In the study ‘Matching Product Initiatives with Customer Expectations: Analyzing Tourism through the 4-A Framework’ it has been argued that the time has come to have a re-look at the basic tourism products that one has to offer. The paper highlights some of the options which became blatant in light of the 4-A framework. This study puts forth the view that as a viable tourism product, one must look at both the accessibility and affordability aspects in tandem.

1. Travel, Tourism and Hospitality
Emerging Perspective and Paradigm

3. Travel, Tourism and Hospitality
Emerging Perspective and Paradigm
Prof. S. C. Singh
Dr. Sherry Abraham
Mr. Saurabh Gupta
lobus Press
DELHI CHENNAI PATNA

4. Travel, Tourism and Hospitality: Emerging Perspective and Paradigm
ISBN 978-93-82484-96-7
© Reserved
The work submitted to the Edited Book is solely represented by the author(s).
The Editors and Publisher of “Travel, Tourism and Hospitality: Emerging
Parspective & Paradigam” accept no responsibility or liability for the originality
of the information and the materials contained in the submitted work.
Published in 2014 in India by
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5. Contents
Acknowledgements
(ix)
Notes on Contributors
(x)
Editors’ Introduction
(xv)
PART I: MARKETING OF TOURISM PRODUCTS
AND SERVICES
1. Consumer Analysis of Adventure Tourism Product for better
Market positioning; with a Special Focus on West Bengal
—Mr. Subhajit Bhattacharya, Dr. Anindya Dutta and Prof.
Dev Malya Dutta
2. Measuring Guest perception of Service Quality in Tourism product:
A case study of Hotels in Jharkhand—Mr. Praveen Srivastava
3. Matching Product Initiatives with Customer Expectations:
Analyzing Tourism through the 4-A Framework
—Mr. Anupam Kumar
4. Celebrity Endorsements in Tourism: An Evaluation of Theory,
Research and Practice—Dr. Mrinalini Pandey
5. Destination Branding: Towards a Conceptual Framework
—Mr. Upendra Kumar Maurya and Mr. Mahendra Kumar Shukla

6. (vi)
6. Tourism Branding and Marketing in India—Mr. T. Milton
7. Outbound Mice Tourism in India—Dr. P. Saravanan
PART II: ECONOMICS OF TOURISM
8. Financing Current Account Deficit and Development through
Foreign Exchange Earnings from Tourism
—Mr. Onkar Nath Mishra
9. Assessing Tourism Destinations Competitiveness of SAARC
Countries with Special Reference to India
—Prof. S. C. Singh and Mr. Saurabh Gupta
10. Tourism Sector in Assam: A Study on Institutional Measures
and Challenges——Dr. Aparajeeta Borkakoty and Dr.
Darshana Goswami Deka
11. International Tourism: Prospect to Hoist Foreign Exchange
—Mr. Bishwajeet Bhattacharjee and Deepali Roy
12. Tourism Industry in India – A Statistical Analysis
—Dr. Sudakshina Gupta
13. Eco-Tourism in Andaman and Nicobar Islands
—Mr. P. Abdul Salam
14. Medical Tourism: Emerging Product to Boost the Economies
—Dr. Rohit Garg
15. Report on Travel Documentation and Facilitation
—Dr. P. Saravanan
16. Tourism - Women – Empowerment: Linking the Triad
—Mr. Onkar Nath Mishra

7. (vii)
PART III: HUMAN RESOURCES IN TOURISM
17. A Study of the Effectiveness of Retention Practices in the
Indian Hotel Industry—Dr. Sherry Abraham
18. Employee Engagement in Hotel Industry: A Conceptual
Model—Ms. Rachel Jessie. E
19. The Changing Contours of Human Resources in Tourism
—Ms. Priyanka
20. Managing the Workforce in Tourism Sector: A Key to
Sustainable Growth and Economic Development
—Dr. Kalpana Maheshwari
21. Human Resource Issues in Tourism—Dr. Rajni Singh
PART IV: STRATEGIC INTERVENTIONS IN TOURISM
22. Management Information System in Hospitality sector with
reference to Tourism Industry for competitive Advantage
—Dr. Chandrahauns R. Chavan
23. An Analysis of Critical Success Factors of Budget Hotels
in India with reference to the Business Travelers
—Dr. C. Rajesh Kumar
24. Tourism in India: Prospects and Problems
—Mrs. Moumita Sarkar (Samanta)
25. Need of English for Specific Purpose for Tourism
Professionals—Ms. Jaya Verma
26. Indian English Lexical Items to Improve Communication
between Tourism Professionals and Tourists Visiting India
—Ms. Ritika Srivastava

8. (viii)
PART V: CASE STUDIES
27. Bundelkhand: A Treasure of Tourism—Mr. Saurabh Gupta
28. Heritage Tourism and Urbanisation - A Case of Jaipur City
—Dr. Ambey Kumar Srivastava
29. A Case Study of Uttar Pradesh Tourism
—Dr. Kavita Srivastava and Mr. Sumit Kumar Singh
30. The Prospects and Challenges of Indigenous Tourism
Promotion in a Mystic Destination: The Case of Dunagiri
—Dr. Anu Chandran R. C

9. Acknowledgements
It is our pleasure to acknowledge the enormous benefits provided
by the learned authors who have undertaken pain staking effort in
making valuable contributions towards this work. It enabled us to
come up with this fabulous collection of writings. Their lucid writings
connect elegantly to the emerging perspectives & Paradigms in the
Travel, Tourism & Hospitality sector.
We feel obliged to the distinguished panel of reviewers who devoted
their precious time in helping us to choose deserving contributions
and further guiding the contributors in making their writings clear,
crisp and concise. Without their close cooperation it would have been
impossible for us to select from the plethora of competing contributions.
We are greatly indebted to Abishek Kumar Chintu, Rohit Tiwari
and Avneesh Neekhra who assisted us with all aspects of the final
ending process. Their meticulous attention to detail, interpersonal
skills and good humour proved vital in pulling all the chapters together,
and in fact their many suggestions have added considerably to the
book.
Finally, we would like to thank the entire staff of Globus Press,
New Delhi who have infushed untiring efforts to live up to the standerds
and complete the assignment in such a short time.

10. Notes on Contributors
1. Prof. Dev Malya Dutta is currently Head of Department at
Centre for Management Studies (CMS), University of Burdwan,
Burdwan, West Bengal. He was elected as Vice President of
Indian Tourism Congress.
E-mail: dmdutta@gmail.com
2. Dr. S. C. Singh is Professor of Operation Management in
Faculty of Management Studies, Banaras Hindu University,
Varanasi, Uttar Pradesh.
E-mail: scsingh@fmsbhu.ac.in
3. Dr. Chandrahauns R. Chavan is Professor & Former Director
of Jamnalal Bajaj Institute of Management Studies University
of Mumbai. He also served as Director of Alkesh Dinesh Modi
Institute of Financial Management Studies, University of
Mumbai, Maharashtra.
E-mail: crchavan@jbims.edu
4. Dr. Sherry Abraham is currently Assistant Professor at
Department of Tourism studies, Pondicherry University,
Pudducherry. She also served as faculty member, Department
of Tourism, Faculty of Business and Economics, university of
Gondar (UNDP) Ethiopia.
E-mail: sherryabrahamm@gmail.com

11. (xi)
5. Mr. Praveen Srivastava is Head of department at Department
of Hotel Management and Catering Technology, Birla Institute
of Technology, Mesra, Ranchi (Deemed University), Jharkhand.
He is also a member of Editorial Board of one of the premier
journal of Hospitality, Journal of Hospitality Education and
Research (JOHAR).
E-mail: praveenbit@gmail.com
6. Dr. C. Rajesh Kumar is currently Principal of Syna International
Academy of Hotel & Tourism Management, Katni, Madhya
Pradesh. He also served as vice principal of Munnar catering
college, Munnar, Kerala.
E-mail: rajleoni@gmail.com
7. Prof. Rohit Garg is currently Director of Hindu Institute of
Management (A Part of Hindu Educational and Charitable
Society), Haryana.
E-mail: rohit.teacher@gmail.com
8. Mr. Saurabh Gupta is Junior Research Fellow at Faculty of
Management Studies, Banaras Hindu University, Varanasi,
Uttar Pradesh.
E-mail: saurabhgupta@fmsbhu.ac.in
9. Dr. Kavita Srivastava is Assistant Professor of Marketing in
the Department of Management Studies, Rajiv Gandhi Institute
of Petroleum Technology Noida, Uttar Pradesh. She received
her Ph.D from Indian Institute of Technology, Kanpur.
E-mail: srivastava.kavita@gmail.com
10. Mr. Subhajit Bhattacharya is Assistant Professor of Marketing
Management at Xavier Institute of Social Service, Ranchi,
Jharkhand.
E-mail: tobesubho@gmail.com
11. Dr Sudakshina Gupta is Associate Professor of Economics,
University of Calcutta, Kolkata, West Bengal.
E-mail: sudakshinagupta@yahoo.co.in

12. (xii)
12. Dr. Mrinalini Pandey is Assistant Professor of Marketing
Management at Department of Management Studies, Indian
School of Mines, Dhanbad, Jharkhand. She has authored three
books titled; “Wake up dear Consumer”, “Strategic HRD” and
“Celebrity Endorsements: the Name Game”.
E-mail: mrinal_nalini@yahoo.co.in
13. Mr. Onkar Nath Mishra is a Junior Research Fellow at Faculty
of Management Studies, Banaras Hindu University, Varanasi,
Uttar Pradesh. He also served as Statistician, Ministry of
Statistics Govt. of India.
E-mail: aavirmishra@gmail.com
14. Dr. P. Sarvanan is an Assistant Professor at Indian Institute
of Tourism & Travel Management (An Organization of Ministry
of Tourism, Govt. Of India), Nellore, Andhra Pradesh.
E-mail: saravananiittm@gmail.com
15. Dr. Aparajeeta Borkakoty is Associate Professor at Department
of Commerce, Gauhati University, Assam.
E-mail: apara_jeeta@yahoo.co
16. Dr. Anindya Dutta is an Associate Professor at Bengal Institute
of Business Studies, Kolkata, West Bengal.
E-mail: emailanindya@gmail.com
17. Dr. Ambey Kumar Srivastava is an MIS Officer at Institute
of Health Management Research, Jaipur, Rajasthan.
E-mail: ambeysrivastava1976@gmail.com
18. Mr. Anupam Kumar is Reader at School of Management
Sciences, Varanasi, Uttar Pradesh.
E-mail: anupamkr@gmail.com
19. Dr. Kalpana Maheshwari is Associate Professor at Institute
for International Management and Technology, Gurgaon,
Haryana.
E-mail: kalpana8t@gmail.com

13. (xiii)
20. Mrs. Moumita Sarkar (Samanta) is Assistant Professor of
Commerce at Bangabasi Morning College, west Bengal.
E-mail: moumita.sarkar2007@gmail.com
21. Mr. Upendra Kumar Maurya is Associate Faculty at School
of entrepreneurship and Extension, ni-msme, Hyderabad,
Andhra Pradesh.
E-mail: upendraximb@gmail.com
22. Dr. Rajni Singh is Assistant Professor of Human Resource at
Hierank Business School, Noida, Uttar Pradesh.
E-mail: rajni.singh2009@rediffmail.com
23. Mr. Mahendra Kumar Shukla is student of Fellow Programme
in Management at Xavier Institute of Management,
Bhubaneswar, Odisha.
E-mail: u510002@stu.ximb.ac.in
24. Mr. P. Abdul Salam is Assistant Professor at Department of
Tourism & Travel Management, JNRM (Govt .College), Port
Blair.
E-mail: abdulsalam.jnrm@gmail.com
25. Dr. Anu Chandran R.C. is Assistant Professor at Department
of Tourism Studies, Pondicherry University, Pudducherry.
E-mail: anoos_ind@yahoo.co.in
26. Priyanka is JRF Awardee and Final year MBA student at
Marwari College Ranchi, Jharkhand.
E-mail: Choubey.picku@gmail.com
27. Dr. Darshana Goswami Deka is Guest Lecturer at Department
of Commerce, Gauhati University, Assam.
E-mail: goswami_darshana@yahoo.com
28. Ms. Jaya Verma is Research Scholar at The English and Foreign
Languages University, Lucknow Campus, Uttar Pradesh.
E-mail: jayaverma007@gmail.com

14. (xiv)
29. Mr. Sumit Kumar Singh is currently Key Accounts Manager
(Business Development and Recruitments) in Brunel Energy,
Mumbai, Maharashtra.
E-mail: sumit.rgipt1@gmail.com
30. Ms. Ritika Srivastava is Visiting Faculty and Research Scholar
at The English and Foreign Languages University, Lucknow
Campus, Uttar Pradesh.
E-mail: ritikasrivastava84@gmail.com
31. Mr. Bishwajeet Bhattacharjee is Assistant Professor at Faculty
of Management Studies, Shri Shankaracharya Technical
University, Bhilai, Chhattisgarh.
E-mail: bhbishwajeet@gmail.com
32. Mr. T. Milton is Head of Department, Department of Hotel
Management at Asan Memorial College of Arts & Science,
Pallikaranai, Chennai, Tamilnadu.
E-mail: tmilton1971@gmail.com
33. Ms. Deepali Roy is Lecturer at PGBT College, Regional Institute
of Education, Bilaspur, Chhattisgarh.
34. Ms. Rachel Jessie. E. is Ph.D. Scholar at Department of Tourism
Studies, School of Management, Pondicherry University,
Pudducherry.
E-mail: rocky.jessy@gmail.com

15. Editors’ Introduction
Human being is by nature creative, intelligent and inquisitive.
He has devised many ways to fill the canvass of life with brilliant and
soothing hues, and touring is one of them. He wants recreation to
avoid the boredom and enjoy life and simultaneously is curious to
know about the different cultures, places and traditions that exist on
this blue planet. To satisfy this urge since time immemorial, people
have been travelling to different parts of the world. With the passage
of time, tourism transformed itself from a leisure activity to become
a vibrant vehicle of economic development.
There are ample evidences to show that tourism industry is doing
well in respect of all other industries. Despite other industries in
gloom, this industry has not only been least affected by the economic
recession and meltdown but is burgeoning briskly. Travel & Tourism
has continued to be a critical sector for economic development and
for sustaining employment, in both advanced and emerging economies.
A strong T&T sector contributes in many ways to development and
the economy. It makes both direct contributions, by raising the national
income and improving the balance of payments, and indirect
contributions, via its multiplier effect and by providing the basis for
connecting countries, through hard and soft infrastructure—attributes
that are critical for a country’s more general economic competitiveness.
Travel, tourism and hospitality industry have closed link with nation

16. (xvi)
culture and traditions, so this industry play a role of catalyst that
transform and exchange of culture and traditions one nation to others.
The aim of this book is to provide a detailed analysis of different
facets of tourism- marketing of tourism products and services,
economics of tourism, Human Resources in Tourism, Tourism in
Strategic Perspective. The discussions in this volume regarding the
emerging perspective and paradigm in tourism range from changing
tourist behavior to creating the infrastructure for tourism development.
The result is a concrete understanding of changing perspective and
paradigm in the travel, tourism and hospitality sector.
This introduction seeks to sketch out, in a necessarily provisional
manner, the theoretical backdrop and a brief description for the
contributions contained in this book. We begin by a brief commentary
on the changing concept of tourism product and services and marketing
thereof. We then turn to look at the economics of tourism which has
been greatly influenced by the changes in the micro as well as macro
environment. The next section dwells on the people dimensions of
tourism. Tourism is predominantly a service industry and therefore
the prominence of people aspect can be well imagined. Next to it, some
strategic issues pertaining to tourism sector have been touched upon.
In the final section, the gist of three case studies related to the analysis
of tourism in three geo graphical regions of India has been presented.
Marketing of Tourism Product and Services
The concept of marketing has undergone a sea change and the
marketing of tourism products and services too has witnessed
significant changes in terms of how destinations are presented and
sold to the tourists. Tourism is in fact a bundle of product and services
that has to change in tune with time. In order to capture the changing
nature of how tourism is being sold to tourists some selected studies
have been presented.
Prof. Subhajit Bhattacharya, Dr. Anindya Dutta and Dr. Dev
Malya Dutta in their paper titled ‘Consumer Analysis of Adventure
Tourism Product for better Market positioning; with a Special Focus
on West Bengal’ analyse one of the rapidly growing segment of tourism

17. (xvii)
namely adventure tourism. They assert that adventure tourism as a
new sector is facing the challenges of target group identification. They
analyse the association between various socio economic variables and
tourism preference. They applied the Multidimensional Scaling (MDS)
technique to analyses the perception of the adventure tourists.
Praveen Srivastava in his study titled ‘Measuring Guest Perception
of Service Quality in Tourism Product: A Case Study of Hotels in
Jharkhand’ apply the concept of SERVQUAL model to the hotel
industry in Jharkhand and to identify the gaps in services. The study
concludes that today’s customers are looking for customer delight and
not merely customer satisfaction.
In the study ‘Matching Product Initiatives with Customer
Expectations: Analyzing Tourism through the 4-A Framework’ Anupam
Kumar argues that the time has come to have a relook at the basic
tourism products that one has to offer. The author has tried to highlight
some of the options which became blatant in light of the 4-A framework
This study puts forth the view that as a viable tourism product, one
must look at both the accessibility and affordability aspects in tandem.
In recent times in India there has been a tremendous increase
in the number of celebrity endorsements in tourism sector. In this
context, the study ‘Celebrity Endorsements in Tourism: An Evaluation
of Theory, Research and Practice’ by Dr. Mrinalini Pandey is an
enquiry undertaken to establish the effectiveness of celebrity
endorsement as an effective promotional tool and investigates the
implementation potential of celebrity endorsement to market
destinations.
Now a days tourism destinations have acquired brand value and
thus branding has become a major issue. Upendra Kumar Maurya and
Mahendra Kumar Shukla in their paper titled ‘Destination Branding:
Towards a Conceptual Framework’ try to present an integrated
approach to destination branding.
Cutting edge research with clearly defined objectives by
academicians and tourism experts should be bestowed to the tourism
industry by addressing Tourism branding and marketing concept in

18. (xviii)
India and it is the need of the hour. This is the gist of the study by
T. Milton in his study ‘Tourism Branding and Marketing in India’
Dr. P. Sarvanan in his paper titled ‘Outbound MICE Tourism in
India’ laments that although India has a huge potential to be a MICE
destination at fails to compete with other again countries because of
lack of proper Infrastructure.
Economics of Tourism
The economics of tourism encompasses a broad range of issues
ranging from destination competitiveness and management to
exploiting the potential of tourism for advancing the agenda of inclusive
growth. The changes in the micro as well macro environment such
as globalization, information and communication revolution, economic
reforms, financing of infrastructure projects, greater sensitiveness to
gender issues etc. have a significant impact on the growth and
development of tourism sector. The papers related to this domain
have touched upon some of the contemporary issues.
Mr. O. N Mishra very strongly proposes the view that tourism
can emerge as a key foreign exchange earner for the country. His
study ‘Financing Current Account Deficit and Development through
Foreign Exchange Earnings from Tourism’ is relevant in the light of
worsening balance of payment situation the country. Using the time
series data since 1991 this study analysed the behaviour of the foreign
tourist receipts (FTRs) using the OLS estimation technique.
The study ‘Assessing Tourism Destinations Competitiveness of
SAARC Countries with Special Reference to India’ by Prof. S. C. Singh
and Saurabh Gupta presents a comparative analysis of the
competitiveness of India as a tourism destination vis a vis other
SAARC nations. The study revealed that India has a long way to go
on certain key indicators.
Dr Aparajeeta Borkakoty and Dr Darshana Goswami Deka in
their study ‘Tourism Sector in Assam: A Study on Institutional Measures
and Challenges’ dwell upon the institutional measures that have been
taken to develop tourism in Assam. They list down some priority areas
for the government to look into.

19. (xix)
‘International Tourism: Prospect to Hoist Foreign Exchange’ a
study by Bishwajeet Bhattacharjee and Deepali Roy models foreign
exchange earnings from tourism and The regression analysis shows
the positive correlation between international tourism and foreign
exchange for the sample period.
In her study ‘Tourism Industry in India – A Statistical Analysis’
Dr. Sudakshina Gupta delves into the the viability of the Indian
tourism industry and its prospects. By using secondary data and
simple statistical tools of regression it is found that the number of
tourists arriving from a particular country is positively and significantly
related to the per capita GDP of that country in most cases.
Sustainable tourism has attracted a lot of attention in the last
few years. In this respect the study ‘Eco-Tourism in Andaman and
Nicobar Islands’ by P. Abdul Salam explores the different facets of
eco tourism in the Andaman and Nicobar islands. A well planned
ecotourism can benefit both protected areas and residents of
surrounding communities by linking long-term biodiversity
conservation with local, social and economic development. If sustainable
eco tourism is developed in the Islands that will certainly act as a
major pull factor for both domestic as well foreign tourists.
Dr. Rohit Garg in this research article ‘Medical Tourism: Emerging
Product to Boost the Economies’ asserts that the rise of medical
tourism emphasizes the privatization of health care, the growing
dependence on technology, uneven access to health resources and the
accelerated globalization of both health care and tourism.
‘Report on Travel Documentation and Facilitation’ is a article by
Dr. P. Sarvanan which nicely documents the processes involved in the
travel documentation. It presents a SWOT analysis of the travel
documentation system in India.
Gender issues have garnered a lot attention in the tourism sector.
It is increasingly being felt that tourism is not only a means of
economic development but has some responsibilities as well. In the
light of this fact the study by O. N Mishra titled ‘Tourism - Women
– Empowerment: Linking the Triad’ makes an serious attempt to

20. (xx)
analyse the nexus between the women empowerment and tourism.
The study starts by asserting that there is dearth of literature on this
issue and then proceeds to enunciate that gender issue should be
accorded a priority in the agendas of governments, international and
national organisations working in tourism businesses. Some of the
critical areas where some concrete actions are urgently needed are:
providing access to resources, seeking active involvement of women,
providing legal protection and providing skill and professional training.
HR Issues in Tourism
Tourism being a labour intensive industry creates vast potential
for the employment generation in developed as well as emerging
economies. Leveraging the tourism potential is a daunting task and
one of the key issues is the adequate availability of competent and
skilled workforce. Also tourism is a service industry and hence an
efficient utilisation of human resources and availability of well trained
workforce becomes important an importance issue. The inextricable
link between the calibre and performance of staff and service delivery
is a key issue for human resources management in the tourism sector.
This sections opens with the study titled ‘A Study of the
Effectiveness of Retention Practices in the Indian Hotel Industry’
authored by Dr. Sherry Abraham. The main finding of the study is
that the hotel industry has immense potential for growth and is a
large employment generator as well. It is also found that customer
satisfaction levels measured against all the six SERQUAL dimensions
were significantly higher for the five star hotels vis-à-vis the mid-tier
hotels.
‘Employee Engagement in Hotel Industry: A Conceptual Model’ a
study by Rachel Jessie. E focuses on the identification of the relevant
factors which determine employee’s engagement and to develop a
model based on the factors identified.
In her research article ‘The Changing Contours of Human
Resources in Tourism’ Priyanka underscores the need for due
importance to human resources. There is clear finding I the study that
Indian tourism sector ranks poorly on human resource pillar in the

21. (xxi)
Travel and Tourism Competitiveness Index. The study further identifies
some key issues that must be resolved in order to develop a competitive
tourism sector.
Dr. Rajni Singh concludes in her study titled ‘Human Resource
Issues in Tourism’ that tourism industry can attract talented and
young people by solving these HR issues like-unattractive salaries,
lack of career and growth opportunities, poor training and learning
facilities, lack of quality of work life etc; which are discouraging the
competent and talented people to make their career in this industry.
The closing study to this section has been authored by Dr. Kalpana
Maheshwari and is titled ‘Managing the Workforce in Tourism Sector:
A Key to sustainable growth and economic development’. This paper
focuses on how efficient workforce management in tourism can lead
to success of the business as well as an inclusive growth leading to
economic development.
Strategic Interventions in Tourism
The development of Tourism is not an easy task. It requires a
long term vision. This essential lands us into the realm of strategic
management approach to tourism. The policy and plans pertaining
to the tourism sector present the framework that will be used to
develop the tourism sector. The concept of strategy is important for
it sets out the path for action. In this section some aspects of strategic
issues in tourism have been covered.
Dr. Chandrahauns R. Chavan in his study titled ‘Management
Information System in Hospitality sector with reference to Tourism
Industry for competitive Advantage’ proposes the idea that integration
of technology and technology base information system is the necessary
for to meet the global reach and high customer demand to remain
competitive in the industry.
Dr. C. Rajesh Kumar in his empirical research paper ‘An Analysis
of Critical Success Factors of Budget Hotels in India with reference
to the Business Travellers’ focuses on critical success factors of budget
hotels in tier 2 and tier 3 towns of India with particular emphasis

22. (xxii)
on the business travelers. It is inferred from the study that while the
potential for budget hotels in Tier 2 towns of India is immense, their
ability to tap into this potential largely depends on their ability to
attract business travelers.
The research article authored by Moumita Sarkar (Samanta)
‘Tourism in India: Prospects and Problems’ dwells on the future of
tourism industry in India. It advocates that since tourism requires
continuous trimming, moderation and updating in this competitive
international environment proper cooperation and coordination
between the public and the private sector is a must for the future
growth of tourism in the country. Further, there is a need for greater
coordination among the adjoining states having tourist places of
international significance.
Jaya Verma in her study titled ‘Need of English for Specific
Purpose for Tourism Professionals’ advocates that One of the skills
needed for this profession is effective English; an international
language. English for specific purpose develops certain competencies
in professionals to handle the profession deftly.
‘Indian English Lexical Items to Improve Communication between
Tourism Professionals and Tourists Visiting India’ is an article by
Ritika Srivastava in which she explores the role of communication
(English language) in the tourism sector. It is in communication with
each other, in every instance of contact, that hosts and tourists negotiate
the nature of their experience, the meanings of cultures and places,
as well as their own relationships and identities. Therefore, to meet
the demands of English speaking tourists it is essential for Indians
to learn to communicate in English. Efforts are required by the
English speaking tourists coming to India to have knowledge of certain
Indian expressions as well.
Case Studies
The last section contains three case studies. The First Case study
authored by Saurabh Gupta and titled ‘Bundelkhand: A Treasure of
Tourism (A Case Study)’ explores the potential of Bundelkhand as a
tourism destination. It presents a detailed overview of various

23. (xxiii)
attractions in Bundelkhand and lists down the obstacles that must
be removed for tourism to prosper.
‘Heritage Tourism and Urbanisation - A Case of Jaipur City’ is
a well written case. It very beautifully and lucidly elaborates the view
that urban culture not only houses the newly built infrastructure but
also our rich cultural heritage, in tangible and intangible form by
taking the example of Jaipur, the capital city of Rajasthan.
The third case study is titled ‘A Case Study of Uttar Pradesh
Tourism’ and has been authored by Dr. Kavita Srivastava and Sumit
Kumar Singh. It is a descriptive study focusing on the tourism
destinations of Uttar Pradesh.
The case study titled ‘The Prospects and Challenges of Indigenous
Tourism Promotion in a Mystic Destination: The Case of Dunagiri’ by
Anu Chandran R. C. is an attempt to explore the exciting and emerging
world of special interest tourism. It is related to indigenous tourism
development in Dunagiri in the state of Uttrakhand.
Travel, Tourism & Hospitality: Perspective & paradigm aims to
convey the complexity, dynamism and contemporary issues in the
world of tourism. This book brings together a rich collection of quality
writings from different arena of tourism. As the contributions to this
book make clear, it is also a public and political concern. As the
landscape of tourism is constantly evolving due to a plethora of factors,
so does the discussions and debate regarding the role of tourism in
socio economic upliftment of the communities and nations.
References
1. Gupta, S. and Singh, S. C., (2013), “A Study of Inter linkages of
Tourism Sector: Empirical Evidences from SAARC & ASEAN Countries”,
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