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1 – 10 of 62Deepa Jawahar and Aslam Muhammed M.K.
This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the…
Abstract
Purpose
This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the influence of destination image (DI) and hospital brand image (HBI) and the mediating role of total experience (TEX).
Design/methodology/approach
The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment.
Findings
Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable).
Practical implications
This study can be implemented by destination marketing organization and tourism authorities while making strategic decisions and plans for the image creation of a tourist place.
Originality/value
People perceive some products from a particular place as having superior quality and uniqueness. As far as a tourist destination is concerned, a “tourism product” associated with the destination will also uplift its popularity. The study has investigated the image of this “product–place” combination in medical tourism.
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RHSK de Silva, Puwanendram Gayathri, Krishantha Ganeshan and Suranga DAC Silva
The first section will be the introduction which discusses the global scenario of wellness tourism after the pandemic. The second section of this study is wellness tourism after…
Abstract
The first section will be the introduction which discusses the global scenario of wellness tourism after the pandemic. The second section of this study is wellness tourism after the pandemic in Sri Lanka. This title is an overview based on the homestays which are practicing wellness tourism at the Veludvara Wellness Stay, 98 Acres Resort and Spa and Ella Yoga Hub, and it examines the tourist perspective on wellness tourism after the pandemic. The third section discusses global best practices and policy development in this regard. The fourth section of this study focuses on demand and trends that can be promoted to future wellness tourism and conclude with recommendations. This study followed a qualitative method which is carried out with interviews, observation and secondary data such as books, websites, research papers, articles and other published materials. The impact of this research work is focused on stakeholders in wellness tourism, such as service providers, entrepreneurs, policymakers and other relevant authorities to fulfil gaps in the wellness tourism sector. Furthermore, this will be a good overview for tourists who are willing to get the experience of wellness tourism after the pandemic and identify its future values and demands.
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Ankita Ghosh and Swathi Ravichandran
This chapter aims to assess the scope of India's gastronomic tourism post-COVID-19 and discuss the utilisation of vlogs to promote India as a gastronomic destination. First, the…
Abstract
This chapter aims to assess the scope of India's gastronomic tourism post-COVID-19 and discuss the utilisation of vlogs to promote India as a gastronomic destination. First, the evolution of gastronomic tourism is reviewed. Next, opportunities and challenges associated with India's gastronomic offerings, both from international and domestic tourism perspectives, are discussed. Then, the role of vlogging to position and promote India as a gastronomic destination is established. The chapter suggests recommendations for the Ministry of Tourism, Government of India on utilising vlogging to promote gastronomic tourism.
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Reddy Sai Shiva Jayanth, Gopalakrishnan Narayanamurthy, Abhishek Srivastava and Vamshi Krishna Velmajala
The subject areas are family-owned business, entrepreneurship and strategic management.
Abstract
Subject area
The subject areas are family-owned business, entrepreneurship and strategic management.
Study level/applicability
The target audiences for the case study are BBA and MBA students and management trainees who are interested in learning about family-owned business and the problems faced by them when generations change. This case can be used to teach concepts in family-owned business and strategic management courses in the context of emerging markets. The case also introduces the problems faced by a traditionally operating organization which has to change to survive in the market. The case can be used to teach senior management teams participating in executive education programs on how problems arise in family-owned business. To successfully work with this case study, students need to have the basic theoretical understanding of family-owned business.
Case overview
Sree Subramania Ayurvedic Nursing home (SSANH), one of the most reputed Ayurvedic treatment centers in Kozhikode, Kerala in India, was converted into its present form in 1974 from Thekkayil Vaidyasala by Thekkayil Rajaratnam Vydiar. The latest addition to this family run nursing home is Dr Sananad Ratnam, who in continuity of his family tradition studied Ayurveda. Dr Sanand wanted to rethink the positioning of the 400-year-old family business system with an objective to increase the number of people served by SSANH. He is armed with ambitious plans to expand SSANH and increase the volume of patients served. Dr Sanand’s father, the second partner of SSANH, was not quite supportive of this idea. His father felt that the increase in scale without compromise in quality was impossible in Ayurveda. Dr Sanand felt handicapped with problems such as lack of marketing strategies, lack of standard managerial procedures, lack of innovation in processes and, more importantly, conflicting ideologies between father and son in the family-owned business. To address these problems, Dr Sanand has recently hired the services of a consulting firm. This case highlights how SSANH, in spite of being in an advantageous position, is unable to exploit its full potential. Further explaining the different ways in which different generations perceive business, this case invites the attention to the dilemma: Should the business proceed with its expansion plan? If it decides to expand, how it should convince the previous generation of the family that the expansion plan accommodates their concerns.
Expected learning outcomes
After completion of this case, students would be able to: gain a perspective on the problems faced by a family-owned business which has successfully survived for decades; understand how a family-owned business functions differently from other business models; evaluate different ways in which the organization can look to solve the dilemma by considering the different stakeholders in question; and apply the result of the literature on family-owned businesses to understand the dynamics of business of this specific setting, i.e. one that has a rich heritage, is in an emerging economy and is a family-owned business.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 3: Entrepreneurship.
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Ratna Achuta Paluri and Girish Ranjan Mishra
This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to…
Abstract
Learning outcomes
This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.
The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.
Case overview/synopsis
This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.
Complexity academic level
This case is appropriate for graduate-level courses in management that offer subjects such as international business.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 5: International business.
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Vaishali Kaushal and Rajan Yadav
Despite the severe impact of the COVID-19, Maldives was one of the top destinations which witnessed decent tourist arrival amid the pandemic. This study aims to analyze luxury…
Abstract
Purpose
Despite the severe impact of the COVID-19, Maldives was one of the top destinations which witnessed decent tourist arrival amid the pandemic. This study aims to analyze luxury hospitality experiences of guests amid COVID-19 pandemic.
Design/methodology/approach
This study is exploratory in nature. This study analyses 4,302 real-time customer reviews using sentiment and thematic analysis with the help of NVIVO 12 plus and Leximancer.
Findings
The findings suggest travel products as well as services associated with luxury resorts needs to be revisited. Staff needs to be more professional and must be proactive while redesigning services specially in situations like pandemic. While redesigning services in situations like pandemic, staff needs to be proactive, professional and must follow all protocols. Major negative experiences included long waiting time to avail frill services, privacy intrusion by bloggers and influencers, service quality issues. We recommend enhancing service quality followed by investing more in training and development, increasing the number of foreign languages spoken by staff and disseminating localized culinary experiences will enhance the experience quality with guests.
Research limitations/implications
This study has several limitations: first, this study limited itself to 15 luxury resorts of Maldives, which may not serve as a true representation of all luxury resorts of Maldives. The next limitation of this study is that the authors have collected customer reviews from TripAdvisor only, and the reviews were only in English language.
Practical implications
The findings of the research can be beneficial for the policymakers, hospitality practitioners and academicians who study luxury tourism industry to carve appropriate strategies for enhancing the customers’ luxury experience like leveraging customization in all areas and enhancing service quality, food quality, training and development of employees.
Originality/value
Maldives has become one of the most expensive traveler destinations and is home to world’s most expensive resorts. This study is original in nature and has a forward-looking approach which studies the disruptive effect of pandemic, intangible nature of luxury as a concept can be used by hospitality industry to redesign the luxury customer experience which can improve marketing strategies aiming to potentiate this niche. In addition, to the best of the authors’ knowledge, this study will be the first one to capture the real customer experiences of luxury resorts of Maldives.
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Donald Sinclair and Camille Allison Ishmael
The purpose of this paper is to provide answers to the following questions: How was the tourism and hospitality industry in Guyana impacted by the COVID-19 pandemic? What recovery…
Abstract
Purpose
The purpose of this paper is to provide answers to the following questions: How was the tourism and hospitality industry in Guyana impacted by the COVID-19 pandemic? What recovery strategies have been designed? What are the prospects for the successful implementation of those strategies?
Design/methodology/approach
The paper is based upon a qualitative analysis of the recommendations and formal proposals that were issued from a variety of sources within government, private sector and academia during the 2019–2021 period of the pandemic.
Findings
The main findings of this paper are that an industry consensus exists regarding the severity of the impact of the pandemic and the need for a collaborative strategy to be designed and innovative measures implemented in order to accelerate industry recovery. This recovery entails attracting to Destination Guyana both a new wave of health-aware travellers as well as visitors from traditional markets and the diaspora. Analysis suggests that there is a broad consensus and convergence of objectives that embrace both government and private sector.
Originality/value
The COVID-19 pandemic has given rise to a significant quantity of literature and has seen a conspicuous incorporation of scientific medical data into tourism analysis. This is only to be expected in the circumstance of a global health emergency that has devastated the global tourism industry. The value of this article lies principally in its proposal of innovative methods and strategies that are critical to tourism recovery.
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Tomas Mainil, Vincent Platenkamp and Herman Meulemans
Non‐discursive practices such as the economy and political constellations have always caused shifts in history. However, in the network society of today, these shifts have become…
Abstract
Purpose
Non‐discursive practices such as the economy and political constellations have always caused shifts in history. However, in the network society of today, these shifts have become omnipresent. Globalization of health and medical tourism have created a shift or rupture in the history of healthcare provision and into the lives of different stakeholders. The purpose of this paper is to detect and assess the rupture caused by global health care or medical tourism within the field of the written media, in order to define the reality of medical tourism as a trans‐historical field.
Design/methodology/approach
The methodology of this study comprised an extensive discourse analysis of written and new media performed over a time frame of more than a decade. Market, medical, ethical and patient discourses were detected along scientific sources, international and local newspapers.
Findings
Results indicate that a change in the market discourse has caused a shift in the attitude towards medical tourism, where ethical voices are seen as submissive to the market logic. In the current time perspective, medical tourism has become more mature with the development of non‐ethical counterparts such as organ tourism and reproductive tourism as a consequence.
Originality/value
The research framework shows that the general public receives a normative message from the medical tourism sector.
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Anita Medhekar, Ho Yin Wong and John Edward Hall
The purpose of this paper is to explore the demand-side factors that influence the inbound medical tourists’ (MTs) decision to travel abroad for medical treatment/surgery.
Abstract
Purpose
The purpose of this paper is to explore the demand-side factors that influence the inbound medical tourists’ (MTs) decision to travel abroad for medical treatment/surgery.
Design/methodology/approach
The researchers conducted thematic analysis of in-depth interviews in India with 24 foreign MTs’ to generate the themes, identify factors and propose a model with hypothesis for future quantitative survey.
Findings
The findings conclude that patients ranked in ascending order less waiting time for surgery, healthcare quality and accreditation, staff/surgeons expertise, healthcare information, hospital facilities and services, patient safety, travel risk, surgical costs and holiday opportunity as important factors that influence the decision to travel abroad for medical treatment/surgery.
Research limitations/implications
Foreign patients from six private hospitals were willing to be interviewed with the permission of the hospital. Due to confidentiality and privacy policy, many hospitals declined interviews with foreign patients.
Practical implications
The findings are generalised in case of foreign patients as MTs and all private hospitals treating foreign patients in India and other global healthcare destinations. Policy implications suggest that private hospitals in developing countries need to provide first-class quality of healthcare as foreign patients look for internationally accredited quality, no waiting time, patient safety, qualified and experienced surgeons, healthcare workers education and experience hospital facilities and post-surgery care with positive healthcare outcomes.
Originality/value
There is little empirical research on the views of inbound MTs, about factors influencing their decision to travel abroad for surgery to India.
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