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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.