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The chapter aims to identify the impact of the Covid-19 pandemic on the overtourism with two intermediate forms of tourism (i.e. mass tourism and alternative tourism while representing the potential of alternative tourism). For this, secondary research was adopted in which secondary data were collected through an inclusive literature review. This review consists of tourism journals, newspaper articles, blogs, World Health Organization statistics, governmental data and website materials. In early 2020, the rapidly spreading Covid-19 (coronavirus) pandemic has wreaked global disaster. With no vaccine and limited medical capacity to treat the disease is a big challenge to the world. International, national and regional travel restrictions immediately affected the tourism industry. Even war, economic downturn, terrorist attack and various other diseases are all futile to cause an absolute decline in overall (international and domestic) tourism like Covid-19. This virus has enormous impacts on the tourism industry as the most crowded tourist destinations or overtourism in the world are deserted due to shut borders, no domestic or international flights or transport systems, and mix up to deal with the biggest impact in the history of the world – Covid-19. Overtourism means an extreme number of tourists at a specific destination at a particular point of time, or the excessive spread of people at various tourist spots has led to a situation known as overtourism. Due to Covid-19, the economic consequences on many destinations will be harsh, but some destinations suffering from overtourism might feel short-term relief, but it is a big hit in the long run. Overtourism will take a back seat during the crisis. Now post-Covid-19, people will be very particular while choosing their holiday destinations; likewise, there will be a shift from mass tourism to alternative tourism. Only a few people will wish a return to overtourism.

India is the place of many religions, customs and traditions. Religious events are regularly an exceptional tourist opportunity, and there are several religious events that take place in India throughout the year. These events not only focus on the importance of people engaging in religious events and having spiritual experience but also act as a promotional opportunity for any country. With changing times, these religious places have become a site for tourism; relatively a mere pilgrimage and digital marketing is especially useful in promoting these events and places to new potential attendees as well. Therefore, this research stresses upon the small- and medium-sized religious events that take place in various regions of India and the importance of digital marketing in sustaining and promoting the event tourism.

Storytelling is increasingly becoming a popular tool for promoting local fairs, festivals, culture and heritage. It is also being used to boost regional economies and revitalise them. Storytelling involves recounting past events and emphasising their relevance to the current situation. It is a powerful way to communicate shared experiences and values from one generation to the next. By engaging in storytelling, local or regional fairs or festivals are able to subsidise the regeneration of their economy. Furthermore, storytelling can help to bridge the gap between the past, present and future, providing a sense of permanency and belonging. Transmedia storytelling, often called transmedia narrative, is a technique for integrating current digital technology to present a tale or story experience across several platforms and formats.

Rajasthan is a vibrant, colourful and lively region of India. It comes out on top regarding holidays, traditions and culture. It sparkles brighter when its festivals are taking place. Due to its festive atmosphere, they have played a significant role in Rajasthani culture. The state of Rajasthan is known for its warm hospitality.

The current study's objective is to investigate various regional festivals in Rajasthan that have helped to develop regional identity through transmedia and to understand the connection between regional festivals' storytelling and tourism. Our findings indicated a positive relationship between regional or local festival narrative and travellers' inclination to visit or return. Additionally, the local community develops a positive sense of itself due to these festivals.

The purpose of this paper is to develop the balance score card (BSC) approach based Lean Six Sigma (LSS) performance measurement system and investigate the critical measures currently practiced by Indian manufacturing organizations.

This study offers insights of LSS performance measurement from manufacturing industry. Initially, the BSC-based framework is developed to recognize the adoption of LSS performance measures. Then, the framework is applied to nine Indian manufacturing organizations to assess the LSS performance measure practice.

The BSC-based framework of LSS performance evaluation for manufacturing industry is formulated. Then, adoption of these LSS performance measures is investigated with nine Indian manufacturing organizations. The result indicates significant variability in terms of practicing level of LSS measures. However, the majority of organizations are more sensitive to the customer perspectives.

This study reveals a background as to why the performance measurement is required for the success of LSS and for providing practical guidelines for designing performance metrics. The framework interrelates and captures various LSS perspectives and indicator measures, and furnishes a comprehensive outlook of the organization for strategic analysis. This study provides BSC-based template for performing the benchmarking study. This analysis may serve as a reference point for manufacturing organization to determine their system weaknesses, and assist them to concentrate on their most vital and suitable criteria and objectives. However, the analysis contributes to the knowledge on LSS performance measurement system and catches differences in theory and practice, paving the approach to newer research.

This study renders an industry-oriented LSS performance measurement practical approach and suggests the easily adopted vital performance measures for different manufacturing organizations.

This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young consumers’ intentions to share branded viral video advertisements. Further, this study also demonstrates that the advertising appeal (informational versus emotional) used in the viral advertisement moderates the effects of specific personality traits on the sharing of viral ads.

A conceptual framework is proposed based on the Five-Factor Model of Personality (McCrae and John, 1992) and advertising effectiveness literature. Using experiments, responses from young consumers were collected and hypotheses were tested using hierarchical regression and ANOVA.

Results reveal that the two personality traits, extraversion and openness to experiences, are positively associated with consumers’ viral ad sharing intentions, whereas conscientiousness, agreeableness and neuroticism are not. Moreover, individuals scoring high on openness and extraversion prefer sharing branded viral ads containing informational appeal vis-ã-vis those containing emotional appeals.

Studies decoding the factors behind the success of viral advertisements have more often focussed on the ad content rather than on personality dimensions of the ad sharers. This study bridges this gap by investigating the influence of Big Five Personality traits on young consumers’ intention to forward viral ads, in interaction with ad appeal. Young consumers represent key audience segments consuming and sharing viral content online, and hence, it is important to have a deeper understanding of this market segment.

The purpose of this paper is to examine the market integration and direction of causality of wholesale and retail prices for the chickpea legume in major chickpea markets in India.

In this paper, the authors employ the Johansen co-integration test, Granger causality test, vector autoregression (VAR), and vector error correction model (VECM) to examine the integration of markets. The authors use monthly wholesale and retail price data of the chickpea crop from select markets in India spanning January 2003–December 2020.

The results of this study strongly confirm the co-integration and interdependency of the selected chickpea markets in India. However, the speed of adjustment of prices in the wholesale market is weakest in Bikaner, followed by Daryapur and Narsinghpur; it is relatively moderate in Gulbarga. In contrast, the speed of adjustment is negative for Bhopal and Delhi, weak for Nasik, and moderate for retail market prices in Bangalore. The results of the causality test show that the Narsinghpur, Daryapur, and Gulbarga markets are the most influential, with bidirectional relations in the case of wholesale market prices. Meanwhile, the Bangalore market is the most connected and effective retail market among the selected retail markets. It has bidirectional price transmission with two other markets, i.e. Bhopal and Nasik.

This paper calls for forthcoming studies to investigate the impact of external and internal factors, such as market infrastructure; government policy regarding self-reliant production; product physical characteristics; and rate of utilization indicating market integration. They should also focus on strengthening information technology for the regular flow of market information to help farmers increase their incomes.

Very few studies have explored market efficiency and direction of causality using both linear and nonlinear techniques for wholesale and retail prices of chickpea in India.