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Tourism is one of the upcoming service industry in India with high potentials for future growth, particularly in rural areas. Many potential barriers are affecting the growth of tourism in rural India. Therefore, it is essential to explore and prioritize the barriers to tourism growth in rural India.

Qualitative and quantitative responses from “16” experts related to tourism and hospitality management from central India are collected for this study. An integrated Multi-Criteria Decision Making (MCDM) based framework is adopted to identify and relate significant barriers to tourism growth in India.

The result of the study identified many significant barriers and their importance to tourism growth in rural India.

The findings of this study add to the knowledge base of tourism research in line with the previous literature. This study offers an in-depth understanding of barriers focusing on rural tourism growth and devising both the plan of action and the suggestive measures in dealing with rural tourism.

The study provides a robust framework by integrating Interpretive Structural Modelling(ISM) and Decision Making Trial and Evaluation Laboratory (DEMATEL) to explore and prioritizing the critical barriers to rural tourism growth in India. The results of this study can help the decision-maker to fundamentally improve the economy of India through the growth of rural tourism.

The past decade has witnessed a tremendous and progressive growth in the number of Nigerians who engage in medical tourism from Nigeria to India. Various commentators have advanced diverse reasons for this trend. However, there is a dearth of research that has sought to provide empirical insights. This paper aims to investigate the decision-making process of Nigerian medical tourists and why they prefer medical tourism to India to medical care locally.

Eight Nigerian medical tourists are interviewed on a one-on-one basis with open-ended questions using purposive criterion sampling technique from an interpretivist mind-set.

The paper identifies two major motivators, namely, inadequate medical infrastructure and poor medical, and customer service from health workers in Nigeria, which spurred medical tourism from Nigeria to India. Further, it finds that first timers premise their decisions on advice from reference groups, while previous personal experiences guide decisions on subsequent medical travels. Findings are explained using the template provided by the theory of planned behaviour.

This exploratory nature of this research provides a useful basis to elucidate the course of decision-making of Nigerian patients so that appropriate marketing communication channels can be applied. It improves the process of recruiting and engaging Nigerian patients and nurturing wholesome relationships between Nigerian patients and hospitals.

This paper aims to consider the role of geopolitical risk in explaining tourism demand in India, a major tourist destination of the Asian region. Furthermore, the study also considers how in addition to geopolitical risk, economic policy uncertainty, economic growth, exchange rate, inflation and trade openness impact tourism demand.

The Bayer and Hanck (2013) method of cointegration is applied to explore the relationship between geopolitical risk and tourism demand. Furthermore, the study has also used the auto distributed lag model to determine whether there is a long-run cointegrating association between tourism demand, geopolitical risk, economic policy uncertainty, economic growth, exchange rate and trade openness. Finally, the vector error correction model confirms the direction of causality across the set of the major variables.

This paper finds that geopolitical risk adversely impacts inbound international travel to India. This study also obtains the consistency of the results across different estimation techniques controlling for important macro variables. The Granger causality test confirms the unidirectional causality from geopolitical risk to tourism and further from economic uncertainty to tourism. The findings from the study confirm that geopolitical risks have long-term repercussions on the tourism sector in India. The results indicate that there is an urgent need to develop a pre-crisis management plan to protect the aura of Indian tourism. The tourism business houses should develop skilful marketing strategies in the post-crisis to boost the confidence of the tourists.

This paper provides valuable practical implications to tourism business houses. The tourism business houses can explore geopolitical risk measure and economic policy uncertainty measure to analyse the demand for international tourism in India. Further, the major stakeholders can establish platforms to help tourists to overcome the fear associated with geopolitical risk.

This study is the first of its kind to explore the geopolitical risks and their long-run consequences in the context of tourism in India. The study puts emphasis on the role of national policy to maintain peace otherwise it would be detrimental to tourism.

This study aims to analyse the factors that caused Indian tourists to avoid travelling abroad because of the recent outbreak of COVID-19 in 2020. It will also identify the relationship between the perceived risk of travelling and the probability of travel evading in India owing to COVID-19.

This study used an online structured questionnaire to collect data from Indian tourists to study six independent variables linked with their behavioural intentions (travel evading). The health belief model was used to examine tourist behaviour.

The results revealed a positive correlation between the perceived risk associated with COVID-19 and travel avoidance. Familiarity with COVID-19 was positively correlated with travel evading behaviours.

This study will assist stakeholders from around the world to adequately identify and thoroughly plan for logistical problems associated with travel such as travel insurance and pre-travel booking expenses to reduce travel evading behaviour and promote travel.

While a few studies have been conducted related to pandemics (Ebola, MERS-CoV, SARS), there is a paucity of literature that examines the factors which influence tourists’ travel evading behaviour owing to COVID-19. Moreover, most of the previous literature on pandemics is concentrated on American and European countries, whereas studies on the Indian sub-continent are very scarce. This study will fill this gap and will identify the factors which influence tourists in India to evade travel in response to COVID-19.

This paper aims to study the religious tourism supply chain and understand and introduce resilience across the same to mitigate post-pandemic disruptions.

In this manuscript, a systematic literature review has been done to identify the gaps in the religious tourism supply chain, which gives adequate revenue to India but not studied yet. The identified gap shaped this study's objectives and research questions and guided the authors to devise a theoretical framework for the religious tourism supply chain.

The key findings of this research paper led to identifying both threats and opportunities for the religious tourism supply chain, which has been into existence and caused many disasters in the past. As pandemic Covid-19 shut the doors of these religious destinations for extended periods, it became necessary for governments, state authorities and private parties to think and devise the post unlock operating processes for this supply chain. This thinking directed the authors to create a framework for the smooth flow of people and other services across this supply chain. The collaborative efforts of all the stakeholders at various levels can realize the actual working of the suggested framework. A stagewise set of processes has been proposed to understand the resilience across the religious tourism supply chain and reduce disruptions.

Covid-19 pandemic has devastated the world economies and disrupted the supply chains of all sectors. The paper elaborates the need for cohesive efforts to introduce resilience across humanitarian supply chains and phase-wise processes to reduce the disruptions caused by various disasters. These systematic efforts will familiarize the readers with the need for resilience across the religious tourism supply chain. Still, it would also assist in generating revenue for the Indian government and reviving the economy soon.

The trade of religious tourism adds a significant contribution to the Indian economy in terms of revenue, employment, visibility of culture and destination, etc. The Covid-19 pandemic has immensely disrupted the tourism sector supply chain, resulting in huge losses (FICCI report 2020). The introduction and implementation of resilience across the religious tourism supply chain can diminish the losses and assist in reviving the economy soon. Construct of resilience across the religious tourism supply chain has not been studied yet. This manuscript contributes to identifying post-pandemic challenges across the religious tourism supply chain and ways to integrate resilience to reduce disruptions caused by disasters.

Covid-19 pandemic is a unique and extraordinary situation for the globe, which has potentially disrupted almost all aspects of life. In this global crisis, the tourism and hospitality sector has collapsed in almost all parts of the world, and the same is true for India. Therefore, this paper aims to investigate the impact of Covid-19 on the Indian tourism industry.

This study develops an appropriate model to forecast the expected loss of foreign tourist arrivals (FTAs) in India for 10 months. Since the FTAs follow a seasonal trend, seasonal autoregressive integrated moving average (SARIMA) method has been employed to forecast the expected FTAs in India from March 2020 to December 2020. The results of the proposed model are then compared with the ones obtained by Holt-Winter's (H-W) model to check the robustness of the proposed model.

The SARIMA model seeks to manifest the monthly arrival of foreign tourists and also elaborates on the progressing expected loss of foreign tourists arrive for the next three quarters is approximately 2 million, 2.3 million and 3.2 million, respectively. Thus, in the next three quarters, there will be an enormous downfall of FTAs, and there is a need to adopt appropriate measures. The comparison demonstrates that SARIMA is a better model than H-W model.

Several studies have been reported on pandemic-affected tourism sectors using different techniques. The earlier pandemic outbreak was controlled and region-specific, but the Covid-19 eruption is a global threat having potential ramifications and strong spreading power. This work is one of the first attempts to study and analyse the impact of Covid-19 on FTAs in India.

Information technology as a source of information and decision-making has wider acceptance in contemporary times. Studies have identified the importance of electronic word of mouth (eWOM) and its impact on decision-making. The primary objective of this research is to investigate the relationship between eWOM (pre-travel), destination image (post-visit), tourist satisfaction and eWOM intentions post the COVID-19 crisis. This study is important as it is anticipated that in the post-pandemic world, tourists would seek well-being-enhancing experiences more often than any other form of tourism.

Data were collected through an online questionnaire circulated over a period of six months from November 2020 to April 2021. Non-probability purposive sampling technique was used.

The results depicted that wellness destination’s image has a significant influence on wellness tourists’ satisfaction level and their eWOM intentions. Furthermore, it also came to light that the satisfaction level of wellness tourist satisfaction was found to be significantly influencing their eWOM intentions. The mediating role of wellness tourists’ satisfaction was found to be significant from destination image (post-visit) to eWOM intentions. COVID-19 pandemic perceived health risk was also found to be significantly moderating the relationship between eWOM (pre-travel) and eWOM intentions.

Pre-travel online information about a wellness destination is an important determinant of travel decisions, especially during the COVID-19 crisis. This empirical study proves that effective use of this information can advance a destination’s marketing efforts and ensure future demand.

This study examines how tourists’ buying behavior toward souvenirs plays a pivotal role and explores the moderating role of prominent souvenirs in the marketing context. This study aims to examine the importance and the current status of the souvenir purchase behavior in Raghurajpur and Pipili village of Puri district in Odisha.

Purchasing behaviors of tourists such as different variables and tourist demographics were examined. The current study used the structural equation model (SEM) and regression in analyzing unique data from 400 tourists visiting the villages.

The research findings indicate that all the variables taken into consideration for research are accurate and are positively associated with tourist engagement in souvenir buying. All the factors are taken into consideration also proved significant toward the dependent variable, i.e. buying behavior. It is argued that adequate attention to the purchase behavior of tourists was not given by academic scholars, professionals and officials in Odisha.

The current study was limited to the two prominent villages of Odisha famous for handicrafts. Future research might address behavioral studies in other states of India or the place of Odisha. In the present study, data were collected from the tourist sample while exiting the village after shopping. Methods could be developed to elicit responses from tourists after they reached their homes to determine if their responses toward souvenir buying differ. Souvenirs and souvenir buying behavior is an untapped field of research in India.

This study has enormous potential to contribute to the existing literature on souvenir purchase behavior of tourists in Indian context. The current study will use the identified variables to predict the behavior of tourists towards souvenirs so that craftsmen and policy makers can make an effective marketing mix to brand the souvenirs.

This study is intended to anchor on souvenir purchase patterns of tourists in Pipili and Raghurajpur. An investigation of tourist shopping orientations for souvenir product holds potential for retailers to better direct marketing efforts to a non-local clientele. Understanding and analyzing variables would give government, craftsmen and other stakeholders to properly make marketing strategies for the handicraft sector. Handicrafts of Odisha are rapidly becoming commercialized items, and the authenticity is dying. This study can make the stakeholders aware of the tourist’s needs and preferences.

The authors provide a holistic and grounded understanding of the souvenir buying behavior of tourists in two prominent villages of Odisha through SEM and other indicators of souvenir buying from tourist’s perspective.

Twitter is the most widely used platform with an open network; hence, tourists often resort to Twitter to share their travel experiences, satisfaction/dissatisfaction and other opinions. This study is divided into two sections, first to provide a framework for understanding public sentiments through Twitter for tourism insights, second to provide real-time insights of three Indian heritage sites i.e., the Taj Mahal, Red Fort and Golden Temple by extracting 5,000 tweets each (n = 15,000) using Twitter API. Results are interpreted using NRC emotion lexicon and data visualisation using R.

This study attempts to understand the public sentiment on three globally acclaimed Indian heritage sites, i.e. the Taj Mahal, Red Fort and Golden temple using a step-by-step approach, hence proposing a framework using Twitter analytics. Extensive use of various packages of R programming from the libraries has been done for various purposes such as extraction, processing and analysing the data from Twitter. A total of 15,000 tweets from January 2015 to January 2021 were collected of the three sites using different key words. An exploratory design and data visualisation technique has been used to interpret results.

After data processing, 12,409 sentiments are extracted. Amongst the three tourists' spots, the greatest number of positive sentiments is for the Taj Mahal and Golden temple with approximately 25% each. While the most negative sentiment can be seen for the Red Fort (17%). Amongst the positive emotions, the maximum joy sentiment (12%) can be seen in the Golden Temple and trust (21%) in the Red Fort. In terms of negative emotions, fear (13%) can be seen in the Red fort. Overall, India's heritage sites have a positive sentiment (20%), which surpasses the negative sentiment (13%). And can be said that the overall polarity is towards positive.

This study provides a framework on how to use Twitter for tourism insights through text mining public sentiments and provides real- time insights from famous Indian heritage sites.

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.

A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling.

The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies.

This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy.

The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.