ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores the prevailing scenario in hospitality and tourism marketing in India as posited by the renowned global subject experts. It provides different perspectives to augment the body of knowledge of marketing Indian tourism through a trans-disciplinary approach. The book focuses on motivation for travel to foreign locations due to television programs and Bollywood films. It investigates the relationships between levels of acculturation, ethnocultural identities, leisure travel motivations and preferred experiences of diaspora using the quantitative methodology and Indian diaspora in South Africa as a case study. The book describes the role of destination brand identification to three other crucial behavioural outcomes, namely destination attachment, advocacy and loyalty. It focuses on online ratings of airline passenger experience and the influence of various airline attributes on customer’s satisfaction.
