Analyzing Tourism through the 4-A Framework

Travel, Tourism and HospitalityEmerging Perspective and Paradigm

Travel, Tourism and HospitalityEmerging Perspective and Paradigm

Prof. S. C. SinghDr. Sherry AbrahamMr. Saurabh Gupta

DELHI CHENNAI PATNAlobus Press

Travel, Tourism and Hospitality: Emerging Perspective and Paradigm

ISBN 978-93-82484-96-7

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Contents

Acknowledgements (ix)

Notes on Contributors (x)

Editors’ Introduction (xv)

PART I: MARKETING OF TOURISM PRODUCTSAND SERVICES

1. Consumer Analysis of Adventure Tourism Product for betterMarket 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. 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 throughForeign Exchange Earnings from Tourism—Mr. Onkar Nath Mishra

9. Assessing Tourism Destinations Competitiveness of SAARCCountries with Special Reference to India—Prof. S. C. Singh and Mr. Saurabh Gupta

10. Tourism Sector in Assam: A Study on Institutional Measuresand 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

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PART III: HUMAN RESOURCES IN TOURISM

17. A Study of the Effectiveness of Retention Practices in theIndian Hotel Industry—Dr. Sherry Abraham

18. Employee Engagement in Hotel Industry: A ConceptualModel—Ms. Rachel Jessie. E

19. The Changing Contours of Human Resources in Tourism—Ms. Priyanka

20. Managing the Workforce in Tourism Sector: A Key toSustainable 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 withreference to Tourism Industry for competitive Advantage—Dr. Chandrahauns R. Chavan

23. An Analysis of Critical Success Factors of Budget Hotelsin 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 TourismProfessionals—Ms. Jaya Verma

26. Indian English Lexical Items to Improve Communicationbetween Tourism Professionals and Tourists Visiting India—Ms. Ritika Srivastava

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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 TourismPromotion in a Mystic Destination: The Case of Dunagiri—Dr. Anu Chandran R. C

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Acknowledgements

It is our pleasure to acknowledge the enormous benefits providedby the learned authors who have undertaken pain staking effort inmaking valuable contributions towards this work. It enabled us tocome up with this fabulous collection of writings. Their lucid writingsconnect elegantly to the emerging perspectives & Paradigms in theTravel, Tourism & Hospitality sector.

We feel obliged to the distinguished panel of reviewers who devotedtheir precious time in helping us to choose deserving contributionsand further guiding the contributors in making their writings clear,crisp and concise. Without their close cooperation it would have beenimpossible for us to select from the plethora of competing contributions.

We are greatly indebted to Abishek Kumar Chintu, Rohit Tiwariand Avneesh Neekhra who assisted us with all aspects of the finalending process. Their meticulous attention to detail, interpersonalskills and good humour proved vital in pulling all the chapters together,and in fact their many suggestions have added considerably to thebook.

Finally, we would like to thank the entire staff of Globus Press,New Delhi who have infushed untiring efforts to live up to the standerdsand complete the assignment in such a short time.

Notes on Contributors

1. Prof. Dev Malya Dutta is currently Head of Department atCentre for Management Studies (CMS), University of Burdwan,Burdwan, West Bengal. He was elected as Vice President ofIndian Tourism Congress.E-mail: [email protected]

2. Dr. S. C. Singh is Professor of Operation Management inFaculty of Management Studies, Banaras Hindu University,Varanasi, Uttar Pradesh.E-mail: [email protected]

3. Dr. Chandrahauns R. Chavan is Professor & Former Directorof Jamnalal Bajaj Institute of Management Studies Universityof Mumbai. He also served as Director of Alkesh Dinesh ModiInstitute of Financial Management Studies, University ofMumbai, Maharashtra.E-mail: [email protected]

4. Dr. Sherry Abraham is currently Assistant Professor atDepartment of Tourism studies, Pondicherry University,Pudducherry. She also served as faculty member, Departmentof Tourism, Faculty of Business and Economics, university ofGondar (UNDP) Ethiopia.E-mail: [email protected]

5. Mr. Praveen Srivastava is Head of department at Departmentof Hotel Management and Catering Technology, Birla Instituteof Technology, Mesra, Ranchi (Deemed University), Jharkhand.He is also a member of Editorial Board of one of the premierjournal of Hospitality, Journal of Hospitality Education andResearch (JOHAR).E-mail: [email protected]

6. Dr. C. Rajesh Kumar is currently Principal of Syna InternationalAcademy of Hotel & Tourism Management, Katni, MadhyaPradesh. He also served as vice principal of Munnar cateringcollege, Munnar, Kerala.E-mail: [email protected]

7. Prof. Rohit Garg is currently Director of Hindu Institute ofManagement (A Part of Hindu Educational and CharitableSociety), Haryana.E-mail: [email protected]

8. Mr. Saurabh Gupta is Junior Research Fellow at Faculty ofManagement Studies, Banaras Hindu University, Varanasi,Uttar Pradesh.E-mail: [email protected]

9. Dr. Kavita Srivastava is Assistant Professor of Marketing inthe Department of Management Studies, Rajiv Gandhi Instituteof Petroleum Technology Noida, Uttar Pradesh. She receivedher Ph.D from Indian Institute of Technology, Kanpur.E-mail: [email protected]

10. Mr. Subhajit Bhattacharya is Assistant Professor of MarketingManagement at Xavier Institute of Social Service, Ranchi,Jharkhand.E-mail: [email protected]

11. Dr Sudakshina Gupta is Associate Professor of Economics,University of Calcutta, Kolkata, West Bengal.E-mail: [email protected]

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12. Dr. Mrinalini Pandey is Assistant Professor of MarketingManagement at Department of Management Studies, IndianSchool of Mines, Dhanbad, Jharkhand. She has authored threebooks titled; “Wake up dear Consumer”, “Strategic HRD” and“Celebrity Endorsements: the Name Game”.E-mail: [email protected]

13. Mr. Onkar Nath Mishra is a Junior Research Fellow at Facultyof Management Studies, Banaras Hindu University, Varanasi,Uttar Pradesh. He also served as Statistician, Ministry ofStatistics Govt. of India.E-mail: [email protected]

14. Dr. P. Sarvanan is an Assistant Professor at Indian Instituteof Tourism & Travel Management (An Organization of Ministryof Tourism, Govt. Of India), Nellore, Andhra Pradesh.E-mail: [email protected]

15. Dr. Aparajeeta Borkakoty is Associate Professor at Departmentof Commerce, Gauhati University, Assam.E-mail: [email protected]

16. Dr. Anindya Dutta is an Associate Professor at Bengal Instituteof Business Studies, Kolkata, West Bengal.E-mail: [email protected]

17. Dr. Ambey Kumar Srivastava is an MIS Officer at Instituteof Health Management Research, Jaipur, Rajasthan.E-mail: [email protected]

18. Mr. Anupam Kumar is Reader at School of ManagementSciences, Varanasi, Uttar Pradesh.E-mail: [email protected]

19. Dr. Kalpana Maheshwari is Associate Professor at Institutefor International Management and Technology, Gurgaon,Haryana.E-mail: [email protected]

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20. Mrs. Moumita Sarkar (Samanta) is Assistant Professor ofCommerce at Bangabasi Morning College, west Bengal.E-mail: [email protected]

21. Mr. Upendra Kumar Maurya is Associate Faculty at Schoolof entrepreneurship and Extension, ni-msme, Hyderabad,Andhra Pradesh.E-mail: [email protected]

22. Dr. Rajni Singh is Assistant Professor of Human Resource atHierank Business School, Noida, Uttar Pradesh.E-mail: [email protected]

23. Mr. Mahendra Kumar Shukla is student of Fellow Programmein Management at Xavier Institute of Management,Bhubaneswar, Odisha.E-mail: [email protected]

24. Mr. P. Abdul Salam is Assistant Professor at Department ofTourism & Travel Management, JNRM (Govt .College), PortBlair.E-mail: [email protected]

25. Dr. Anu Chandran R.C. is Assistant Professor at Departmentof Tourism Studies, Pondicherry University, Pudducherry.E-mail: [email protected]

26. Priyanka is JRF Awardee and Final year MBA student atMarwari College Ranchi, Jharkhand.E-mail: [email protected]

27. Dr. Darshana Goswami Deka is Guest Lecturer at Departmentof Commerce, Gauhati University, Assam.E-mail: [email protected]

28. Ms. Jaya Verma is Research Scholar at The English and ForeignLanguages University, Lucknow Campus, Uttar Pradesh.E-mail: [email protected]

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29. Mr. Sumit Kumar Singh is currently Key Accounts Manager(Business Development and Recruitments) in Brunel Energy,Mumbai, Maharashtra.E-mail: [email protected]

30. Ms. Ritika Srivastava is Visiting Faculty and Research Scholarat The English and Foreign Languages University, LucknowCampus, Uttar Pradesh.E-mail: [email protected]

31. Mr. Bishwajeet Bhattacharjee is Assistant Professor at Facultyof Management Studies, Shri Shankaracharya TechnicalUniversity, Bhilai, Chhattisgarh.E-mail: [email protected]

32. Mr. T. Milton is Head of Department, Department of HotelManagement at Asan Memorial College of Arts & Science,Pallikaranai, Chennai, Tamilnadu.E-mail: [email protected]

33. Ms. Deepali Roy is Lecturer at PGBT College, Regional Instituteof Education, Bilaspur, Chhattisgarh.

34. Ms. Rachel Jessie. E. is Ph.D. Scholar at Department of TourismStudies, School of Management, Pondicherry University,Pudducherry.E-mail: [email protected]

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Editors’ Introduction

Human being is by nature creative, intelligent and inquisitive.He has devised many ways to fill the canvass of life with brilliant andsoothing hues, and touring is one of them. He wants recreation toavoid the boredom and enjoy life and simultaneously is curious toknow about the different cultures, places and traditions that exist onthis blue planet. To satisfy this urge since time immemorial, peoplehave been travelling to different parts of the world. With the passageof time, tourism transformed itself from a leisure activity to becomea vibrant vehicle of economic development.

There are ample evidences to show that tourism industry is doingwell in respect of all other industries. Despite other industries ingloom, this industry has not only been least affected by the economicrecession and meltdown but is burgeoning briskly. Travel & Tourismhas continued to be a critical sector for economic development andfor sustaining employment, in both advanced and emerging economies.A strong T&T sector contributes in many ways to development andthe economy. It makes both direct contributions, by raising the nationalincome and improving the balance of payments, and indirectcontributions, via its multiplier effect and by providing the basis forconnecting countries, through hard and soft infrastructure—attributesthat are critical for a country’s more general economic competitiveness.Travel, tourism and hospitality industry have closed link with nation

culture and traditions, so this industry play a role of catalyst thattransform and exchange of culture and traditions one nation to others.

The aim of this book is to provide a detailed analysis of differentfacets of tourism- marketing of tourism products and services,economics of tourism, Human Resources in Tourism, Tourism inStrategic Perspective. The discussions in this volume regarding theemerging perspective and paradigm in tourism range from changingtourist behavior to creating the infrastructure for tourism development.The result is a concrete understanding of changing perspective andparadigm in the travel, tourism and hospitality sector.

This introduction seeks to sketch out, in a necessarily provisionalmanner, the theoretical backdrop and a brief description for thecontributions contained in this book. We begin by a brief commentaryon the changing concept of tourism product and services and marketingthereof. We then turn to look at the economics of tourism which hasbeen greatly influenced by the changes in the micro as well as macroenvironment. The next section dwells on the people dimensions oftourism. Tourism is predominantly a service industry and thereforethe prominence of people aspect can be well imagined. Next to it, somestrategic issues pertaining to tourism sector have been touched upon.In the final section, the gist of three case studies related to the analysisof tourism in three geo graphical regions of India has been presented.

Marketing of Tourism Product and ServicesThe concept of marketing has undergone a sea change and the

marketing of tourism products and services too has witnessedsignificant changes in terms of how destinations are presented andsold to the tourists. Tourism is in fact a bundle of product and servicesthat has to change in tune with time. In order to capture the changingnature of how tourism is being sold to tourists some selected studieshave been presented.

Prof. Subhajit Bhattacharya, Dr. Anindya Dutta and Dr. DevMalya Dutta in their paper titled ‘Consumer Analysis of AdventureTourism Product for better Market positioning; with a Special Focuson West Bengal’ analyse one of the rapidly growing segment of tourism

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namely adventure tourism. They assert that adventure tourism as anew sector is facing the challenges of target group identification. Theyanalyse the association between various socio economic variables andtourism preference. They applied the Multidimensional Scaling (MDS)technique to analyses the perception of the adventure tourists.

Praveen Srivastava in his study titled ‘Measuring Guest Perceptionof Service Quality in Tourism Product: A Case Study of Hotels inJharkhand’ apply the concept of SERVQUAL model to the hotelindustry in Jharkhand and to identify the gaps in services. The studyconcludes that today’s customers are looking for customer delight andnot merely customer satisfaction.

In the study ‘Matching Product Initiatives with CustomerExpectations: Analyzing Tourism through the 4-A Framework’ AnupamKumar argues that the time has come to have a relook at the basictourism products that one has to offer. The author has tried to highlightsome of the options which became blatant in light of the 4-A frameworkThis study puts forth the view that as a viable tourism product, onemust look at both the accessibility and affordability aspects in tandem.

In recent times in India there has been a tremendous increasein the number of celebrity endorsements in tourism sector. In thiscontext, the study ‘Celebrity Endorsements in Tourism: An Evaluationof Theory, Research and Practice’ by Dr. Mrinalini Pandey is anenquiry undertaken to establish the effectiveness of celebrityendorsement as an effective promotional tool and investigates theimplementation potential of celebrity endorsement to marketdestinations.

Now a days tourism destinations have acquired brand value andthus branding has become a major issue. Upendra Kumar Maurya andMahendra Kumar Shukla in their paper titled ‘Destination Branding:Towards a Conceptual Framework’ try to present an integratedapproach to destination branding.

Cutting edge research with clearly defined objectives byacademicians and tourism experts should be bestowed to the tourismindustry by addressing Tourism branding and marketing concept in

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India and it is the need of the hour. This is the gist of the study byT. Milton in his study ‘Tourism Branding and Marketing in India’

Dr. P. Sarvanan in his paper titled ‘Outbound MICE Tourism inIndia’ laments that although India has a huge potential to be a MICEdestination at fails to compete with other again countries because oflack of proper Infrastructure.

Economics of TourismThe economics of tourism encompasses a broad range of issues

ranging from destination competitiveness and management toexploiting the potential of tourism for advancing the agenda of inclusivegrowth. The changes in the micro as well macro environment suchas globalization, information and communication revolution, economicreforms, financing of infrastructure projects, greater sensitiveness togender issues etc. have a significant impact on the growth anddevelopment of tourism sector. The papers related to this domainhave touched upon some of the contemporary issues.

Mr. O. N Mishra very strongly proposes the view that tourismcan emerge as a key foreign exchange earner for the country. Hisstudy ‘Financing Current Account Deficit and Development throughForeign Exchange Earnings from Tourism’ is relevant in the light ofworsening balance of payment situation the country. Using the timeseries data since 1991 this study analysed the behaviour of the foreigntourist receipts (FTRs) using the OLS estimation technique.

The study ‘Assessing Tourism Destinations Competitiveness ofSAARC Countries with Special Reference to India’ by Prof. S. C. Singhand Saurabh Gupta presents a comparative analysis of thecompetitiveness of India as a tourism destination vis a vis otherSAARC nations. The study revealed that India has a long way to goon certain key indicators.

Dr Aparajeeta Borkakoty and Dr Darshana Goswami Deka intheir study ‘Tourism Sector in Assam: A Study on Institutional Measuresand Challenges’ dwell upon the institutional measures that have beentaken to develop tourism in Assam. They list down some priority areasfor the government to look into.

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‘International Tourism: Prospect to Hoist Foreign Exchange’ astudy by Bishwajeet Bhattacharjee and Deepali Roy models foreignexchange earnings from tourism and The regression analysis showsthe positive correlation between international tourism and foreignexchange for the sample period.

In her study ‘Tourism Industry in India – A Statistical Analysis’Dr. Sudakshina Gupta delves into the the viability of the Indiantourism industry and its prospects. By using secondary data andsimple statistical tools of regression it is found that the number oftourists arriving from a particular country is positively and significantlyrelated to the per capita GDP of that country in most cases.

Sustainable tourism has attracted a lot of attention in the lastfew years. In this respect the study ‘Eco-Tourism in Andaman andNicobar Islands’ by P. Abdul Salam explores the different facets ofeco tourism in the Andaman and Nicobar islands. A well plannedecotourism can benefit both protected areas and residents ofsurrounding communities by linking long-term biodiversityconservation with local, social and economic development. If sustainableeco tourism is developed in the Islands that will certainly act as amajor pull factor for both domestic as well foreign tourists.

Dr. Rohit Garg in this research article ‘Medical Tourism: EmergingProduct to Boost the Economies’ asserts that the rise of medicaltourism emphasizes the privatization of health care, the growingdependence on technology, uneven access to health resources and theaccelerated globalization of both health care and tourism.

‘Report on Travel Documentation and Facilitation’ is a article byDr. P. Sarvanan which nicely documents the processes involved in thetravel documentation. It presents a SWOT analysis of the traveldocumentation 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 ofeconomic development but has some responsibilities as well. In thelight of this fact the study by O. N Mishra titled ‘Tourism - Women– Empowerment: Linking the Triad’ makes an serious attempt to

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analyse the nexus between the women empowerment and tourism.The study starts by asserting that there is dearth of literature on thisissue and then proceeds to enunciate that gender issue should beaccorded a priority in the agendas of governments, international andnational organisations working in tourism businesses. Some of thecritical 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 TourismTourism being a labour intensive industry creates vast potential

for the employment generation in developed as well as emergingeconomies. Leveraging the tourism potential is a daunting task andone of the key issues is the adequate availability of competent andskilled workforce. Also tourism is a service industry and hence anefficient utilisation of human resources and availability of well trainedworkforce becomes important an importance issue. The inextricablelink between the calibre and performance of staff and service deliveryis a key issue for human resources management in the tourism sector.

This sections opens with the study titled ‘A Study of theEffectiveness of Retention Practices in the Indian Hotel Industry’authored by Dr. Sherry Abraham. The main finding of the study isthat the hotel industry has immense potential for growth and is alarge employment generator as well. It is also found that customersatisfaction levels measured against all the six SERQUAL dimensionswere significantly higher for the five star hotels vis-à-vis the mid-tierhotels.

‘Employee Engagement in Hotel Industry: A Conceptual Model’ astudy by Rachel Jessie. E focuses on the identification of the relevantfactors which determine employee’s engagement and to develop amodel based on the factors identified.

In her research article ‘The Changing Contours of HumanResources in Tourism’ Priyanka underscores the need for dueimportance to human resources. There is clear finding I the study thatIndian tourism sector ranks poorly on human resource pillar in the

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Travel and Tourism Competitiveness Index. The study further identifiessome key issues that must be resolved in order to develop a competitivetourism sector.

Dr. Rajni Singh concludes in her study titled ‘Human ResourceIssues in Tourism’ that tourism industry can attract talented andyoung people by solving these HR issues like-unattractive salaries,lack of career and growth opportunities, poor training and learningfacilities, lack of quality of work life etc; which are discouraging thecompetent and talented people to make their career in this industry.

The closing study to this section has been authored by Dr. KalpanaMaheshwari and is titled ‘Managing the Workforce in Tourism Sector:A Key to sustainable growth and economic development’. This paperfocuses on how efficient workforce management in tourism can leadto success of the business as well as an inclusive growth leading toeconomic development.

Strategic Interventions in TourismThe development of Tourism is not an easy task. It requires a

long term vision. This essential lands us into the realm of strategicmanagement approach to tourism. The policy and plans pertainingto the tourism sector present the framework that will be used todevelop the tourism sector. The concept of strategy is important forit sets out the path for action. In this section some aspects of strategicissues in tourism have been covered.

Dr. Chandrahauns R. Chavan in his study titled ‘ManagementInformation System in Hospitality sector with reference to TourismIndustry for competitive Advantage’ proposes the idea that integrationof technology and technology base information system is the necessaryfor to meet the global reach and high customer demand to remaincompetitive in the industry.

Dr. C. Rajesh Kumar in his empirical research paper ‘An Analysisof Critical Success Factors of Budget Hotels in India with referenceto the Business Travellers’ focuses on critical success factors of budgethotels in tier 2 and tier 3 towns of India with particular emphasis

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on the business travelers. It is inferred from the study that while thepotential for budget hotels in Tier 2 towns of India is immense, theirability to tap into this potential largely depends on their ability toattract business travelers.

The research article authored by Moumita Sarkar (Samanta)‘Tourism in India: Prospects and Problems’ dwells on the future oftourism industry in India. It advocates that since tourism requirescontinuous trimming, moderation and updating in this competitiveinternational environment proper cooperation and coordinationbetween the public and the private sector is a must for the futuregrowth of tourism in the country. Further, there is a need for greatercoordination among the adjoining states having tourist places ofinternational significance.

Jaya Verma in her study titled ‘Need of English for SpecificPurpose for Tourism Professionals’ advocates that One of the skillsneeded for this profession is effective English; an internationallanguage. English for specific purpose develops certain competenciesin professionals to handle the profession deftly.

‘Indian English Lexical Items to Improve Communication betweenTourism Professionals and Tourists Visiting India’ is an article byRitika Srivastava in which she explores the role of communication(English language) in the tourism sector. It is in communication witheach other, in every instance of contact, that hosts and tourists negotiatethe nature of their experience, the meanings of cultures and places,as well as their own relationships and identities. Therefore, to meetthe demands of English speaking tourists it is essential for Indiansto learn to communicate in English. Efforts are required by theEnglish speaking tourists coming to India to have knowledge of certainIndian expressions as well.

Case StudiesThe last section contains three case studies. The First Case study

authored by Saurabh Gupta and titled ‘Bundelkhand: A Treasure ofTourism (A Case Study)’ explores the potential of Bundelkhand as atourism destination. It presents a detailed overview of various

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attractions in Bundelkhand and lists down the obstacles that mustbe removed for tourism to prosper.

‘Heritage Tourism and Urbanisation - A Case of Jaipur City’ isa well written case. It very beautifully and lucidly elaborates the viewthat urban culture not only houses the newly built infrastructure butalso our rich cultural heritage, in tangible and intangible form bytaking the example of Jaipur, the capital city of Rajasthan.

The third case study is titled ‘A Case Study of Uttar PradeshTourism’ and has been authored by Dr. Kavita Srivastava and SumitKumar Singh. It is a descriptive study focusing on the tourismdestinations of Uttar Pradesh.

The case study titled ‘The Prospects and Challenges of IndigenousTourism Promotion in a Mystic Destination: The Case of Dunagiri’ byAnu Chandran R. C. is an attempt to explore the exciting and emergingworld of special interest tourism. It is related to indigenous tourismdevelopment in Dunagiri in the state of Uttrakhand.

Travel, Tourism & Hospitality: Perspective & paradigm aims toconvey the complexity, dynamism and contemporary issues in theworld of tourism. This book brings together a rich collection of qualitywritings from different arena of tourism. As the contributions to thisbook make clear, it is also a public and political concern. As thelandscape of tourism is constantly evolving due to a plethora of factors,so does the discussions and debate regarding the role of tourism insocio economic upliftment of the communities and nations.

References1. Gupta, S. and Singh, S. C., (2013), “A Study of Inter linkages of

Tourism Sector: Empirical Evidences from SAARC & ASEAN Countries”,Journal of Hospitality Application & Research Vol. 7 No. 1

2. Gupta S., (2013), “Gender Dimensions Of Tourism: empowermentand gender equality perspective”. In Ohol, P., Mishra, O. N., Pandey,J. K., Chintu, A. K., & Bhardwaj, N. (Eds.), Women entrepreneurship:The way ahead. New Delhi, India: New Global.

3. Mishra, O. N., (2013). “An Econometric Modelling of Tourism,Globalisation and Growth: Evidences from India”. In Ajay Kr. Rajan

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and Suman Pahal., Reinventing Issues in Business and Research.New Delhi, India: Bharati Publications.

4. World Economic Forum, (2011). The Travel and TourismCompetitiveness Report, WEF, Geneva, Switzerland

5. World Economic Forum, (2013). The Travel and TourismCompetitiveness Report, WEF, Geneva, Switzerland

6. World Tourism Organization (2009), Tourism 2020 Vision, UNWTO,Madrid.

7. World Tourism Organization (2009), Tourism Highlights 2009 Edition,UNWTO, Madrid.

8. World Tourism Organization (2009), World Tourism Barometer, June,Volume 7 (2), UNWTO, Madrid.

9. World Tourism Organization (2010), UNWTO Tourism Highlights,2010 Edition, UNWTO, Madrid.

10. World Tourism Organization (2010), World Tourism Barometer, Vol.8 (1), World Tourism Organization, Madrid.

11. World Tourism Organization (2011), Tourism Highlights 2009 Edition,UNWTO, Madrid.

12. World Tourism Organization (2011), World Tourism Barometer, June,Volume 7 (2), UNWTO, Madrid.

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Analyzing Tourism through the 4-A Framework

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