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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.

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.

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.

The current level of discussion about homestays is limited, as there are relatively few prior studies reported in the literature.

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.

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?

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.

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.

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.

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?”

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.

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.

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.

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.

This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.

Using both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.

Sustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.

This research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.

The positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.

With the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.

The purpose of this paper is to generate awareness of contributions made by benchmarking toward building performance of Indian service industries in globally market. Ranking of Benchmarking is done on the basis of their application which give confidence for the managers to adopt in their Industries so that they may become best in their field.

Methodology consists of three phase: define, phase include definitions, factors of benchmarking as literature outcomes, questionnaire survey and outcome of survey. In the second phase, analysis of collected data and applications of multi-criteria decision-making approaches [technique for order preference by similarity to ideal solution (TOPSIS) and analytical network process (ANP)] are used. The last phase includes comparison of results which gives validation in similarities of ranking obtained.

The study identifies seven different benchmarking techniques used for service industries. Using TOPSIS and ANP approaches shows similarity that external benchmarking, performance benchmarking and internal benchmarking are the first three ranks that give basis for several critical success factors s, namely, planning, reliability, standardization, time behavior, usability, etc., as part of benchmarking using in service industries.

The limitation is the assumptions made by multi-criteria decision-making approaches which may effect the analysis of the study as these are taken theoretically.

This study is a first attempt to find similarities in both techniques while comparing benchmarking in Indian service industries.