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In this paper, an effort is made to explore the authors' involvement as resource persons and facilitators in an exchange programme between Japan and India. The 15-day programme was created to understand the culture and rich heritage of India, particularly Rajasthan, by involving Japanese participants in a Tour based student exchange programme. The programme offered an opportunity for Japanese students to provide an experience of Indian culture through the use of various modules. The paper attempts to explore the impact of learning that took place during the period of the exchange programme, analysed through structured interviews. The findings of this study can facilitate effective creation and development of such exchange programmes in India and elsewhere.

This paper aims to demonstrate the implications of health mobility on language practices in the medical tourism industry in India and on the ways, language workers become entrepreneurs. Drawing from ethnographic fieldwork that traces the trajectories of three former students of Russian, we highlight their future aspirations as language learners and entrepreneurs and show, how they attempt to capitalize on language skills and respond to changing conditions and patient movements within the structures, constraints and uncertainties of the linguistic market. Here, it is our aim to illustrate what it takes to become an enterprising and successful language worker and at the same time highlight their current positioning as emblematic yet subordinate figures within a fast-growing service industry in an emerging economy. We further demonstrate, how language skills not only become commodities to serve existing or future markets, but instead are recast as tools that can be strategically employed to secure recognition and access to prestigious and lucrative professional networks. In doing so, this paper illustrates how linguistic value is produced in a service industry that to date only received little attention in sociolinguistic research.

The goal of this paper is to find out digital marketing effectiveness for star category hotels in India which are classified by Hotel and Restaurant Approval & Classification Committee (HRACC), Ministry of Tourism, Government of India (GoI). Extensive literature review are the founding pillars upon which this researchbased study has been framed followed by categorising few research papers which have earlier examined related works in India/abroad. Findings of literature reviewed in the paper are that digital marketing is quite effective for 3 star and above category hotels in India. Optimal utilisation is the key factor. This research work is based only out of similar research works of the past and no empirical has been done. The findings of this study may be applicable to the star category or equivalent hotels in India or may be abroad. The outcomes cannot be related to other subsectors of the Hospitality industry or other constituents of wider Travel and tourism sector. The results of this study may surely help the hotel marketers to know the effectiveness of important digital marketing tools for hotels and use them strategically. It would also encourage more scholars and researchers from academia and hospitality industry to go about doing digital marketing studies exclusively for hotels in India. The value of the study is for its contribution to how digital marketing team can effectively optimise digital marketing strategies for Indian hotels. Due to the limited numbers of related papers exclusively written specifically pertaining to digital marketing for Indian hotels, the researchers have tried to examine research works of other researchers across the globe. [ABSTRACT FROM AUTHOR]

The present paper is a case study of how the commodification of the Russian language has transformed a market in New Delhi, India, inaugurated in 1969 and known as Yashwant Place. Over the years, the market slowly assumed a new identity, referred to as Yashka not only by Russian visitors but also tourists from countries of the former Soviet Union, symbolizing the status it has acquired as a largely Russian (-speaking) place of trade. With the help of ethnographic fieldwork that includes participant observations and interviews, this paper traces the histories of four shops in the market that mainly cater to Russian speakers, examining both how Russian emerged as a language that provides an added value and at the same time ask, which Russian is actually commodified by whom and in which ways. In addressing the histories of the shops, the personal trajectories of salespersons and their motivations to acquire a form of Russian, this paper aims to show the particular conditions and processes that characterize the commodification of languages within specific spaces for limited audiences. This will provide insights into the characteristics of a locally confined "Yashka-pidgin" language that emerged as a result of commodification efforts by local entrepreneurs.

Purpose: This paper aims to explore the outcomes of an analysis on day by day task – journey planning conduct of senior citizens by using a modern dynamic model and a family unit travel overview, gathered in Bhubaneswar, Odisha, of India in 2018. The task-journey planning display assumes an unique time–space-constrained planning development. Design/methodology/approach: The main commitment of this paper is to reveal day by day task – journey planning conduct through a comprehensive dynamic framework. Numerous behavioural subtleties are revealed by the subsequent empirical model. These incorporate the role that income plays in directing outside time consumption decisions of senior citizens. Senior citizens in the most elevated and least salary classes will in general have minor varieties in time consumption decisions than those in middle pay classifications. Generally speaking, the time consumption decisions become progressively steady with expanding age, demonstrating that more task durations and lower task recurrence become progressively predominant with increasing age. Findings: Day by day task-type and area decisions reveal a reasonable irregular utility-amplifying level headed conduct of senior residents. Unmistakably expanding spatial availability to different task areas is an urgent factor in characterizing every day outside task interest of senior residents. It is likewise evident that the assorted variety of outside task-type decisions decreases with rise in age and senior citizens are major touchy to auto journey hour than to travel or non-mechanized journey hour. Originality/value: The fundamental constraint to the dynamic structure is that the mode decision model was viewed as exogenic to the demonstrating framework. The essential purpose behind this supposition that was that senior citizens in the Bhubaneswar are overwhelmingly customers of the local car. Coordination of the mode decision display part inside this structure would deliver a full task-based journey request model that could catch trip age, starting times, outing circulation and mode decision using a solitary demonstrating framework. [ABSTRACT FROM AUTHOR]

This paper aims to examine in detail the cultural heritage studies conducted in the context of India, with a specific focus on the intersection with tourism. The study conducts a bibliometric analysis of the journal articles on cultural heritage and tourism field in India in Web of Science (WoS) database. Bibliometric techniques such as bibliographic coupling, co-occurrence of author keywords, and cooccurrence of abstract terms were used. The study identifies 401 cultural heritage papers and 59 cultural heritage papers based on tourism in the Indian context for 1992-2023. Most of the analyzed papers are categorized under the Humanities Multidisciplinary category in WoS, focusing on Sustainable Cities and Communities in relation to the Sustainable Development Goals. In terms of cultural heritage studies, India, the United States, and England are the most productive nations, while in terms of tourism-based cultural heritage, India, Algeria, and Portugal are at the top. India, cultural heritage, tourism, and culture are among the top author keywords in the cultural heritage field. Therefore, that research fills this gap by performing a bibliometric analysis of publications on cultural heritage research articles in the Indian context published in the WoS database between 1992 and 2023. [ABSTRACT FROM AUTHOR]

The emergent technology has been increasingly incorporated with the tourism industry. In the digital world, social media plays an important role in identifying the most visited tourist places. More than 80% of people commonly used the social media platform called 'Twitter'. By using tweet reviews, tourists around the world know about the feelings, suggestions and opinions of most visited tourist places in the selected region. This paper recommends an approach for the development of trip planning in South India based on tourist's preferences. For the research, we use Twitter Application Programming Interface to collect information about the most visited tourist places in South India by using tweets reviews and store it as South India Tourism Tweet reviews database. This paper mainly focuses on analyzing Twitter reviews, which are very helpful to locate the most visited tourist place. In the tweets where reviews are mostly unstructured and heterogeneous, which are then classified into positive tweets, negative tweets and neutral tweets by using the preprocessing technique and machine learning algorithm called support vector machine. Performance measures are calculated by using the classification results. Finally, the results are plotted by using the classification results and performance measures as a wordcloud. This can be very useful for tourists to select the most visited tourist locations. The proposed system can satisfy individual tourist needs. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to review and summarize the theme issue outcomes in relation to the strategic question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach: This paper draws on the findings of the theme issue contributors to identify the response of the Indian hospitality and tourism industry towards the rapid pace of digitization and use of technology. Findings: The summary highlights the research on various facets of digital push with respect to marketing of products and services, role of data analytics, use of technology tools in operations to impact customer experience. It has implications for industry practitioners, researchers and policymakers. Practical implications: It is quite clear that technology needs to be embraced by the hospitality and tourism Industry in India at a faster pace to compete well globally, deployment of digital technology has potential to positively impact efficiencies and quality of customer experience. There are huge implications for how digital marketing is going to become a critical part of the marketing strategy at large. Originality/value: The research in this theme provides insight from both practitioner and academic perspectives provide a take on the ground realities with respect to how the hospitality and tourism businesses in India are changing how they work in the digital era. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to introduce the background with the theme issue question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach: The paper has discussed the importance of digital technologies and its scope in customer engagement and marketing of hospitality and tourism products; nevertheless, it also identifies the role of human touch and traditional marketing by suggesting the appropriate mix. This paper has examined the role of influencers and online reviews in impacting the purchase tech decisions related to travel and tourism. Findings: This paper highlights the current digital trends in hospitality and tourism of India and highlights the contribution of authors toward the strategic question. Practical implications: The theme issues draw extensively from industry leaders, digital agencies, restaurant owners and tech consumers to offer relevant and varied perspectives. Originality/value: India is making significant progress in the adoption of digital technologies; yet, there is limited research in providing insights and barriers about hospitality and tourism services. This theme issue will identify the untapped potential and issues with respect to the Indian context. [ABSTRACT FROM AUTHOR]

This research paper aims to explore the potential of virtual reality (VR) technology in the tourism industry in India and proposes the VR Dubai model as a framework for its implementation. It analyses the key features of the VR Dubai model, including the use of high-quality VR content, and integration with digital platforms in VR infrastructure. Researcher has used Exploratory Research Design for this study. Researcher has collected the data in the form of Primary and Secondary data. Primary data has collected from the 100 respondents. The paper concludes by highlighting the potential of VR technology to transform the tourism industry in India, making it more accessible, engaging, and attractive to visitors. The research aims to understand the Perspectives of Indian tourists on experiencing Dubai in Virtual Reality for launching a VR tourism business in India. Explore how Dubai's virtual reality could enhance the experience of Indian tourists. Investigate the potential of launching a VR tourism business in India. [ABSTRACT FROM AUTHOR]

India as a country is known for its unique culture, heritage, temple style, variety of rivers and wildlife. On the basis of its tourism resources and attractions, tourism in India can broadly be classified into cultural and heritage tourism, eco and sustainable tourism, religious/pilgrimage tourism, wildlife and nature-based tourism, medical tourism, leisure and beach tourism, MICE and event tourism, creative tourism, etc. If India is to appreciate the enormous tourism potential, it must position its exclusive world-class tourism products and destinations to compete for a larger share of the global tourism market. [Extracted from the article]

The importance of cross-cultural experiences in teacher education has become more pressing than ever. The composition of schools across Australia is increasingly more diverse, therefore it is pertinent to examine and develop pre-service teachers' worldview and culturally sensitive dispositions critical for teaching in predominantly multicultural classrooms. This paper examines whiteness and otherness within the notion of "tourist gaze" and its implication in the development of racially aware teachers in cross-cultural teaching programmes and mostly in retrospect, a programme that could dismantle the naturalisation of privilege identities and structures. It presents students' dispositions and observations about cultural and pedagogical practices different from their own. The fragmented journal accounts of participants were juxtaposed using the active methodology of bricolage and represented through critical reflection and racial understandings. This enacts a provocative stance between the personal and analytical towards becoming white teachers by turning one's gaze of the non-white other towards the self-as-white.

Phad is a traditional ritualistic textile scroll painting, that is approximately thirty feet long. This finest example of handicraft is revered by the numerous nomadic and semi-nomadic communities in Rajasthan state, India. Phads are highly well-liked among their numerous devotees in rural Rajasthan (India), particularly in the Shekhawati, Mewari, and Marwar regions of the state, for providing divine services and vows. The local deities, who were warriors and saved the people from many problems, are the primary and most important figures in the phad. Among the best illustrations of spiritual culture is this one. Which centers around spirituality and the study of one’s inner self, higher meaning, and connection to something greater than oneself. Members of the community share these beliefs, devotion, love, practices, values, and traditions. The goal of the study is to document and examine the sustainable tourism practices in this folk art, which is a significant part of the cultural legacy of many Rajasthani communities in India. The discussion of research paper also highlight the traditional method of worshipping the phad painting and how it is changed after involvement of Sustainable tourism. The villages in the Shekhwati, Marwari, and Mewari regions of Rajasthan state, India, were the study's chosen region. Interviews were conducted with 36 folk singer-dancers, 40 users, and 5 Phad painting artisans from various regions of Rajasthan state, India. Since the current study is primarily qualitative in nature, the primary source of information was analyzed using form analysis and content analysis techniques. [ABSTRACT FROM AUTHOR]

The purpose of the study was to have an overview of the popular themes studied by Indian researchers from 2000 to 2021. The paper helped to identify the trends and development in the research area in the context of the Indian hospitality and tourism sector. The study selected 1821 research papers of Indian origin from the Scopus database published in 22 years (2000-2021). The selected publications were analysed using different bibliometric methods of analysis using biblioshiny and VOS viewer within the scope of several parameters. The entire period was divided into three distinct timeframes to study the research trends during that time frame. The maximum number of articles have been published in recent years, i.e., 2020, while the minimum number of article publications was observed in 2001. 1241 citations were received in 2019 and received only 110 citations were seen in 2005. "Worldwide Hospitality and Tourism Themes" and "International Journal of Contemporary Hospitality Management" have been reported to be the most productive journals. At the same time, 'Singh S.' is the most effective author with a maximum number of articles, while 'Jauhari V' has the most citations for the work. Sustainability and Conservation are the themes of common interest irrespective of timeframe, while the role of social media, covid 19, are recent trending topics for researchers. Despite contributing significantly to the hospitality and tourism literature in the Indian context, the study has a few limitations. The present study did not include publications other than articles like conference proceedings, book chapters, dissertations, etc. Selection of tools used and the keywords chosen for the study also limit the outcome. The findings of the analysis are helpful in better understanding the direction of research themes in the hotel and tourism sector. Evaluation of prominent authors and their work helps to focus on the trending themes in the sector among researchers. Additionally, it aids future researchers in determining the trends in the hospitality and tourism sector. To the best of the author's knowledge, the sample used for this study was the most extensive group of publications published in India's hospitality and tourism sector. By outlining the current research orientations and trends in hospitality and tourism, this study significantly contributes to the existing literature. [ABSTRACT FROM AUTHOR]

Optimal travel route selection in real time basis minimizes the transportation cost for the tourists and guarantees the ease of travel as well. Accordingly, this paper deals with the problem of selecting the appropriate route selection to visit the identified tourists' spots in Tripura, India using the vehicle routing problem with time windows. The different tourist spots in the study area are identified from the Tourism Department of the Government of Tripura. This study considers only two cities as the gateway to reach to Tripura. After which, based on Bing map portal, geographic information for all the selected tourist spots is mapped; and one to one distance matrix is prepared considering the identified tourist spots and the two-gateway point of Tripura. The result so derived is compared and contrasted with the traditional route followed by the travel operators of Tripura; and found significant differences in terms of cost of transportation and time spent to visit the different tourist spots in Tripura. Finally, this paper concluded that selection of optimal route for transport network of tourism spots in Tripura, India using multi-trip vehicle routing problem can ensure the ease of travel and satisfaction for the tourists visiting in Tripura, India. [ABSTRACT FROM AUTHOR]

Cryptocurrencies and tourism have gained traction worldwide in the last few years. However, no research has been conducted to understand the relationship between the two. This paper examines the impact of the volatility spillover effects (VSE) of cryptocurrencies on the tourism sector in India. Using monthly time-series data (from August 2015 to January 2021) of the selected cryptocurrencies and foreign tourist arrivals (FTA) and foreign exchange earnings (FEE) from foreign tourism, we assess the volatility (short and long-term) impacts of cryptocurrencies on tourism (through changes in the monthly number of FTAs in India and FEEs of India through foreign tourism). The study applies Multivariate GARCH models (BEKK-GARCH and mGJR-GARCH). The findings suggest that there is an existence of volatility connections between cryptocurrencies and foreign tourism in India. These findings have noticeable implications for policymakers to understand the importance of cryptocurrency and blockchain for tourism sector policies in India. [ABSTRACT FROM AUTHOR]

This paper analyses the degree of persistence of financial efficiency for the hospitality and tourism industry in India. The paper deploys the Data Envelopment Analysis technique to generate overall technical efficiency scores as well as pure technical efficiency scores. Furthermore, a dynamic panel technique proposed by Arellano and Bond (1991), is employed to test the degree of persistence of financial efficiency and its key determinants. The results confirm positive and significant persistence of efficiency for the sample firms from the hospitality industry in India. The overall results indicate that hospitality firms in India can create entry and exit barriers to generate positive persistence of financial efficiency. The study suggests regulators specifically focus on policies that can enhance the competitive dynamics of the industry. Such measures may make it imperative for the management of the firms in the sector to streamline their financial management policies to control costs and devise methods for the enhancement of revenues. [ABSTRACT FROM AUTHOR]

Corona virus disease, COVID-19, has emerged as a pandemic covering the entire world, almost every country is effected by COVID-19. Numbers of infected people across the world are increasing at an exponential rate. Such large number of patients put extra ordinary demand of health care facilities. Although every country is putting tremendous efforts in frontline to fight with this pandemic but shortage of medical facilities, especially for densely populated countries like India, it becomes a serious challenge. The fear of pandemic has arrested everyone in homes due to which various sectors are affected badly. Pandemic situations are badly deteriorating the hospitality and tourism business. Smart healthcare tourism is the new prominence application of IoT based healthcare tourism. This paper presents an IoT based health monitoring framework, which may be helpful for medical tourists as well as the hotel management to monitor the health of guests and staff. The framework will detect and check the various vital signs of body and then report to the admin about health status of persons. The paper focuses on use of Internet of Things technology involving wearable sensors for monitoring the health status, detecting the disease and providing online health services for medical tourism sector. [ABSTRACT FROM AUTHOR]

Buddhist heritage in India is receiving reasonable attention for tourism development with a particular emphasis on promoting Buddhist circuits. One Buddhist pilgrimage circuit covering eight locations including four most sacred places, namely, Bodhgaya, Sarnath, Kushinagar, and Lumbini, is popular for spiritual and religious reasons. Fieldwork conducted in these four sites reveals complex patterns of visitation that question the idea of a circuit as a tourism product. The primary circuit-goers are foreign Buddhist followers, but the magnitude of their visitation is very low. They constitute less than 10 percent of visitors and are far outnumbered by domestic visitors. Domestic visitors driven by recreational purposes hardly complete the entire circuit; their visits are directed to two popular sites while other sites are used as "middle-of-the-trip centers" or places for daytrips. The interviews with various stakeholders including religious institutions, private tour operators, and relevant government agencies, show that the itineraries of circuit-goers depend on several factors including the convenience of travel, accommodation facilities, the ability to perform pilgrimage rituals, and institutional governance for tourism. This paper argues that Buddhist pilgrimage circuits operate more as a cultural landscape at a cognitive level rather than as a distinct physical route and a product that can be effectively translated into as strategy for tourism development in Buddhist sites. [ABSTRACT FROM AUTHOR]

Tourism industry has been defined as one of the largest and fastest growing industries. This industry is also considered to be one of the ancient industries of the world. Tourism industry in India is experiencing a boom at the moment. India has tremendous potential to become a major global tourist destination and Indian tourism industry is exploiting this potential to the hilt. A state like Rajasthan has all the elements to become a model state for tourism in the country. It has a rich cultural heritage and the tourists from all over the world visit it due to its climate, scenic beauty and ecological resources. The statistical figures reveal that Rajasthan gets the lion's share of total tourist arrivals, both foreign and domestic, due to its special climate and culture. The present paper assesses the impact of tourism demand on the economic development of Rajasthan. The paper measures the economic development of Rajasthan in terms of Gross State Domestic Product. It assesses the impact of tourism on various developmental activities. Various statistical techniques such as correlation, regression and neural network are used to measure the relation between these two factors. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to profile the experiences of the theme editor and the writing team of Worldwide Hospitality and Tourism Themes (WHATT) theme issue "What should Indian tourism and hospitality managers focus on to stay competitive in the coming decade?" Design/methodology/approach: This paper uses structured questions to enable the theme editor to reflect on the rationale for the theme issue question, the starting point, the selection of the writing team and material and the editorial process. Findings: This paper identifies key issues shaping the Indian tourism and hospitality industry and some of the implications for managers. It also identifies ways of improving competitiveness and some of the ways in which the Indian Government (at national and state levels) is investing in and facilitating community-focussed tourism development. Practical implications: The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT's approach to collaborative working and writing. Originality/value: This paper draws on discussion and applied research with industry to identify and assess the likely impact of innovation, information technology, social media and related developments on tourism and hospitality industry development in India. The theme issue collection of this paper provides a rich picture of the occurring changes and prospects for the future. [ABSTRACT FROM AUTHOR]

Tourism experts have considered the local perspective as an important area of research involving the tourist sector. Residents of places where sharing and preserving their culture are essential can experience both positive and negative effects from tourism. This study examined how Indian Buddhist circuit residents felt about tourism using a benefits-based approach. The paper's primary goal is to investigate residents' perceptions of tourism development in the Buddhist circuit in India. Data were collected using a five-point Likert scale from 175 Buddhist circuit residents in India, who had 31 statements. The researcher used a convenience sampling approach. The study took place over 24 weeks from January to July 2022. According to the results, people living in Buddhist circuits are more sensitive to tourism's economic effects than its cultural and social aspects. The local community will support tourism growth if it brings about considerable personal benefits. [ABSTRACT FROM AUTHOR]

The study is undertaken to examine international trade and tourism nexus in case of India and SAARC countries. To achieve the objective, panel cointegration is employed over the period of 22 years (1997 to 2018). The results from both first and second generation cointegration tests indicated the existence of long run equilibrium among tourism, export, and import. Albeit there are differences between short-term and long-term associations, the findings from autoregressive distributed lag approach indicates strong long-term linkages between trade and tourism. A possible channel of exports exerting a positive influence on tourist arrival is that the products in foreign markets increase the recognition and image of a country eventually leading to more tourists. Moreover, increased exports are expected to increase business trips further increasing the leisure trips and hence a strong linkage between export and tourism. On the other hand, a possible explanation of positive effect of imports on tourism could be that the destination countries which provide tourists with products according to their home taste encourage tourists to travel to these countries. The findings provided in the paper have strong implications for expanding India's tourism footprint in the region. [ABSTRACT FROM AUTHOR]

This study aims to examine the destination recovery procedures through the stakeholders' lens. It focuses on identifying real‐time implications and opportunities for destination marketing authorities toward tourism revival. This paper utilized a thematic analysis with data sourced through interviews with stakeholders in the tourism industry resulting in the emergence of various subcategories, which were further grouped into six final themes. These themes include the determination and confidence of stakeholders, need for a peaceful environment, recovery from negative media propaganda, tourist awareness, and online marketing to persuade people who have already visited the destination. [ABSTRACT FROM AUTHOR]

The travel guidebooks emerged in the nineteenth century as a genre which apparently featured an objective source of information; yet, the guidebooks to India stemmed from the publishers' own interpretation of the Orient, shaped by the Orientalist discourse of the time, as well as from their business interests, closely linked to the state apparatus. This paper will focus on the relation between tourism and the British Empire, and the role played by the early guidebooks in English, edited by John Murray and Thomas Cook, in the colonial endeavour to control all forms of indigenous knowledge. [ABSTRACT FROM AUTHOR]

The rapid economic development in environmentally sensitive zone of Himalayas resulted in the increased generation of tourism waste. However, the accounting methodology for accumulation of tourism waste in the hilly terrain was found to be missing. Accordingly, the socio-economic factors influencing the tourism waste generation were identified, and their correlation analysis was performed. The tourism waste generated within and outside an urban local body was quantified over a period of 12 years (2008-2019) using a novel methodology, considering the socioeconomic factors, such as economic significance, geographical terrain, location of tourist destinations and tourism-related activities. The spatial dependency of tourism waste accumulation in the Himalayan state of Himachal Pradesh, India was analyzed using the geographically weighted regression. Furthermore, the air pollutants' emission (PM 2.5 , PM 10 , CO, SO 2 and NO x ) from the open burning of neglected tourism waste were also quantified and compared with the existing literature., Competing Interests: Declaration of Competing Interest The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper., (Copyright © 2023 Elsevier Ltd. All rights reserved.)

Purpose: The aim of the paper is to explore the challenges and opportunities that the Indian Tourism and Hospitality faces to rebuild itself. The questions discussed include: what is to be done, the role of the Government at the Federal and Provincial level and how should the stakeholders of the tourism ecosystem play out? Design/methodology/approach: The 2020 expectation for Indian Tourism was for a bumper year, a year that would be remembered, but then the pandemic proved to be devastating. This article is based on secondary literature and discussions with industry representatives, which provide guidance and pointers for future preparedness. Findings: The industry went from a difficult situation during the lockdowns, to a scenario of hope and opportunity initiated by domestic travellers, who provided a ray of hope for tourism stakeholders. Social implications: In the wake of the pandemic, businesses suffered from a lack of business; people lost jobs, travel came to a standstill and so it was mitigation that was important. The way the tourism ecosystem sought to return to normal and build on it for future has a number of implications for relevant changes to society. Originality/value: Resilience, restructuring and renewal have characterised the tourism business in India and this paper investigates new dimensions for innovatively managing the situation. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to explore the notion and function of silent landscape in a touristic experience by presenting the findings of a study on silent retreats in a Buddhist meditation retreat center in Northern India. Design/methodology/approach: This study adopted a sensory ethnography approach applied through interviews and participant observation methods conducted during and after nine retreats in a meditation center. Findings: This study suggests that silent landscapes are not only backdrops of touristic experiences but can be considered as inter-subjective performative and resourceful milieu of engagement that intertwine intimate embodied experiences with broader social and cultural values. Originality/value: Despite landscapes having been thoroughly investigated in tourist studies, this paper underlines the pertinence of mobilizing the lens of other forms of presences such as affects, embodiment, sensoriality and sonority to understand the inter-relation between tourists-selves and the surrounding world encountered during their travels. [ABSTRACT FROM AUTHOR]

Purpose The paper aims to profile the theme issue of Worldwide Hospitality and Tourism Themes titled “How is the need for innovation being addressed by the Indian hospitality industry?” with reference to the experiences of the theme editor, contributors from the industry and academia and the theme issue outcomes.Design/methodology/approach The paper uses structured questions to enable the theme editor to reflect on the rationale for their theme issue question, the starting-point, the selection of the writing team and material and the editorial process.Findings It highlights recent innovations that have taken place in the Indian hospitality industry especially in the areas of customer service, cost competitiveness, culinary management, revenue management and technology.Practical implications As hotel sector investment in India intensifies, this theme issue will be of interest to hoteliers, policy makers, analysts and others interested in the role that innovation can play in helping to facilitate differentiation between competing hotel products and services.Originality/value There is limited literature available on industry innovations in the Indian context. All the papers in this theme issue were written after several cycles of interaction between academics and practitioners and so they incorporate real–time, relevant and contemporary data. [ABSTRACT FROM AUTHOR]

The Changthang region is a part of the high altitude Tibetan plateau. In eastern Ladakh, the Changthang stretches approximately 1,600 kilometers east into Tibet. The region is rich in wildlife and home to vast species of flora and fauna and scenic lakes attracting mainly international tourists and recently saw a huge inflow of mass domestic tourism. The Changthang region shot to limelight in India recently due to the yearlong border standoff in the Galwan valley and Pangong Lake. However, the region is located on a historically important trade route for travelers, pilgrims and traders on their way to Tibet. This centuries old trade route came to an end by 1950's with the Chinese occupation of Tibet and the subsequent India-China war in 1962. The paper presents a critical analysis of the potential revival of the centuries old trade route for pilgrim tourism and trade fostering cross-border cooperation between India and China. The paper considers the possibility of re-opening the Kailash-Mansarover route through the Leh-Demchok route which will in turn contribute to the sustainable development of the Changthang region. The study encapsulates the potential of developing cross-border tourism which could bring numerous benefits to the border regions of the Changthang in India and China. [ABSTRACT FROM AUTHOR]

Since antiquity, Puri, known for excellence in the field of art and architecture, has been one of the Char Dhams (holy places) of the Hindu Pilgrimage of India. India is rich in temples and historical settlements from the ancient Kashi to Char Dhams. The abode of Shree Jagannath, Puri, is one of the cardinal centres of pilgrimage for Hinduism. Puri, the cultural capital of Odisha, connects thousands of pilgrims to spirituality through its art, culture, heritage and Jagannath traditions. In the eastern state of India, Odisha is an uncharted gem of cultures and traditions with literature and architecture, picturesque beaches and wilderness, with Puri as its focal point. Puri has a distinctive blend of ethnicity, culture and tradition with an eclectic flair. The city accounts for about half of the tourist inflow to the state while tripling it during the Rath Yatra — the annual chariot festival. Situated on the Bay of Bengal, Puri, a high disaster risk zone, often encounters natural catastrophes such as heavy rainfall, floods, thunderstorms and severe cyclonic storms. Despite its importance and numerous governmental schemes, cultural heritage is always vulnerable to damage and destruction. This makes the documentation and sensitive planning approach to the conservation of the pilgrim city of the utmost importance. Based on secondary data and extensive surveys, this paper construes the multifaceted challenges of Puri with emphasis on its sociocultural identities, critically exploring the city in its contemporary form with the urban conservation initiatives undertaken by authorities. It summarises that modification in the planning approach is mandated to achieve its optimum potential to be revered as a world-class heritage city. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this paper is to analyze the interrelationship between factors conducive to rural tourism development. This touristic segment has enormous potential but still lacks consistent means and measures to ensure rural tourism's holistic development in India. Design/methodology/approach: The study identified 14 factors, of which nine are from the literature review and five are from interaction with the experts, which influence rural tourism development. The research design comprises three segments, i.e. identifying factors from the literature and expert opinion, conducting interviews with the academic experts and managers, and analyzing the responses recorded. Interpretive structural modeling (ISM) technique is used to determine the interlinkage between the factors and develop a hierarchical relationship. Findings: The results indicate that infrastructure development, growing environmental conscience, support of local government and community, availability of funds with the government and participation of the private sector are the primary factors channelizing rural tourism development. Also, attitudes of locals to adapt, tourist travel motives, marketing of the destination, destination characteristics and recommendation by others are the major dependent factors identified. The findings broaden the knowledge on suitable channels for rural tourism development and provide vital information for the formulation of flexible strategies for developing rural tourism in India. Originality/value: This paper's originality lies in providing information to clarify the relationships between factors conducive to rural tourism development, an area where limited research has been done. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to introduce the theme issue and strategic question: What should Indian tourism and hospitality managers focus on to stay competitive in the coming decade? It also presents an overview of recent developments in the tourism and hospitality industry and presents some statistics and trends relating to prospects for the tourism and hospitality industry in India. Design/methodology/approach: Emerging trends emanate from various official reports and expert views. The paper also highlights key issues and areas for investigation by the theme issue contributors. Findings: Strong growth is predicted for the tourism and hospitality industry and some of the underpinning issues that will influence competitiveness are the role of social media, business model innovations, risk management, talent management, valuation models, the influence of information technology, employee loyalty and design thinking in hospitality higher education. Practical implications: Given the expansion occurring in the domestic market in India and the involvement of international operators in the Indian environment, this paper will be of interest to practitioners with an interest in the emerging opportunities and challenging issues related in this dynamic marketplace. Originality/value: This introductory paper captures the essence of the prevailing trends in the tourism and hospitality industry as a starting point for this theme issue. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to summarize and review the key areas of importance that will drive a paradigm shift over the next decade in the Indian tourism and hospitality industry. Design/methodology/approach: This paper identifies important issues from the findings and managerial implications as identified by the contributors to the theme issue: What should Indian tourism and hospitality managers focus on to stay competitive in the coming decade? Findings: This theme issue has brought to light some interesting factors that are going to dominate the industry in the near future. These factors are: the role of social media in how businesses will operate in the near future; information technology applications as influencers of profitability; the evolution of risk management techniques; differentiated valuation models; innovative ways to retain talent; and remodelling education at higher educational institutions offering hospitality education. Practical implications: In an era of tough completion and disruptive innovations, the tourism and hospitality industry will need to be proactive rather than reactive to the anticipated changes that are going to take place over next ten years. These changes will be very useful to domestic and foreign operators, as they consider the key issues that will impact on the Indian context over the next ten years. Originality/value: This theme issue and, in particular, this concluding paper bring together important findings related to the issues of importance that are shaping a paradigm shift in the way tourism and hospitality businesses operate. Building upon viewpoints and perspectives of practitioners in the tourism and hospitality industry, these findings are unique and contemporary as compared to any other published source. This will be a significant contribution to the field of research relating to the Indian hospitality and tourism industry. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to analyse the potential of "homestays" and also observe the trends related to this emerging concept in India. This paper also discusses various challenges faced by the owners of homestays. Design/methodology/approach: This paper is based on an exploratory study that sought to collect factual data about the present scenario and the emerging trends related to homestays. A qualitative case study method was used to analyse the actual practices followed by stakeholders. This paper expresses the viewpoint of the authors on the augmented demand for homestay supported by secondary data published in several academic papers and reports published by various government departments. The author interviewed a number of homestay owners to obtain a first-hand perspective. Findings: This paper brings to light the rising trend toward homestays, the benefits of homestay tourism from the perspective of homestay stakeholders (both tourists and owners) and the impact on economic, social and cultural life, as a result of growth in the homestay concept. Originality/value: The current level of discussion about homestays is limited, as there are relatively few prior studies reported in the literature. [ABSTRACT FROM AUTHOR]

Purpose: Delhi, Agra and Jaipur form the golden triangle of India. This tourist triangle is designed to up-sell in the market with lucrative offers. "Palace on Wheels" is a luxury train that runs on this route and is targeted for foreign clientele with its extravagance segment. These three destinations have their significance due to the presence of historical monuments and UNESCO world heritage sites i.e., Qutub Minar, India Gate, Tajmahal, and many more. These places also offer an enormous variety of food and beverage with warm hospitality to relieve the tired tourists. The gourmet dishes of Golden Triangle are a must to try as it dates to the traditional cooking combined with a spicy aroma and soothing beverages. The paper is structured to judge the culinary facet and warm hospitality of the Golden Triangle. The main objective is to find out the impact of traditional food in attracting travellers. It will also identify the food trail experiences in enhancing a niche segment of buyers for culinary tourism. Design/methodology/approach: The research is exploratory and draws on food and beverage culinary experience delivery in the Golden Triangle. The exploratory research will judge the effectiveness of food tours and the warm hospitality extended to food tourists. Findings: The research will examine how Culinary Tourism and Hospitality in the Golden Triangle of India can form a niche segment of food and beverage buyers. How it enhances the customer experience with hospitable conduct. The study will highlight the benefits of culinary tourism and hospitality. Practical implications: The paper recommends the concepts of food and beverage culinary tourism experience for creating a niche segment of buyers as well as attracting potential buyers with its approach. The research will synthesize the factors to improve customer interest in taking food and beverage tourism. Originality/value: The research sought to address the advantages of curating food and beverage tourists in the golden triangle of India. It will also address how food and beverage tours can influence culinary tourism. [ABSTRACT FROM AUTHOR]

The article presents a socio-geographical study of the prospects and challenges of sustainable tourism in Daman and Diu district in India. The study analyzes trends of domestic and foreign tourist arrivals in pre- and post-corona pandemic period. It evaluates prospects in heritage tourism, cultural tourism, advantages tourism, sports tourism and agro-tourism, as well as challenges including poor connectivity, poor infrastructure, lack of media coverage and alternative means of transport.

Tourism activities contribute to changes in a region's social and economic fabric. The paper explores the mode of tourism planning by evaluating the socio-economic and tourism development over 70 years at a tourist destination. The article uses a case study methodology to track the socio-economic and tourism developments from 1947 to 2019. In-depth personal interviews with stakeholders were conducted to comprehend the changes at the destination. The analysis involves using the Tourism Area Life Cycle (TALC) model. The change in social structure, migration, urbanization, occupation and role of women, and economic reforms were noteworthy turning points in the development of the destination. The TALC stages for tourist arrivals and NSDP (net state domestic product) align and show a bidirectional relationship between tourism and socio-economic developments. The research highlights the adaptive planning approach of the government, wherein decisions are taken based on changes in the external environment. An integrative and inclusive planning approach is needed for the sustainable development of the destination. [ABSTRACT FROM AUTHOR]

The expansion of the population and tourism industry, especially near the coast, is altering land use and deteriorating coastal resources. This contributes significantly in increasing the susceptibility of a coastal area to flooding and sea-level rise. Therefore, identifying vulnerable coastal areas through an integrated approach for comprehensive coastal development and realistic management policies is pivotal. This paper presents a method for assessing coastal vulnerability by employing selected physical and human indices. It was applied to the Mandarmani–Dadanpatrabar coastal sector of West Bengal, where the issue of rapid tourism growth at the expense of coastal resources is a major concern. For the assessment of coastal vulnerability, the entire length of the study area was divided into 64 equal segments. A set of six physical variables (shoreline change, beach width, coastal slope, dune discontinuity, vegetation, and coastal geomorphology) and three human variables (land use land cover, coastal protection, and distance of road) were measured using fieldwork and remote sensing and geographical information system. Subsequently, the physical and human vulnerability was calculated and then combined to create an integrated coastal vulnerability index (ICVI). While the majority of the coast is low-to-moderately vulnerable, it was observed that high vulnerability was present in areas where physical resources were rapidly exploited for the growth of tourism. This study emphasizes the need of implementing existing coastal regulation zone guidelines in a more realistic way to prevent loss of assets and promote integrated development. [ABSTRACT FROM AUTHOR]

We examine factors influencing tourism service experience based on social media discussions using a lens of adoption, service quality, and attribution theories. We identified the most prominent themes and formulated seven propositions using social media data followed by sentiment analysis, topic modeling, clustering, and netnography-based analysis. In addition, we validated our proposition using the interview data from service providers. Our findings demonstrate that tourist opinions are related to affordability (i.e., dynamic price), local environment (for example, infrastructure, accommodation), interpersonal inclination (for example, climate, attractions), security and confidentiality-integrity-accessibility at the destination. In addition, we provide critical insights which may help formulate policies for improving tourism sector services. The major imperative implication of this study is twofold: (1) we found seven major constructs related to tourism experience in India; (2) we inductively developed an integrated framework for tourism service experience by exploring the various latent variables and further incorporating these with service quality model, external attribution theory, and extended adoption literature to improve service delivery and experience. This paper presents the role of digitalization in improving the tourism service experience using real-time data from twitter to extract the information instantly without any time lag which help in mining collective intelligence from honest signals of service consumers. We have established the relationship between the various outcomes of tourist posts and digital services using twitter posts to model real-time concerns surrounding digital tourism. [ABSTRACT FROM AUTHOR]

Surrogacy in India is an unfettered and unregulated practice which is being carried out blatantly without any legal sanction. The guidelines issued by the Indian Council of Medical Research to regulate clinics running Surrogacy arrangements under the umbrella of Artificial Reproductive Technique are the current driving force of this Fertility Tourism Industry. The codified law is yet to be adopted and implemented. The growth in the assisted reproductive technology (ART) methods is the recognition of the fact that infertility as a medical condition is a huge impediment in the overall well-being of couples and cannot be overlooked, especially in a patriarchal society like India. A woman is respected as a wife only if she is a mother of a child so that her husband's masculinity and sexual potency is proved and the lineage continues. The practice of nourishing another's fetus in the womb is known as surrogacy. Surrogacy has been the most contentious use of ARTs. These include the possibility of finding substitutes not only for parental genetic material but also for the womb. Surrogacy is a tripartite agreement which includes the intending parents, the surrogacy clinics, and the surrogate woman who agree to commission a pregnancy on behalf of another woman, ready to relinquish all her rights on the child born out of the arrangement for a monetary remuneration. The practice of surrogacy involves social, moral, legal, ethical, and scientific issues in an attempt to harmonize conflicting interests. This paper will focus on the new Surrogacy Bill 2020 and its implications on the medical infertility tourism industry in India. [ABSTRACT FROM AUTHOR]

The hospitality business is a major contributor to the growth of tourism, consuming a significant amount of energy and resources on the planet. Because the hospitality sector is such a big part of the tourism sector, more attention is paid to its environmental impact. The goal of this study is to look at power management and consciousness among stakeholders' perspectives of the extent to which heritage hotel practices contribute to attaining the environmentrelated SDGs. To do this, a questionnaire was created and sent to the person in control of environmental obligations in the hotels under investigation, which were chosen using a random sample approach. A sample of 49 people seeks heritage motels in Bangalore, Karnataka, India. The survey included 70 percent of Karnataka's total Accredited Heritage motels. With the help of a research paper, information is gathered via case interviews and observations with hotel managers. The Casa Cottage Hotel of Karnataka has been effective in executing environment protection operations focused on improving feasible tourism actions and gaining competitive benefits as a result of implementing green hotel planning, which involves ecologically hotel implementation, property use, energy consumption, quality of air, water conservation, and wastewater treatment. The creation of hotels that are environment-friendly and sustainable has been focused on via the control of operational operations to limit the effects of external harm caused by present environmental circumstances. The hotels' dedication to sustainable development via energy was the driving force for the implementation of hotel industry criteria. To accomplish the environment-related SDGs, hoteliers should effectively include Heritage hotel practices into their operations plans, according to the findings. [ABSTRACT FROM AUTHOR]

Gastrodiplomacy, the strategic use of food as a powerful tool for achieving diplomatic goals, is linked well to tourism, and the concepts function symbiotically. Like soft power and cultural diplomacy, gastrodiplomacy is present through tourism which is catalysed by the country's international diaspora, ethnic restaurants, and food festivals. Considering the mounting academic interest towards tourism in gastrodiplomacy, this paper examines the role of national tourism promotional campaigns as the most relevant, yet unaddressed channel for the articulation of a country 's gastrodiplomacy. The findings of this study confirm that, if used effectively, government-led tourism campaigns are significant as a collective venue in which to introduce, explain and promote a country's national cuisine to foreign publics. This paper examines the pi falls of India 's national tourism campaign in terms of its capability to communicate the country's immense latent potential to tourists and recommends a strategic model for the future of Indian gastrodiplomacy. [ABSTRACT FROM AUTHOR]

Tourism has emerged as an instrument for generating substantial economic benefits to both host countries and tourists' home countries. It is an especially important industry for the developing economies. The main benefits of tourism to a country are foreign exchange earnings, tax revenues, and business opportunities for entrepreneurs, and employment generation for workers, poverty alleviation and sustainable human development in the industry. But the free flow of information, communication, information technology and so forth has posed an open challenge to the tourism industry, since the terrorist groups are conducting their activities by seeking benefits from these developments, and hence affecting the countries globally. The fear of terrorism is growing large in our daily life. There are a number of supporting case studies where these terrorist attacks have caused a number of problems for tourist activity in a country including India. The present paper evaluates the impact of financial performance on the tourism industry in India. Various studies have been done to measure the magnitude of the effect of an unanticipated event. The present paper studies the impact of an unanticipated event i.e., the 2008 Mumbai attacks (sometimes referred to as 26/11) on the financial performance of tourism industry. The study examines the effect of this unanticipated event on the balance sheets of the India Tourism Development Corporation (ITDC) which is the only Public Sector Undertaking of the Ministry of Tourism. To study the impact, the financial statements of ITDC from the financial year March 2006 to March 2010 is evaluated. The key figures such as liquidity ratios, leverage ratios, per share ratios, profitability ratios, and direct foreign exchange earnings are evaluated. The Paired t-test is applied to check the impact on the financial performance of the tourism department before and after the attack. Impact of terror attack is visible on the financial performance of the tourism industry. The decrease in the performance clearly indicates the impact of terrorism in the tourism sector. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to identify features of online content that create engagement amongst consumers by exploring online customer feedback from the world's leading tourist website (s). This paper also attempts to unveil the factors based on customer reviews, which will be vital for the tourism industry professionals to promote and position India's tourist destinations. Design/methodology/approach: This paper involves an analysis of customer feedback from TripAdvisor.com. The approach to research is exploratory and attempts to uncover critical factors arising out of rising visitor experience in the digital media sphere. Findings: Key factors are nuanced around service quality of the destination image. Identified factors that need the attention of the policymakers, site management and service professionals at large are fairness of price, distractions/irritants and varied expectations of the international and national tourists. Practical implications: The findings will have substantial implications for the policymakers, the site management and service professionals. Research outcomes are based on the analysis of real customer reviews hence makes this study vital for decision-makers as well as for academic researchers working in this area. Originality/value: This study used the real tourist's data from TripAdvisor.com. The customer's postings on the website are those of verified visitors. This paper should help in developing a thoughtful discussion around positioning India as a preferred destination in the online arena aiming at future tourists. [ABSTRACT FROM AUTHOR]

Innovation and Market Orientation collectively is the best pillar for the continued existence of any business especially in any service industry. Hotel Industry is not out of this boundary. Hotel industry of our country is witnessing most important transformation from conventional to modern. The emerging want in new sector has arrived from both foreign and domestic visitors. With the view to cope-up with this diverse and mounting demand of the diverse visitors the service industry is striving to create lucrative products to deal with the flamboyant want of the visitors. The government of India has also set itself on pace to fetch an innovative strategy for the emancipation of Indian hotel industry like schemes have been introduced to ease the investment by the people, better connection of air and land has been introduced in country. Government has also put much emphasis on the development of infrastructural reforms of the country for the better growth of hotel industry in our country. This paper put much emphasis on the emerging Managerial practices like Innovation, Market Orientation trend and its impact on the performance of Indian hotel industry which has drastically shaped positively the set-up of the industry overall. Paper also states the force of emerging customs in the hotel industry and the Indian economy at large from 1990 onwards this conceptual paper would debate for the significance of market orientation and innovation as a strategic culture. [ABSTRACT FROM AUTHOR]

In recent years rate of domestic tourist to Goa has gone up but not the foreign tourist. This has led to loss of shack culture and gypsy experience being marketed by Goa as destination image. Policy makers have tried to rejuvenate the destination but with little success. One of the explanations to this problem is in a fundamental of marketing which states that Marketing strategies should have their base in segmentation and targeting policies of the product. A mismatch in the two could lead to decreased market share. This is well accepted in marketing of products however, in case of destination marketing the fundamental is lost. The current paper tries to use case study of Goa. This paper is an attempt to illustrate how segmentation and targeting problems have led to marketing mix issues for the destination and influenced its market share and led to serious marketing woes. The study was undertaken with the specific objective to understand the marketing woes Goa as a destination is facing. Data was collected from 298 foreign tourist visiting Goa. The study tried to meet this objective by studying the discriminators of foreign tourist satisfaction. The results of the discriminant analysis indicated that three factors were significant predictors of satisfaction in terms of foreign tourist in Goa i.e. experience, hygiene and safety. The results of the study further indicated that there was a need for the Goan Government to make policies specific to experience and quality of experience the destination offers. A dimension wise detailed analysis was also undertaken to help the Goan Government develop specific strategies. The specific targeting strategy would also help the government develop a more effective positioning strategy and basis for performance evaluation. Therefore, the segmentation of the market on basis of psychometric variable will help Goa develop a more effective marketing strategy. However, there is a need to convert these into demographic variables for practical reasons which can be explored as future areas of research. [ABSTRACT FROM AUTHOR]

In this current era of globalization most of the destinations across the globe have started to look like the mirror images of one another. Destinations visited by tourists are very easily interchangeable as tourists always seek novelty. Creative tourism brings out the uniqueness of a destination by focusing on its quaint culture and heritage and stressing on co-creation of tourism products and services. This form of tourism provides a very deep and engaging experience to the guests. Local community is the most important stake holder in this form of tourism as the whole concept of creative tourism revolves around them. Keeping in view the rich cultural diversity of the Himachal Pradesh, a hill state of India, the paper has attempted to find out the present status of creative tourism in Himachal and to what extent it has been practiced and promoted among tourists visiting the State. Through this paper an attempt has been made to gauge the awareness level of tourists about creative tourism in Himachal and also to evaluate their willingness to participate in this form of tourism. It has been deduced from the survey of tourists that majority of the tourists would be very keen to participate in this form of tourism. [ABSTRACT FROM AUTHOR]

Lachung valley in north Sikkim, India is valorised and marketed as a pristine, traditional, culturally and ecologically rich landscape. Tourism in Sikkim relies on a trail of non-local tour operators, hotel chains and migrant labour, which in turn, has emptied the landscape of local communities who out-migrate for education and employment. This emptying however, comes not from displacement or dispossession, but from the effectiveness of local land regimes that allow many locals to live and work in other parts of the state while generating profits from the land. The paper focuses on tourist-based placemaking in Sikkim, India to illustrate, first, the reconfiguration of socio-spatial relationships as a result of tourism as a development strategy; second, the transformation of the landscape and the attendant mobilities that it enables, and finally, the material, social and political assemblages crucial to the production of the constantly shifting understandings of space and place. [ABSTRACT FROM AUTHOR]

Recent years has witnessed loss of human life as well as the physical and mental strain to the large populations of the world, which could be termed as disastrous. Many researchers (Arasli et al., 2020; Rezapouraghdam & Karatepe, 2020; Lim & To, 2021; Karatepe et al., 2021) have demonstrated that COVID-19 had a significant impact on the economy and human life globally. In fact, the new Coronavirus COVID-19 pandemic first appeared in the late December 2019 in China and then moved into other countries, before reaching India in March 2020. Further, the pandemic continued into 2021 & 2022 in the developed, developing and underdeveloped countries. Added to this, Governments are meeting the costs of dealing with the pandemic and supporting business and citizens. Therefore, we consider how both the pandemic and resultant economic issues have and will affect tourism and hospitality-specifically sustainable tourism & hospitality that will develop and sustain local communities in a balanced way for the benefit of future generations. In fact, beyond the immediacy of the situation and the management of the short-term consequences of the crisis, we must look ahead to the future, to the world of tomorrow, which will inevitably be different from all past societies and all past economies. This paper conceptually focuses on evaluating the potential effects of COVID-19 on the tourism and hospitality industry in India and post COVID-19 settings, recovery strategies and new normal and suggests the theoretical development and policy implication of this relationship. [ABSTRACT FROM AUTHOR]