (ODEs). The findings show
that during the inspiration phase of surfing on a destination website, the users’ ODE
is comprehensive and cannot be separated into theoretically significant elements (e.g.
sensory or affective). Furthermore, when personal relevance was controlled for,
experiential marketing had a minor effect on ODEs. However, there were no significant
variations in ODE between high and medium levels of experiential marketing. Adding
more complicated multi­media features does not inevitably increase the experience
effect. Blanca Hernández­Ortega et al; (2020) recommended “focusing and examining
the elements that influence the popularity of destination marketing businesses’ social
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 227

media content, as well as Destination Management Organizations (DMOs), is essential.

Its goal is to see how much the destination image qualities provided in DMO material
improves popularity.” Following, three contextual features of content were also
investigated:
(1) How it is developed, i.e. degree of elaborateness;
(2) How it is conveyed, i.e. degree of vividness; and
(3) When it is communicated, i.e. day of publishing.
Empirical evidence showed that a content conveying specific emotion elicited by the
tourist destination has a positive impact. MarikaGon (March 2021) agrees with the fact
that in this age of the experience economy, destinations will often fight to deliver distinctive
local experiences, and experience design has become crucial in destination management
and marketing. But there lies a lack of assistance from methodological experiences as well
as updated data resources for a good delivery of local experiences. There has been little
research done, and there is a lack of understanding of what social media is and its proper
usage. The findings of this study contribute to our understanding of what and who is
associated with local experiences, implying that social media can provide new knowledge
by building on existing themes and adding missing elements as the foundation for a proper
understanding of experiences. In order to foster research and comparison among social
media platforms, a proper method for data mining and content analysis of Instagram textual
data must be presented, whereas users suffer from a lack of proper knowledge and proper
usage as a way to address future directions in tourism design management and to develop
implications to destination management.

Reliability
Srijan Kumar & Neil Shah (April 2018) states that negative information can easily be
created and spread faster through social media which results ending in wider publicity of
the information along with an impact. Most of the research has primarily highlighted two
broad categories of false information: opinion­based and fact­based. Therefore, in this work,
a comprehensive survey has been presented stretching various aspects of false information
which includes:
a) The ones’ involved in spreading false information,
b) Rationale behind successfully deceiving readers,
c) Quantifying the impact of false information,
d) Analyzing its features across multiple dimensions, and
e) Developing algorithms to detect fraudulent data. Thereby, an integrated
framework has been created to describe these recent methods and highlight a
number of important directions for future research.
W. Akram & R. Kumar (October 2017) mention that Social media is a platform for the
public around the world to discuss their issues and opinions. The social media platform is
changing how young people interact with their parents and friends, as well as how they
utilize technology. There are two main effects of social networking.
a) On the positive side, social networks can act as invaluable tools for professionals –
228 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

beginners and seasoned both, and Social networking sites may also be used to
enhance networking efficiency.
b) On the negative side, the internet is laden with a number of risks associated
with online communities. Cyber bullying, etc., the focus is on the particular
field like health, business, education, society, and youth. The influence of media
on society in a broad way.
Ru Wei (2021) mentions that social media is very important to the development of
society, but there are big differences in the advantages and disadvantages of social media.
This study aims to assess social media’s negative impact in order to give a useful reference
for social media platforms to lessen negative impact and government agencies to build
social media management policies. Because mass­disseminated posts on social media might
have major implications on occasion, the negative effects of social media on society cannot
be overlooked.
Radmila Zivkovic et al; (2014) discovers the fact that the tourism system mainly relies
on information and communication technologies for promotional activities, sales, and when
developing management relationships with customers. When a tourist is making the final
decision on destination choice, the most important information mostly comes from online
interpersonal influence, electronic word of mouth (e WOM) but on the contrary, it’s a big
barrier when it comes to making a choice for destination planning. Contemporary tourists
have been more than active since the emergence of the sophisticated Web 2.0 technology
which strongly influenced and transformed the travel decision­making process and shaped
the perspective of travel in a different manner. And, it affects choice when it comes to
choosing a destination.
Ercan Tutan & Yasin Özaslan (May 2013) mentions that social media has affected
each and every sector in the world, especially the tourism sector, where the interaction
between the consumer and tourism is ever­changing. The consumers collect information
from various sources regarding various products and services where the source is mostly
perceptual as well conceptual based. Today, these online environments, most importantly,
are the social media platforms and its users are in plenty in terms of planning for trips.
Social media platforms do offer the opportunity to reach a very large audience in a short
time, but the information consists of positive as well as negative information, which impacts
the thought process of consumers as well as in terms of sharing of experiences about various
tourist products and services.

Hectoring
Farshid Mirzaalian and Elizabeth Halpenny (2021) illustrated that in the tourism
industry, user­generated material on social media platforms is becoming increasingly
significant but at the same time, proper utilization along with proper extraction of
information also plays a crucial part that can’t be ignored. In order to prioritize the visitor
experience, improvements related to these loyalty­inducing destination elements are
missing which should be emphasized. Therefore, proper user­generated material to identify
sentiments, determine themes of interest, and investigate loyalty behaviors’ helps managers
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 229

in better decision making. It is only with the help of a novel and comprehensive way
feelings and themes of interest from travelers’ can be extracted. Asmaa M. Marzouk (2021)
mentions that there is a need for a comprehensive examination of a particular country’s
image as a tourism destination on social media platforms (SMPs). As a result, the marketed
Destination Image (DI) on SMPs, as well as the characteristics of the SMPs and how they
are now seen by users, were researched. A two­step quantitative technique was used to
conduct an exploratory analysis. The findings reveal that a particular country SMPs failed
to strike a reasonable balance between the numerous primary features in order to
successfully market a country as a destination for all tastes. The validity of employing
SMPs as marketing platforms, on the other hand, can be improved only if they are handled
by a skilled staff that understands the value of the destination and is aware of marketing
tactics.
Ruixia Chen et al ;( 2020) recommended that although brand engagement has become
a hot topic in marketing, its use in the tourism industry is still limited. This research
proposes an integrated framework for destination brand engagement, which includes two
key drivers (destination brand authenticity and destination brand self­congruence)
developed from both destination­led and tourist­centered perspectives, as well as their
associated outcomes: revisit intention and recommendation intention. The findings show
that destination brand authenticity and self­congruence will only be positively influenced
if the destination brand engagement, revisit intention, and recommendation intention, with
destination brand engagement, serves as a mediating factor which still seems to be missing
in most of the destinations. The legitimacy of a destination’s brand has a direct impact on
referral intent, but it has an indirect impact on revisit intent. The self­congruence of a
destination’s brand has a direct effect on revisit intent but an indirect effect on
recommendation intent.
Zhai Xue Ting et al; (2020) justify the fact that tourists can use social media platforms
to engage in secondary crisis communication and even conduct collective action against
locations via social media networks. But such online acts provide issues for tourism
destinations in terms of crisis management and image restoration, particularly in the case
of human­generated tourism crises created by managerial or institutional flaws. The
findings reveal that travelers’ perceptions of group relative deprivation can inspire group­
based resentment and distrust against the location, as well as online collective action and
negative travel intention. Furthermore, the findings reveal that goal­oriented and behavior­
oriented online collective acts have opposite effects on travel intentions and that goal­
oriented actions positively moderate anger and travel intentions. This research adds to
our understanding of how a personal incident can turn into a tourism disaster through
social media communications, as well as the managerial implications for crisis management
and post­crisis marketing.
Juan Miguel Alcantara­ Pilar et al; (2018) agree with the fact that website design should
always be appropriate to create a favorable impression of a tourist destination. Nowadays,
tourists currently rely on the Internet while making vacation plans and purchasing travel
merchandise. Hence it is only through secure and satisfying online experiences, websites
can become the most essential medium for inducing good emotion towards a location and
230 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

hence vice­versa. Some tourists, however, are still hesitant to buy travel things online
because of the perceived risk and inaccurate information on the basis of which travel
decision­making becomes more of an issue. Hence, in order to achieve higher levels of
consumer satisfaction with the online browsing experience, the information should be
accurate as well as reliable towards a tourism location.

Findings and Analysis

Social media and tourism, both are very dynamic in nature; dynamism breeds shorter
spans of harmony and greater room for mistrust and tussle. Ulrike Gretzel (January 2018).
Enough space lies for doubts along with a handful of fears which in turn threatens the
mindset of tourists. Social media can act as a manipulator. Neill Fitzpatrick (January
2018). Instead of sharing precise or accurate information, misinformation tends to spread
faster which itself is a cause of stress, anxiety, etc. Tourist minds are burdened with
more fears rather than reliable information, be it purchasing or selling things online due
to the perceived risks and inaccurate information as it is perceptual and conceptual in
nature. My H¡[Link] credibility of the writers and the quality of knowledge are two
aspects to magnify social media content that is overtly presented or portrayed than
qualitative information as it’s mostly based on fostering trust through shared content.
Marina Bondi & Silvia Cacchiani (December 2021).
Online authenticity is frequently unattainable. There is a lacking factor for proper
publicity of a destination due to a lack of coordinated efforts as well as little or hardly
any information acquired from the destination. Morgan McGlashon “Clinging to
authenticity in a world drowning in social media”. Talking about the destination
management organizations (DMO’s), though they want to try something new the
problem lies from where to start, A. Chamaru De Alwis & Berislav Andrlic (April
2016). How to start and unfortunately no examination or verification or rectification
persists towards destination marketing. Asst. Prof. Dr. Gonca Guzel Sahin & Gunce
Sengun (September 2015). Here, loyalty inducing destination elements is missing E­
wom (Electronic word of mouth) is a big contrary when it comes to making a choice
for destination planning and it affects choice when choosing a destination. Hongmei
Zhang et al ;( February 2014). Travelers’ perceptions of group­related deprivation
also inspire group­based resentment and distrust against the location. Xueting Zhai
et al ;( June 2020). Human brain growth is unstoppable; hence we can keep on
developing ways and manners to get and stay connected, simultaneously we will
keep on devising tricks to hide the information. Jichang Zhao (October 2020). Tourism
is one trait that has appended the evolution of the human brain and evolution should
be free from prejudices and conniving practices. s. Emre Dilek & Nur Kulakoglu Dilek
(April 2018). Therefore, there is a need for a comprehensive examination of a
particular country’s image as a tourism destination on social media platforms which
needs to be highlighted.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 231

Conclusion

A tool becomes a beneficiary for marketing efforts, only if the benefits are sustainable
and cost­effective. The analysis is able to deduce that most of the, previously hyped
advantages of social media tools for destination marketing purposes, are in continual need
of amendments and modernization, which actually takes away the cost advantage over
other previously established tools.

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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 235

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The_Effects_of_Social_Media_on_Tourism_Marketing_A_Study_among_University_Students
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50. Hongmei Zhang et al;(February 2014) Destination image and tourist loyalty: A meta­
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52. Jichang Zhao (October 2020) Why do people spread false information online? The effects
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accessed on 16/02/2022 at 13:14 PM.
236 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

24 A Study of New Challenges in E-Learning for

Students Pursuing Hospitality Programs and
New Demands of Employers in Hospitality
Sector in District Faridabad, Haryana
Vimal Kumar, Surbhi, Bhavesh Gupta
Abstract
We have seen a surge in the universities and standalone institutions offering long
term and short term hospitality programs and modules in the preceding years to support
varying human resource demands in the hospitality and tourism sectors. To conduct and
persist in competitive andvolatile hospitality business environment, graduates require a
new set of operational & managerial skills to develop formative thinking for converting
the attained skill and knowledge into productivity andperformance.
The purpose of the study is to find out and address the new challenges encountered
by the hotel management students in online learning and the new norms applicable in
Industrial Training & Placement of hospitality students in the post pandemic times. The
industry is an inseparable component of the tourism industry and the growth/ downfall
in the two is interlinked. The hospitality industry is inclining towards technologically
interfaced products and services.
The study also explores the new challenges faced by students pursuing hospitality
education in the region of district Faridabad. The researchers have collected data from
the said respondents in institutions offering hospitality education programs & the
industry. The analysis is based on responses to the online questionnaire. This study takes
into account, how Covid­19 pandemic affected the learning of these students as the
delivery was in an online mode wherein more than 50% of content is practical oriented
since hospitality education caters to skill dependent sector. The study also makes an
effort to understand new demands from employers in the sector to meet new challenges
in post pandemic era.
Keywords: Hospitality Education, Challenges, Pandemic, Training, Placements.

Introduction
COVID­19 had an immediate and extensive impact on the hospitality and tourism
industries as a result of the virus’s transition into a pandemic. As international travel
prohibitions banned more than 90% of the world’s population from travelling, and harsh
limitations on community gathering sand movement was implemented and halted
(Gösslingetal. 2020). As a result of this pandemic condition, predicting the future of the
hotel business has become impossible. On the other hand, while some projection sexpect
a recovery from prior crises and even growth/decline in the two is interrelated, other
forecasts are less positive. (Gössling et al., 2020)
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 237

Providing education and training to the masses on a massive scale, for economic
survival and to meet the ever­changing needs of society, individual’s special needs and
tastes, is not possible through the traditional educational system based on brick­and­mortar
schools, colleges, and universities. Remote education, e­learning, and virtual universities
have become the answer.
Continuous advances in the field of communication technology have resulted in a
more efficient and cost effective form of learning than traditional learning strategies.
Students and educators now have more control over the teaching and learning processes
because of the E­learning mode or platforms post pandemic.
With the outbreak of the Covid­19 last year (2020­2021), students pursuing hospitality
programmers experienced significant placement and training obstacles. According to a
recent survey by [Link] (an Indian employment internet provider), the majority of
students in India did not get their offer letters, and a few students who were hired were
given deferred joining dates. Other students, however, did not receive a response from
the company regarding the status of their work, according to the report (IANS, The times
of India, 2021).
Hospitality colleges in the district of Faridabad are one of them, where not only studies
but also industrial training was affected, and students who were placed in the Hospitality
sector had their jobs called off or their joining date was extended with a lower salary
structure. Furthermore, when the new challenges encountered by hospitality sector
professionals in online learning, the majority of students and employers encountered
difficulties in evaluation and monitoring of the work for a learning experiences.

Literature Review
Meaning of Hospitality Student
A hospitality student is someone who is enrolled in anyprogramme of studyin
hospitality and tourism (either undergraduate or post graduate) at an institution of higher
learning; is registered full­time according to the criteria of his/her individual academic
institution, and is not employed full­time.

Meaning of Challenges
A challenge is a new or difficult task that tests someone’s ability and skills. Challenge
is something new anddifficult that necessitates a great deal of effort and determination.
(Collins Dictionary). Challenge also means crossing obstacles, moving ahead against the
established norms and practices in anacceptable conduct to accept and vow to do things
in a better mode against all odds.

Meaning of Online Education

Online education is a versatile instructional delivery system that includes all types of
learning that occurs over the internet. Online education is the process of acquiring skills
238 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

and knowledge through electronic devices such as computers, mobile phones, laptop
computers, and so on that connects to the internet. Online education allows tutors or mentors
to reach out to all students more flexibly and efficiently teach them the necessary skills.

Meaning of Hospitality Education

Hospitality Education emphasizes on the academic and professional aspects of
hospitality businesses. It encompassesthe basic concepts liketheoretical components,
professional skill enhancement, etc. Hospitality Education also covers the managerial
aspects and understanding of various cultures that the student has to interact with during
the employment.
In the study, the researcher investigated how the unique corona virus 19, which is a
worldwide pandemic crisis, has impacted students’ education due to the closure of all
educational colleges and institutes. It is now a tremendous task for facilitators to provide
quality education and enlighten students with knowledge. However, institutes have
adapted to the needs of the movement by implementing e­learning tools for giving
education and learning to students, allowing knowledge to be delivered with minimal
time waste during such times. The study also proposed that for better and more successful
learning and teaching in such settings, everyone should place a greater emphasis on the
usage of information technology. (S. Dhawan, 2020).
Another study revealed that as a result of the COVID ­19 situation, institutions
areexperiencing many problems in their various operations such as organizational process,
fewer number of admissions, competitive & entrance exams are cancelled or further
postponed, creating massive barriers for aspiring students. Furthermore, this study found
that the most difficult aspect of this pandemic is providing quality education and
aneffective learning process. Furthermore, the study stated that these obstacles can be
overcome by making efficient use of online learning methods such as Zoom, Google Meet,
and so on. The study found that virtual platforms, eBooks, and online sources should be
made available to students in order to strengthen their education and give them with more
resources (Jene’s 2020).
In their research, it wasanalyzed that students found it difficult to concentrate during
online teaching of method. There are numerous reasons for this, including misdirection
of content, a large number of assignments, which leads to overload, and clearing students’
doubts and concerns about their examinations. Furthermore, time management is one of
the major areas in the new education system that creates a hindrance in their learning
process. (Duraku Hyseni and Linda Hoxha. 2020)
According to their findings, the pandemic is having a disastrous impact on the Indian
hotel industry. They also referenced the Ministry of Civil Aviation’s report, which stated
that due to the pandemic, our country will see a severe downfall in overseas tourists.
Furthermore, the similar effect has been observed in our country’s domestic tourism (P. K
Patel, Kharoliwal S., J. Sharma and Khemariya Prashant 2020).
As per their research, 50 percent of hospitality scholars agreed that the traditional
technique, i.e., face­to­face delivery, is less complicated than taking classes online and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 239

gaining expertise. Their research also revealed that approximately 80% of hospitality
students preferred face­to­face instruction and education over online education. (Mike
Sciarini, Jeff Beck & Jeff Seaman. 2012)
Through their research, they discovered that many hospitality aspirants who enrolled
in hotel management courses at various colleges with a specific choice for departments in
hotels changed their minds regarding their Industrial Training. This demonstrates that
industrial training has a direct impact on a student’s career perception. Students’ view of
the course during the admissions process is that they would make the proper decision
after completing Industrial Training. (Bathla Gaurav, Rana Varinder, Singh Karan & Kohli
Vineet 2020).
According to the report by ISE, there will be societal level adjustments in many sections
of our country in the approaching period. The IES also anticipated that as a result of the
pandemic, unemployment in our country will rise. However, the government should now
respond appropriately and make some necessary decisions such as becoming more
interventionist, implementing an employment scheme, offering pay subsidies, and
providing other sorts of help. Furthermore, they advised that today’s companies, students,
and career professionals should foresee the various types of modifications that may be
required and become a necessity of gradually market operations. (Institute of Student
Employers 2020).
Organizing service practice placements during the COVID­19 outbreak proved to be
a difficult task for institutions and employers who provided placements for expecting
students. The pandemic had somehow turned core values of welfare work practice on
their heads. According to these testimonials, the value of face­to­face encounters, and hence
the power of co­presence, has become more important than ever for the welfare service
profession. (Sarbu R and Unwin P 2021)
According to a report in the Indian Express, most institute placements were delayed,
especially after the Covid­19 outbreak swept the country. Nowadays, the hospitality and
tourism industries are concerned that new job titles may arise, while existing ones with
the identical job description will become obsolete. As a result, institutions and colleges
should create a new curriculum that emphasizes skills­based courses over theoretical
courses, as well as more specific placement campaigns. According to a recent [Link]
poll, hiring in the tourism, hospitality, and aviation sectors has decreased significantly as
most of these companies are not offering new employment as due to outbreak, the highest
rate among industries. (Kalra. S 2020)
The Institute of Hospitality provided a few pointers from industry professionals. They
suggested that they should try their best in this pandemic situation. They added that
interviewers in this new world of hospitality would prefer to see candidates who had
excelled in this demanding setting.
They also mentioned that this is an important opportunity for kids to focus their time
on extra learning and to use this valuable time to enhance their own capabilities and
information. Nowadays, it is relatively simple for students to participate in online webinars
and other training programs that are specifically related to or supported by their field
240 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

work. If students will focus on such skills & programs then this knowledge’s will help the
candidates to increase their ability, resilience and confidence.
Moreover, students need to be reasonable and set their outcomes expectations. During
these different times everyone needs to think about what is happening right now during
this pandemic although everyone needs to be focused on their final goal. Although it may
take longer period of time to achieve your results, but it will be worth it in the end when
you will receive it.” (Institute of Hospitality, 2021)
This study discovered and suggested that in the coming academic year, institutions
should use a hybrid teaching technique in which the first 20% of the syllabus is covered
online, and the remaining 80% of the syllabus is covered in physical classrooms once the
pandemic situation is under control for the quality of education.
According to the researcher, the hospitality, travel, tourist, and aviation industries
will only need fewer than 24 months to recover and return to their prior levels. This possible
role in the hospitality industry will contribute to a new type of hospitality sector, as there
will be a huge change in technology to hotel operations at all levels.
Career options in every facet of the department are limitless, ranging from operational
responsibilities to managerial roles.
In addition, if a person has a degree in hospitality and professional experience, he or
she may be able to change careers and work in other service areas. Students considering a
career in hospitality are advised to acquire intellect, a sense of need, refine themselves
towards human sensations, hard skills, interpersonal skills, a strong theoretical concept,
and a lot of experience. (Makkar, D. R. 2020)
According to the author, several educational establishments have started online
internships and training programmers in many departments of their universities.
Furthermore, the institutes focus on and encourage diverse study areas related to
difficulties that the sector is attempting to solve through motivating young scholars. Students
can select internship tasks that are relevant to their field of study. Following that, they will
be guided in their research by an institutional mentor and an industry specialist.
This new approach to internships should be participatory, student­centered, and
practical. Nowadays, it is a fundamental necessity of the hour to ensure educational survival
and to contribute to student leadership. For managing all placement­related operations,
all institutes have migrated to online platforms using various platforms such as Zoom,
Google Meet, and Microsoft Teams. We must keep in mind that the (Awasthi, A. 2020).

Objectives of the Study

Following the careful evaluation of these most recent secondary data in the literature
review section and with the present form of framework, five major objectives were framed
for the study.
1. To identify the effects of online education on hospitality students in the district
of Faridabad, Haryana.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 241

2. To comprehend the impact of E­Learning tools onhospitality students.

3. To identify the problems and new norms that hospitality students encounter in
the E­learning mode.
4. To determine the impact of online learning due to COVID­19 on hospitality
students in their internships and placements.
5. To identify the additional needs and challenges that employers face as a result
of this pandemic.

Research Methodology
The study primarily focused on the obstacles faced by aspiring hospitality students,
and the constraints in virtual and online education as a result of the effects of COVID 19.
Survey method using Google Form Questionnaire has been used as the data collection
tool to reach out to maximum respondents.
Likert Scale is used where the respondent can rate the statement on a scale of 1 to 5
which are represented as 1. Strongly Disagree, 2. Disagree, 3. Neutral, 4. Agree and 5.
Strongly Agree. The research data was analyzedutilizing both qualitative and quantitative
data entry methods.
The researchers have selected a population size of 1200 from the hotel
management colleges in Faridabad, Haryana. Some of them are Institute of Hotel
Management, Faridabad, The Lalit Suri Hospitality School, Faridabad, and Faculty
of Hotel Management, Manav Rachna International Institute of Research and Studies,
Lingayas Vidyapeeth Faridabad, Rawal Institute 0f Management, and IIHM
Faridabad, etc.

Data Analysis & Interpretation

In this section, the study has represented the various questions and its responses
collected from the target population through online survey, afterwards they were examined
with the help of a simple percentage method pie chart.

Objective: THE EFFECTS OF ONLINE EDUCATION ON

HOSPITALITY STUDENTS.
The following statements have been used to derive information to attain the objective:
242 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

1. Teachers are able to provide equal attention to all the students in an online
learningclass.
Figure: 1 Based on Figure 1 it is clearly interpreted that 18.4 % strongly disagree,
28.2% disagree, 19.4% neutral, 23.3% agree and 10.7% strongly agree. As indicated 28.2%of
respondents disagree with the above statement. It can be stated that the learners feel that
teachers are not able to provide equal attention to the learners in online learning.

2. Online education is not able to close the gap of new skill set needed post
pandemic for learners.
Figure: 2 Based on Figure 2 it is clearly interpreted that 3 % strongly disagree, 8.7%
disagree, 33% neutral, 41.7% agree & 3% strongly agree. As indicated online education is
not able to fill the skill gap forlearners.

3. Time management is difficult in onlinelearning.

Figure:3 Based on Figure 3 it is clearly interpreted that 10.7 % strongly disagree, 27.2%
disagree, 22.3% neutral, 26.2% agree & 13.6% strongly agree. It can be stated that Time
Management in online learning is difficult due to multiple reasons.
4. Online learning is better for peer (student to student interaction) learning.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 243

Figure: 4 Based on Figure 4 it is clearly interpreted that 6.8 % strongly disagree, 27.2%
disagree, 35.9% neutral, 16.5% agree & 13.6% strongly agree. As indicated the majority of
respondentshave neutral opinion which indicates that there is no significant impact on
peer learning in online mode. Whereas 27.2% of the respondents have a strong agreement
that peer learning is impacted in online learning.
5. Improper internet connectivity is a barrier in dissemination of information in
E­Learning Platforms.

Figure: 5 Based on Figure 5 it is clearly interpreted that 4.3 % strongly disagree, 4.2%
disagree, 21.4% neutral, 45.6% agree & 24.3% strongly agree. As indicated 45.6% of
respondentsagree that this is the major issue.

Objective 2: To comprehend theimpact of e­learning tools on

hospitality students.
The following statements have been used to derive information to attain the objective:

1. E­learning mode leads to difficulties in understanding given instructions.

Figure: 6 Based on Figure 1 it is clearly interpreted that 7.8 % strongly disagree, 10.7%
disagree, 39.8% neutral, 29.1% agree & 12.6% strongly agree. Majority of respondents have
stated that online mode does not affect the understanding of instructions given.
2. Online learning platforms are cost effective.
244 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Figure: 7 Based on Figure 7 it is clearly interpreted that 6.8 % strongly disagree, 14.6%
disagree, 26.2% neutral, 29.1% agree & 23.3% strongly agree. It is understood thatmost of
the respondents agree thatonline learning platforms are cost effective.
3. Online learning tools are interactive.

Figure: 8 Based on Figure 8 it is clearly interpreted that 11.7 % strongly disagree,

12.6% disagree, 29.1% neutral, 32% agree & 14.6% strongly agree. It can be seen that almost
48% respondents have indicated that this mode of learning is interactive.
4. E­Learning platforms provide additional opportunities to gather extended
knowledge.

Figure: 9 Based on Figure 9 it is clearly interpreted that 5.8% strongly disagree, 15.5%
disagree, 33% neutral, 34% agree & 11.7% strongly agree. As indicated the most of the
respondents are in agreement with the statement. Therefore, it can be said that E Learning
platforms offer extra opportunities for interested students. It is easy to learn and understand
through E­learning tools.

Figure: 10 Based on Figure 10 it is clearly interpreted that 7.8% strongly disagree, 18.4%
disagree, 35% neutral, 25.2% agree & 13.6% strongly agree. As indicated the ratio of students
who are comfortable in learning and understanding using E Learning tools is higher.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 245

Objective 3: To identify the problems and new norms that

students need to learn in using the e­learning platforms.
The following statements have been used to derive information to attain the objective:
1. Online learning platforms are easily accessible.

Figure: 11 Based on Figure 11 it is clearly interpreted that 5.8% strongly disagree,

13.6% disagree, 21.4% are neutral, 36.9% agree & 22.3% strongly agree. As indicated in
the ratio of responses, majority are in agreement with the statement. This makes it clear
that accessibility is not an issue in using E Learning platforms.

2. Remote learning has delivered expected results for learners.

Figure: 12 Based on Figure 12 it is clearly interpreted that 6.7% strongly disagree,
14.6% disagree, 44.7% are neutral, 24.3% agree & 9.7% strongly agree. As indicated it can
be interpreted that remote learning has not given desired results for most of the learners.

3. E Learning provides opportunities to learn in lighter (happy) mode.

Figure: 13 Based on Figure 13 it is clearly interpreted that 9.7% strongly disagree,
13.6% disagree, 33% are neutral, 31.1% agree & 12.6% strongly agree. The majority of
respondents agree that online learning provides opportunity to learn in lighter mode.
246 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

4. Appearing for exams in online mode assures honest responses.

Figure: 14 Based on Figure 14 it is clearly interpreted that 17.5% strongly disagree,
12.6% disagree, 23.3% are neutral, 19.4% agree & 27.2% strongly agree. It can be stated
that respondents are almost equally divided in opinion on the statement.
5. The lack of training to use online education tools leads to poor responses and
understanding of concepts by learners.

Figure: 15 Based on Figure 15 it is clearly interpreted that 5.8% strongly disagree,

8.7% disagree, 37.9% neutral, 37.9% agree & 9.7% strongly agree. As indicated there is a
conflict between being in agreement and staying neutral. But it can also be stated that
learners are not necessarily needing additional training for using tools in online education.
6. E­learning leads to increased confidence gap between teachers and learners.

Figure: 16 Based on Figure 16 it is clearly interpreted that 4.8% strongly disagree, 22.3%
disagree, 17.5% neutral, 35% agree & 20.4% strongly agree. As indicated it can be stated that
there is a definite confidence gap between the teachers and learners in E Learning mode.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 247

Objective 04: To study the influence of covid­19 on

hospitality students during internships and placements.
The following statements have been used to derive information to attain the objective:
1. Employers have limited opportunities to guide the interns due to their previous
learning in online mode.

Figure: 17 Based on Figure 17 it is clearly interpreted 9.1% neutral, 63.6% agree &
27.3% strongly agree. It is clearly evident from the above interpretation that majority of
the employers feel that online learning of basic concepts makes the application of the same
difficult in practical.

2. E­Learning has negatively impacted the actual skills enhancement happening

duringinternships.
Figure: 18 Based on Figure 18 it is clearly interpreted 9.1% neutral, 45.5% agree &
45.5% strongly agree. As indicated majority of the respondents agree or strongly agree
with the statement. Thus it can be said that major skill enhancement is possible only in
offline learning.

3. Hospitality industry has inclined towards technology interfaced products and

services post pandemic.
248 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Figure: 19 Based on Figure 19 it is clearly interpreted that 9.1% disagree, 9.1% neutral, 72.7%
agree & 9.1% strongly agree. This can be stated from the above interpretation that hospitality
industry has made a shift towards technology enabled products and services post Covid 19.

4. Evaluation in an online mode is moreauthentic.

Figure: 20 Based on Figure 20 it is clearly interpreted that 18.2% strongly disagree,
18.2% disagree, 27.3% neutral, 36.4% agree. As indicated majority of respondents are in
agreement with the statement and support the authenticity of evaluation in online mode.

5. E­learning aids help improve professional skills.

Figure: 21 Based on Figure 24 it is clearly interpreted that 18.2 strongly disagree, 36.4% disagree,
27.3% neutral, 18.2% strongly agree. As indicated it can be stated that majority of respondents feel
that there is no significant change in acquiring professional skills through E Learning tools.

Objective 5: To assess the additional needs and challenges

that employers face as a result of the pandemic.
The following statements have been used to derive information to attain the objective:
1. Offline communications are essential for conveying the schedule of online
classes.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 249

Figure: 22 Based on Figure 22 it is clearly interpreted that 27.3% disagree, 36.4%

neutral, 18.2% agree & 18.2% strongly agree. As indicated most of the respondents are
neutral and it can be understood that offline or online communication does not deter them
from adhering to the schedules.
2. There is a requirement of new set of operational skills to perform duties with
efficiency in post pandemic times.

Figure: 23 Based on Figure 23 it is clearly interpreted that 9.1% neutral, 81.8% agree
& 9.1% strongly agree. As indicated majority of the respondents are in agreement with
the statement. Therefore, it can be stated that learners and employees need to acquire new
skill sets in the new era of hospitality operations.
3. There is lack of initiative by students during online learning.

Figure: 24 Based on Figure 24 it is clearly interpreted that 9.1% neutral, 36.4% agree
& 54.5% strongly agree. As indicated majority of the respondents are strongly agreeing
with thestatement. It can be said that students have to be more enterprising and outgoing
to get the best out of online learning.
4. Learners do not make efforts to ensure desired outcomes of content delivered
in E­Learning.
250 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Figure: 25 Based on Figure 25 it is clearly interpreted that 18.2% neutral, 36.4% agree
& 45.5% strongly agree. As indicated the ratio of student’s majority are strongly agreeing
with the statement. It can be thus stated that desired outcome of online learning is majorly
dependent on efforts made by learners.

Findings & Discussion

In this section, the study represents the findings based on the survey conducted on
hospitality students and employers to understand the impact of new challenges, learning
& new demands for the student and the employers post pandemic in hospitality sector in
District Faridabad, Haryana. Based on the survey students and the employer’s hospitality
sector has changed drastically and requires the new parameters for the selection and the
placements and acquiring the new aids or tools for the [Link] finding of the study
are summarized as follows:
• Learners feel that teachers are not able to provide equal attention to the learners
in online learning.
• Online education is not able to fill the skill gap forlearners
• Time Management in online learning is difficult due to multiple reasons.
• Peer learning is impacted in online learning.
• Online mode does not affect the understanding of instructions given.
• E learning is an interactive mode of communication.
• E Learning platforms offer extra opportunities to learn for interested students.
• Ratio of students who are comfortable in learning and understanding using E
Learning tools is higher.
• Remote learning has not given desired results for most of the learners.
• Online learning provides opportunity to learn in lighter mode.
• Respondents are almost equally divided in opinion on the statement that
Appearing for exams in online mode assures honest responses.
• Learners are not necessarily needing additional training for using tools in online
education.
• There is a definite confidence gap between the teachers and learners in E
Learning mode.
• Employers feel that online learning of basic concepts makes the application of
the same difficult in practical.
• Major skill enhancement is possible only in offline learning.
• Hospitality industry has made a shift towards technology enabled products and
services post Covid 19.
• There is authenticity of evaluation in online mode.
• There is no significant change in acquiring professional skills through E Learning
tools.
• Offline or online communication does not deter them from adhering to the
schedules.
• Improper internet connectivity is a barrier in dissemination of information in
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 251

E­Learning Platforms
• Online learning platforms are cost effective.
• Accessibility is not an issue in using E Learning platforms
• Learners and employees need to acquire new skill sets in the new era of
hospitality operations.
• Students have to be more enterprising and outgoing to get the best out of online
learning.
• Desired outcome of online learning is majorly dependent on efforts made by
learners.

Conclusion & Reccommendation

According to thefindings of the study, it is analyzed that respondents found it difficult
to concentrate during online learning for a variety of reasons including distraction,
improper internet connectivity, etc. As the datais interpreted, it is identified that almost
fifty percent of the respondents thought that offline classes, i.e. conventional methods, are
more intelligible than online lectures. The respondents stated that skill enhancement is
not as effective in online learning and that there is no significant change in acquiring
professional skills. In the study, it isfound that accessibility, online learning opportunities
for students, and authenticity of evaluation are not a problem on e­learning platforms.
Also, majority of them have the opinion that appearing for exams in online mode provides
an equal opportunity. The study also shows that respondents are comfortable in learning
& understanding using e­learning tools. It is recommended that the institutes should give
more importance to develop a new curriculum, skill­based bridging courses and assure
targeted placement campaigns. Also, Covid­19 had an influence on the industrial training
due to which students have lack of actual & practical knowledge because of which they
are not able to fulfill the set demands of the employers. According to the study both the
students and trainers experienced that the lack of training exposure in online mode leads
to poor responses & they are not able to fill the skill gap for the learners. Students have to
be more enterprising & outgoing and need to acquire new skill sets according to new
trends or demands in the hospitality industry. Further scope of research in the above context
can be explored for a future studies.

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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 253

25 A Study the Role of Hospitality in Health Sector

Dr. Dhanraj Kalgi, Mr. Arvind Sonkamble,
Ms. Pallavi Yedgaonkar,

Abstract
Health plays vital roles in todayʹs lifestyle, people are travelling for many purpose
tend to have food outside. Youth like to try different cuisine which is one of the major
causes of effecting health negatively. Hotels, restaurants and other hospitality sectors plays
important role in serving hygienic food in clean ambiance. Person is what he eats, bad
eating habits might cause many diseases. In all kinds of illness correct nutrition and
proposed die tic pattern will help to improve health. The study was conducted to find the
relationships between hospitality and health sectors and together working of them to help
ill society. Data collected for research is from secondary method. Hospitality has vast
meaning not only related to hotels restaurants, cruise, or flight but also it has strong
connection to Hospitals, Gym, Spa, Meditation centres, Vipassana centres. Many
organizations provide food to their clients as per the guidelines of nutritionist. Now a
dayʹs medical tourism is also practise by people, many people travel to meditations centres
like vipassana, ayurveda which has religious and holistic references that makes a great
impact on ones thinking, which serves as satwik food for brain Food is provided
considering individuals age, health study and medication followed. Health is not only
related to physical but also psychological health. Housekeeping is equally important for
keeping individuals surrounding of ambiance (beds, rooms and bathroom) clean as these
are prone area from where the spread of diseases can take place, which can harm weak
and healthy person.
Key words: Hospitality, Health, Physical diseases, Chronicle diseases, Remedies,
society, Meditation centres, Holistic places

Introduction
The Latin word ʺhospitalisʺ or ʺhospitalitasʺ is the source of the English word
ʺhospitality.ʺ The old French word ʺhospitalite,ʺ which translates to ʺhospitableʺ
(hospitable). Warm reception, welcome, and generosity are some other words that are
used as synonyms for the word hospitality. In general, the word ʺhospitalityʺ refers to the
warm, welcoming, and entertaining of visitors, guests, and strangers. Or The practise of
entertaining customers, conference participants, or other formal guests is sometimes
referred to as hospitality. Hospital, hotel, hostel, and hospitality are all related terms that
derive from the Latin word ʺhospice,ʺ which means ʺhost.ʺ In recent years, a particularly
personal bond has grown between the hospitality industry and hospitals. In first look health
254 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

sector and hospitality appear as two different industries but in closer view they are on
same page and deal with client satisfaction. In health sector clients has to feel better and
get cured, need correct amenities and clean ambiance. Services in such organisation are
not just limited to better client experience. Staffs are trained so that they can develop sense
of precedence for their client. Client come to these organisations who suffering from one
or another physical or Chronicle illness, and they want to get cured in a very healthy and
clean atmosphere, some clients want psychological remedies or peace of mind from daily
routine so they visit meditation centres like e.g. Vipassana centres, manashakti. Some of
them want to loss physical stress so they prefer spa. Clientʹs mind set has also change they
want value for money in health sectors like hospitals, gym, spa, meditation centre, etc.
These organisation help to overcome varies physical and chronicle illness by suggesting
them specified remedies for specific illness, some of these organisation work for free
however some of them charge some amount to client.

Review of Literature
Through research, several methods can be used to integrate a hospitality mindset in
a hospital so that patients can have a greater satisfaction about their experience. A hospital
provides a perfect example of the idea of a host//guest relationship. This type of relationship
eludes a hospitality mindset by meeting expectations of patients (guests) with both
welcoming attitudes and overall environment (Severt, 2008). One method on achieving a
welcoming attitude is through emotional connections. These are needed to achieve a high
level of patient satisfaction. ʺIt is when a carer shows compassion, sometimes in the smallest
of acts, that not only does the patient feel cared for, but the health care professional may
also feel more positive within themselves (Kelly, 2016).ʺ An emotional connection would
fall under personal hospitality, one of three levels of hospitality that can be found in a
hospital. The other two levels are public and therapeutic which include politeness and
ethics/morals, respectively (Kelly, 2016). The use of a five­dimensional service quality to
obtain a high level of patient satisfaction is another method used to integrate hospitality
in hospitals. The five qualities are physical infrastructure, provider­patient interactional,
administrative, medical care, and nursing care (Jameel, 2019). However, sentimental value
needs to be reached for patient satisfaction as well as the understanding of the intentional
behavior of patients (Jameel, 2019). The International Journal of Hospitality Management,
discusses another method of hospitality for hospitals, ʺpatient as customer.ʺ Overall,
providing hotel­like amenities such as high­quality linens, gourmet food offerings, and
concierge personnel allows patients a better opportunity for better rest and feeling more
like home. Hence, leading to increased patient satisfaction. This aspect, also, if cost­effective,
leads to a higher profitability (Suess, 2017). Intangibles provide another approach in
increasing patient satisfaction. The knowledge based theory uses a firmʹs (hospitals in our
case) unique knowledge through employees. The idea is that knowledge of employees at
a given firm (hospital) is what would help the overall efficiency and innovation and provide
a better patient experience (Erickson, 2017). Tangibles also provide an approach to service
for increasing patient satisfaction. Tangibility can be defined as ʺthe degree to which a
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 255

product or service portrays its clear concrete image and intangibility as lack of physical
evidence. Thus, tangibilizing services acts a critical success path for services (Panda, 2014).ʺ
Tangibles are just one parameter for measuring service quality and can be found in the
SERVQUAL model when measuring patient satisfaction (Panda, 2014).

Objectives
• To Important role played by hospitality sector in maintaining health of
individuals
• To find Need of such organisation in todayʹs lifestyle
• To understand reasons causing physical & chronicle illness hype in ratio
• To find how can hospitality sector help society to overcome this situation

Research Methodology
For this research work, the collection of data is done with the method of secondary
data, in which data obtain from books, blogs, website, internet, journals.

Discussions and Findings

This study is aimed at examining the relationship between health sectors and
Hospitality practices provided by these organizations which helps one to upkeep the health.
The study shows that ʺYou are what you eatʺ as stated that influences your health in positive
as well as negative aspects, lifestyle which you follow makes life satisfied or stressful. The
findings suggest changes in your eating habits and lifestyle to improve your health and
quality of life as they associate to each other in a very subtle way. That is what is facilitated
by these organizations like health sectors, Spa, gym, ayurveda centres, meditation centres,
and holistic places which are not only organizations that will help one to upkeep their
health physically but also psychological relaxation. Science plays a very vital role in food
selection as that is the only source which provides you with require nutritional information
which helps to maintain onesʹ diet, therefore science can be stated as best and only source
of hospitality to accurately follow dietary instruction in any health sector. Which can be
looked upon as great hospitality towards food sector as well. Science is a blessing given
by nature to whole mankind. Various establishments who make possible for society to
adhere the facilities are as follows:

Hospitals
In many hospitals outside food is not allowed, hospitals catering provide food to patient
at their beds; the food is planned by nutritionist according to clientʹs medication suggested
by expert/doctors. Food is pre­plated and menu is always fixed. Food is made under strict
hygienic and sanitised conditions where at most care is taken to preserve the nutritive value
of the food. Each room and bathroom is clean and disinfected by housekeeping staff; Bed
linen and clientʹs hospital dress are washed and used. These organisation are needed in
society, people fall sick by infections of many bacteria, viruses, or could be mishap like
256 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

accidents. Kids fall sick, due to old age people fall sick, all of these circumstances expert is
required and well medication along with diet, for this reason hospital are require.
It is deeper feeling of knowing other and develop an emotional Connectedness, which
is on basis of understanding caring in health Care sectors, when you attain client you feel
it in your heart and mind not only in The head. You are forced to caring. This level of
feeling of care is related to once mind full of holistic perspective on seeing the whole
person and when a person shows compassion. In the smallest of acts, where patient feel
cared the health care professional feels more positive within themselves. Still the concept
of hospitality in the healthcare sectors is still not in academic of nursing management.
Hence hospitality is need to become a biggest part of todayʹs nursing managementʹ
hospitality in a hospital has different dimension. Hospitality in hospital starts as a brief
personal exchange, involving politeness, probably occurring at reception during an enquiry
or admittance procedure for the patient. Although brief, the exchange sets the foundation
for the patientʹs stay, and the initial welcome leaves a lasting impression. Personal
hospitality has some emotional involvement, perhaps a sharing of interests and opinions
between the hospital professional and the patient. The therapeutic level of hospitality
encompasses a more ethical and moral dimension, which may create the basis for healing,
and includes the therapeutic use of self.

Hospitality in hospitals
Hospitality where the human situation as being one of pain and loneliness, which
may be altered when a friendly space is created by others, enabling them to reach out and
tell their own stories. This approach is also referred to as humanistic nursing, characterized
by concepts such as holistic, individual, empathy, intimacy, coping, caring and choice to
create a humanistic rather than dehumanizing experience. significant emotional connection
between the host and the guest. It is the emotional experience that is at the centre of the
encounter, a Hospitable act that abandons rational judgement to offer complete acceptance
of the other and which in turn creates mutual well­being for both parties. It is this openness,
recognized as being only a ʹmomentʹ, a temporary exchange that is regarded as true
hospitality. ʹNursing presence as crucial in order to enhance the patientʹs lived experience.
Nurses have described experiences of presence as being both meaningful for
them as well as for the patient, provoking feelings of comfort and peacefulness while
diminishing anxiety and vulnerability, often when no words exist to fill the emptiness patients
feel. In contrast, when a nurse shows little interest in the lived experiences of a patient and
treats them merely as an object for analysis, a patient feels alienated and not cared about.
Patients recognize that nurses are busy but describe a yearning for someone to show some
interest in them as human beings, to connect with them on an emotional level

Health clinics

Spa
Spa is area where people go to loss their stress, and massage, bed spread and towels
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 257

use in spa are always maintain clean and laundered at high care as there are oils you for
massages. Bed and bath linen once used is sent for wash to avoid spread of any
contaminated diseases. Also in each spa room there is shower cubic given so client can get
fresh, in spa people come for relaxation, who have body pain, which is achieved by oil
massage, or Ayurvedic treatment. Spa treatment not only works on body but also on mind
and soul. Massage time is break for stress, work family, friends. Massage improve blood
circulation so all nutrients and oxygen reaches to every cell of your body, stimulates tissue,
vessels, and organ in clientʹs body. Massage help mind to feel good by releasing hormone
serotonin. Massage is also beneficial for pre and post pregnancy for womenʹs, all athletes,
sports person prefer treatment for well train therapist as after the sports, they want to
relax mussels, by deep tissue massage. Massage therapy is a pain management in arthritis
like illness, help in cellular renovation. Water treatment in spa help to maintain water
balance in body and skin, heat treatment helps for improve blood circulation, cleaning of
pores on skin, Therapeutic mud help in removing dead skin and toxin from sweating from
body surface. There are people prefer varies kinds of massage therapy like Aromatic
massage, Hot stone massage, Swedish massage, Thai massage, Balinese massages.

Meditation centres
In meditation centre simple and healthy food is provided, foods are served in dining
area or common area where all clients who are attending session gather and have food.
Cleanliness at kitchen and dining area are always maintained up to the mark. In meditation
centre there is arrangement for client to stay for seven days. room is provided to every client,
though the room is not luxurious still room has all basic facility one need bed with clean
linen, clean bathroom and towels, drinking water etc. and properly maintain clean room
atmosphere. Today everyone is running according to clock, people donʹt have time for them
self and family, in early days people use to spend time with family there was nice bond in
family, hence feeling of togetherness use to heel all mental stress, however in today people
are become more workaholic although they are earning for family and always struggle to
maintain bond between the family still they are not able to match with spending of time
with family at same time professional work and also competition in society affects ones
willingness to get peace of mind. Such psychologically disturbed people visit meditation
centres to achieve peace of mind, and silence where they can communicate themselves, where
counselling also taken care by staff of such organisations. These organisations help society
to cure, from depth making strong emotional and psychological health.
Vipassana ­ vipassana meditation person does self­observation by focusing on inner
self with open mind. Vipassana is to see the things as they really are. This is a minimum
ten daysʹ course. Each day starts with 4.30am and ends at 9. [Link] are code of conduct
to be followed by client who comes for Vapassana. Those code of conduct are not to kill
any one, not to steal anything, not to commit sexual misconduct, not to speak lies to
anybody, and to stay away from intoxicants like alcohol. in ten daysʹ program first three­
day client observe inhale and exhale of breath and develop concentration of mind, blooming
the equal awareness towards all emotions. In the evening progress is explained in one­
258 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

hour discussion, one last day loving and kindness meditation is done. The other kids of
meditations are mindfulness meditation, spiritual meditation, focused meditation, mantra
meditation, and progressive relaxation. Benefit of all mediations are helps to lower blood
pressure, reduced stress from mind, allow onesʹ brain and mind to have better sleep,
improve emotional intelligence, develop focus on work, enhance mood, increase
adaptability, minimise aggression and help to connect with other people.
Manashakti Kendra: ­ Manashakti organisation is located in Maharashtra at Lonavla.
Here science, spirituality and pragmatism are included in program for the wellbeing of the
client, family, society, nation and humanity. Organisation aim is to achieve society as a whole
world prosperity and equality through ʹNew Way Philosophyʹ propounded by Swami
Vijnananandʹs harmonious confluence of science, spirituality and Ideology. To help people
achieve tension­free success and peace of mind through scientific means, social welfare
activities and rational devotion. Mana­shakti has varieties of program for all age people:
• Suprajanan program for newlywed couples
• Garbha sansakar for prenatal knowledge
Nurturing kid 0 to till 7yearsChild development from 8 years to 14 years Youth power
from 15 years to 28th years
Stress Management for managing stress, de­addition, overcome jealousy, music
therapy. Health Care ­ Cure without medicine,
Ayurveda treatment, Plant therapy. Health care for senior citizens Meditation, yoga
and pranayam Science of Spirituality­Mind, God, Mantra, Religion, Future, [Link]
after death ­Rebirth and shraddha.
Manashkti work under values ­ Scientific & Research based approach and Rational
attitude, Knowledge of Laws of Nature, No Religion, Caste, Gender Discrimination,
Respect, for all religions/ ideologies, including atheism, Equality & Respect for all living
beings, Harmony between mind and body, Truthfulness and Benevolence, Altruism ­ Cycle
of good deeds, Purity in thoughts leading to purity of environment, Gratitude towards ­
parents, family, society, nation, world & Nature, Selflessly dedicate a minimum of one
hour per day for the Society & the Nation, Rational Devotion.

Brahmakumari Meditation Centers

It is a self­healing process by practising rajyog, in this process our dormant inner
energies is activated in the form of powers and nourishment that help to develop the
spiritual awareness of the self, Supreme, time and world. By practising Rajyoga one can:
• Gain freedom from Anxiety and Stress.
• Improve Personal Relationships.
• Create a Sense of Well­Being
• Enhance Memory and Concentration.
• The mind becomes more clear and focused.
• Overcome Negative Habits.
• Improve Quality of Sleep
According to philosophy there are two steps Self­realisation and God realisation.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 259

One person achieves stage of soul consciousness and not remain as body­conscious,
this require efforts where all of us have forgotten that we are a soul. And that soul is
operating this body through the brain. The meditation teaches to taking inward journey
within, and person discovers spiritual identity. When person recognise and experience
the self as a ʹsoulʹ, and emerge original, innate virtues of peace, purity, love, bliss, and
spiritual power to attain a natural stage of soul consciousness.
As person realises soul consciousness it becomes a natural stage of consciousness,
then person stars to proceed to recognise our spiritual father who lives in the soul world,
away from this material world. He is the ocean of all virtues and powers. We now remember
him. Just as I can easily remember the father of my body who gave me this birth, so as I
naturally remember the father of all [Link] Ideology is different however this
organisation work for peopleʹs wellbeing.

Happy Thoughts, Tejgyan Foundation

Started for social wellbeing of society. The ideology they believe is only God exist
study whether you exit or not by investigation, everything is belief and understanding is
core concept. Reason of life on earth is to train once mind to be pure, loving, and stable.
The reason of happiness is inside you, and it is possible to stay happy always. God, Guru,
you are one. This organisation has varieties of program for childrenʹs youth, Family, etc
Fearless child program for growing childrenʹs Program for relationships for those newly
married and those who want to develop better bonding in relationship Program for youth
who are miss their aim and chosen a path where there is stress and addiction. Special
program for women to develop confidence in them. Stress free life program for society.

Organisation Provide Ayurvedic Treatments

Ayurveda is entire cure for body, mind, and feeling, emotions. Ayurveda not just
treat the symptoms of illness but also help to get reed on root cause of illness Vata(arthritis),
pitta(acidity), kafa(cough) as stated human body is composed of all three characteristic
but the ratio differs of oneʹs body which indicates onesʹ bodies behaviour and in accordance
to it the favourable therapies are suggested. Ayurveda help to balance these three
characteristics and increase body strength, improve quality of oneʹs life. Ayurveda works
on five principalsʹ water, fire, space, earth and air. Nadi pariksha is most important
technique use in ayurveda. Treatment in ayurveda which is having verities/practices like
yoga, herbal medicine, massage therapy and diet changes, Mantra or sound therapy, and
panchakarma. In panchakarma Vaman, Virechan ,Basti ,Nasya and Raktamokshana are
five treatments sugested ,in Vaman client is given herb medicines where vomiting takes
place to clean upper gut, In Virechan lower part of gut is clean as when extra pitta is
secreted which is present in gall bladder, liver, small intestine. Virechan process help to
remove root cause of fever, diabetes, asthma, skin disorders, joint disorders, digestive
disorders, constipation, hyperacidity, vitiligo, psoriasis, headaches, etc. Basti is a enema
where oil, ghee, herbs are used to give enema and it helps to remove toxins from body.
Nasya is process where oil with herbs extract poured slowly through nose to reduce toxins
260 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

form by kafa. Raktamokshana is cleansing process of blood. Panchakarma is done for seven
days where slowly diet is increases, at first liquid diet is given followed by semi solid diet
and then solid diet is suggested.
Herbs use in ayurveda are: Ashwagandha, Mulethi, Trifala, Brahmi, Amla, Cumin,
Turmeric, Cardamom, Tulsi, Ajwain etc. Asthma, Arthritis, Digestive problems, Eczema,
High blood pressure, High cholesterol levels, Stress. Kerala ayurveda therapies ­
• Abhyaga ­Abhyaga is herb oil is used for whole body massage,
• Swedana ­swedana is a process where medicated steam bath is given to client
• Shirodhara­ shirodhara this is aurvedic way of treatment where an oil with herbs
is poured slowly and steadily on your forehead which work as natural stress
releasing therapy.
• Takradara,­ Buttermilk with herbs is poured slowly and steadily on clients
forehead
• Pizhichil­ Warm medicated oil is poured slowly and steadily on clientʹs whole
body.
• Udwartana,­ Udwartana is a powder massage, done in upward direction.
• Shashtika shali panda ­It is a rice treatment where highly nutritious rice uses in
tissue nourishing treatment. This treatment give benefit to clients having
Paralysis, cerebral palsy, Parkinsonʹs disease, cervical spondylosis, osteoarthritis,
diabetic neuropathy, inter vertebral disc prolapsed, rheumatoid arthritis, etc.
• Patra pinda sweda­ In this treatment bundles are made of herbs and heated in
oil till medium temperature and use to treat joint pain, muscle cramps, stress,
and arthritis
• Tarpanam, ­ Treatment is beneficial for eye where the black gram paste is applied
around the eyes and the ghee with herbal medicines is poured in the eyes
according to the diseased condition.
• Kativasti, ­ For diseases like chronic backache, sciatica, lumbago, weakness of
lower limbs, etc. Treated call kativasti is done in this some amount of warm oil
with herb extract is hold on the low back of the body.
• Januvasti, ­In this reservoir is made with black gram around knee and fill with
warm oil with herb extract, it is helpful in knee pain.
Interesting Facts:
• Consumption of opposite natured foods such as milk with sour or salty foods,
fish and milk, and cold and hot foods can cause certain illness such as allergies,
eczema and diabetes.
• Ayurveda has recognized 20 types of diabetes or Madhumeha.
• Ayurveda says, having sleep for more than 20 minutes in the day time causes
serious damage to the internal body functions.
• Eat only when you are too hungry and stop eating when you feel you are about
to fill the stomach completely will help you keep your digestive system strong
and body free from obesity.
• Should not take a bath with extremely hot water even in winters as bathing
with too hot water will loss sebum it is a protective layer of fat on skin.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 261

• Common symptoms of underlying diseases are sudden loss of hair and losing
concentration, or change in the nail colour and skin colour and sudden change
in diet.
Ayurveda also include:
• Shalya Chikitsa (Surgery)
• Kaya Chikitsa (Body Treatments)
• Baala Chikitsa (Paediatrics)
• Damsthra Chikitsa (Toxicology)
• Griha Chikitsa (Psychiatry)
• Shalakya or Urdhvanga Chikitsa (ENT and the body parts above the neck)
• Rasayana or Jara Chikitsa (Using chemicals or herbal formulations for treatments
and therapies)
Ayurvedi package available for society:
• Panchakarma
• Weight loss
• De stress
• Diabetes treatment
• Post pregnancy
• Infertility
• Herbal treatment
• Rejuvenation.
They are few of the commonly seen in majority number of people in the society with
the chronical and physical illnesses that are therapized by above organizations, with reasons
and suggested remedies,

Diabetes
Diabetes is a medical condition where blood sugars level increases. Things that increase
your blood sugar level are:
1. Avoiding breakfast: Insulin level and blood sugar level is high in overweight
peoples and who didnʹt eat breakfast after they ate lunch in small amount.
2. Sweeteners Foods those increase blood sugar are artificial sweeteners, they had
higher blood sugar Levels
3. A high­fat meal People who have high fat content in diet have high blood sugar
4. Infection Cold, flu, or even a urinary tract infection, affect immune system as
your immune system releases special germ­fighting chemicals that throw your
blood sugar out of whack.
5. Avoiding sleep A good night sleep restore energy, and body, rest is a medicine
for once body. Not getting enough sleep is a result of stress on the body and
mind which result in higher blood sugar levels.
6. Smoking cigarettes a smoking habit is not at all healthy for anyone, level of
nicotine in human blood cause High blood sugar levels increase which result
in diabetes and heart attack, stroke, and kidney failure.
262 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

7. Certain drugs in your medicine cabinet There are common drug steroids to
control asthma, improve cholesterol levels, to Lower blood pressure, can raise
blood sugar levels, so if person use them, who may increase blood sugar in
body

Kidney Disease
Kidney Disease: The kidneys are responsible for filter waste products from the blood.
Kidney disease, waste remain the blood, making people sick, hence in kidney disease low
in protein, sodium, potassium, phosphorous and fluid is suggested, the diet readjusted
Depend on the percentage of kidney failure and the need for dialysis.

High Cholesterol
People with high cholesterol are at high risk of heart disease. People those who eat
fats meats, dairy and eggs have high cholesterol.

Cancer
Cancer dieses is of various type Blood cancer, breast cancer, lung cancer, kidney cancer,
prostate gland, uterus cancer, Ovarian Cancer etc, it is a chronic illness and severity can
lead onesʹ death. Cancer is cause due to poor nutrition, smoking, alcohol consumption,
excess weight of body,

Asthma
Asthma is a chronic illness where wind pipe narrows and swell and mucus is produce
at high level leads to difficulty in breathing. This illness runs strong in family line, giving
asthma to small kids. Some kinds of asthma are due to allergy.

Alzheimer
In this brain shrinks and brain cell die, hence person starts losing memory, slowly do
not recognise house, native city or area and family member.

Factors Affecting Pulse rate & Heart beat

1. Any type of Illness where immune system weakens and changes can be observed.
2. Emotional Stress, fear, anxiety forces quickening.
3. Exaggerated work out with emotional stress, breathing pumping increases.
4. All type of medicine intake will also have impact.
5. Body Temperature in response to atmosphere temperature.
6. Deficiency in Glycogen Levels.
7. Cardiovascular Disease issues in arteries.
8. Lacking in requirement of fluid will effect in Dehydration.
9. Pressure a bowel movement, lifting a heavy object.
Allergies, conjunctivitis, diarrheal, stomach pain etc are illnesses people suffer with.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 263

All these illnesses are spreading because lifestyle of people, eating habits of people. Using
too much of sugar, salt, fat in diet increase risk of disease.
A healthy eating habit contain vegetables, fruits, whole grain, fat free diet egg, fish,
nuts etc avoiding saturated & trance fat.
Traditional and Modern of preparation of food are differs from each other as
preparation time, process of cooking, nutritional value, ready availability of ingredients,
taste, aroma, garnishing, serving, etc. Traditionally people used slow cooking method and
in modern fast processed food are used.
If proper nutritive and balanced diet accompanied with necessary instructions is
favoured in daily meal many of the illness which are showcased above can be overcome
to a great extant.
Increase in population has change the societal behaviour contributed to a steady
increase in the common and long­term health issue. Middle class is growing with less
financial sources hence quality of food they prefer to fulfil every once hunger in family
which is leaded to less nutritive food. People in city are practicing sedentary lifestyle.
Smoking, unhealthy diet, and physical inactivity causes chronic diseases, specifically heart
disease, stroke, diabetes, obesity, metabolic syndrome, and some types of cancer. Today
chronic diseases are biggest problem in society. Vegetables, fruits, cereals etc. available in
market now a day has pesticide and chemical fertilisers. Pesticides have negative effect on
body causing chronic illness of brain, nerves system, and heart. In early days there was
less or no use of pesticide and chemical fertilisers so food materials were healthy and
affordable by poor as poor people in todayʹs life world cannot buy nutritive reach food.
Early dayʹs peopleʹs life was not such stressful increasing globalisation has put stress on
mind and body of todayʹs people, youth has addicted to alcohol, drugs and cigarettes,
People are choosing eating fast­food. which affects health and mind.

Hotel Motel & Resorts

Hotel industry is said to be home away from home for people who are traveling.
Hotels are available from ranges high cost to low cost hotels. In star category like five star
or seven­star hotel food is prepaid with extra care best quality raw material is used to
make every day food for guest, housekeeping in such hotel is also remarkable each are of
hotel room, restaurants, lobby is kept and maintain clean. In budget hotel and small hotel
also food and cleanliness has given importance as it is important mean to show hospitality
and care for guest health. In many coastal are like Konkan there are not big hotel present
however people have converted their part of house in hotel room, they sale those room to
traveller and food served to them is healthy, clean with all nutritional value comes directly
from hotel owners house kitchen, Cleanliness is such hotels also appreciable.

Gymnasium/Gym
In gym people does heavy exercise and get exhausted wants refreshment so in gym
lemon juice is served fresh and clean towels are provided in gym to every client to avoid
contamination. Gym has a number of benefits, better mood, better heart function, better
264 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

brain function, flexibility, strong bones and muscles, weight loss, gives toned body. In
gym there are many kind of equipment such as treadmill, dumbbells etc. with exercise
and use of every different equipment the result and benefit is different for the body.
Youth and teenager go to gymnasium to enjoy different game some of them are
participants of state and national level games, such kids require good nutritive diet
suggested by their coach. Diet is planed according to their age group, gender as male and
female has to follow different diet as per their choice if game they are participating. Sports
academies also suggest balanced diets to player, this keeps all players active and fit.

Holistic Places
Holistic places like Shirdi, Akkalkot, Shegao, Gondavle, Tirupati and many more
where satwik food is served these all are also kind of hospitality. Theses dharmastala also
provide accommodation on prior booking, while book all details are asked by dharmastala
people as of hotel, Accommodation is provided for night or two at very nominal charges
and with minimum charged food on coupon basis, Accommodation with all basic facilities
like bed, table, toilets are provided. The devoteeʹs safety is also taken care of as every
room is provide with a lock and key which need to be surrender at time of departure by
them. This is a hospitality with holistic shade where earnings are not a priority but faith
of people is important.
Being hindu nation we have lakh of people traveling from north to south and east to
west to visit such dharmasthala. This sector is big sector in hospitality industries. there
are certain places where at most security is practiced and also governments permission is
required to visit the places however people overlook and still visit places due to their
faith such as vaishno devi, Amarnath, Kedarnath.

Patient Care Services

Patients come with various needs and reasons to the hospital. From the very entrance
to the hospital by the patient, all through the way of treatment and then exit (including all
processes), patients and his/her companions seek comfort on all sides. Among the various
services offered by the hospitals are: ­

Dietitian Quotient
Among the main services offered by the hospitals in this regard are dieticians for
cases where the patientsʹ diet has to be under strict surveillance. Depending upon the
type or acuteness of the case, a therapeutic diet would be suggested for such patients.
And with guidance from the dietitian, the patient could select from the therapeutic menu
as well. Most of the Corporate hospitals hire or recruit professionals from the hospitality
background (even from hotel management) to ensure patient satisfaction, convenience and
quality standards in the department. Its main function is of identifying, organizing,
preparing, serving specific food to patients admitted in the hospital. The types of diets
served to patients are:
• Normal diet, liquid diet, low salt based diet, diabetic (for patients with diabetes),
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 265

low fat diet, high fiber diet, semisolid diet, soft diet, high protein diet, ryles
tube diet (diet that can be given through a naso­gastric tube to a critical neuro­
surgery patient, who is hypertensive and diabetic)

Management Quotient
Every hospital has a head for F & B (food and beverage) department, who looks into
the functioning of the department and is responsible for quality monitoring. The F&B
department is a combination of two sub sections i.e. Operations and Dietetics.
• Operations­Operations is involved in food production and food services to the
patient.
• Dietetics­It involves identifying what needs to be served to the patient, in what quantity
and at what time. Dietitians plan the meal for patients on a case to case basis.
• Cyclic menus are planned keeping in mind seasonal availability. The menu is
planned together by the dietitians, food production team and the department head.
• Dietitians go on rounds every day and plan the meals that need to be served to
the patients. This planned sheet is compiled for all patients and various types
of meals that need to be prepared for them are identified.
The food tray is then laid out as per the meal requirement of patients and is marked
with the room number so that there is no mix­up.

Kitchen Expertise
Kitchens of these hospitals are equipped with specialist food service equipment. Due
to the extremely stringent hygiene norms, the hospital kitchens are designed with Hazard
Analysis and Critical Control point(HACCP)certificate as a pre­requisite. At the same time,
the hospitals will have comprehensive F&B service facilities to become fully self­sufficient
thereby avoiding any need for the patientʹs attendants from eating out. The cost of
establishing a good kitchen is Rs 60­70 lakhs. In the years to come, the cost will go upto Rs
1­2 Crores in normal cases and 5­6 crores for larger kitchens.

Auxiliary Services (Additional/Supplementary/Reserve

Services/Business of Goods)
For the convenience of the visitors and attendants, these hospitals have several
provisions e.g. Max hospital in Delhi has a provision for supplying food from reputed
food chains within the hospital including Café Xpress, Café Coffee Day and Subway. The
F&B department in Corporate hospitals is committed to provide the best quality food served
to patients on time and every time to ensure the highest patient satisfaction and convenience
for their relatives as well.

Housekeeping
While the food service is one of the areas witnessing a change, another important
facility at these hospitals is that of housekeeping. Patients get best of Laundry services at
266 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

their premises. The pillow covers and bed sheets are regularly changed with many reserve
new sets and washed sets available. Every bed has a side table with sanitizers available at
each bed side for every patient. Sanitation and Cleanliness is a major issue that is being
dealt with in the hospitals to treat the patients. With the recent rise in prevalence of diseases
like dengue, zika virus, swine flu, bird flu etc the hospitals have become extra cautious
and housekeeping has become an integral part of hospitality around the world. In some
hospitals like Sri Ganga Ram Hospital in New Delhi, special arrangements have also been
made for the visitors and relatives of patients visiting the hospital. There is a spacious
waiting area with comfortable reclining chairs, a gift shop, cyber café, restaurant etc.
Patient doctor relationship plays a vital role, but in todayʹs world every staff member
is involved and gets involved in better treatment of patients and to make him feel at
home(comfortable).
Quality treatment and care is what matters in hospitals today. Especially with the
advancement in technology and penetration of Corporate sector in hospital industry
something more is required than the treatment. There are other few factors that are a part
of hospitality management in hospitals:
1. Accessories(Amenities)­Food, private rooms (deluxe and VIP, VVIP),
entertainment of visitors (like provision of video games and X­Box, LEDʹS,
LCDʹS, Cable TV, Wi­Fi, Charges for mobiles available.
2. Nursing­Attitude, Attentiveness, Responsiveness, Courtesy, Etiquettes and
manners, care, treatment of family and visitors
3. Treatment and Therapies­Pain management, stress management, services
offered, meditation center, latest technology, vaccination/immunization
facilities.
4. Security­Patient safety, privacy, security guards, security alarms, personal safety
5. Physicians/Staff­Access to them, empathy, listening ability, sound knowledge,
attentiveness, compassion
6. Atmosphere­Cleanliness, sanitation, hygiene, comfort and relaxing environment.
7. Admission and discharge­HMIS facility (hospital management information
system), computer connectivity, timely discharge, follow up, information, help,
support facility
8. Recreational Facility­Shopping facility, gift centers, super markets, attached food
chains, music facility and ATMʹs.
Some hospitals in addition to the above are opting for Green Audit and paperless
premises and campus. This is a part of landscape design (aesthetic sense). I­pads and i­
phones are used along with laptops in certain areas to record the patient history and
maintain medical records as a part of promoting paperless premises.

Medical Tourism
These daysʹ hospitality matters a lot to the people coming from abroad to India. The
people from the Middle East nations come to India for treatment because the facilities in
terms of better treatment are better in India as compared to those nations. Some people
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 267

from Western nations (mostly Europe) come to India for treatment, even after having
modern or latest technology in their native nations, this is because India has lesser (cheaper)
costs of treatment with wonderful doctors and their teams available to treat such patients
from other far nations with Good technology as well. India is rich in culture and is famous
for hospitality around the world.

Patient­The Most Important Person

Therefore, with the introduction of Specialty and multi­specialty hospitals, the
participation of hospitality is sky high. Every staff member is especially trained to treat the
patients as their guests. Home like environment is created so that patient doesnʹt feel lonely.
People come to hospitals for various reasons, some experiences are happy or joyful ones
like the birth of a new born baby while other people are sorrowful due to casualties, diseases,
deaths etc. But the job of a good hospital is to be patient centric or patient oriented. You are
treated as if you are the only one in the hospital or you are the most important person.
Yes, patient has to feel at home but at the same time the hospital staff should make it
a priority to provide Quality treatment to patient so that he/she can recover quickly and
be healed, discharged and reach home as soon as possible. They should be fully attended
to by the staff and also follow up procedure should be appropriate after the discharge of
the patient. Throughout the stay of the patient, if the patient or his/her acquaintances have
any query, then Doctors, hospital administrator, managers or other concerned staff
members should be able to answer and clear all the doubts with great ease.
Patient invests a lot of money in treatment especially in corporate hospitals, so he wants
value for his money. The registration, consultation, investigation, treatment and discharge
time takes a lot of time, sometimes waste whole day. But hospitality makes a difference in
this aspect too. Therefore, patient must be of utmost priority and importance for every staff
member in the hospital. Patient expects someone to guide them from OPD, Registration and
various departments. Patients and visitors keep in mind the form of reception, communication
and the care offered by the hospital staff. These days centralized A. Cʹs are installed, private
rooms are classified like semi deluxe, deluxe, VIP rooms in the hospitals.

Architecture and Design

It plays an important role in the building of the hospital and in turn treatment and
quick recovery of the patients. Evidence based designs are focused with additional facilities
like interior designing, damp proof ceilingsʹ, paints of high quality, attractive colors,
landscape (aesthetic sense), ventilation, proper lighting arrangements, lift facility for invalid
or handicapped patients and separate lift facility for elderly people.
Fountains, lush green lawn, parks in the campus add to the aesthetic sense and pure
environment. Green tress provide relief from heat of the sun and direct exposure to ultra
violet rays of sun to sun sensitive or allergic patients. In certain large hospitals, over bridge
and own transport facilities save energy and time of patients. They get all the facilities within
the same campus and premises. The parking facility is separate for patients, visitors, doctors
and other staff members. With special emphasis on future expansion of parking and the
268 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

building. These days as the cashless society is on the rise, people generally use debit card,
credit card, net banking facility, mobile banking facility all are available along with the cash
deposit facilities are available in hospitals for the convenience of patients. In the coming
days with increase of technology and computer internet facilities the concept of digitization
or digital currency is upcoming in todayʹs society. This will facilitate easy conversion of
foreign currencies to local currencies in few seconds. This facility is still under review at
International level. Many people who come from foreign land, face foreign currency exchange
issues, interpretation(translation)of languages, visa issues and transportation facilities and
even side seeing, all these concerns are taken care of by the modern hospitals these days as
a part of package plan and hospitality management for patients and visitors.

Mailing and Fax

These days Fax has become a sort of outdated technology but emails are sent to patients
for follow up and feedback of patients. Any complaints are welcomed and noted down
and Good hospitals do take action. Wi­Fi connections are available 24 hrs for uninterrupted
internet facility.

Telephone Facilities
i­pad and i­phones are being provided to the doctors, hospital administrators,
managers for timely preparation of medical reports and easy accessibility to the reports,
connectivity to other departments. Online reports are generated and soft copy is mailed
to the patients for convenience of not carrying the file and other documents. If you are
able to receive phone calls, then they will directly ring you at your unit via hospital operator
(extension facilities) and to make a local call dial extension number and the phone number.
For long distance call credit card or calling card facilities are also provided. Services like
extending hi­tech single button communication facilities between the patient and his family
using affordable DECT (Digital Enhanced Cordless Telephony) technology is being
explored. Today many EPABX manufacturers are working towards providing these
systems.

Facility Management
In hospital development we cannot neglect support areas like engineering spaces,
employee spaces, kitchen and laundry spaces. Just as the operations of hotels where
housekeeping forms an integral part, so it is in the case of a hospital. The trend of
outsourcing its housekeeping related services to facility management companies is slowly
catching up with the new age hospitals, thus providing an opportunity for the service
providers in the hospitality sector with a new business avenue.
Apollo hospital New Delhi, which has recently been accredited with Joint Commission
International(JCI) for its quality of care in a safe environment is one of the few hospitals in
India having standard facility management, safety and other management expertise. ʺSafety,
Quality of care and various auxiliary services including proper F&B services have become
extremely important for any healthcare service provider.ʺ claims Apollo hospital. Facility
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 269

planners believe that in future hospitals will have malls attached to them. Because of
amalgamated services, so that attendants and friends of patients can spend free time.

Role of Dietitian in Hospital Diet Service

Hospital offers nutrition counseling on inpatient or outpatient basis. With a referral
from physician, a registered dietitian is available to assess your eating habits and educate
you on the best diet for your individual health needs. Doctors Hospital Nutrition services
is comprised of clinically trained dietitians who are a part of our hospital­wide
multidisciplinary network including physicians from various specialtiesʹ, registered nurses,
physical therapists and registered pharmacists.

Services and Functions

Nutrition Services offers personalized individual counseling tailored to your unique health
care needs. The benefits from nutrition therapy in a number of circumstances include:
1. Heart disease including high blood pressure and high cholesterol.
2. Diabetes
3. Cancer and cancer prevention
4. Gastrointestinal and Digestive disorders.
5. Optimal nutrition for growing children.
6. Womenʹs health issues (e.g. pregnancy, menopause and osteoporosis)
7. Fatigue, depression, low energy
8. Arthritis/autoimmune diseases
9. Healthy vegetarian eating
10. Compulsive eating disorders
11. Food allergies and intolerance
12. Kidney disorders
Dietetics is the interpretation and communication of nutrition science to enable people
to make informed and practical choices about food and lifestyle in health and disease.

Role
1. Dietary services are one of the most important hospital supportive services
contributing to the recovery of health scientifically prepared diets and educating
the patients regarding the use and utility of different funds and balanced diet.
2. Dietetics department provides: ­ Diet plan and consultation

Indoor Diet Service

1. Hospitals cater a number of patients with nutritionally balanced and hygienic
therapeutic diets. Its purpose is to maintain good nutritional status, to correct
deficiencies and to prevent a number of diseases and to maintain body ability,
to metabolize the nutrients and thereby to reduce complications in patient life.
2. The dietitian increases the awareness and understanding the importance of diet
and physical activities regarding the good health.
270 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

3. Overall the dietitian helps in developing, strengthening and implementing some

effective health policies to improve diets and encourage the regular practice of
keeping good health.

Additional Services
In certain medico­legal cases for notarizing the healthcare related documents a patient
can contact the nurse who in turn will contact a notary public in the hospital. The signature
of the concerned should only be done in the presence of the notary public as a witness. On
special occasions like Birthday or a marriage anniversary, the hospital staff can prepare a
cake as a surprise gift to the patient and celebrate the occasion.

Etiquettes and Manners

The hospital staff is trained to treat patient as a guest and make him/her comfortable
as much as possible. Etiquettes and manners play an important role while dealing with
the patient and the visitors. Few of the points that need to be focused are: ­
• Facial Expressions­Always smile, maintain an interested and helpful expression,
maintain eye contact.
• While talking to the Guests­Distance, speech, Gestures. Maintain distance of at
least 2 feet, speak softly and clearly.
• Posture­Stand erect at ease; weight balanced on both the feet, shoulders straight,
chest out/stomach in
• Hands­Keep hands on the sides or behind your back.
• Do not keep hands in pockets or on the hips
• Do not cross arms across the chest.
• Do not lean against the counter

While Standing
If the guests are not around
1. Maintain your poise always
2. You may be in view of the guest, even if you are not interacting.
3. Do not huddle together in groups

Pace
Walk at even pace in guest areas without sound of footsteps. Do not run in guest area.

In Corridors
If guests are approaching get aside and give them first right of way. If near a door,
open the door for the guest to pass through.

Which Side
1. Walk on the left hand side
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 271

2. If accompanying guest, walk on his/her right hand side and open the door of
the guest.
3. Walk erect and maintain the pose.

Speech
While talking to colleagues and patients:
1. Speak softly and politely
2. Language should not be abusive or absurd

Courteous behavior
• Open the door for the guests before he/she reaches out. Hand him/her a pen.
• Reach out for the bag that he/she is carrying
• Do not get familiar with the guests even if he treats you like a friend
• Remember your relationship with the guest is a professional one.
• Treating patients courteously and then turning to colleagues and talking
improperly tarnishes the image.
• Treat the guests with as much respect as your personal local guests.
When on Duty­Handle equipmentʹs without banging, stay calm, do not get nervous or
create panic. Calm down the patient and visitors as they may be fearful, anxious, apprehensive,
confused or in mental shock or agony. Do not talk loudly or hold lengthy discussions in guest
areas. Do not come/visit the guest/patient areas when not in uniform. Words like Thank You,
Sorry, please, may I… really play a part on patientʹs mind while talking.

Importance of Patient Care

• Greater profitability
• Improved compliance
• Greater patient retention
• Word of mouth publicity
• Better productivity
• Better staff morale
• Reduced staff turnover
India is a developing country. Healthcare industry is really playing a major part in
every sector. Privatization has really changed the scene of healthcare industry and its
relation with hospitality. Recently with the FDI stepping in the Insurance in health sector,
the competition in hospital quality care services has increased. With facilities like TPA
services offered to patients and EMI facilities also available, the direct/indirect role of
hospitality can be seen increasingly.

Conclusions
As science says to fulfil the requirement of body from health point of view one should
have a healthy and limited diet with required nutrition that a body needs and help the
272 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

required no of servings in a day. The consumption of anything in access of in deficiency

has a negative effect. The society have many organizations around who socially or
chargeable help one to overcome these effects
These organizations not only furbish you to overcome your physical barriers but also
psychological barriers by practicing meditation in daily schedule, which can be looked
upon as ʹFood for the thoughtʺ One should definitely try and follow the diet table in
accordance to the height weight table; regular body check­ups practice exercise and
meditation etc. under certified practitioners in recognised organizations

Suggestions
In these health sector, hospital expert do treatment is on oneʹs body, however food
there give nourishment to develop immune and care taken by staff give confidence that
you will be alright and will recover soon. Meditation centres or Ayurvedic organisation
staff are soft spoken, humble, welcoming, they understand once pain and stress, they help
to heal oneʹs soul and body. Ambiance and atmosphere in such organisation are pleasant
which give you Peace of mind at just entering in atmosphere. As they are located mostly
in isolated area from city near nature. Spa are organisation with the use of different therapy
heal body pain and stress, ambiance in spa is welcoming, pleasing and silence in place
help person to enjoy peace of mind. In hospitals patientʹs recovery depends on the level of
their care, higher recovery is observed when there is good communication between the
patient, doctors, nurses and support staff. By focusing on communication, patient
satisfaction and training, service management system brings hospitality to healthcare

References
1. Erickson, G., Rothberg, H. (2017). Healthcare and hospitality; intangible dynamics for
evaluating industry sectors. The Service Industries Journal 37(9­10), 589­606. https://
[Link]/10.1080/02642069.2017.1346628
2. Hunter­Jones, P., Line, N., Zhang, J., Malthouse, E., Witell, L., Hollis, B. (2020). Visioning
a hospitality­oriented patient experience (HOPE) framework in health care. Journal of
Service Management, 31(5), 869­888.
3. Jameel, A., Muhammad, A., Hussain, A., Hwang, J., Bukhari, M.H., Mubeen, S., Kim, I.
(2019). Improving patient behavioral consent through different service quality dimensions:
Assessing the meditating role of patient satisfaction. International Journal of
Environmental Research and Public Health, 16(23), 4736. [Link]
[Link]/10.3390/ijerph16234736
4. Kelly, R., Losekoot, E., Wright­StClair, V.A. (2016). Hospitality in hospitals: The importance
of ca ring about the patient. Hospitality & Science, 6(2), 113­129. [Link]
[Link]/10.1386/hosp.6.2.113_1
5. Panda, T., Das, S. (2014). The role of tangibility in service quality and its impact on external
customer satisfaction: A comparative study of hospital and hospitality sectors. IUP Journal
of Marketing Management, 13(4), 53­69.
6. Paraschivescu, A.O., Cotarlet, A., Puiu, T. (2011). Achieving excellence through
professionalism, management, and hospitality in a hospital. Economy Trans disciplinarity
Cognition, 14(2), 123­131.
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7. Severt, D., Aiello, T., Elswick, S., Cyr, C. (2008). Hospitality in hospitals? International
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Hospitality Management, 61, 59­72.
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274 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

26 To Study the Significance of Relationship

Marketing for Improving Customer Loyalty
in the Hospitality and Tourism Industry
Dr. Dhanraj Kalgi, Ashwini Talaulikar, Asmita Patil

Abstract
Relationship marketing is a type of marketing originated from direct response marketing
campaigns which accentuates not only on retention of customer but also on satisfaction
comparatively than sales dealings. Relationship Marketing inspires the establishments of
hospitality and tourism to cultivate relationships with guests, suppliers, peers and partners,
to uphold their reliability to the trade. To complete this objective, establishments of hospitality
and tourism must maintain a great level of communication with these parties to
apprehendwhatever they want and need from the relationship building. Relationship
marketing, which has a huge impression for various establishments of hospitality and
tourism, because its appreciation in building and retaining long­standing relationships with
their guests. The objectiveof this research is to pull the attention of establishments of
hospitality and tourism about relationship marketing as well asrecommend the usage of
this term for the prevailingtacticspresently used in industry. The majorpurpose of the study
is to improve a framework centered on literature for establishments of hospitality and tourism
to accomplish as well asapplication of the new term in the industry. The study conclusions
with anoutline as well as commendations in using the new term to improveguest relationship
as well as loyalty for increasing revenue. The objective of this study is to evaluate the
influenceabout service quality concerning customer loyalty over relationship marketing as
prevailing in services offered by establishments of hospitality and tourism. The more
significance for analyzing the relationships between among service quality, relationship
marketing and customer loyalty. The end resultdisplays there are direct consequences
between service qualities on guest loyalty directly as well as indirectly, exactly how service
quality as well as relationship marketing can involve the guest loyalty in business. The guests
become loyal customer, once the guests have a worthy experience of services, if establishments
of hospitality and tourism can engross them using a program of relationship marketing
correspondingly, not only pleased with worthy quality hospitality and tourism services. An
additionalend resultdisplays that service quality is a crucial direct indicator as dimensions
of establishments of hospitality and tourism to offer the worthy services as well as as an
experience anticipatedat the time guest book a hotel for stay. So, in short, this research is
carried out to find out the significance of relationship marketing for improving customer
loyalty in hospitality and tourism industry.
Keywords: Relationship marketing, Service quality, Customer loyalty, Customer
satisfaction
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 275

Introduction
Relationship marketing is asignificantinstrument to conquer the challenges of
marketing associated to environmental fluctuating. Relationship marketing is amethod
for evolvingenormousrelations with a major stakeholders of hospitality and tourism
industry by boosting mutual commitment, trust, and long term engagement as well
asgenerating exchanges of [Link] haveunderstand that
standards of relationship marketing inside of the conviviality business are the approach
to exchange with an impressive cordiality trade of hospitality and [Link] of the
whole hospitality and tourism industry, customer administration is considered as most
critical practice and without it, everything else fail [Link] the initial place we
deliberatewhatevernature of administrations gave by an establishment of hospitality and
tourism to keep up their guest satisfied.

1) Active Listening Can Do Miracles

Listening to guests has been a lucrativeapplication applied for a long time as a measure
of the hospitality and tourism industry. During the years, importance of listening to the
requirements as well as requirements of every single guest is understood by service related
establishments of hospitality and tourism. The higher the guests are heard as well as the
higher they are wished that providecontributionas well asprovidevaluations of the
managements, creates the opportunities for aservice businesseswants to grow.

2) Put comfort at the uppermostprecedence on the rundown

Comfort can be assumed in a diversebasket of charactersas well asconfigurations. An
accessible friendliness managementunitas well as the progressescomprised will boost one’s
understanding of guest’s comfort in every singlesensation of the globe. Comfort can mean
whatsoever from the safetyas well assafety and neighborhoodinformation that a guest is
obtainable to the level of comfort as to expenditure, menu varietiesalsoavailabilityrelaxingas
well as spa managements.

3) Make your guests feel safe

Security is regarded as one of the top standards of guest management regarding
upholding a successful business of hospitality and tourism. At the time, when guestschoose
to stay at hotel, eat at alternative restaurant or end eavor alternative experience, there
should to be some level of security and safety provided to create your guests sense safe at
all periods. Guests are much more gratified when they are expressed about their
surroundings, what regions to keep up a planned distance from as well as what might be
the highest recommended conclusion to put forward in the protection of a journey, eating
or proximate circumstances.

4) Provide appropriate information to your guests

One more real guest management rule is the contribution of information. Guests are
276 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

pleased when they are informed. Just in case that you keep your guests are informed about
all the managements that your groundworkproposals from the first live in, they will have
the ability to resolve on their own judgements on the maximumexperttechnique to
advancement their visit or stay. Offering information is a guest management mechanism
that will consistently be in prerequisite, as well as any individual who is thinking on an
administration degree of online accommodation or functioning in the service business will
comprehend this promptly.

5) Constantlysurpass expectations
For retaining customer loyalty, it is very crucial for the establishments to offer the
services toexceed the requirements of your guests. This indicates set well elsewhere to
createevery single experience of the guestsare unique and novel. It can be prepared through
providinghighest notch managements, doing approximatelyspecial for a guests or
providing a guests all the comforts of home. Your business is recollected, when you develop
as an administration supplier, as well as your administrations will be recommended to
forthcoming guests. This is the time when your guestsactuallystartcontributing your
revenue for your business. To obtain above standards arelationship can keep consecutively
for a long haul with their present guests as well as get greatest extreme advantage than
their aspiration.

Review of Literature
Berry (1983) An impression of responsiblefor long­term as well as long lasting
relationship with guests with strengthened relationship with the guests is known as
Relationship marketing. Therefore, as to accomplishimprovement, the usual practices
disengagedconceptions of dealing guests are being improved. Relationship marketing
is a methodology of long term as well as long­lasting, so, it highlighted a longstanding
concentrating on retention of guests who are giving regular business to the
organization.
Congram (1987) It is based on retaining customers will offer longterm advantages
and will be worthwhile. Rather than catching the new business, the relationship marketing
is centered on retention of the guests. Relationship marketing energies to protectequally
develop relations with guests plus other events at income so that the drives of the retention
of business can happen.
Gronroos (1994) Relationship marketing accomplished not only by mutual exchanges
but also by fulfillment of commitment. Nevertheless, there are situational
encouragementsas well as Marketing endeavors that have the prospective to cause
exchangeperformances.
Blomqvist(1997)Recommended the succeedingvibrantcharismas of relationship
marketing each guests will considered an individual’s person otherwise Units; engagements
of the hospitality and tourism organizations are predominantlyconcentrated on the existing
guests; Procedures areoriginated on discussions as well as communications; and the
hospitality and tourism organizations will attempt to achieveefficiencythrough the
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 277

lessening of revenues from the guests as well as the associations of relationship from the
guests. The embellishmentof relationshipswith guests is perceived as a noteworthyaspect
in a variety of markets as well aspredominantly in markets of services.
Aspinall & Reichheld (1993)The inevitability of substantial information
inconsistencies, service difficulty, the abiding natures of numerous of the servicesas well
asgreat levels of conceiveddangerrecommend that the expansions of efficiencyas well
asappropriate guests relationship is noteworthy in the marketing of industries not only
facilities but also personals and [Link] satisfaction with relationship is imperative,
nevertheless satisfaction unaccompanied does not guarantee repurchase.
Bitner & Hubbert (1994) If we consider services, conversed which satisfaction by a
service interrupts service superiorityas well asprospers in loyaltyas well
aschangingperformances. The acknowledgement, which is encouraging while not flawless,
relations satisfaction in overallas well as relationship satisfaction explicitly.
Accomplishment in retention as well aspressure of repurchase categorizesin addition
toexplain the situations under which satisfaction is enhanced.
David Bowie (2008) Satisfaction is the overall outlook of the guest regarding providers
of services. Retention of the guest could be resolved in anentire of procedures, reinforced
to persuadehospitality and tourism organizations, determined benefaction of a persuaded
provider, improved in the volume of purchasing or the consistency of their acquisitions.
Retentionof the guests are recurrentlyperceived from interactive points of view by essentials
like anamount of repetitionbuying, “share of wallet” as well asbuyingconsistency.
A general assumption is that loyaltyinterprets on an unstipulatedvolume of
repetitionbuying from the alikeproviders over a specifieddated in this line, fidelity as “a
intensely held guarantee to rebuy or else patronize a favoredproducts or services constantly
in the future, thereforeaffecting repetitive purchasing of same­brand services, regardless
of situational influence as well as marketing endeavors having the capacities to
basisexchangeactions”. Contrariwise, the narrative of fidelityoriginatedabsolutely on
repurchase activities doesn’t specify anoverallviewpoint of this multilayeredobservation.
Padama et al. (2010) It is associated to the excellence of the
completeworkers’multifaceted in allocating services, particularly, staffs, managers, as well
as provisional employees. The personal influencespropose services, which will
imaginereceptiveness, dependable, caring, and truthfulas well asaccomplished through
guests. Sympatheticas well asattentive employees accomplish to rally guest’s estimations
of establishments of hospitality and tourism.
Andaleeb & Conway (2006) Described three of five magnitudes, “proficiency of
workforce”, “demeanour”, as well as “communication” associated to guest­
employeescommunication, which proceeds the consequence of guest relationship with
hotel workforce. The utilization of guarantee, compassion and receptiveness to specify
the superiority of employees. “Courtesy” and “respected and caring”, used bysome
researchers, used exclusively, to representindividualexcellence in their researchers on
hospitality and tourism. They resolute that “workers” was more noteworthy in
cultivatingguest satisfaction rather than other aspects.
Coad & Rao (2006) Similarlyset up that the individualcapability of worker was
278 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

asignificantforecaster of guest satisfaction. Quality of service has been well conveyed in

literature of service marketing as anoverallvaluation of service by the guests. Quality of
service is supposed to be established from the relationship between guest’s
previousviewpoints about the services as well as their opinions after actual understandings
of performances of services. The opinion of quality of service has been considered as the
highestuncertaininfluences in literature of service. This is owing to the motive that it desires
the settlement in the approach it is designated.
Gronroos (2006) Quality of service is a degree of how an establishment of hospitality
and tourism provides its services associated to the expectations of its guests. Projected a
quality of service model that is centered on the disconfirmation standard. In model of
Gronroos, quality of service is supposed as anassessment of the expected level of service
from the guests and the real performance of the services. He used a model of two dimensional
to study quality of services, the first is technical quality and the second is functional quality.
The outcome of the service performance is called as technical quality. How the service is
delivered, or the communicationsamongst the guests as well as the providers of service is
called as functional quality. The establishment of hospitality and tourism in specific, have
observedaggregate competition of high quality of service as well as guest satisfaction.

Objectives
1. To recognize the significance of relationship marketing in Hospitality and
Tourism Industry
2. To identify various ways of relationship marketing strategy of Hospitality and
Tourism Industry

Research Methodology
Secondary data was gathered through several sources such as references materials,
newspapers, magazines, internet, books etc.

Results and Discussions

Why Relationship Marketing?
By the side of the central of relationship marketing interactions, that is gainful to
involved parties in the interchange. The conception of interactions as it put on to
relationship marketing can be regarded from moreover an approach of transaction cost
analysis or an approach of social media exchange. Beginning with recognizing the
approach of social media exchange. The relationship marketing inspires an organization
of hospitality and tourism to cultivate relationships with not only with guests and peers
but also with suppliers, and partners, to retain their fidelity to the trade.
Towardsachieving thi s objective, an organi zati ons of hospi tali ty and
tourismrequisiteretain a great communication level with these parties to comprehend
what they not only want but also need from the [Link], apart from the fact
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 279

that does this mean that the establishment of hospitality and tourism can accomplish
those wants as well as needs of the guests, on the other hand creates it recognizable to
everybody involved that the establishment of hospitality and tourism cares about their
relationship, thereby [Link], relationship marketing begins with constructing
a great quality linkageas well as make assurance of you attend your hotel [Link]
is significant to growdeliberateattending settlement. Therefore, it will let recognize your
guest’s wants as well as needs at an initialperiod in the process of booking. These days
be attentive that the guest has not reserved your establishment of hospitality and tourism
at this time period. Therefore, it is essential to enhance anappropriate Response Policy
to monitor up wi th any qui ck feedback from the guests. One of the
greatersignificantessentials of Social Media that benefit you cultivate a superior
relationship with your guests is to contrivance some key strategies of Reputation
Management. Establishment of hospitality and tourism can rectify misinformation,
discoursewrong information, as well as follow up with requirements or concerns of the
guestand also rejoice the enjoyment of stories of successes.

Relationship Marketing for Reference Points

For the Hospitality and tourism brand management, the objectives of Reference Points
as well as the resulting significances must be speciallyexamined as well asevaluated. For
the success of establishment of hospitality and tourism, the contact points, which are
appropriate, be influenced bysubstantially on their products and services, as well as how
well this is associated with the targeted market segment for this industry. Reference Points
can be perceived as an approach of multidisciplinary strategy, which emphases on the
multiplication of the products as well as services performance in a setting of social network.
This procedure goes over 5 diversephases;
a) Cultivate / Modification / Retire Strategy
b) Examination Strategy
c) Enhance Reference Points Drives
d) Examine Reference Points Outcomes
e) Evaluate Reference Points Drives
Therefore, your Key Performance Indicators (KPI) will display if your organization
of hospitality and tourism is creatingprosperousimprovement from your Reference Point
drives.

Relationship Marketing Constructs Champion Campaigners

Relationship marketingnurtures champion campaigners from the innovativecategory
of marketing of social media which can be predominantly this can be done because of
networking as well as collaborations with various supporters which opens for a new
transferal in points of sale for your organization. Besides this all over again will involve
that establishment of hospitality and tourism put in place a system of reputation
management whichemphasis on strategies of conflict management like avoidance, conflicts,
confrontations, compromise, concerns, collaborations, travel as well as accommodation.
280 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

At this point establishmentsof hospitality and tourism can utilize previouslyidentified

systems of social CRM to establish champion campaigners in databanks. So, this new
transference will need that establishment of hospitality and tourismcultivate leaders with
resilientresponsive skills of leadership.
In general, social networking is conventionallyrecognized as P2P (People to People)
networking in the world of marketing and individuals will do trade with whom they
recognize, like, as well asbelieve a lot. Thus, for Relationship Marketing, trust is the very
important factor. Construct a robust base of champion campaigners, as well as start
witnessing the movement of guests.

Relationship Marketing Transferences

Whenever your establishment of hospitality and tourism implements strategies of
social media relationship marketing in the accuratemanner you will turn your followers,
friends, fans as well as network into remuneratingloyal guests of your establishment. Thus,
don’t get strained into the hypes as well asconsider every activity will turn into a huge
success when you attempt it, at that point you are creating yourself up for problem. It is
essential to report all worries with everybodyinside your establishment of hospitality and
tourism. Therefore, practice being comprehensiverelatively than eliminating.
Before Social CRM After Social CRM
Hotels and Location Guests
One to many One to one
Transactions and traffic flows Repeat Guests
Offering a product service range Offering solutions and an experience
Limited Channels Multiple Channels
Right Products, right place, right time Anything, anywhere, anytime
Consistent Customer Offer Multiple Relationship Options
Data on what is bought Knowledge of what is bought by whom and why
Marketing “Add On” Department Marketing “Core” Components
No one (below GM) owns the guest Empowerment leads to Guest­Centric departments
Benchmarking Path­breaking
Guest Loyalty Programs Champion Campaigners

Implementations of Relationship Marketing

Constructionof aboutstandingbrand of hospitality and tourism, you requisite to check
that all you’renot only online activities but also offline activities
aredependablepluscompatible. Relationship marketing begins with the emotion of the
establishment of hospitality and tourism. Consequently, concerns regarding integrity,
security, reputationas well as privacy is totallymatters where you needhuge contribution
for your workforces. Bring workforces onboard to assist your establishment of hospitality
and tourismimproveappropriate social media proceduresas well asapproaches. Youhave
to allow your workforces to characterize your brand of hospitality and tourism deliberately.
Thus, this is all about getting out the power of reference points for enhancing the business.
Monitor here the similarvigorousmanner as lined out in reference points of relationship
marketing. Involve with your guests right now as well as get them associated.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 281

Types of Relationship Marketing

As we know that Relationship marketing functionexcellently through the
collectiveendeavor of its mechanisms. The importance of customer awareness and
education, content marketing, word­of­mouth, social media, email marketing and customer
service, all of these are explained in detail as specified below.

1. Customer service:
For both marketing and sales, the customer service is a crucial element. Relationship
marketing needsresponsiveness on service operational departments of establishments such
as hospitality and tourism. To solve problems of guests as well as serving them in an
enhanced approach, these service departments function. Relationship marketing takes a
lot of efforts to improve the internal operations of industry in order to offerimproved
service to the guest. Guests are improbable to reoccurrence to a brand if they are not served
appropriately.

2. Email marketing:
Aneffectiveinstrument of attainment out to target audience by hospitality and tourism
industry is known as Email marketing. A message comprising details about promotion of
hospitality and tourism products or services to be encouraged is forwarded to the email
address of guest. Hospitality and tourism businessesprerequisite to guarantee that correct
information is provided at correct time as well as with correctpeople. Individuals will be
concerned towards a specific brand as long as they obtainapplicable promotions of their
concern.

3. Social media:
A platform of marketing of Social media is which is extensively used in relationship
marketing, which is one that uses platforms of social media like Google, Facebook,
Instagramas well as Twitter for sharing very valuable content with guests. A straight
communication with individuals is ended for acquisition insight into their standard of
living.

4. Word­of­mouth:
Type of promotion instigated from point of view of hotel guests among his or her
connectionsconcerning brand products or services is called as Word­of­mouth marketing.
Experience of hotel guests developed over their long­termed relationship with brand which
is triggered by a free nature of advertising. This kind of marketing is one of the
utmostinfluentialinstrument as it leads to inspire more individuals to buy brand products
or services as clients easily believe their friends and families.

5. Content marketing:
The meaning of content is all information concerning features of hospitality and
282 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

tourism products and services, advertisement as well as provides that is anticipated to

fascinate target patrons. To cultivate anticipated customer relationship, content marketing
brings up to offering of entirely this information for free in advanceof making sales. Thus,
this information is creating huge interest in the minds of patrons which assist them in
their motivation with brand while making decisions of purchase.

6. Customer awareness and education:

Providing the information about hospitality and tourism products and services is very
important. For making the patrons aware about market information, huge efforts are made
to make stronger relation with patrons. By offering them very valuable information instead
of just endeavoring to sell their products or services, customer awareness and education
is one of the effective methods of rising better indulgent of the patrons.

Conclusion
Significance of Relationship Marketing
1. Long­established retention of patrons: By serving patrons in well­
organizedapproach, relationship marketing supports business long­
established retention of patrons. Rather than just concentrating on
patronacquisition, it targets at offering enhanced satisfaction to patrons. If
th epatro ns are deli vered with accuratel y what th ey want by the
establishments of hospitality and tourism, their wholeinvolvement with
brand gets enhancedas well as are more expected to stay for anextended
length of time. Therefore, relationship marketing simplifiestrade in
accomplishing all this factors in easier way.
2. Lessensof expenses advertising and marketing: Relationship marketing
empowerestablishmentsof hospitality and tourism in dropping their price of
attainingpatrons because it necessitatesmassiveexpenditures to run extensive
campaigns of advertisement for attaining new patrons. By offering them services
of good quality, this kind of marketing is able to maintain patrons for a long
term. Therefore, businesses are not necessary to createadditionalexertions for
attaining more patrons which bring down their cost of advertisement.
3. Increase volume of sales: It empowersestablishmentsof hospitality and tourism
in increasing the whole volumes of sales by cultivating experience of patron.
Establishmentsdiscover it fairly effortless to up­sell as well as cross­sell their
products or services to satisfiedpatrons. Trustworthypatrons have confidence
in brand products or services as well as they don’t doubt their merits, they even
recommend the products or services of brand to their friends as well as relatives
which eventually leads to escalationof volume of sales.
4. Deliversvalued feedback: In providing valued feedback to organizations of
hospitality and tourism, the relationship marketing plays an effective character
because suggestion or feedback form patron’s side permit brands in refining
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 283

their level of quality. Patrons who share resilient relationships as well as are
pleased with their brands take endeavors to give their valuable feedback about
products and services of the organization, they even connect to them important
market information which benefit in designing accurate products or services as
per the demand of people.
5. Provides competiti ve e dge: Rel ationshi p marketing i s the
greatestinfluentialinstrument which allowsorganizations in acquisition
competitive edge over others participants of market. It safeguards that entire
information is fairlytransferred to patrons with the motivation of maintaining
resilient relationships with the patrons. Therefore, endeavors are made to
deliverimproved quality services which improve the whole experience of
patron, this approach brands are effortlessly able to progress a distinct image
in market.
6. Offer sustainability: It offers sustainability to inclusive growth of business by
enablingsteady sales for the organization, therefore, relationship management
empowers in standardization of the effectiveness of organization by maintaining
patrons for anextended time period. It emphases on contributionwith more
personal touch to patrons which leads to improve better understandability with
them, so, Patron make consistentprocurements with their brand as well as do
not make recurrentalterations to other brands of hospitality and tourism.
Examples of Relationship Marketing:
1. Proposingremarkablegreat quality service to regularguests that will lead to
construct their fidelity toward a brand of hospitality and tourism.
2. Introductionof a referral or loyalty schemes where a guests is rewarded with
some points for his or her persistentbenefaction to the brand of hospitality and
tourism.
3. Offering bonuses or discounts to repeat guests.
4. Conducting events in order to associate with guests as well as a community
building.
5. Gratifying such guests that on behalf of brand delivers word­of­mouth
advertising by generating programs of brand advocacy.
6. Acknowledging guests via offering them surprise gift or creating a post on social
media.

Recommendation
Steps to form the relationship marketing strategy
Generating a resilient relationship marketing strategy is the primary step to developing
your trade through patronfidelity. You cultivate more effective relationships as well as
strengthen your consequences, through constructing a systematized strategy before you
take action for it. At this point, these are some examples of in what way you can effort
toward your first patrons­focused campaign of marketing.
284 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

1. Construct loyalty program for patrons

One of the best prominent tactics of relationship marketing is creating a program
which will create to particularly develop loyalty of patrons. Programs of loyalty can take
variousmethods such as including programs on points­based as well as even paid clubs of
VIP; however, their foremost role is constantly to reward your repeat patrons for selecting
your brand of hospitality and tourism.
Even if you’re an airline offering a coffee shop with punch cards or frequent flyer
miles, you can make sure eachpurchaser feels appreciated by rewarding their consistent
patronage. Rewards for loyalty deliver far more than temporary satisfaction of patron.
The contributors in top­performing programs of loyalty were more likely to acquisition
from the worthwhile brand as opposed to competitors in the market, therefor they also
have a tendency tonot only expend more money with the brand but also recommend the
brand to their family and friends. Hence, this technique of relationship marketing can
even rise your promotions of word­of­mouth as well as reviews from the online portals.
Uncertainty you perceive more reviews from online stream in as a outcome of your program
of loyalty, don’t fail to recall to reply to your patrons to acknowledge them all over again
conceivably with the assistance of a comprehensive review software for hospitality and
tourism management.

2. Guarantee consistentpatron service

Nevertheless, of even if a patrons bought the products or services from your
company for the first time or elsepatrons are back for the thousandth acquisitions, they
may possiblywant your support at allphase. Your company should be prepared to reply,
while they aspect for methods to reach out, subsequently all, 96% of patrons reach a
decision that patron service has a massiveinfluence on brand fidelity. So, relationship
marketing is very simple becauserepresenting your attentiveness of your brand to
existingpatrons by offering responses with a speedy improvement think 48 hours at the
be very successful. A few hospitality and tourism companies will also automate instant
responses over and over agai n to check a message has been received to
benefitpurchasersinstantaneously feel perceived. At what time it comes to replying to
your patrons’ feedback as well as inquiries, your employees must be attentive to
deliverpurchasers with a constant experience that they like. When they know how to
referconstant support, your employees can use Podium to unify messages from altogether
platforms into one location so no patron is [Link] anticipate
responses to their online reviews, thus, in order to conserve a resilient relationship with
your supreme loyal followers, don’t overlook to add a review observinginstrument to
your plan.

3. Assemblepatron data
The better you’ll be able to curate your patron experience to your purchasers’ desires,
if you have good quality data of patrons.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 285

In short, relationship marketing is all about displaying how much you keep attentionon
your patrons, presenting adequate data to verify you’re listening can benefitimmensephase.
Whileassembling data, varioushospitality and tourism companies select to usage a software
of customer relationship management (CRM) to retain it systematized in a centralized
point. Your employees can better comprehend needs of buyer in every patron
communication, by using your company’s tool of the CRM,

4. Personalize every interaction

Because of adequate patron data you can personalize every message and because of
this you can endurecreating close relationships with your purchasers. Whilehospitality
and tourism companies increase personal features to their email marketing only, so
bycalling your patron by name is the bare minimum and it will resulttheir click rates end
up 27% greater. This strategy of relationship marketing works since it’s an efficient
technique of presentingpatrons they’re more than one face in animmenseindividuals.
Somewhat, you see them as individual humans who play a greatpart in the accomplishment
of a trade. Consequently, you’ll motivate your patrons to return as well as continue to
support your brand of hospitality and tourism.

5. Follow up
Consider how you maintain relationships with your closest friends while thinking
about how to develop outstanding relationships with your patrons. You converse,
interact, and then follow up. Relationship marketing requires business owners to
continuously reach out to customers, much as you and your friends maintain your
friendship strong by checking in and inviting each other to hang out. Relationship
marketing requires business owners to continuously reach out to customers, much as
you and your friends maintain your friendship strong by checking in and inviting each
other to hang out. For illustration, you’ll take after up each time a client makes a buy to
check on the off chance that your item or benefit has reached their needs. One or two of
weeks later, you will reach out once more to reengage them in what you have got to
offer. You’ll be able even turn your follow­ups into a web audit inquire with Platform
Audits. This not as it were appearing you care around your current customers’
conclusions, but it moreover makes a difference you construct your online notoriety
at the same time.

References
1. Ahmad, R. (2000). Profitable customer retention management through database marketing.
The Journal of the Institute of Banker Malaysia, 113, 34­39.
2. Berry (1983). Relationship Marketing of Services Perspectives, Journal of Relationship
Marketing, Volume 1, Issue 1.
3. Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry:
an examination of the transaction­specific model. Journal of Services Marketing, 20(1), 3­
11.
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4. Aspinall, K., & Reichheld, F. (1993). Building high­loyalty business systems. Journal of
Retail Banking, 15(4), 9Y21.
5. Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction
versus quality. Service quality: New directions in theory and practice, 72­94.
6. Blomqvist, K. (1997). The many faces of trust. Scandinavian journal of management, 13(3),
271­286.
7. Coad, A., & Rao, R. (2006). Innovation and market value: a quantile regression analysis.
Economics Bulletin, 15(13), 1­10.
8. Congram, C. (1987). Adding value through client service planning. Add Value to Your
Service’. Chicago: American Marketing Association.
9. Kandampully, J. (2005). Special Issue: Service quality and marketing. Journal of Hospitality
& Leisure Marketing, 13(3/4).
10. Gilbert, C. D. & Choi, C. K. (2005). Relationship marketing practice in relation to different
bank ownerships: a study of banks in Hong Kong. The International Journal of Bank
Marketing,21(3), 13 146.
11. Grönroos, C. (1994). Managing customer relationships for profit: the dynamics of
relationship quality. International journal of service industry management, 5(5), 21­38
12. Levesque, T., McDougall, G.H.G., 1996. Determinants of customer satisfaction in retail
banking, International Journal of Bank Marketing 14 (7) 12­20.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 287

27 To Study the Significance of Sustainable

Tourism in India
Mr. Rohan Joglekar, Ms. Tanya Singh

Abstract
Tourism industry is considered as one of the fastest growing industries in the world.
It is an important source of foreign exchange as well. Tourism sector is an extremely
sensitive industry which is affected by various environmental factors and incorporates
distinct features of information of the society not only of one country but across the world.
In striving to reduce disorderly tourism development practices, and to overcome the daily
turbulent changes happening in our surroundings like climate change, economic recessions,
and recent pandemic attack on humanity. We should have solid planning for sustainable
tourism development. Here sustainable tourism development refers to eliminating the use
of resources of our existing generation for example, environmental, cultural, social or
economical resources. To avoid exploitation of these resources for our future generations.
The development of tourism in a specific area or place which is rich in its attractiveness
due to the natural resources present there, practicing sustainable tourism practices becomes
more and more important. If the natural resources are degraded or not carefully managed
or used, the place will lose its attractiveness and thereby reduce the footfall of potential
tourists visiting the destination. As most of the tourists traveling around the globe will
prefer clean & attractive destinations which offer services with high quality standards. So
the environment where the tourism development is not sustainable will not only affect
the tourists but also affect the local population staying there. Thus planning of sustainable
tourism practices actually concerns planning or preserving the environment for the
betterment of the local population as well. In order to achieve direct development of
naturally rich areas it is better to avoid exploitation of natural resources. All these factors
will improve the tourist satisfaction and will also address the needs of the host communities
and their development.
Keywords: Sustainable tourism, environmental impacts, Tourism industry,
Development

Introduction
The hospitality & tourism sector is considered as one of the fastest industries to grow
in India & abroad in the past few years. The Indian government has identified the
importance of the tourism industry and its role in the economic and cultural development
of numerous amazing destinations present in India. The tourism industry is considered as
288 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

the heart of most developed and developing countries around the globe as it considerably
increases the economy by generating jobs, developing marvelous infrastructures &
empowering communities thereby reducing poverty.
However, there are repercussions as well as a lot of inconsiderate practices are being
followed by the economies to generate revenue without having a plan, to reduce the
harmful implications caused to the society, economy and the environment of the various
naturally rich destinations.
Thus, the term Sustainable tourism comes into picture. The approach of practicing
sustainable ways in the development of destinations becomes a prime objective to mitigate
the adverse impacts.
Tourism in India has reached a milestone. Due to the unbalanced planning and
unmethodical enactment of tourism plans followed in India have brought a multitude of
issues and problems which directly grapple the economic, social and environmental
continuance of the destinations. Tourism in India is mostly dominated by private entities
from small establishments to transnational corporations. The communication between these
players with the local communities and the tourists visiting there have a definitive impact
on the environment. Both the central government and then the state government have an
important role as they are responsible to carry out safe and earnest policies and guidelines
and legal actions to carry out for the establishments or areas which are not following
sustainable practices to reduce the challenges causing an unpleasant environment.
We must see to it that the cultural & environmental integrity of the destination is
maintained by following ecological methods, to increase the biodiversity and life support
systems of the hosts and the tourists. The careful management of all the resources will
develop a socio­economic balance and enhance the aesthetic requirements of a tourist place
or attraction.
Luckily India has an amazing & spectacular coastline and magnificent mountains with
numerous holy places. We have both parched deserts and rainforests receiving maximum
rainfalls. All in all it is an all season destination which has multiple interests of foreigners,
visiting for business or pleasure. These assorted mixes of advantages give us many
opportunities to establish firm roots for sustainable tourism. The current infrastructural
development where we have quicker access to most remote destinations and larger
disposable incomes, the number of international tourists with increasing lifestyle
aspirations have considerably grown over the years.
Considering the rising demand of sustainability, India recently has launched
comprehensive sustainable tourism criteria for India or STCI for tour operators,
accommodation beaches, backwaters and river sectors of India. This is entirely voluntary
and incentive based however it gives clear guidelines to not only have a balance or avoid
exploitation of resources but to maintain the cultural integrity of the place and help local
communities as well thereby reducing unemployment and poverty.
Similarly, “Atithi devo Bhava” campaign, Incredible India campaign, Bharat Darshan
or Millennium Development Goal or MDG and National tourism policy are few
organizations formed to develop sustainable practices in India. The impact of various
conventions and declarations India has endorsed the principles or guidelines to follow
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 289

eco­ tourism in India. There are few states in India which can be called as early birds to
practice sustainability which have also received numerous accolades for their efforts.
Through their political will and innovative ideas, they have managed to not only revitalize
the local cultures by boosting the economy but also revive the fragile ecosystems present
in India. Thus, this research paper mainly concentrates on ecological, social and economical
aspects of sustainability preserving the culture of the destination. We will also study how
sustainable tourism can be successfully designed & implemented effectively by policy
making and management. There should be specific technical methods to measure the
impacts through the design and operation of eco tourism facilities, as we all know there
are destructive impacts caused by human activities affecting the biology. This is a
continuous process like the Japanese theory of “Kaizen” that is continuous development.
The globe is overwhelmed with human activities and the most isolated destinations also
get additional footprints every year. There are methods and ways to minimize the impacts,
thereby making visitation less threatening to the environment. Environment friendly
tourism activities must be promoted for touristic development of untouched nature regions.
Environmental implications and unsustainable practices like stressing the capacity of
infrastructure by overcrowding, pollution of air, water and soil, overuse of natural
resources, creation and disruption of noise pollution and changing the cultural characters
of host communities are the factors that need to be taken into consideration.
The impact caused due to various transportation systems are also complex. At ground
level the vehicular traffic contributes to the influx of pollutants causing regional smog
situations, at sea the oil leakage and spillage causes a hazardous impact on the marine
ecology both flora & fauna are affected and emissions of airplanes in highly sensitive layers
of atmosphere impact global climate as well. Hence the means of transport must be carefully
evaluated and analyzed to its specific impact. As the mobility increases the desire of tourists
to travel to different destinations to experience different surroundings from their normal
daily lives is foreseen to increase.
Thus the increase in efficiency in using the cultural and natural resources and reducing
resource consumption will keep the tourism industry profitable and economically healthy
in the long run. Sustainability is the long –term basis for the survival of tourism in India.
Preservation of biological diversity, ensuring environmental quality, so that even if the
tourism grows in volume the stress on soil, water and climate will considerably have
reduced. Nature and landscape are none replenish able and non­ increasable resource and
hence a responsible management of resources in must to preserve the beautiful uniqueness
of the beauty of nature.

Literature Review
The natural attractions in India are almost unrivalled in the world, ranging from golden
and silver desserts of Rajasthan and Kutch, snow clad mountains of Himalayas, mangroves
and wetlands of Bengal, pristine rainforests of Madhya Pradesh, an amazing and long
coastline with corals housing tremendous bio diversity. We have a variety of iconic species
like Bengal tigers, leopards, elephants, rhinos, Wild buffaloes, Indian Bison and more than
290 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

1200 species of birds. India has a naturally and significant geographical advantage as 70%
of Himalayas is in India, it has around 70,000 kilometers of coastline, is ranked sixth in
terms of recognized UNESCO sites present, ranked 10 th in terms of forest cover and is one
of the 3rd countries to have both hot and cold deserts.
Tourism provides considerable economic benefits for India as a developing country.
Environmental degradation and natural resource depletion associated with tourism
activities have to be monitored.
Environmental sustainability must remain a key component of sustainable tourism
strategies in India however we must also devise ways for poverty reduction at the center
for tourism management, planning and development. Concepts like eco­ tourism have
emerged as benchmarks so that the future generations can experience the wonderful
environment that we have today.
Eco tourism appeals to socially and ecologically conscious individuals, and is an
integral part for promotion of recycling, energy efficiency, water conservation and
creation of economic opportunities for the local communities. Eco tourism is one of the
fastest developing segment of travel and tourism industry and is one of the highest
producers of global wealth and employment. The states like Himachal Pradesh,
Arunachal Pradesh, Uttarakhand, Meghalaya, Sikkim, Assam, Karnataka and Kerala are
considered like leading in practicing eco tourism in India. The ministry of tourism has
sanctioned a number of projects to promote Ecotourism under ‘Swadesh Darshan’
schemes under many states.

The Objectives of Study

To implement appropriate processes to incorporate and engage Tourism stakeholders
in India
1. Sustainable Tourism development: To classify the positive and negative impacts
of Tourism development.
2. To assess socio­economic and environmental impact assessment techniques and
their application to Sustainable Tourism development. To identified the action
plan and process for Sustainable Tourism development.
3. To develop a critical awareness of the ways in which Tourism can enhance the
welfare ofpeople and protect our natural and cultural heritage.
Aims and Objectives of Sustainable tourism in India are as follows:
1. Local prosperity: Economic prosperity of the host destination has to be
maximized by retaining the spending tourists.
2. Employment quality: To strengthen the quality of jobs offered or employment
given to the locals apart from their cast, color, disability or creed.
3. Economic viability: To ensure competitiveness and viability of tourist
destinations and enterprises so they continue to prosper and deliver benefits in
long term.
4. Visitor fulfillment or customer satisfaction: To provide safe, satisfying and
fulfilling experience for tourists without discrimination.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 291

5. Community wellbeing: To engage and empower local communities in planning

and decision making about the management and future development of the
area. Avoiding any kind of exploitation of resources or degradation and growing
amenities and life support systems for locals.
6. Physical integrity: To maintain the quality of landscapes both urban and rural
and to avoid physical and visual degradation of the environment.
7. Cultural Richness: To enhance and respect the traditions, authenticity of culture
and historical heritage of the host community.
8. Biological diversity: To support the conservation of natural habitats and wildlife
and to minimize damages caused to them.
9. Environmental purity: To minimize the waste by visitors and tourism
enterprises, reduce pollution of air, water and land.
10. Resource efficiency: To minimize the use of non­ renewable and scarce resources
in development of tourism facility and services.
Studies have established the interrelationship between the three dimensions.
Economic impacts like increase in standard of living, infrastructural development and
employment opportunities influence social benefits such as empowerment of vulnerable
groups and an increase in environmental awareness will lead to environmental
conservation.
Recently the government of India has given a massive push for digital transformation
of the Indian market with the “Digital India” campaigns and real time payment systems
such as Unified Payment Interface (UPI). The government now needs to expand such
schemes into ecotourism initiatives which add propulsion to environment friendly
technologies such as mobile money and also helps to reduce economic leakages caused by
the host community.

Research Methodology
In this research paper intensive manual search was made of the following journals,
Journal of Sustainable tourism, Annals of tourism research, Journal of tourism studies,
Rural sociology, Tourism management, Contours and cultural survival Quarterly, Tourism
recreation research, International encyclopedia of sustainable eco­ tourism. Studies were
purposely chosen to include academic, empirical research based reports and publications
including non – academic backgrounds like magazines (Contours). The major reason for
adopting such a broader approach was to increase the number of studies available for
review and seek view of those groups which are directly involved with practicing
sustainable tourism in India. The present study is based mostly on the secondary data
which have been collected from annual reports of Ministry of tourism, Government of
India books, and publications on Tourism in India. This is a study accounting standard
policies for tourism industry and their reflection on different destinations in India.
Therefore, critiques of standard policies since Indian Independence have been considered
as a material to analyze sustainable tourism in India.
292 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Discussions and Findings

Initiatives taken by India to promote sustainable tourism
Tourism in India can be divided into international, regional, and domestic tourism.
In the past, emphasis on international tourism had an impact mainly in Europe and North
America accounting for bulk tourist arrivals in India. However, tourists from all over the
world are attracted towards the riches of India in terms of Culture, heritage, natural
attractions & amazing destinations. India has become holiday as well as a business
destination. Economic expectancy has certainly occupied a prime place in tourism literature.
Environmental costs have been continued to be abandoned by lack of awareness and
reduced participation from the communities.
Tourism is a dynamic open system consisting of many interrelated sectors and firms
which serve the tourist market. It is generally held that the tourism system is composed of
four elements­ the tourist of the generating regions, transit routes, the destination regions
and the industry­ which are interwoven in functional and spatial relationships. The system
is like a spider’s web­ touch one part of it and the reverberations will be felt throughout.
Views have been discarded by mounting experiences of negatives of mass tourism
and erosion of tourism resources and destinations attraction. India accounted the
externalities of tourism sector. According to the 10 th five­year plan tourism industry is
recommended as the successful driver especially for the livelihood of the host community
development. Following the 11th five­year plan extensively recalibrated tourism sector to
take care of the negative externalities and to harness the potential of tourism sustainably.
Government of India Ministry of tourism took certain actions as follows:
1. “Atitihi Devo Bhava”­ Campaigns organized for social awareness at various
tourist destinations.
2. Setting up of way­side amenities – Center gave financial assistance for way­
side amenities for sustainable services.
3. Sustained cleanliness drives­ By involving NGO’s, schools, colleges, agencies
and industry associations.
4. Dekho Apna Desh: The Ministry had launched the Dekho Apna Desh (DAD)
initiative in line with the appeal of the Hon ‘ble Prime Minister asking every
citizen to visit at least 15 destinations by the year 2022 to promote domestic
tourism.
5. Bharat Parv and Paryatan Parv: The Ministry has been organizing the Bharat
Parv and Paryatan Parv in collaboration with the States/ UTs and other central
ministries / Departments for the last four years to showcase the rich culture,
history and heritage of India to the citizens.
6. Domestic Tourism campaigns and promotion on Social Media and website:
Promotion campaigns are carried out through DAVP in Domestic market on
Electronic and print media promoting domestic tourism. Ministry also carries
out promotion of destinations, products, festivals, cuisines etc. of the country
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 293

on its social media handles.

7. Development of Tourism Infrastructure: The Ministry of Tourism under its
Swadesh Darshan and PRASHAD schemes have sanctioned projects worth
approx. Rs. 6500 crores for the development of the tourism infrastructure to
provide a better experience and facilities to the visitors.
8. Quiz / Essay Competitions at Schools and institutions: The Ministry through
its field offices organises quiz programmes, poster making and essay
competitions at institutes of hotel management (IHMs), Indian institutes of
tourism and travel management (ITTMs), Schools to create awareness about
history, heritage, tourism products and destinations in the country.
9. Promotion of Fairs/ festivals/Events – To create awareness among the masses
the Ministry celebrates special events / days with citizen‘s participation like
International Day of Yoga, World Tourism Day, Constitution Day, Independence
day and other regional festivals.
10. Aerial Photography: The Ministry of Tourism has commissioned serial
photography of key cities and cultural assets (Delhi, Chennai, Kolkata, Mumbai,
Bengaluru, Udupi, Aurangabad, Iconic Tourist sites) across the country during
lockdown.
11. The Ministry of Tourism, with a view to enhancing air connectivity to tourist
destinations in the country has had 46 tourism routes included under the
Regional connectivity scheme (RCS) – UDAN 3 Scheme of the Ministry of Civil
Aviation.
12. Communication with Industry Stake Holders: The Ministry and the Regional
offices are regularly communicating with the Travel Industry and other
stakeholders on issues related to opening up of Tourism sector, handling of
tourists, protocols of safety and security, service standards etc.
13. SAATHI Initiative: To rebuild the trust of the domestic and international traveler
in terms of India being a safe destination to travel in the post COVID scenario,
the Ministry of Tourism launched the System for Assessment, Awareness and
Training for Hospitality Industry (SAATHI). As India opens up for tourism,
hotel owners can easily get themselves trained and certified through the SAATHI
website following three easy steps. The First step involves Self Certification in
which users will be informed about the key elements and a certification will be
generated. Following, this a participation certificate will be awarded to owners
enrolling for a free webinar. The final step involves site assessment (paid),
certifying the ground preparedness of the hotels, and homestays.
14. Measures taken by the Ministry during the Crisis: The Ministry of Tourism put
in place various measures for crisis management and support tourism
stakeholders and particularly foreign tourists, who were stranded in India.
Ministry of tourism in 2014, the 12th five­year plan endorsed the sustainable tourism
strategies to attract foreign arrivals. Ministry of tourism a national level workshop on
sustainable tourism and expert committee was constituted based on the outcomes. The
prime objective of this criteria was to make the stakeholders aware of the sustainability
294 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

issues faced by the destination and active participation in sustainable tourist activities.
Economic Intelligence unit assessed the prime tourist potential nation’s performance
of sustainable tourism. Economic, social­ cultural, environmental, and political and tourism
industry sustainability were taken as the dimensions which is close to the conceptualization
by UNWTO.
India has a poor performance in the index and ranked 6 th. It scored 36.9 out of 100
and occupied below average rank in sustainable tourism index.
Recognition of the damaging effects of tourism has led to a focus encouraging
‘alternative tourism’. A variety of niche markets with an alternative those to mass tourism
have emerged as ecotourism, green tourism, sustainable tourism, nature tourism, soft
tourism, agro tourism and adventure tourism. Large companies such as tour operators,
hotel chains and airlines have started to demonstrate an awareness of the consequences of
the development and activity.
In the year of 1987 stated that if people can be persuaded to stay at home, they may
be encouraged to improve their own environment rather than escape from it and damage
another elsewhere. Krippendorf argues for greater ‘humanism’in life, of which tourism is
just a small component.
The need of sustainability arises because of negative impacts of tourism. UNEP has
identified the following negative impacts:
• Excessive drinking, alcoholism, gambling & increased underage drinking.
• Crimes, Drugs, prostitution and increased smuggling.
• Barring of locals from natural resources.
• New cliques modify social structure.
• Natural, political and public relation calamities.
• Adaptation to tourist demands and over exploitation of socio­cultural carrying
capacities.
• Economic equalities and job level friction.
• Irritation due to tourist behavior language and cultural effects.
• Unwanted lifestyle changes and displacement of residents for tourism
development.
All Travel & Tourism activities of whatever recreational and motivation holidays,
MICE travel, adventure travel, wildlife tourism, cultural tourism, eco­tourism etc. need to
be Sustainable. Sustainable Tourism is that which respects both local people and the
traveller, cultural heritage and the environment. It seeks to provide people with an exciting
and educational holiday that is also of benefit to the people of the host country.

Results
One of the greatest drawbacks of sustainability is the difficulty in finding ways to put
into practice. To ease this, processes and practices have been developed. The concept of
‘best practice’ environmental management is now widely accepted as a means of achieving
total quality management in all industries and is of direct relevance to tourism. Evaluation
processes have existed since the 1970’s in the manufacturing industries and have developed
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 295

from business organization theory and global management [Link] tourism

and environmentalism should be much more integrated into society as whole, not an adjunct
to it. Sustainability should be a philosophy that infiltrates the whole of the tourism industry
rather than being a niche market or minority view. To be successful a working partnership
that blends good environmental pr practice and profitable business for mutual long term
advantages. A plethora of environmental guidelines and charters has been prepared by
environmental groups for the tourism industry to implement. However, these have failed
because such groups lack understanding of business. No doubt, environmental groups would
counter this with the view that business does not understand the environment. This is at the
core of the problem of achieving sustainability.
Despite the confusion over meanings of sustainable tourism, it is clear that protection
of the resources which tourism depends on is central to sustainable development complex
process. It is vital to recognize this complexity and not to be fooled into thinking that
sustainable tourism can be achieved by devising a policy statement or undertaking only
one aspect environmental management. In order to achieve our goals of sustainability all
the local community, stakeholders, tour operators, government agencies must have better
understanding of the value of environment by having complete information about the
local values, economical, environmental and socio­ cultural aspects and susceptibility to
outside influences. There should be greater attention to the regional effects of development.
Developments should be designed with long term sustainable quality in mind.

Corporate environmental management

From the late 1980s, environmental management procedures have become part of
the tourism industry, assisted by the Rio summit in 1992. A survey of tour operators and
environmental awareness in 1991 found that most businesses had not seriously addressed
environmental issues and that the recession meant that they were not even on the s
Several studies in the 1990s attempted to track the behavior of tour operators as
research and awareness of tourism impacts became more widespread in the consumer
market. Research demonstrates that it tends to be the smaller independent and more
specialist tour operators with greater environmental awareness and particularly practice
more ethical and sustainable practices.
Thus environmental impact assessment and environmental auditing is important for
the implementation of sustainable practices.

Visitor management
At the core of sustainable tourism lies good practice in visitor management. Visitor
management is an approach which aims to protect the environment while providing for
visitor enjoyment. There are different methods to different types of locations which work
on both macro (i.e a nation, region or area) and a micro (settlement or site) level. Strategic
decisions about visitor management must be made in relation to carrying capacity. Visitor
management covers a broad spectrum of strategies and tools but generally there are 3
main areas:
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1. Control volume – (e.g limit numbers, encourage alternative visit timings and
locations).
2. Modify behavior­ (e.g codes of conduct, signposting)
3. Adapt resource­ (e.g harden footpath surface, construct purpose – built facilities)
The measures taken can be:
1. Hard measures­ aligned with physical and financial restrictions on access.
Examples are road closures, parking fees, entrance charges, fencing, zoning and
restrictions on vehicle size.
2. Soft measures­ associated with encouraging desired behavior rather than
restricting undesirable activities. Examples are marketing and promotional
material, signs, interpretation, information provision and guide walks.
Tourism Stakeholders play a role in continuing of Sustainable Tourism form. This
can include groups as well as individuals. “A stakeholder in the Tourism industry is
deemed to be anyone who is impacted on by development positively or negatively, and
as a result it reduces potential conflict between the tourists and host community by
involving the latter in shaping the way in which Tourism develops.
In hospitality sectors the sustainability initiative goes beyond such well known
ideas as reusing guest linens, recycling waste materials, and changing to compact
fluorescent lamps etc. The strategy also includes community involvement by
supporting charities and cheering employees to volunteer in the community, as well
as participating in global award and certification programs. Tour Operators” in
various segments of travel, Tourism & hospitality sector is very active to introduce
sustainably. The traveler’s code of responsibility for environmental and cultural
sustainability are framed and widely publicized by the travel agencies. NGOs are
one of the stakeholders in promote Sustainable Tourism development. Their roles
can range from fore fronting Sustainable Tourism development practices to simply
doing research. Educational institute’s research teams and scientists can be tapped
to aid in the process of planning.

Conclusion
1. Local communities benefit from Sustainable Tourism through cultural integrity,
socio­ economic development, employment generation, and infrastructure
development. Tourism revenues bring economic growth and prosperity to
attractive tourist destinations which can increase the standard of living of local
community.
2. The standards and concealed drives of governments often need to be taken
into account when considering the objects for Sustainable Tourism
development. There are other concerns as well. Central, State and Local
Governments have a key role in format the planning and policies for
Sustainable Tourism development. Moreover, many policies and much of
the legislation adjacent Sustainable Tourism development falls in the area
of governance, such as land use, labor laws, environmental regulations and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 297

waste disposal, Environmental Impact Assessment etc. One of the primary

functions of the Government in enhancing Sustainable Tourism development
is, therefore, to create an environment that enables or influences the private
sector to operate more sustainably. Accommodation and Hospitality
industry, Travel agencies and tour operators, providers of visitor services,
transporters and nature tour outfitters are all part of the supply chain which
must balance bio­diversity conservation with the professional quality of
visitor experiences.
3. Tourism stakeholders have joined hand together to work in close partnership
with all national and international organizations including Ministry of Tourism,
the United Nations Environment Programme (UNEP), the United Nations
Educational, Scientific and Cultural Organisation (UNESCO) and the World
Tourism Organisation (WTO/OMT) etc. Stakeholders have committed in this
Initiative to: Protect and conserve the natural environment, socio­economic and
cultural heritage.
4. Protect and conserve the natural environment, socio­economic and cultural
heritage.
5. Liaison and co­operation with local communities, panchayat and people, ensure
they benefit from the visits of our customers and encourage our customers to
respect the local way of life. Conserve plants and animals, protected areas and
landscapes.
6. Respect the integrity of local cultures and their social values.
7. Comply with local, national and international laws and regulations.
8. Oppose and actively discourage illegal, abusive or exploitative forms of Tourism.
9. Work closely with business partners, local authorities, regional and national
governments and other organizations to achieve Sustainable development of
Tourism, provide information on activities to develop and encourage the
Sustainable Tourism Development and management of Tourism. Communicate
our progress in implementing this commitment.
Nation cannot achieve its goal of Sustainable Tourism development without the help
of all stakeholders.
India has a plethora of opportunities to harness rural tourism. If implemented and
promoted properly, rural tourism projects can become a driver of economic growth by
generating employment for the youth. It keeps the potential of addressing issues such as
poverty, empowerment of women and strengthening the economic status of the rural
people. Tourism is at a crossroads and the measures put in place today will shape the
tourism of tomorrow. The survival of businesses throughout the tourism ecosystem is at
risk without the continued government support.

Recommendations
Four key perspectives are involved in tourism and heritage – those of tourism
operators, heritage managers, visitors and the community. They all have particular ideas,
298 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

issues and interests. If all groups are to benefit, the perspectives of these groups need to
be considered in making decisions for the future. Sustainable tourism could be stated as :
1. RIGHT VISITOR product and service provided and offered within the
2. RIGHT COMMUNITY which produces the
3. RIGHT ECONOMIC (industry) impact and value in order to maintain and
sustain the
4. RIGHT ENVIRONMENT locally.

References
1. Batia, R.N. (2000). Tourism and the Environment: A Quest for Sustainability (1st Ed).
New Delhi: Indus Publishing Company.
2. Carey, S (1997) Tour operators and destination sustainability, Tourism Management.
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Adeline Books.
4. Curtin, S. and Busby, G (1999) Sustainable destination development: Tour operator’s
perspective.
5. Elkington, J and Hailes, J. (1992) Holidays that don’t cost the earth, London
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/[Link].
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Guidebook (2004).
12. World Economic Forum. (2019). Environmental Performance Index­ 2018. Results by Yale
13. Centre for Environmental Law and Policy in collaboration with World Economic
[Link] November 29, 2019
14. Krippendorf, J (1987) The holidaymakers understanding the impact of leisure and travel,
Oxford Butterworth­ Heinemann
15. Hall, C.M and Lew (1998) Sustainable tourism a geographical perspective.
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2011
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 299

28 Prospects of Re-Skilling and Upskilling

Employees in Hospitality Industry
Rita Mitra, Sohini Basu

Abstract
It literally seems like the entire world is changing more rapidly than ever before.
Every day brings in new technology, app, trend or method of working that makes the
older version completely obsolete. All sorts of company must be prepared for these
challenges andchanges. COVID­19 forced most employers to make vital changes in
how they move ahead to cope up with odds in their field and comply with limitations
forced by the pandemic. As stated by McKinsey, ‘Companies cannot bounce back if
their workforces aren’t flexible’. Traditionally, Companies usually analyse and forecast
changes approaching in their industry and recruit fresh staff to tackle them as per the
required skills for required positions However, in rapidly changing scenario it has
become impossible as progress is happening so fast that this approach will lead to
rehiring too frequently to be viable. So the best way to stay in business in this era of
rapid changes is to move towards reskilling and upskilling. Providing an opportunity
to existing staff members a chance to reinvent themselves in different or better roles
and train them accordingly when there is still time for future roles. This will ensure
that you don’t have to hire anyone new for the upcoming requirement of the
organization. Reskilling an employee is training an employee who have shown keen
interest and they have the right attitude and aptitude for upgrading themselves for
new role. Whereas Upskilling mainly focuses on training qualified employees who
are keen and ready to learn new skills to improve their performance standard without
changing their current area/division of work. One example would be a chambermaid
if talented can be trained up to be a floor supervisor. This research mainly focuses on
technique so staff retention and reduction of staff attrition majorly though reskilling
and upskilling. This study is based on primary and secondary data collection. The
primary data collection of this research was done through surveymethod by
formulating a well­structured questionnaire and secondary data was collected through
previously publish researches, journals, books and websites.
Key Words: Challenges, Skill, Training, Staff attrition, Staff retention, Changing Trends

Introduction
In this era of evolvement every minute there is a new technological advancement and
emerging due to digitalization and is impacting the global economy directly. And if
companies don’t upgrade their employees as per the need of the hour then they will cease
300 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

to exist in no time. This will lead to massive unemployment which in turn will increase
crime rates and decrease volunteerism. Thus the consequences are unimaginably painful
and grave. These skill gapthat arises among the global workforce needs to be filled in
from time to time. Although technological evolvement is constant and because of this
digitalizationmanynewjobrolesare being created, but simultaneously the pace at which
skills and jobs are becoming obsolete is alarming. Employers are facing increasing pressure
to filltheseconstantlychangingskillgaps. In a Future of Jobs report published in 2020, The
World Economic Forum (WEF) estimated that approximately 50% of all employees would
need either reskilling or upskilling by 2025. This is where the need of reskilling and
upskilling the workforcearises.
Reskilling is basically to learn entirely new set of skills that will open up new
career positions whereas Upskilling is to upgrade the existing skill set that will help
support the workforce to improve their current position in the organisation. To
under sta nd the impo rtance of resk il l ing an d upski lling , Covi d­
19pandemicistheidealcase scenario which showed the world how uncertain situations
can get. And the best thing to dois to start anticipating what the future may hold and
strategically prepare ourselves for the same. At the peak of the pandemic, The New
York Times predicted that in USA the level of unemploymentsatatanapproximate13%,
which was much higher than it was during the Great Depression. With millions sick
and suffering all over the globe, about 6.6 million Americans declared themselves
unemployed in March2020.
Since then, the new normal seems to be changing with each passing day, and all the
new information that we receive can make it more intimidating sometimes to create an
actionable plan. The best that can be done in this crisis situation is to try and optimize our
current workforce to the best of our ability by reskilling and upskilling them and making
them ready for achieving success when everything is back on track.
Reskilling and upskilling provide new pathway and career growth within the
organization which increases staff retention and boosts employee engagement. It helps
the workforce to know their skill and ability and makes it easier for any organization to
achieve their goals. The organizations should always keep in mind that motivating and
encouraging the workforce increases productivity to a massive level and thus the
organization gains profit andsuccess.

Objectives
In the light of the topic of discussion the following objectives are pursued:
1. To emphasize the importance of reskilling and upskilling in the hospitalitysector.
2. To suggest ways and means to implement reskilling and upskilling techniques
in the hospitalityorganizations.
3. To create awareness about the benefits that reskilling and upskilling could bring
to an organization.
4. Whether reskilling and upskilling is feasible in the hospitalityorganizations.
5. Whether organizations do focus on a wholesome approach on reskilling and
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 301

upskilling their staff from time to time or they just upgrade staff with the current
trends to make do the job in hand.

Review of Literature
New consumers specifically, people aged 36 and above and citizens of smaller cities
have begun to do online shopping in huge numbers due to crunch created by pandemic.
In many countries, consumers stated that they started browsing online sites for the first
time due to movement restriction. Market expected that consumers will move now much
faster towards e­ commerce.
All over the globe the Hospitality Industry, Food and Beverage Service sectors and
Retailer lost their jobs, whereas, some segments, such as groceries, had to hire two to three
million surplus manpower to support the demand.
Many companies had to change the way they work almost overnight due to the
sudden outbreak of COVID­19. Though initial pressure was too high but companies
realized that the new methods of working would be fruitful in long run due to
technological advancement. At least that’s what many company heads thought around
theglobe
Most workplace switched from an offline mode to a 100 percent online mode of
working. As the crisis created by COVID­19 recedes one may expect online mode of
working tofade away slowly. But now many companies are planning to keep the system
on and make a 30% online and 70% offline working mode permanent.
In 2017, the McKinsey Global Institute projected that as high as 375 million workers
that is 14% of the global manpower will have to change professions or get different skills
to stay in the organization by 2030 due to remarkable upgradation of technology/
automation and influence of artificial intelligence (AI).
Workers of most industries must figure out how to adapt to this ever fluctuating
circumstances. Companies must work out and see that their staffs fit in their new role. To
meet this challenge companies must develop their employees, their abilities, their social
and emotional skills and resilience. It’s time that organizations invest inreskilling. COVID­
19 has changed not only how an individual works but also how they shop, eat and travel.
(Sapana Agrawal, n.d.)
Scarcities of skilled manpower are huge concern for industries across the world. One
forecast made by Korn Ferry that by 2030, more than 85 million career opportunities will
go unoccupied because there aren’t sufficient skilled applicants
PwC’s Talent Trends 2020 report exposed that almost three­quarters (74%)
ofworldwide CEOs were apprehensive about the availability of required skills.
Only solution in to take existing members and train them up for handling the
situation.
This will avoid you from searching for expert professionals, and your employees with
have the opportunity to stay and develop themselves at your organization. In the PwC
study, 77% of the 22,000 employees surveyed stated they are keen and willing to upskill
themselves to be moreefficient.
302 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Reskilling
Due to advancement of technology and introduction of Artificial Intelligence (AI),
many jobs opportunities are becoming less and lesser day by day. The best way to combat
the situationis to install reskilling policy. If you have a pool of well skilled staffs and their
job profile is getting obsolete due to advancement in technology you can retrain and retain
these skilled employees which can help in reducing staff attrition aswell.

Upskilling
Companies also have another way to reduce staff attrition is by upskilling their staff
members. Upskilling implicates training staffs and upgrading and retaining them in the
same department/area, instead of changing their area ofjob/department.
Every organization needs talented employees to deal with the change. An organization
should identify employees who have potential and offer them training that is required to
develop them into a leader in long run. (2020)
Automation dates back as perSamuel Slater’s 1790 textiles factory and remains a
threatamongst employees. McKinsey reports states that, automation may relocate
between 400 million and 800 million employees by 2030. According to him, 62% of
executives “are certain that they will need to reskill or substitute more than a quarter
of their employees by 2023.” It’s the concern of Learning and Development Department
(L&D) to ensure that organizations have the skilled employees they require to be stay
in the market. Reskilling existing employees is usually more economical than hiring
new employees. As per Gallup 87% of millennials employees give importance to
professional development and career growth opportunities in their career hence they
have a tendency and are known for job­hopping. Hence if an organization retrains
and developsthese employees they could asset for an organization in long run. (Khouri,
2020)

Automation and Job Reskilling and Upskilling Efforts

Automation and Artificial Intelligence are the two biggest challenges for many years
now affecting the employees whose jobs are being taken over by machines. A report by
the World Economic Fund, specified that about 30% of all jobs are presently done by
machines and by 2025 that number will increase up to 50%. Due to this change, comes
prospects for new jobs which will require reskilling and up­skilling.

Retaining Talent through Reskilling & Upskilling

Reskilling and upskilling ensures optimum performance and productivity standard
with some positive results.
• 75% of organizations mentioned reskilling and upskilling has positively
impacted productivity.
• 63% of companies stated reskilling and upskilling certainly left an impact on
company’sstatus.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 303

• 58% of companies commented that reskilling and upskilling positively have an

impact on employeeretention.
Most employees want to develop their professional skills to remain in their existing
system or organization. The failure to reskill or upskill employees also add to employee
dissatisfaction, and also may lead to elimination of employees from their position.
Reskilling can curb this unwanted situation by retraining your employees to do alternative
job, instead of giving them a pink slip. (Famure, 2021)

Reskilling and Upskilling: A Strategic Response to Changing

Skill Demands
The 2018 Future of Jobs Report from the World Economic Forum forecasts that 75 million
jobswillbebanishedby2022.TheWorldEconomicForumevaluatedandstatedthatover54% of
employees will require related area reskilling by 2022. At the same time, 133 million new
job opportunities are anticipated to begenerated.
A s d e m an d f o r n e w t a l e n t / c a p a bi l i t i e s g a t he rs p a c e , r e s ki l l i n g a n d
upskilling will help your organization to develop the skills needed to stay in
the competition.
Most organizations believe that staff/manpower development programs will help to
address the skills gap. Most companies are slow and reluctant to take action due to
monetary constraints and the deficiency of suitable technology to start and support internal
initiatives to reduce these skill gaps. Without taking immediate action company’s ability
to meet its long­term goals are at risk.

Addressing the skills gap with career pathing

Both reskilling and upskilling schemes can be introduced in an organization by
creating a career path program. Career path planning is the process used by an employee
to plan a way out for their personal growth in their career.
Career path strategies allows an organization to assess the specific competencies
needed for specific role and understand the development required in an employee who
will be moved to new position to share new responsibilities (Eshelman, 2020)

Reskilling versus Upskilling

Reskilling means searching for workforce with ‘adjacent skills’ that are nearing to the
skills your organization needs. The World Economic Forum estimates that over 50% of all
employees will require substantial reskilling by2022. Upskilling, on the other hand, states
teaching employee’s innovative, advanced skills to reduce skill gap.
It requires continuous tutoring to help employees to update their current career
path as these employees may have served in your organization for quite a few years and
possess an in­depth knowledge, skill and understanding about both your ethos and
yourclienteles.
Four out of five CEOs commented that their employees’ lack of required skills as a
threat to growth’ in PwC’s 22nd Annual Global CEO Survey.A career path planning is
304 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

very personal to each employee as this helps them to check thesteps that is needed to
achieve either their long­term career goals or their career growth through promotion.

The benefits of career pathing

Introducing career path process into an o rgani zation brings in several
advantages such as­ Meeting future requirements: Identifying the talented staff
already available in your organization helps you to development their key skills
to meet future demand.
Identify hidden skills: Career pathing allows individual employee to assess his/her
own skills, revealing it to the organization about which they may not be aware of.
Create a culture of talent mobility: Present generation looks for recruiters with an assurance
to their future career development. Career pathing strategy not only attracts talented people
to your organization, but it also increases motivation and staff retention level in an organization.
Career pathing also assists in internal movement of staffs, both laterally and vertically, which
demonstrates that your organization values its staffs. (Advisory, n.d.)
Presently everyone knows, whatever their age is, they will have to at some point time
spend a stage where they will have to either re­skill (learning new skills for a new position)
or upskill (learning current tasks more deeply) to stay in business/organization. Every job
withers existing or created will have new technologies to learn to fit and refit into that
role. (Gratton, 2019) McKinsey global survey conducted on upskilling and reskilling in
February 2020 found that around 80­90% executives/managers are either already facing
skills gaps in their organizations or assumethe skill gaps to develop by 2025. They say
most organization are not even ready to cope up with this skillgap.
For recruiters and HR executives, hiring and training all are needed to shift to online
modes like Hangouts and Zoom. Many employers, employees and as well as customers
finds this as a major challenge to adapt and adjust. So, whether there’s a prevailing skills
gap or a newly developing one due to the new SOP or working condition, there’s only
one way out to overcome is through upskilling and reskilling programs. (McKinsey,
2020)

Reskilling and upskilling

Due to digital revolution, new job profile specialising in technologies like Big Data
and Artificial Intelligence are booming at a rate the market can’t keep up with the pace.
While trying to fill this gap, most organizations are offering staff development training to
optimize their skill or reskill them for a differentpost.
According to McKinsey & Company, the job market is falling apart to match the pace
of the digital revolution. Which means that over the next couple of year’s industry will
finditself with a shortfall of skilled manpower/ professionals to fill up thevacancies
Due to Industrial Revolution, most organizations have experienced huge internal
changes over a period of time, like updating their corporate culture, automation etc. Digital
revolution is moving at a speed that is asking continuously to create new professionals to
match with organizations unendingdemand.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 305

Differences between Reskilling and Up­skilling

The difference between these two concepts lies in the objective of the training:
Upskillin gaims to teach employees new skills to optimise their performance; and Reskilling
— also known as professionalrecycling—this is to train employees to adapt a different
role within the company in different department/area. Hence, the Up­skilling is to create
more specialised workers and the Reskilling is more versatileones.

Reasons and importance of Reskilling and Up­skilling

Most people upskill or reskill to stand out from the mass. But now it’s all the more
important than ever.
The impact of COVID­ Due to pandemic conditions, unemployment rates have
climbed up sharply. This has had negative effects on people’s livelihood sandal so it has
led to a considerable reduction in the globaleconomy.
Usually in past also whether it’s a pandemic or natural disaster it is always followed
by an economic downfall. But on the other hand many economic predictors expect that
America’s economy to grow by 6% and the UK to grow faster than ever and China’s
economy grew by 18.3%.
With this growth gaining new skills is of advantage for a stronger economy. So, it’s
time to start rethinking about upgrading current skills or changing your career path
altogether now.

Growing digital technologies and innovation

Major developments in the industry due to COVID­19 outbreak:
• Digital transformation in theIndustry: Many companies were earlier reluctant
to change their traditional methods of working to digital, but pandemic left
them literally with no choice. Almost all types of organizations had to or were
forced to work digitally if they wanted to continue doing business. This led to
sharprise incoming up with new apps, systems and software. Hence, recruiters
had to retrain their people to use these newtechnology.
• New job roles: Digitalisation created new job role that didn’ texist about a
decade ago, such as: app developers, cloud computing specialists, social media
managers and user experience managersetc.
• Automation: Though automation has been happening for several years now,
one of the disadvantages of the growth in technologyis reduction of manual
jobs, that is giving pink slip to many experienced [Link] BBC reports that
“Upto20 million manufacturing jobs across the world might be replaced by
robots by 2030.”

Skills shortages
Digitalisation also created a need for new skills. This has led to a global shortage of
skills related to latest technology­based jobs.
306 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

As per some researchers “by the end of 2030, more than 85 million jobs may remain
vacant as because there aren’t enough skilled people available as per demand of the
industry.” (htt1) The number of online job postings dropped drastically due to the
introduction of COVID­ 19 related containment processes. The drop was huge affecting
practically all sectors and businesses. The changing nature of work due to COVID­19 led
to an upsurge of new job postings advertising that “work from home” as a mandatory
condition leaving nooption. When looking at the highlighted skills mentioned in job
postings, indication from most countries indicated an increase in the demand for technical
abilities. Most countries observed restrictions of movement within and across countries,
the shutting of schools and other educational institutions, the shutdown of non­essential
activities, and the rescheduling of medical procedures (2021)

Research Gap
After a detailed overview of the Literature where experts and other sources have
expressed their point of view, the gap in previously done research work was observed:
The previously done research work indicates about reskilling and upskilling in
institutions and the IT sector but not much research work has been done in the field of
hospitality. Also, the importance of reskilling and upskilling from time to time is not much
highlighted in any of the previously done researchworks. Our research work is to highlight
the importance of reskilling and upskilling in the hospitality industry and to suggest ways
and means to enlighten the decision makers and leaders of the industry regarding the
benefits of the same so that they invest more time in upgrading their staff rather than just
giving them refresher courses from time to time which is hardly implemented.

RESEARCH METHODOLOGY
Researchdesign
1. The methodology of the research project is entirely based on SurveyMethod.
2. The data will be collected from the stakeholders in form of survey and through
a well­structuredquestionnaire.
3. The questionnaire consists of both open and close endedquestions.
4. The name of the individuals and the organization selected for data collection
will be exhibited as sample A, B, C, D and soon.

Data collection
A total of 64 samples were recorder. Various mathematical charts have been used to
compile the data.
• Secondary Data­ Includes past references from books, papers, websites and
journals.
• PrimaryData­IncludesresultsImyselfhavegatheredbycirculatingthestructured
questionnaire.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 307

DATA ANALYSIS
Your agegroup?

Most of the respondents are amongst the age group of 26­40 who are currently leading
their organization’s workforce. Have you ever felt your current skill set needs to be updated
as per current needs?

A majority of the respondents do think that they do feel the need of upgrading their
current skill set as somewhere down the line they do not match up to the current trends.
• What was the effect of pandemic in your organization (in terms ofmanpower)?
Some popular responses recorded were as follows:
• Due to lockdown there were no employees in my organization.
• Hospitality was badly hit a load of people were laid off.
308 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

• As an employee, it was stable during pandemic but future was in doubt and
dark about financial position.
• Since 2020 pandemic badly effect the organization. Sales of the product are
totally drop ped it is very hard to again climb up the ladder of profit before
pandemic. It is a very challenging and Competitive Situation.
• Pay cut, shortage of team members, multitaskers, confidence andpatience
• Shutdown and sanctions leading to loss of business leading to workforceculling.
• there was a massive impact on business and westill haven’t been able to
recover losses.
There was hiring freeze but we managed to get all the candidates on board
even if there was a delay. Most of the respondents and their respective organizations
were badly affected by the pandemic outbreak as obviously they were not prepared for
this sudden change.
• Did management give pink slips to employees due to the outbreak ofcovid­
19?
As seen in the pie chart maximum respondents reported that they had to lay off their
staff in the pandemic situations as businesses were not prepared for this sudden shift in
paradigm and thus suffered immense losses.
• Mostly all organizations had to change their methodology of functioning
almost overnight due to outbreak of Covid­19. Do you agree?
It is clearly visible that majority of the respondents strongly agree that they did have
to change their working methodology overnight with the immediate change in situation.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 309

• Was it difficult to adjust with sudden change in scenario and adapting new
SOP of working in your organization due to Covid 19outbreak?
Again 58.1% respondents agreed that they did face some difficulty, however little it
was, to adjust to the new formed working methods due to the covid 19 outbreak.

• Given a chance would you prefer to retrain your experienced staff (50 years
of age) even if there is a change in SOP due to any reason that may have
occurred like Automation or Covid­19outbreak?
As it is clearly shown most employers would want to retain their staff and reskill or
upskill them rather than hire new employees as it would be much more cost saving and
would also motivate the staff.

• Do you know what upskilling and reskilling is? Have you ever heard of it?
Most of the employers (91.8%) have a fair idea about what reskilling and upskilling
is. This shows they do practice reskilling and upskilling in their respective organizations.
310 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

• To fill up your existing or upcoming vacancies who would you like to appoint
in this pandemicsituation?
Most employers think that either upskilling or reskilling staff and promoting to the
next level to fill up the available vacancy is a better option as it will involve less cost, less
effort, promote brand loyalty and in the end also help them reach their go alin a much
easier and effective way.
Even before the pandemic, automation and Artificial Intelligence (AI) were two big
challenges that caused dismissal of staffs whose jobs were being taken over by machines.
By2025, machine will take over 50% of human work. What is your opinion about this?
Should we go ahead with automation and Re skill and Up skill our existing staff to handle
the Automation or move ahead with AI and reduce staffing.
Some popular responses recordedwere:
1. Reduce staffing is not a very good idea according to me. We should reskill and
up skill the existing staff to handlethis.
2. In the hospitality industry or academic the human element is always required,
therefore for one, humans cannot be replaced 100% by AI, secondly there should
be a balance between fresher’s and experienced employees getting upskilled to
get a good balance between new ideas and older ideas
3. AI is inevitable. The faster we get used to it, better placed are we to face the
challenges.
4. While automation is required to an extent, a hospitality industry cannot only
be run on automated devices. Personal touch will always be needed to
providecomfort
5. There is no replacement of human man power, as they empathize and react to
situations and as when required take decisions, so it’s better to go for reskill
and up skill the employees
6. For manufacturing sector like automobiles, machinery we can easily depend
on AI and automation of production lines. But for hospitality sector the personal
touch of guest service is always required so we can rely on automation to some
extent but prime focus should be on staffretraining.
7. Indian hospitality will not see a massive change in automation. We still believe
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 311

in personalization and being able to connect with our guests. Hospitality will
atleast for few decades depend on human manpower for most of its day to day
activities.
8. AI and technology affected redundancy is inevitable. Balance has to be struck
bylearning new skills and exploring and lever aging new avenues for human
workforce faculties.
9. The personal touch is lost with machinery though an influence of AI and
mechanics is required for upgradation andefficiency.
10. Balancing both would be the best option. There are jobs where the smallest of
human touch/interaction can make a whole lot of difference. As amusing as it
can be to have a robot helping me, but a human interaction makes it more
personalised.
11. The answers say it loud and clear that employers think no amount of automation
and AI can replace the human touch in hospitality. Thus, striking a balance is
the key. But at the same time the importance of the human effort can never be
undermined in the hospitalitysector.
• Reskilling existing employees is more cost effective than hiring new ones,
and it helps make employers more competitive. Do you agree?

Majority of the torch bearers of the hospitality industry do feel that it is rather easier
to train existing employees as it is more cost effective and it makes the employers more
competitive.
• Skill gap even if known to the organization, they are slow to act on it due to
financial limitations and the lack of suitable technology to support internal
initiatives. Do you agree?
312 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

54.8% agree that organizations are slow to act on their skill gaps because of financial
implications and lack of suitable technology.

• Have you ever upgraded your employee with thefollowing?

62.9% employers say they have upgraded their employees with both reskilling and
upskilling which further strengthens our point that both are equally important to survive
in this competitive market.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 313

• Did you assign any special courses/training or employee to yourreskilling/

upskilling initiative after coronavirusoutbreak?
To reskill/upskill the employee’s majority of the employers did assign special courses
or training program to help their employees pace up with the drastic change in work culture
brought about by the pandemic.
• When making hiring decision will you pay more attention to soft skill or
technical skill in aperson?

The responses are as follows:

1. [Link]
important to deal with the customers in a professionalway.
2. For the supervisory level, technical knowledge is much more important than
having soft skills as they are mainly responsible for training employees and
keeping an eye on the day to day activities happening on the shopfloor.
3. In case of both managerial and executive level having soft skills is far more
important that technical knowledge as people holding these posts have to
manage their team successfully. They also need to strike an interpersonal level
of communication toliaison with team as well as other departments to get work
donesuccessfully.

• Was upskilling/reskilling training beneficial to the organization if you

incorporated one?
314 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

The pie chart clearly shows that upskilling and reskilling was highly beneficial to the
organizations mainly in terms of improving performance standards. But it was also
beneficial in improving productivity standards followed by employee retention thus in
turn achieving company goals.

• Which one will you prefer more for your existing employees?
The pie chart clearly says that the employers would prefer both reskilling and
upskilling to be given to their existing employees to make them more competitive and up
to date with the market trends.

Data Interpretation
After analyzing the data collected from the survey it gives us a clear picture that
employers are do realize the importance of reskilling and upskilling their employees. They
are more inclined towards training their existing staff to take up the new challenges that
future holds for them rather than either replacing it with automation or hiring new staff
from outside to fill in the gaps. Although the outbreak of the pandemic did the hospitality
sector in a troublesome situation with everything coming to a sudden halt at one go but
people wisely reskilled and upskilled their workforce to quickly adapt to the situation
and moved ahead without much hitches. Employers also agree that they are slow in acting
towards skill gap seven after knowing the fact that it can cause financial limitations to the
business to support internal initiatives. Employers believe that up skilling/reskilling did
increase the performance standard and to some extent the productivity standard of the
staff as well inturn helping the company achieve its goals. This again gives us a clear picture
as to how beneficial reskilling/upskilling is to an organization and post pandemic how
much importance is being paid to towards upgrading the employees. Lastly employers
strongly believe that not just reskilling or upskilling alone but both together are equally
important and necessary for training the existing employees. Both reskilling and upskilling
helps uplift staff members and adds value to the organization. Investing in our people can
help the organization avoid any disruption. Thus, the topic of discussion holds true in
this regard that reskilling and upskilling the workforce as per theneed of the hourishighly
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 315

beneficial for the hospitality organizations to survive in the long run, stay competitive,
and up­to­date and in turn keep achieving their goals withease.

Remedy

How to implement reskilling or upskilling into a system­?

Every organisation has its own ways and methods to implement reskilling and
upskilling strategies. Here are some suggestions:
• Analyse and forecast the requirements to establish new positions and skills that
the organizationneeds.
• Evaluate your existing manpower in their skills so that you can work out which
all employees have potential and who needs upskilling and who needsreskilling.
• Design training programme suitable for different profiles to match the potential
individuals, making training effective using digital tools and planning in
favourable hours and days such as weekdays avoiding weekends which is
employee’s personal time.
• Continuous assessment should be done to determine the progress and plan
further training programmesaccordingly.

Conclusion
Reskilling and upskilling have become the most essential initiative to prepare the
global workforce to take the challenges that lie in future. Resilience, flexibility, adaptability
and resourcefulness are some of the skills that will be the most in demand in future but
also the hardest to train. And in these trying times ‘education in work’ is the need of the
hour which will instil self­motivation and the feeling of belongingness in the workforce.
This feeling of self­motivation and belongingness will help the organization achieve its
goals and will ensure its sustainability in the long run. In future, to succeed, the workforce
needs to adopt a continuous learning mind set and engage in reskilling and upskilling
themselves proactively. Fortunately, the majority of workers do understand this already
as because as per a PwC survey 74% employees say that ‘they believe it’s their own
responsibility to update their skills rather than relying on an employer.’Thus, as the saying
goes­ “Seek new possibilities, find the gaps, and get your skills in order” Thus, prioritizing
learning and development of the employee will definitely take the company at the top of
their game.

Refernces
1. (n.d.). Retrieved from [Link]
reskilling­is­ important­in­2021/
2. (2020,May29).Retrieved from [Link]
management/skilling­reskilling­upskilling/
3. (2021,april09).Retrievedfrom[Link]
316 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

assessment­ of­the­impact­of­covid­19­on­job­and­skills­demand­using­online­job­
vacancy­data­ 20fff09e/
4. Advisory, L. R. (n.d.). Retrieved from [Link]
upskilling­ strategic­response­changing­skill­demands
5. Eshelman, D. (2020, january31). Retrieved from [Link]
2020/01/31/tell­me­what­is­the­difference­ between­reskilling­and­upskilling/
6. Famure, L. (2021, june 09). Retrieved from [Link]
reskilling­and­ upskilling­to­meet­modern­needs
7. Gratton, L. (2019, July 08). Retrieved from [Link]
frontiers­in­re­ skilling­and­upskilling/
8. Khouri, C. (2020, march 26). Retrieved from [Link]
development/the­challenges­of­reskilling­and­how­to­overcome­them­spon­allencomm/
9. McKinsey. (2020, February). Retrieved from [Link]
insights/survey­upskilling­and­reskilling­in­2020/
10. Sapana Agrawal,A.D.(n.d.).Retrieved from Mckinsey &Company: https://
[Link]/business­functions/people­and­organizational­ performance/our­
insights/to­emerge­stronger­from­the­covid­19­crisis­companies­should­ start­reskilling­
their­workforces­now
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 317

29 Tribal Tourism Planning and Development

in Jharkhand: An Application of Four Hs of
Indigenous Tourism
Ravi Kumar, Dr. Bhupesh Kumar

Abstract
The State of Jharkhand “Nature’s hidden Jewel”, came into existence on 15th
November 2000 is the land of Bhagwan Birsa Munda. The state is blessed with rich natural
mineral resources, diverse flora and fauna and has enormous tourism potential with Tribal
Tourism, Religious Tourism, Heritage Tourism, Mining Tourism, Eco Tourism, and
Adventure Tourism. There are as many as 32 tribes in the state of Jharkhand, each tribe
have a unique culture, custom, tradition and heritage. This research paper highlights
potential for the promotion of tribal tourism and various tribes inhabiting in the tribal
areas in the state of Jharkhand. Tribal tourism may be explained as “art, culture and heritage
at rural locations, thereby benefiting the local community economically and socially,
enabling interaction between the tourists and the locals for a more enriching tourism
experience.
Further it discusses strategies to develop a new tourism product in sustainable manner
to match up with the growing expectations of the tourists in the state of Jharkhand. For
this Smith’s 4Hs of Indigenous Tourism i.e. Habitat, Heritage, History and Handicrafts
[[Link] Tourism: The four Hs] as a framework to examine tribal tourism has
been studied. The tribes in the State of Jharkhand retain the characteristic of year old
traditions and culture, surrounded by nature with vast ecological resources, which could
be the prime reason to attract tourists. Further this paper discusses how tribal tourism is
responsible for the positive image building and exploring the unidentified locations of
the beautiful and multifaceted state. These days’ tourists are in thrust for unexplored
experiences, innovations and adventures. The paper consists of survey of literature,
profiling the tourism potential, opportunity for the tourists and finally providing a strategy
for the sustainable development of tribal tourism in Jharkhand. The study is of value for
Government officials, academicians, tourism professionals, and also Hotel/ Tourism
Management students.
Keywords: Tribes, Jharkhand, Tourism development, cultural tourism, community
development.

Introduction
The state of Jharkhand famously known as “Nature’s Hidden Jewel” lies in the eastern
India. Jharkhand is located between 83Ú­22’ ­ 87Ú­57’ Latitude and 21Ú­58’ ­ 25Ú­18’
Longitude. The tropic of cancer at 23½Únorth passes through Ranchi district at Ormanjhi.
318 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

The State is situated at on average height of 1000 ft. above Sea level and the State Capital,
Ranchi was used to be summer capital of erstwhile Bihar. This 28th state of the Indian
Union was born on 15th November 2000 through the Bihar Reorganization Act on 15th
November 2000 – the birth anniversary of the legendary Bhagwan Birsa Munda.
The word ‘Jharkhand’ has its origin in Sanskrit. It was first mentioned in the 13th
century inscription, later on it was used in some Sanskrit and Persian texts in the medieval
period (Balkrishnan 2004:140). In a general sense the terms referred to the land of ‘jungle’
and ‘jhari’ or the land of trees and bushes. It is also considered that the prefix ‘Jhar’­ is a
cultural and religious symbol. During the Mughal period, the area was known as ‘Kukara’.
Before the Mughal period, the area was predominantly inhabited by the tribals. The region
where non­tribal lived was known as ‘Diku’. After the year 1765 this area came under the
control of the British Empire (Firminger 1917:47­48).
As per 2011 Census, the total population of Jharkhand State is 3, 29, 88,134. Out of
this 75.95 % i.e. 2, 50, 55,073 people reside in the villages and the remaining 24.05% i.e. 79,
33,061 reside in urban area. An important constituent of population in the state of Jharkhand
is the tribes. The Scheduled Tribe population is 26.21 % i.e. 86, 45,042 of total population
and schedule caste is 12.08 % i.e. 39, 85,644 of total population. (Source: [Link])
Jharkhand State is well endowed with forest in an area of 18423 Sq. Kms which is 23.11%
of total area. The forests in whole of the State and especially in Chhotanagpur region also
have good number of animals such as deer, elephants, bears etc [Source :­ The Jharkhand
State Minor Forest Produce Co­operative Development and Marketing Federation Limited­
JHAMFCOFED ([Link])]Forests in whole of Jharkhand not only abounds
natural resources for commercial exploitation but also represent scenic beauty, wild life
sanctuaries, landscapes [Link] state of Jharkhand is rich in mineral deposits with a strong
industrial base. Mineral resources like Mica, Granite, Fieldspar Coal, Graphite, Uranium,
Dolomite, Quartz, Fireclay, Magnetite, Iron, Copper etc. The state of Jharkhand comprises
of 24 districts, namely Ranchi, Lohardaga, Gumla, Simdega, Palamu, Latehar, Garwah,
West Singhbhum, Saraikela Kharsawan, East Singhbhum, Dumka, Jamtara, Sahebganj,
Pakur, Godda, Hazaribagh, Chatra, Koderma, Giridih, Dhanbad, Bokaro, Deoghar, Khunti,
[Link] state of Jharkhand enjoys a comfortable climate with a major span of the
year under the winter season from September to February. The influence of summer is
only for March to June and rainy season from July to August.

Objective of the study

Tourism is often promoted as a promising development strategy for Indigenous
people. Indeed, there is evidence that supports the claim that sustainable tourism can lead
to alleviation of poverty, improvement on the life conditions of communities, and the
conservation of cultural heritage and environment (UNEP, 2011). The state of Jharkhand
is blessed with abundance of natural scenic beauty all across the state including gigantic
waterfalls, dense forests, wildlife, megaliths, mines, rich flora and fauna act as precious
beads to the nature’s hidden jewel. Jharkhand has enormous tourism potential with Eco
Tourism, Mining Tourism, Religious Tourism, Adventure Tourism, and Heritage Tourism.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 319

This research applies and extends Smith’s four Hs (Smith, 1996) as a framework for
examining indigenous tourism in the state of Jharkhand. Smith’s four Hs Are Habitat,
Heritage, History and Handicrafts. Smith’s framework applies primarily to the supply of
indigenous tourism. Tourists attracted to and interested in indigenous tourism are likely
to be adventurous, want authenticity, seek education and desire personal interaction. These
four attributes of the tourist complement the four “H” s of indigenous tourism. This paper
examines the sustainability of an alternative tourism project in the state of Jharkhand.

Review of Literature
An extensive literature survey was done for this research paper about the Habitat,
Heritage, History and Handicrafts of tribes living in the state of Jharkhand. Tourism is
often promoted as a promising development strategy for Indigenous [Link], there
is evidence that supports the claim that sustainable tourism can lead to alleviation of
poverty,improvement on the life conditions of communities, and the conservation of
cultural heritage andenvironment (UNEP, 2011).Indigenous tourism can make a signiûcant
contribution to marginalized communities in developing countries and it has the potential
for increased positive impacts on the host community and support the economic condition
the communities. Indigenous Tourism can be seen as a sustainable option, as it combines
the unexposed motivations of the explorer with travel, whilst at the same time making a
positive contribution to local communities.
As outlined by Smith (1996), indigenous tourism can be seen as comprising four different
factors. These factors started with the letter, “H”, The ûrst “H”, Habitat, relates to the
geographical and physical environment of indigenous tourism. Indigenous cultures often have
auniqueandspiritualconnectionwiththeland, going beyond the land as a food source and place
of residence. As with the Ladakhi people of the Indian Himalaya (Singh, 2010), they “belong”
to the land and the land belongs to them (Clark, 2009; Dyer, Aberdeen, & Schuler, 2003; Fuller,
Buultjens, & Cummings, 2005). Smith’s second “H”, “Heritage”, is most closely related to the
indigenous culture. Heritage encompasses both the tangible and intangible values, beliefs,
skills and knowledge associated with the culture. The literature provides numerous case studies
of the importance of cultural heritage among indigenous peoples (Butler & Hinch, 1996; Chang,
Wall, & Hung, 2012; Jamal & Hill, 2004; Li & Hinch, 1997). The third “H” is History. History
in this context refers to the interactions and development of the indigenous community with
outside inûuences. It is an important factor as it relates to the indigenous communities’ degree
of colonization, outside development and the extent of acculturation. These factors have an
important bearing on an indigenous community and its attitude towards tourism and outside
inûuence and control. The history of the indigenous community is also important for the
development of tourism and its social and political environment (Notzke, 2004). Fuller et al.
(2005) discuss some of the challenges for indigenous communities in creating tourism
opportunities. Some of these challenges include a lack of skills and business experience in
planning, business management, ûnancial management and control, marketing and product
development. The last “H”, “Handicrafts”, pertains to the commodiûcation (Swarbrooke, 1999,
p. 306) of the physical elements of the culture. Handicrafts are a source of income for the
320 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

indigenous community as well as being a way to share tangible elements of the host culture
with tourists. Notzke (2004) notes that native produce such items as Inuit wood carvings,
beadwork, porcupine quill work, moccasins and jewellery to sell to tourists. Some of these
products include locally made postcards, candles, and biodegradable soap from a local plant.
Chang et al. (2012) seek to understand tourists’ perceptions of indigenous heritage through
the creation of indigenous souvenirs.

Data Collection Methods

This study used qualitative method, gathering relevant information mainly collect about
indigenous tourism introduced by the internet, and again to collect reports of governmenttourism
brochures and tourism magazines, as well as academic research papers. Second­step was
interviews with community people, and local residents. In addition, field visits tovarious
attractions, in order to understand the contents of the authenticity of the interview

Habitat
The first “H” Habitat, relates to thegeographical and physical environment of
indigenoustourism. The majority of tribes in the state generally, derive either directly or
indirectly a substantial amount of their livelihood from the forests and farms. They manage
their daily dietary needs through edible leaves (saag) and roots, honey, wild fruits, wild
game and fish etc. The total population of tribes in Jharkhand is around 26.3 percent, these
tribes are primarily rural as 91.7% of them reside in villages (census 2001). There are as
many as 32 tribes in the state of Jharkhand as shown in Table 1.1 and Table 1.2 below:
Table 1.1: Tribal Statistics of Jharkhand:
Percentage of ST Population Districts
Less than 10 Koderma (0.96), Chatra (4.37), Giridih (9.74), Hazaribagh
(7.02), Dhanbad (8.68),Palamau (9.34)
10­25 Deoghar (12.31), Bokaro (12.4), Ramgarh (21.19), Garhwa
(15.56), Godda(21.26)
25­40 Sahibganj (26.8), East Singhbhum (28.51), Jamtara (30.4),
Saraikela (35.18),Ranchi (35.76)
40­55 Latehar (45.54), Pakur (42.1), Dumka (43.22)
55­70 Gumla (68.94), West Singhbhum (67.31), Lohardaga (56.89)
More than 70 Khunti (73.26), Simdega (70.78)
Source: Jharkhand Economic Survey 2020­21
Table 1.2: Tribes of Jharkhand
Munda Asur Chero Kora
Santhal Baiga Chick­Baraik Korwa
Oraon Banjara Gorait Lohra
Kharia Bathudi Ho Mahli
Gond Bedia Karmali Mal­Paharia
Kol Binjhia Kharwar Parhaiya
Kanwar Birhor Khond Sauria­Paharia
Savar Birjali Kisan Bhumij
Source: [Link], official website of the state
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 321

Heritage
Smith’s second “H”, “Heritage”, is most closely related to the indigenous culture.
Heritageencompasses both the tangible and intangiblevalues, beliefs, skills and
knowledgeassociated with the culture. The tribes in the state has rich and diverse heritage,
each tribe is unique in terms of their values, customs and belief. Jharkhand contains
approximately 55 percent of tribal population of the country, on areas that symbolizes the
ancient heritage of India a center for cultural and linguistic convergence as it is interwoven
by Austor­Asiatic (Munda), Dravidian, and Indo­Aryan speech communities, various
dialects of Hindi, Bengali and Oriya dominate the indigenous Munda languages and those
of the North Dravidian families such as Kurukh (also known as Oraon) and Malto.
The tribes in Jharkhand were originally classified on the basis of their cultural types
by the Indian anthropologist, Lalita Prasad Vidyarthi. His classification was as follows:
• Hunter­gatherer type — Birhor, Korwa, Hill Kharia
• Shifting Agriculture — Sauria Paharia
• Simple artisans — Mahli, Lohra, Karmali, Chik Baraik
• Settled agriculturists — Santhal, Munda, Oraon, Ho, Bhumij, etc.

History
Smith’s third “H” is History. History in thiscontext refers to the interactions and
developmentof the indigenous community withoutside influences. It is an important
factoras it relates to the indigenous communities’ degree of colonization, outside
developmentand the extent of acculturation. These factorshave an important bearing on
an indigenouscommunity and its attitude towards tourismand outside influence and
control. The tribals in the state of Jharkhandare mainly engaged in agriculture, ûshing,
seasonal jobs in farm ûelds. With the development and cultural immersion and promotion
of tourism in the state, it provided the initial contact between tourism and the locals who,
had rarely travelled outside of their habitat and had little or no understanding of the
different types and impacts of tourism on communities in other parts of the land. The
inclusiveness and various initiatives has impacted their socio­ economic condition and
provided a means of ûnancial support for the community in the long term. The adventure
travelers seeking sojourn at unexplored destinations away from the city life and among
the indigenous communities have influenced the local community to either directly or
indirectly make living through tourism allied activities. The tourism activities may be seen
by indigenous tribals as a chance to showcase the traditions and character of the people of
Jharkhand to the world “a new and exciting” venture as the primary motivator.

Handicrafts
The fourth “H”, “Handicrafts”, pertains to the commodification (Swarbrooke, 1999,
p. 306) of the physical elements of the culture. Handicrafts are a source of income for the
indigenous community as well as being a way to share tangible elements of the host culture
with tourists. Handicrafts can include oral history like: storytelling, music and dance and
322 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

manufactured products like souvenirs (Smith, 1996). The various crafts of Jharkhand
include bamboo crafts, woodcrafts, Pitkar paintings, tribal ornaments and stone carving.
Being rich is forest and wood, Jharkhand produces some good craftwork from wood and
related materials. Pitkar paintings and stone carving are other crafts that interest people
across the country.
Moreover, the tribal ornaments are unique and special and receives a lot of attention
and also portrays traditional heritage of the tribal people. Toy making is another craft that
is fun and the outcome is quite amazing. These colorful and gorgeous toys are given various
shapes of bird and animals. Different categories of Jharkhand handicrafts are Wooden
Crafts, Bamboo Works, Metal Works, Stone Carvings, Ornaments, Toy Making, Tribal Crafts
Wooden Craft is an extremely popular craft in the state which indeed derives the resources
from the surrounding forests all over the state and abundance of availability of wood.
These wooden crafts are crafted by the artisans into different products that are used in
everyday life and also for decoration and other purposes. Bamboo is another handicraft
which is widely used to make items like chairs, tools, tables, fishing equipments, baskets,
boxes and decorative items, the community women can be seen designing and making
various bamboo handicrafts all across the state. Metal craft of Jharkhand is popular with
Tentri and Malhar communities who are known to be experts in this crafts. They make
various household wares and decorative items out of metal. The tribal artists make simple
and beautiful jewelry with metals and beads. These ornaments highlight the elegance of
the traditional culture of the region. The traditions of the tribes of Jharkhand are unique.
The Munda tribes have a fascination for pictures of snake, rainbow and various types of
floral deities which they even paint in the walls of their huts. Birhor use geometric forms
like rectangles, stars crescents circle while the Oraon tribe is fond of pictures of birds,
aquatic plants, cattles etc. The Kurmi tribe uses “Sohari” a style which reflects wall paintings
of mostly Lotus flower using nails and compasses. Lord Shiva and Lord Pashupati are the
most worshiped deity. Ghatwal is another tribe mostly in the forest region paint animal
pictures on the walls of their houses. The tribal women community practice “Sohari” and
“Kohvar” paintings in occasions like marriage, harvests and they pass this tradition to
younger generation which in turn passes it to successive generations. The core of the Tribal
cuisine of Jharkhand is the emphasis on the simplicity of dishes, flavours and medicinal
benefits from the natural sources. The principle ingredients that is used in tribal cuisine
is used from the ingredients obtained from plants and trees growing in the wild in the
region and also from the vegetables cultivated by them. The tribal people eat vegetables
as much as meat preparations cooked mainly in mustard oil. Both meat and vegetable
dishes are very light to eat and are rustic in flavour. In general, the food cooked in
Jharkhand is considered to be very light on the stomach and easy to digest.
Jatangi, kusum, dori, and surguja oil are used to make chirrka roti, arsa
roti, rice thekua, marua roti, dhuska etc. “Karail” which are the tender bamboo shoots also
eaten as vegetables by the tribes. The non vegeratrain food is equally popular among the
community tribes and they mostly rear cattle, goats, pigs, hens, pigeons and rabbits which
are also consumed as food.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 323

Data Analysis and Findings

The interview was conducted with community people, local residents and various
aspects of tribal tourism development in the state of Jharkhand came forward. Few of the
interview excerpts are “There is a need of proper marketing and promotion of tribal festivals
of the state through social media platforms of state departments”. “Jharkhand is so rich
not only in ores and minerals but the true potential of the state lies in promoting the unique
tribal culture and lifestyle which denotes the rich heritage of the state”. “The craft here is
amazing, the lifestyle of these people teach us how to live in harmony with the nature,
and the world must see how pure the relationship of human and nature can be”. “An
integrated approach with proper marketing strategy by bringing various stakeholders on
a common platform with an objective to develop tribal tourism in the state is the need of
the hour”. “Cultural immersion of tribes by inviting tourists from India and Abroad by
means of organizing Tribal workshops”. Positioning the tribal locations on the tourism
map of the state. For this proper profiling of such locations should be done with tourism
perspective”. “Proper marketing and promotion of tribal festivals of the state through social
media platforms of state departments”. “Cultural immersion of tribes by inviting tourists
from India and Abroad by means of organizing Tribal workshops”. “Identification and
development of tribal villages and replication all across the state of Jharkhand”
On the basis of analyses of various responses, it may be inferred that the state of
Jharkhand is blessed with generous amount of resources in terms of minerals, flora, fauna
and unexplored destinations in the tribal surroundings, which makes the state an ideal
destination for the development of tribal tourism. Only, now is need to take one step
forward and supplement the concept with proper utilization of all its tribal resources like
locals, their custom and traditions, fair and festivals, music and dances, religion and rituals.
While developing and exploring the tribal tourism potential of the state it must be ensured
that the indigenous tribes should not be harmed and their ethnicity should be preserved.

Conclusion
After extensive study of available literature and data it can be comprehended that
tribal tourism can be a sustainable concept in tourism development. Although currently,
the concept of tribal tourism is in its exploratory phase and surely efforts have been made
to understand its importance or develop it for international and domestic tourists. However,
a sustainable development backed up by a proper strategy tonurture such product will
not only ensure the socio­economic upliftment of indigenous tribes but will also help in
generating a new concept for tourists coming to Jharkhand. With the rising demand of the
tourists and an inquisitiveness to explore the unexplored destinations through adventure
and rural tourism, however the same is not enough to address the growing interests of the
tourists and thus a holistic approach to meet this growing demand and interest of such
travelers, indigenous tribal tourism may act as a key solution to the same. With the
development of tribal tourism in Jharkhand, various stakeholders including tribes,
researchers and tourism professionals all will benefit. The community participation and
324 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

involvement may be a new approach for the development of tribal tourism in these areas
and sustainable development of tribal tourism will help in maintaining the cultural and
historical identity of the locals. Development of tourismJharkhand will create new
opportunities for tribal to benefit from it and attaining better opportunities. Rightly said
about the state it is indeed “Nature’s Hidden Jewel” and the tribes are the treasures for
Tourism Industry in the state.

Strategy for the Sustainable Development of Tribal Tourism

in Jharkhand
In this research paper, efforts have been made to highlight the untapped potential of
tribal tourism in the state of Jharkhand. During the study it has been learnt that Jharkhand
being a young state i.e. only 22 years since its formation in 2000, the state has done extremely
good in tourism development be it Religious Tourism, Spiritual Tourism, Rural Tourism,
Adventure Tourism, Mining Tourism etc. however the state being so rich in its tribal heritage
specially when 32 distinct tribes dwell in Jharkhand, this tribal tourism products must be
developed to keep the tourist in­flow both domestic and international steady and regular.
Tribal tourism is still in its very early stage. The immense tribal tourism potential of the
state to attract tourists must be explored and showcased to the world based upon the ever
changing travelers need to find and sojourn at unexplored destinations. There are 32 tribes
in the state hence to promote tribal tourism as a tourism product, a proper strategy needs to
be formulated so that good policies can be developed. Tourism websites, travel agents, hotels,
taxi drivers, local artisans, tour guides, IRCTC, JTDC, Tourist Information Centres, District
headquarters, Hospitality and Tourism institutions can play a big role in the development
of this product for the state of Jharkhand. Awareness campaigns, Radio jingles and TV
advertisements, Internet media presence, literatures, fam tours and road shows will also
provide additional promotion and marketing strategies for the tribal tourism development
in the state highlighting the rich Habitat, Heritage, History and handicrafts of community
tribes on tourism map of the country and world. The involvement of researchers in this
field and tourism professionals can further enhance the educational value and cultural
importance of these tribes. For this, it is proposed for the development and expansion of
TTDCs (Tribal Tourism Development Centers). The development of tribal tourism should
be done keeping in mind sustainable planning and development. The strategies must ensure
the sustainable, positive impacts without disturbing the ethnicity of indigenous Habitat,
Heritage, History and handicrafts of the tribes.

References
1. Smith, V. (1996). Indigenous tourism: The four Hs. In R. Butler & T. Hinch (Eds.), Tourism
and indigenous peoples (pp. 283–307). Toronto: International Thomson Business Press.
2. Blackstock, K. (2005). A critical look at community based tourism. Community
Development Journal, 40(1),39–49
3. Butler, R., & Hinch, T. (Eds.) (1996). Tourism and indigenous peoples. London:
International ThomsonBusiness Press.
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4. IRA­International Journal of Management & Social Sciences ISSN 2455­2267; Vol.06, Issue
03 (2017) Pg. no. 384­390 Institute of Research Advances ­Highlighting Tribal Tourism
Potentials of Southern Rajasthan
5. Linton, N. (1987). Trends in tourism and development: A third world perspective. Tourism
Management, 8(2), 96–97.
6. McIntosh, A.J. (2004). Tourists’ appreciation of Maori culture in New Zealand. Tourism
Management, 25(1), 1–15.
7. Ryan, C. (2000). Tourist experiences, phenomenographic analysis, post­positivism and
neural network software. International Journal of Tourism Research, 2, 119–131.
8. Timothy, D.J., & Prideaux, B. (2004). Issues in heritage and culture in the Asia Pacific
region. Asia Pacific Journal of Tourism Research, 9(3), 213–223.
9. M. Robinson, P. Long, N. Evans, R. Sharpley, & J. Swarbrooke (Eds.), Reflections on
international tourism: Motivations, behaviour and tourism types (pp. 15–25). Sheffield:
University of Northumbria and Sheffield Hallam University.
326 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

30 A Study on Guest’s Perception towards

Housekeeping Services in Luxury Hotels of
India
Aninidita Bharadwaj, Dr. Amit Kumar

Abstract
Hotel building has been an important economic support in India. The success of a
hotel depends on its guests. Keeping customers pleased is one of a hotel’s most challenging
tasks. Customer satisfaction and service are the foundation of a long­term client
relationship. In this research, hotel personnel in luxury Hotel Category and guests were
asked about customer satisfaction concerns. The study focuses on customer happiness and
service quality of hotels. The Hotels’ services and consumers’ expectations use technology
to measure and improve client experiences. An evaluation of service and facilities quality
helps hotel management retain and attract guests. In this research, survey has been carried
out among 80 customers who visited to luxury hotels like Taj Group and ITC Groups.
Further, this research concludes that the customers are highly satisfied with these groups
of hotels.
Keywords – guest satisfaction, housekeeping, guest’s decisions, standard operating
procedure.

Introduction
Hotels have relied on their ability to keep clients pleased in order to keep them coming
back and develop brand awareness. The guest’s experience at a hotel is influenced by a
number of concrete and intangible factors. The most urgent concerns for hotel management
are the satisfaction of their guests and their desire not to stay at a competitor’s hotel. Hotel
management is keen to hear from visitors regarding their experiences with the hotel’s
services, facilities, and other operational issues because of this (Berezina, 2012). For this
reason, it’s possible that the hotel’s management may use feedback from visitors to better
understand the quality of their experience and prevent them from moving on to a
competing property (Gundersen, 1996).
The responsibilities of housekeeping fall to a room attendant or floor supervisor to
keep an eye on cleanliness and safety in the bedrooms and the surrounding area. Public
locations include things like parking lots, swimming pools, and nightclubs, to name a
few. Food preparation and service areas, for example Kitchen, service elevator, restrooms,
and other sections in the building’s infrastructure (Mmutle, T., & Shonhe, L., 2017). The
kitchen is the only area that does not have a cafeteria or washing facilities. The
housekeeping department is responsible for maintaining the linen and uniform storage
areas and maintaining and repairing linen to keep it in the best possible shape keeping
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 327

track of the stock of linen (Shanka, T., & Taylor, R., 2004). Linen is a word that encompasses
both room linen and meal service clothing, bed and bath linens, soft furnishings, and linens
for the home.
In order to assess visitor satisfaction and behaviour intentions, this study is making
use of online guest comment cards. As part of a structural model, guests’ views of value,
contentment, and future plans to return or refer to the hotel are analysed simultaneously
(Sharma, S., & Kaushik, T, 2021). Studies looking at consumer happiness and loyalty might
benefit from comparing and evaluating intangible factors with their more concrete
counterparts because of the comparisons (Ananth, 1992).

Literature Survey
Services are tough to identify in many hotels because practises and operations have
changed dramatically. Many of the advantages go away with time (Mmutle, T., & Shonhe,
L., 2017). Some customers consider service delivery as a constant stream interrupted by
large events or critical milestones. Several research has attempted to show a relationship
between the two assessing hotel facilities and guests’ overall impressions (Baron, S. and
Harris, K, 2003) Features of a product or service may not all contribute equally to a
customer’s evaluation and selection [(Mmutle, T., & Shonhe, L., 2017), (Ananth,1992),
Sharma, S., & Kaushik, T. (2021)]. These features boost the chance of a sale. The hotel
attributes in the hospitality industry, cleanliness, location, rate, room type, and guest rooms
are all important considerations for hotel guests when booking a room (Carneiro, M.
andCosta, C., 2001). Customers value hotel staff politeness, cleanliness, and security (Dube,
L. and Renaghan, L.M, 2000)
For hotel guests, the most important factors were service quality, personnel
knowledge, attitudes, and room cleanliness and neatness (Gundersen, M.G. Heide, [Link]
Olsson, U.H, 1996). We found a link between customer happiness and staff service quality,
as well as customer referrals. A Marriott poll of hotel visitors’ preferences scored
cleanliness, friendliness, value, and check­in time highly ((Heung, V. C., Wong, M. Y. and
Qu, H, 2002). Guests reported the physical characteristics of the hotel, the service, the
rooms, and the location were the most important considerations to consider when booking
their next holiday (Gundersen, M.G. Heide, M. and Olsson, U.H, 1996), (Jones, P. and
Ioannou, A, 1993).
Customer satisfaction may be measured in two ways: by looking at what consumers
value most and asking how satisfied they are with those attributes. Focus groups and
systematic recording of client complaints and compliments can measure customer
satisfaction (Dube, [Link] Renaghan, L.M, 2000). Most of these studies have little impact
due to low response rates and lack of managerial material. As a result, guests’ perspectives
may be biassed. Optional questions may lead to statistical mistakes (Kivela, J, 1996). Guests
can expect to show their gratitude for the hotel’s efforts and services more frequently.
Visitors’ responses are biassed since they reflect their own perceptions and experiences.
As said, visitors who are indifferent or seldom express themselves are ignored (Lewis, R.
and Pizam, A, 1981). Those who gave the hotel a neutral rating had no negative experiences.
328 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

When making a purchase, this large group considers price, availability, and features. As a
result, if their expectations and demands are not met, they may not return. A 3­star hotel
must know how it compares to its rivals and how it meets tourist expectations in order to
compete (Richard, [Link] Sundaram, D. S, 1993). Experts say surveys let clients express
themselves and help hotel management better understand its visitors. Every hotel’s toolset
should include guest and management surveys. Hotels can improve service quality and
ensure customer pleasure (Tsaur, S.H., ChiuY.C. andHuangCH.H, 2002). Guest surveys
are certainly valuable, but some researchers stressed that they must be utilised to make
managerial choices. This sort of analysis can “enable management to forecast customer
decision with some degree of accuracy,” (Tsaur, S.H., ChiuY.C. andHuangCH.H, 2002).

Objectives of the Study

This research paper has following objectives:
1. To assess the services quality offered by housekeeping department of hotels
2. To assess the consumer perception towards housekeeping department of hotels.

Methodology
This research is descriptive analytical based in finding the consumer perception
towards housekeeping department of selected hotels. The data has been collected from 80
respondents who visited to selected hotels namely Taj Hotels and ITC Group of Hotels.
For assessing the service quality offered by housekeeping department and guest satisfaction
following conceptual model can be followed:

Figure 1: Conceptual model

"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 329

Data Analysis and Interpretation

Surveys were carried out to determine the importance of each of the hotel’s attributes
in influencing guests’ decisions.
Demographic Results Frequency (n) Total (N) Percentage
Gender
Male 36 80 45%
Female 44 80 55%
Age
Below20 Years 10 80 12.5%
20­29Years 35 80 43.7%
30­39Years 24 80 30.0%
Above40Years 21 80 26.25%
Education Level Certificate 28 80 35%
Diploma 26 80 32.5%
Degree 17 80 21.25%
Postgraduate 9 80 11.25%
TimeMostlyVisited
Morning Hours 17 80 21.3%
LunchHours 26 80 32.5%
DinnerTime 37 80 46.25%
HowOften The Guest Visited Hotel
VeryOften 23 80 28.7%
Occasionally 35 80 43.75%
Everyday 22 80 27.5%
Variable Mean [Link] N
Cleanliness 3.44 1.007 80
Hygiene 3.49 .884 80
Speed of services 3.04 .915 80
Cleaning methods 3.63 .882 80
Standard operating procedure 4.07 .748 80
Employees professionalism 3.76 .891 80
Communication skills 2.76 .741 80
GuestSatisfaction 4.21 .973 80

Table:2 Service Quality offered by Housekeeping

Guest satisfaction level Rated by no. of people Percentage
Very Unsatisfied 2 2.5
Unsatisfied 13 16.25
Neutral 27 33.75
Satisfied 24 30

Demographic Variables
From the table 1, it can be analyzed that the frequency of the respondents visits to the
selected hotels. 36% respondents were Male. Most of the respondents (35%) belong to the
age group of 20 – 29 years old. Out of survey, 98% respondents were educated and majority
among them has achieved certification level.
330 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Service Quality
Table 2 represents the satisfaction level among different guests arrived at the two
hotels during a predefined interval.
Out of 80 respondents who visited to selected hotels were asked about the hotels’
experience for housekeeping as explored in table 3:
Table 3: Guest Satisfaction level with Housekeeping
The goal of this study was to look into the current level of service quality in the hotel
business in terms of cleanliness, hygiene, speed of services, standard operating procedures,
cleaning methods, employee’s professionalism, communication skills and guest satisfaction.
Table 3 shows the level of quality disconfirmation scores for each SERVQUAL item for all
subjects that responded to the questions. From the table 2, it was found that among
housekeeping services qualities standard operating procedure and guest satisfaction,
provided from the hotels were most significant and in quality way. A consensus was
reached by the researchers in this study about 9 categories of housekeeping department.

Conclusion and Recommendation

Guest satisfaction, happiness, and loyalty are directly related to the intangible quality
of service delivered by hotel employees. Service quality of the hotel’s offerings may make
or break a trip for hotel guests. Guests’ opinions and their value, happiness, and loyalty
will be influenced by any nice or negative experience. Maintaining a high quality of guest
service requires well­trained workers that are committed to client satisfaction and have a
wide variety of expertise and experience. Hence, this research has revealed that hotel guest’s
satisfaction in Taj Group and ITC Group of Hotels. Guest satisfaction, happiness, and
loyalty are all impacted by the hotel security level.
This study provides hoteliers with more crucial facts and implications, allowing them
to see the current scenario. If their service and tactics got unfavourable, management must
intervene swiftly and find a suitable solution regarding the same. Profit margins aren’t as
crucial as customer satisfaction. Favourable hotel experiences encourage repeat visits and
positive word­of­mouth. Positive hotel experiences encourage repeat visits. The service
quality of a hotel is defined by its staff’ attitudes and behaviours as well as its facilities.
Hotels should enhance their staff’ attitudes and efficiency to demonstrate excellent
behaviour and give great service. Hotels should initially focus on internal marketing to
keep personnel motivated. Intangible hotel services need marketing efforts to develop
confidence and credibility with potential consumers. Marketers must consider their ethical
obligations when marketing a product. Hotels must be able to know if their clients are
happy and satisfied or not.

References
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"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 331

2. Gundersen, M. G., Heide, M., & Olsson, U. H. (1996). Hotel guest satisfaction among
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332 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

31 Culinary Tourism–An Upcoming Opportunity

for Tourism Industry in Jharkhand. (With
Special Reference to Ranchi District)
Baljit Singh Kalsi, Dr. Somnath Roy Choudhury

Abstract
Jharkhand – Nature’s Hidden Jewel has huge potential of different types of tourism
and Culinary Tourism is one of them. Realizing the importance of the culinary tourism
the research has been carried out in Ranchi district and its periphery to find out its scope
in the area and to analyze its socio­economic impacts. The research work also focuses on
the problems associated with its successful implication in Jharkhand and provides remedial
measures with respect to best marketing strategies required for its success. The research is
an exploratory research based on qualitative method. Unstructured questions were formed
to get the desired results from tourists and hotels of Ranchi. Culinary tourism has potential
to generate employment, revenue, foreign exchange and has direct visual effects on socio­
economic life of the local community. For successful implementation of culinary tourism
local people needs to be trained well and tourists need to be educated. Joint endeavors by
Government and private players with aggressive marketing strategies can boost up the
culinary tourism in the state.
Keywords: Culinary Tourism, Local Cuisines, Hygienic Food, Specialty Restaurants,
Culinary Tour Packages, Culture, Tradition, Ranchi, Jharkhand

Introduction
Food tourism is defined by Hall and Mitchell as – “Visitation to primary and secondary
food producers, food festivals, restaurants and specific locations for which food tasting
and or experiencing the attributes of specialist food productionregions are the primary
motivating factor for travel”. [6] Apart from being rich in natural resources and minerals,
Jharkhand is also very rich in tourism andRanchi district is one of them. Ranchi lies
at 23°222 N 85°202 E near to the Tropic of Cancer. The city covers an area of
175 km2 (68 sq mi) and its average elevation is 651 m above sea level. Ranchi is located in
the southern part of the Chota Nagpur plateau, which is the eastern section of the Deccan
plateau. [8] It has plenty of tourist destinations where different types of tourism exist like:
Adventure Tourism, Cultural Tourism, Pilgrim Tourism, Rural Tourism etc. Culinary
Tourism is also of great importance but anyhow its importance has been ignored by now.
It started gaining some prominence since 2001 when Erik Wolf, president of the World
Food Travel Association, wrote a white paper on the subject. [7] The importance of food
cannot be ignored being the essential requirements of human life and it is incorporated in
the Tourism Industry it has a significant role to play. It is a sub part of Cultural Tourism.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 333

We see on the television many hosts/celebrity chefs going to the different parts of the
country and exploring the local culture and exotic food of that area. This is how it also
started gaining popularity among the people who are fond of experiencing the different
cuisines of the region and exploring the local culture. Such culinary shows on television
have brought the exotic food of the different regions to the world and given them a platform
to showcase their culture, food and tourism destinations. People who are in pursuit of
experiencing something different than the traditional tourism, opt Culinary Tourism to
have a different experience. While choosing any destination for tourism cuisines play a
crucial role and it impacts the traveler’s decision. Culinary tourism has a great significance
in destination image building and contributes in social, economical and environmental
development of the region.

Objectives
1. To find out the scope of Culinary Tourism in Ranchi district
2. To analyze its Socio­Economic Impacts
3. To assess the challenges in its implication
4. To find out the best Marketing strategies for Culinary Tourism

Review of Literature
Review of literature helps researcher to get the research gaps from the existing data
or from literature which help to find out the objectives and help in formulated hypothesis
which shoe the researcher in right direction to work for final outcomes. Review of literature
is mentioned below:
UshaDinakaran, 2019: There is a huge scope of tourism in any destination with
relation to gastronomy and culinary. It has a great impact on the tourist destination image,
tourist’s overall experience and also influences the tourist’s behavior.
Shilpi Rani Baruah, 2016: Tourism is a multi­dimensional activity and Culinary
Tourism has a huge potential for generating employment to the local people and earning
large amount of foreign exchange, since mostly foreign tourists are interested in local and
authentic foods and culinary experience.
T.Z. Ahamed, 2015: The lure of exotic and authentic food from a particular culture or
region has always motivated people to travel to a destination and hotel industry has always
played a significant role in promoting tourism by offering varieties of local foods and
services to the customers.
Dhiraj Sharma, 2013: The culinary tourism has a great importance and growing
rapidly. In this research work the preferences of foreign tourists have been converged
into five factors – taste and quality of food, food preparation, localization of food and
dining etiquettes, tradition and nutrition of food and food aroma & cleanliness. In the
analysis of data three segments of tourists have emerged as – taste seekers, location seekers
and experience seekers.
Moushumi Banerjee, 2013: In India culinary dimension is best projected due to its
334 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

natural grandeur and picturesque location. Here culinary tourism can be finely experienced
because every hundred meters, the food dimension changes and a tourist can enjoy the
different foods with different experience which is nowhere found in the world. Culinary
tourism market size in India is huge as it is dominated by inbound and outbound tourists
both. In India, culinary tourism is estimated to be worth nearly $2billion each year.

Discussion
Scope of Culinary Tourism in Ranchi district
After being carved out of Bihar in November 2000 Jharkhand became a separate state
and Ranchi being its Capital city making progress by leaps and bounds. There are many
different religions and sects dwelling in the capital city. There are more than30tribes found
in Jharkhand and those have been classified according to their culture by anthropologist,
Lalit Prasad Vidyarthi as – Hunter gatherer type ­ Birhor, Korwa, Hill Kharia; Shifting
Agriculture – SauriaPaharia, Mal Paharia; Simple artisans – Mahli, Lohra, Karmali,
ChikBaraik; Settled Agriculurists – Bhumij, Ho, Oraon, Munda, Santhal etc. [9]The main
festivals of Jharkhand are – Sarhul, Mage Porob, Hal Punhya, Karma, Jitiya, BhagraParab,
Rohin, Bandana, Tusu, Holi, Dusshera, Diwali, Chhath etc. [10]During such festivals and
occasion there are different types of cuisines made and available in the markets. Some of
the prominent local cuisines of Jharkhand are – Malpua, Arsa Roti, Dhuska, Aarukisabji,
ChakorJhol, Sanai kabharta, Moonjada, Dumbu, Thekua, Meat Salaan, MaduaKhassi,
RohadHaku, Rugra, Bamboo shoot, Koinarsaag, Putkalsaag, TilBugga, Peetha,
MeethaKhaja, Chilka Roti, LittiChokha etc. and local alcoholic beverages as Hadia (Rice
Beer) and Mahua. [11]
The capital city Ranchi boasts of its some of the prominent tourist destinations such
as – BhagwanBirsa Biological Park, Dassam Falls, Getalsud Dam, Hundru Falls, Jagannath
Temple, Jonha Falls, Kanke Dam, Rock Garden, Nakshatra Van, Pahari Mandir, Patratu
Valley, Ratu Palace, Sita Falls, Tagore Hill, Ranchi State Museum, Ranchi Science Center,
St. Mary’s Cathedral etc. [12] According to the report of India Tourism Statistics 2019, the
ranking of the state has also increased due to increase in the number of foreign tourists in
the state. The number of domestic tourists visiting the state establishment period i.e. 2,000
was only 23,991. At the same time, the number of foreign tourists was only 172. But after
20 years, the number of domestic tourists coming to the state is 3, 55, 80,768. The number
of foreign tourists is 1, 76,043 which is growth by 1000 times. [13]. the figures shown here
clearly indicates that there is a huge increase in the inbound foreign and domestic tourist
arrivals in the state. There is only a need to showcase the rich culture of Jharkhand and its
exotic food to the customers to lure them and be compelled to visit the destination.

Socio­Economic Impacts
The World Food Travel Association estimates that food and beverage expenses account
for 15% to 35% of all tourism spending, depending on the affordability of the destination.
[14] Hence the importance of food cannot be ignored and it cannot be considered only the
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 335

supplementary service of the tourism industry. Culinary tourism has a huge potential to
generate employment to the local people. It gives them opportunity to start up their venture
and be an entrepreneur as an owner of the restaurant, café, food junction, food stall, take
away, satellite kitchen or may it be the street food vendors. The involvement of local people
is essential here since they know best what are the specialized local cuisines of the region
which can attract tourists. Like in Mumbai at Juhu and Chaupati tourists do not like to
miss the local street food specialties like – VadaPav, MisalPav etc. and their trip remains
incomplete without experiencing this local street food. The specialty restaurants serving
local cuisines, Food fests etc. attract the food lovers and boosts up the tourism. This
significantly helps in generating employment opportunities even for the people who are
engaged in production, suppliers, vendors and people engaged in tourism activities directly
or indirectly. It helps in earning the revenue for the state Government in terms of taxes,
parking, entry fee and foreign exchange etc. In the year 2011, 1, 45,80,387 domestic tourists
visited the state. At the same time, the number of foreign tourists visiting was 87,521. In
the year 2017, the state received 3, 37,23,185 domestic and 1,70,987 foreign tourists. In the
year 2018, 3, 54,08,822 domestic and 1,75,801 foreign tourists came. According to the
statistics of the tourism department, about 75,000 people of the state have got employment
through local tourism. [15] In Ranchi city we can find such local cuisines at streets and in
restaurants. At Morhabadi area in Ranchi we find many street food vendors clubbed
together and serving local cuisines and made this area as a Food Junction/Market just like
Juhu and Chaupati. It has provided earning opportunities to many of them directly and
indirectly and made them economically strong and independent. The only need is to
provide them a good platform to showcase these specialties to the tourists with aggressive
marketing to boost up Culinary Tourism in the area.
The Culinary tourism has a great role to play in society also. It is not only limited to
offering the local food and specialtycuisines to the tourists rather it provides locals a
platform to showcase their culture, art, music, handicraft, dance and festivals to the people
from different part of the world. It also helps in saving the local culture, traditional food,
traditional cooking methods, art etc and provides opportunities to conserve it at the same
time. The interaction with the tourists from different part of the world with different
cultures opens their minds and broadens the mindset.
Local people also tend to learn about their cultureand language, their likings and
food habits, new technologies and many more. It also gives them a feeling of pride
showcasing their rich traditional culture and helps in building an image for the destination.
In some parts the tourists are invited and treated as guests and they participate with the
local people in their traditions, dance and festivals, cooking of foods and preparation of
local country liquor and enjoying with them.

Challenges in implication of Culinary Tourism in Jharkhand

Despite having a huge scope Culinary Tourism in Jharkhand is not as prominent as it
should have been. There are many constraints which hinders its path of growth and getting
a renowned position in World Tourism.
336 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

1. There is a lack of awareness of people in relation to Culinary Tourism in

Jharkhand. Only a few people are aware of the Culinary Tourism
2. Authenticity of local cuisines is sometimes questionable to the culinary tourists.
3. There is a lack of hygienic and quality food with respect to street food vendors
4. Clean and safe environment is questionable in maximum tourist spots
5. Local people are not trained well in terms of proper food handling and maintaining
cooking procedures which brings deviations in food taste and its quality
6. Lack of proper market space or food junctions/parks for such local street food
vendors
7. Poor drainage systems and water supply
8. Process of loan availability is difficult for youths to start up a business and be
an entrepreneur
9. There is no proper Government support and policies formed as of now to boost
up culinary tourism
10. The involvement of big private players/parties is very less. They are reluctant
in boosting the local cuisines
11. There is a lack of proper aggressive marketing to promote the Culinary Tourism
12. There is a lack of culinary tour packages which needs to be introduced
13. Number of culinary institutes are very less in the state.
14. Tourism related courses are lacking in Government colleges and universities.
In factsome preliminary knowledge regarding tourism and its benefits should
be introduced from school level itself as a mandatory vocational paper
15. There is a huge lack of proper solid waste management
16. There is a huge competition with other states like – Goa, Kerala, North East,
Delhi etc. with respect to Culinary Tourism

Marketing Strategies
1. There is a need of rigorous and aggressive marketing to bring the hidden culture
and cuisinesof Jharkhand in front to the world and give it a platform.
2. Destination showcasing is most important as Jharkhand is full of wonders
3. Culinary Tour Packages needs to be promoted bundled with different services
4. Culinary TV shows with celebrity chefs needs to be started so that other people
know more about Jharkhand’s local and specialty food and it becomes famous
5. In the famous tourist spots specialty restaurants, food junctions, take away;
serving local foods should be established
6. During the local festive seasons of Jharkhand, Food Fests should be organized
seasonally
7. There should be an easy access supported with the Google map and Geo tagging
of all such establishments serving local cuisines
8. Proper information on local foods and cuisines of Jharkhand should be available
on electronic and print media
9. Mobile apps should be developed providing information regarding local
cuisines, its availability and its recipe to make it more prominent
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 337

10. Pricing of local cuisines should be done moderately keeping in mind to target
all types of customers
11. Customers of all group should be targeted from child to adult and a large
varieties of local cuisines should be offered
12. Culinary tourism should be well supported by better
accommodationarrangementsand easy accessibility keeping in mind tourists
from different segments
13. Better Tour packages need to be introduced which adds value to travel
experience
14. Food should be served by servers in traditional dress and way in Dona­Pattals
or Thals instead of using crockery and cutlery. It will add value to the customer
experience
15. Live food counters will give an eye of detail and knowledge to the customers
and enriches their experience
16. Local alcoholic drinks can be offered with food
17. Stress should be given to increase the mouth publicity of the local cuisines by
tourists as it spreads faster than any other medium, which is possible when
tourist has a better experience and is delighted
18. Tourists need to be educated about the Culinary Tourism

Research Methodology
Researcher’s research methodology is based on qualitative method with exploratory
research. The research work carried out is a combination of primary as well as secondary
data. The primary data has been collected through the unstructured questionnaire from
tourists visiting to Ranchi randomly and hotels or Ranchi whereas, secondary data has
been collected through different sources viz: books, e­books, articles, research papers, news
papers, magazines etc. The research is descriptive in nature and helps to describe the
attributes of identified target groups towards the local cuisines of Jharkhand and analyzing
the collected data using MS excel.
• Data Collection Tool: Unstructured questionnaire through Google Forms
• Population: Hotels of Ranchi and tourists
• Sample Size: 50 respondents
• Sampling: Random/Convenient sampling
• Limitations: Research work is based on Ranchi and is periphery

Findings
Researcher has found certain points during his analysis period which has shown some
of the finding mentioned below:
1. Out of 50 respondents 54% responded said that awareness of culinary tourism
in Jharkhand is less.
2. 85% respondents said that there are no Culinary Tour Packages in Jharkhand
to promote Culinary tourism
338 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

3. 78% respondents accepted that in the famous tourist spots of Ranchi restaurants
and food junctions offering local cuisines are very limited
4. 83% respondents accepted that there is no proper information available online
with respect to local cuisines of Jharkhand
5. 91% respondents admitted that there is a lack of hygiene and quality food with
respect to street food vendors
6. 69% respondents said that clean and safe environment is not there in maximum
tourist spots
7. 95% respondents believe that culinary offerings add value to the travel
experience
8. 73% respondents believe that authenticity of local cuisines served by street food
vendors in questionable
9. 67% respondents said that there is a lack of trained manpower in restaurants of
Ranchi
10. 79% respondents believe that there is a scarcity of specialty restaurants in Ranchi
serving wide variety of local cuisines

Conclusion
To sum up, Culinary tourism in Ranchi and Jharkhand has a vast potential in
generating employment opportunities for locals, generating revenue for the state
Governments and a better source of foreign exchange. But for this it is mandatory that
there has to be an active participation by state Government and Private players. The joint
endeavors of both of them can help in getting the Jharkhand a good position in the world
tourism. There is a need to showcase our rich culture, traditions, art and handicrafts, flora
and fauna, a choice of best local cuisines to the tourists in national and international levels
through aggressive marketing strategies. Culinary tourism includes tourism experience
of all kinds. Its more than experiencing the local cuisines by foodies. It requires bundling
of services being offered as Culinary Tour Packages which includes better accommodation
arrangements, interaction with host community and locals, experiencing their local
traditions, festivals, art, dance & music, sightseeing and many more. It helps in protecting
the culture and building an image for the destination with a feeling of pride in local
community. People need to be trained well about culinary tourism and its benefits as well
tourists also need to be educated about culinary tourism through proper marketing.

References
1. Usha Dinakaran, Sushil Dwarkanath, International Journal of Recent Technology and
Engineering (IJRTE) ISSN: 2277­3878, Volume­8, Issue­4, Nov 2019
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340 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Authors’ Detail of Published Papers

1. Abhishek Chowdhury, Sr. Lecturer, Institute of HM Mumbai, Maharashtra.
2. Chandrokala Biswas, Asst. Lecturer, IHM Mumbai, Maharashtra.
3. Abinash Dash, Librarian, IHM, Bhubaneswar, Orisa.
4. Sambit Suman, Sr. Lecture, IHM Bhubaneswar, Orisa.
5. Dr. Jagdeep Khanna, Principal, IHM, Dehradun, Uttarakhand.
6. Anup.S. Patwal, Research Scholar, IMS Unison University, Dehradun,
Uttarakhand
7. Apurba Chakraborty, Research Scholar, Assam down town
[Link], Assam.
8. Dr. Santosh Kumar Upadhyay, Associate Professor, Assam down town
[Link], Assam.
9. Deepti Yadav, Research Scholar, CT University, Ludhiana, Punjab
10. Gaurav Bathla, Associate Professor, CT University, Punjab.
11. Dr. Harshada Satghare, Assistant Professor, Vishwakarma University, Pune,
Maharashtra.
12. Nishant Sutare, Lecturer, Vishwakarma University, Pune, Maharashtra.
13. Dr. Dhanraj Kalgi, Assistant Professor, Dr. D. Y. Patil Institute of Hotel
Management & Catering Technology, Pune, Maharashtra.
14. Ashwini Talaulikar, Assistant Professor, Dr. D. Y. Patil Institute of Hotel
Management & Catering Technology, Pune, Maharashtra.
15. Yogendra Tanwar, Assistant Professor, Dr. D. Y. Patil Institute of Hotel
Management & Catering Technology, Pune, Maharashtra.
16. Dr. Goldi Puri, Associate Professor, Institute of Hotel and Tourism Management,
M.D. University, Rohtak, Haryana.
17. Harjot Kaur, Research Scholar & Assistant Professor, Chandigarh University,
Punjab.
18. Shaina Arora, Research Scholar & Assistant Professor, Chandigarh University,
Punjab.
19. Jyoti Sharma Research Scholar & Assistant Professor, Chandigarh University,
Punjab.
20. John Major, Student, MTTM, IGNOU, New Delhi.
21. Manish Semwal, Senior Lecturer, Institute of Hotel Management, Dehradun,
Uttarakhand.
22. Anup S. Patwal, Research Scholar, IMS Unison University, Dehradun,
Uttarakhand.
23. Neha Dubey, Research Scholar, Chandigarh University, Punjab.
24. Neha Kumari, Research Scholar, GD Goenka University, Haryana.
25. Dr. Nidhi Nayna, Assistant Professor, GD Goenka University, Haryana.
26. Pratim Chatterjee, Research Scholar, University of Engineering and
Management, Kolkata, West Bengal.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 341

27. Dr. Debasish Batabyal, Assistant Professor in Travel & Tourism, Amity
University, Kolkata, West Bengal.
28. Dr. Gunjan Malik, Assistant Professor, IHTM, MDU Rohtak, Haryana.
29. Purvi Saini, Research Scholar, IHTM, MDU Rohtak, Haryana.
30. Rahul Bharti, Institute of Hotel Management, Jyotisar, Kurukshetra, Haryana.
31. Dr. Sonia Sharma, SOTHSM, IGNOU, New Delhi.
32. Ratan Lal Sahu, Principal, Dewan IHM, Meerut, Uttar Pradesh.
33. Seema Jain, Sales Manager, Travel & I Pvt. Ltd, Bangaluru, Karnataka.
34. Rimjhim Neog, Amity School of Hospitality, Amity University, Kolkata, West
Bengal.
35. Rishabh Kumar, Student, Gateway College of Hotel Management, Deenbandhu
Chhotu Ram University of Science and Technology, Sonipat, Haryana.
36. Deepanshu Khurana, Student, Gateway College of Hotel Management
Deenbandhu Chhotu Ram University of Science and Technology, Sonipat,
Haryana.
37. Akhil Chawla, Research Scholar, Maharishi Markandeshwar Mullana, Ambala,
Haryana.
38. Dr. Suneel Kumar, Associate Professor, Department of Commerce, Shaheed
Bhagat Singh College, University of Delhi, New Delhi.
39. Sahil Sharma, Junior Research Fellow, Himachal Pradesh University, Shimla,
Himachal Pradesh.
40. Dr. Jeet Dogra, Assistant Professor, Indian Institute of Tourism and Travel
Management, Gwalior, Madhya Pradesh.
41. Srijani Chatterjee, Assistant Lecturer, Institute of Hotel Management, Guwahati,
Assam.
42. Vikram Singh, Assistant Lecturer, Institute of Hotel Management, Guwahati,
Assam.
43. Banani Mondal, Sr Lecturer, SIHM, Durgapur, West Bengal.
44. Suman Ghosh, Assistant Lecturer, SIHM, Durgapur, West Bengal.
45. Trina Deka, Research Scholar, Department of Hospitality & Tourism
Management, Assam Down Town University, Guwahati, Assam.
46. Dr. Sudhanshu Verma, Faculty of Commerce & Management, Assam Down
Town University, Guwahati, Assam.
47. Vimal Kumar, Principal, The Lalit Suri Hospitality School, Faridabad, Haryana.
48. Surbhi, Lecturer, The Lalit Suri Hospitality School, Faridabad, Haryana.
49. Bhavesh Gupta, Asistant Lecturer, The Lalit Suri Hospitality School, Faridabad,
Haryana.
50. Arvind Sonkamble, Assistant Professor, Dr. D. Y. Patil Institute of Hotel
Management & Catering Technology, Pune, Maharashtra.
51. Pallavi Yedgaonkar, Assistant Professor, Dr. D. Y. Patil Institute of Hotel
Management & Catering Technology, Pune, Maharashtra.
52. Asmita Patil, Assistant Professor, Dr. D. Y. Patil Institute of Hotel Management
& Catering Technology, Pune, Maharashtra.
342 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

53. Rohan Joglekar, Assistant Professor, D. Y. Patil Institute of Hotel Management

& Catering Technology, Pune, Maharashtra.
54. Tanya Singh, Assistant Professor, D. Y. Patil Institute of Hotel Management &
Catering Technology, Pune, Maharashtra.
55. Rita Mitra, Head of Department, IHM Kolkata, West Bengal.
56. Sohini Basu Mukhopadhyay, Lecturer­cum­ Instructor, IHM Kolkata, West
Bengal.
57. Ravi Kumar, Lecturer, Institute of Hotel Management, Ranchi, Jharkhand.
58. Dr. Bhupesh Kumar, Principal, Institute of Hotel Management, Ranchi,
Jharkhand.
59. Aninidita Bharadwaj, Research Scholar, Hospitality Management, CT
University, Ludhiana, Punjab.
60. Dr. Amit Kumar, Professor & Head School, Hotel Management, Airlines &
Tourism, CT University, Ludhiana, Punjab.
61. Baljit Singh Kalsi, Research Scholar, Department of Management, RKDF
University, Ranchi, Jharkhand.
62. Dr. Somnath Roy Choudhury, Research Scholar, Department of Management,
RKDF University, Ranchi, Jharkhand.
"Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH) 343

Minute to Minute Schedule International Conference

on Travel, Tourism, Hospitality & Culture - 2022
(ICTTHC) (11th & 12th March 2022)
Theme
“Promotion and Advertising of Leisure Activities
for Sustainability of Hospitality” (PALASH)
Day­1 (11th March 2022)
Timings Program
10:00 am­10:20 am Welcoming of Delegates.
10:20 am – 10:30 am Welcome address by Conference Convener.
10:30 am­11:30 am Key Note Address by Dr. Asad Mohsin, Associate Professor,
School of Management and Marketing, Convenor – Tourism and
Hospitality Management Programs, Waikato Management School,
The University of Waikato, Hamilton, New Zealand.
11:30 am – 1:00 pm Technical Session Track­1 (Theme: New Normal and
Trends)
• Session Chair­ Mr. Nisheeth Srivastava, Principal, IHM,
Kolkata, West Bengal.
• Session Chair­ Mr. Pankaj Chatterjee, Associate
Professor & Head, Dept. of Hospitality Management & Tourism,
RKDF University Ranchi, Jharkhand.
1:00 pm­ 1:30 pm Tea Break
1: 30 pm – 1:40 pm Inaugural Session of the International Conference
(Welcome of Guest, Lighting of Lamp and Ganesh Vandana)
1:40 pm – 1:45 pm Welcome Address by Dr. Bhupesh Kumar, Principal IHM
Ranchi
1:45 pm­ 1:50 pm Speech by Guest of Honor – Shri Rahul Kumar Sinha, IAS,
Director, Tourism, Govt. of Jharkhand
1:50 pm – 2:00 pm Speech by Guest of Honor – Shri Rahul Sharma, IAS, Secretary,
Department of Planning and Development, Govt. of Jharkhand
2:00 pm – 2:05 pm Release of Book of Abstract
2:05 pm ­ 2:25 pm Speech by Chief Guest­ Shri Ramesh Bais, Hon’ble Governor of
Jharkhand
2:25 pm – 2:30 pm Vote of Thanks
2:30 pm­ 3:00 pm Lunch
3:00 pm­ 3:45 pm Key Note Address by Prof. Maharaj Vijay Reddy, Professor of
Sustainable SME Growth, Birmingham City Business School,
Birmingham, United Kingdom
3:45 pm­ 5:15 pm Technical Session Track­2 (Theme: Promotion and Marketing)
• Session Chair­ Mr. Argha Chakravorty, Principal, IHM,
Gurdaspur, Punjab
• Session Chair­ Dr. Nishikant Kumar, HOD, Dept. of Hotel
Management, BIT Meshra, Ranchi, Jharkhand
5:15 pm­ onwards Tea Break
344 "Promotion and Advertising of Leisure Activities for Sustainability of Hospitality" (PALASH)

Day 2 (12th March 2022)

Timings Program
10:00 am­10:10 am Welcoming of Delegates
10:10 am –10:30 am Speech by Chief Guest ­ Mr. L. K. Ganguli, Director (A&F),
NCHMCT
10:30 am – 11:15 am Key Note Address by Prof. Manohar Sajnani, Dean, Faculty of
Hospitality and Tourism and Director Amity Institute of Travel
and Tourism at Amity University Uttar Pradesh, Noida, India
11:15 am – 12:00 pm Key Note Address by Prof. Ashish Dahiya, Professor, Hotel &
Tourism Management, Director ­ Centre for Life Skills & Soft
Skills, M.D University, Rohtak, Haryana
12:00 pm – 12:10 pm Tea Break
12:10 pm – 1:40 pm Technical Session Track­3 (Theme: Sustainability and Environment)
• Session Chair­ Dr. Anand Kumar Singh, Principal, IHM,
Bhopal, Madhya Pradesh
• Session Chair­ Dr. Sonia Sharma, IGNOU, New Delhi
1:40 pm – 2:30 pm Lunch
2:30 pm – 3:15 pm Key Note Address by Prof. Parikshat Singh Manhas, Director,
School of Hospitality & Tourism Management (SHTM), Professor,
The Business School (TBS), University of Jammu, Jammu &
Kahmir
3:15 pm – 4:45 pm Technical Session Track­4 (Theme: Culinary and Cultural Tourism)
• Session Chair­ Dr. Urvashi Yashroy, Director, Tuli College of
Hotel Management, Nagpur, Maharashtra
• Session Chair­ Dr. Aarti Meshram, Principal, Government
Institute of Hotel Management & Catering Technology,
Nagpur
• Session Chair­ Dr. Amit Kumar, CT University, Punjab
4:45 pm – 5:45 pm Workshop by: Dr. Bharti Gupta, Assistant Professor,
Department of Tourism & Travel Management, Central
University of Jammu, Jammu & Kashmir on “How to Write &
Publish Research Paper for International Journals”
5:45 pm onwards Valedictory Ceremony