In this volume, an effort has been made to uncover a deeper understanding of marketing perspectives of tourism in India using an interdisciplinary approach.

Saurabh Kumar Dixit is Associate Professor and founding Head of the Department of Tourism and Hotel Management at North-Eastern Hill University, Shillong, India. His research interests include consumer behaviour, gastronomic tourism, and experiential management and marketing in hospitality and tourism contexts. He has twelve books to his credit, including The Routledge Handbook of Consumer Behavior in Hospitality and Tourism (2017), The Routledge Handbook of Gastronomic Tourism (2019), The Routledge Handbook of Tourism Experience Management and Marketing (2020), and Tourism in Asian Cities (2020). He is an editorial board member, active reviewer, and guest editor of many international journals such as International Journal of Contemporary Hospitality Management, British Food Journal, Journal of Research in Interactive Marketing, Tourismos, Tourism Recreational Research, Anatolia, Journal of Global Scholars of Marketing Science: Bridging Asia and the World (JGSMS), etc.

Foreword

Mahmood A. Khan

Introduction

Saurabh Kumar Dixit

1. Bollywood induced international travel through the lens of the involvement construct

Bharath M. Josiam, Daniel L. Spears, Kirti Dutta, Sanjukta Pookulangara and Tammy Kinley

2. Travelling to the Motherland: relating acculturation to diaspora tourism experiences

Elizabeth Ann du Preez and Lynette Kumarivani Govender

3. Destination image, visitor experience, and behavioural intention at heritage centre

Senthilkumaran Piramanayagam, Siddhant Rathore and Partho Pratim Seal

4. Destination branding in tourism: insights from social identification, attachment and experience theories

Raouf Ahmad Rather, Ashaq Hussain Najar and Dhouha Jaziri

5. Trends in consumer behaviour and accommodation choice: perspectives from India

Chetan Shah and Alexander Trupp

6. Examining online ratings and customer satisfaction in airlines

Sooriya Sudhakar and Sangeetha Gunasekar

7. Corporate governance practices of Indian listed tourism & hospitality firms

Manjula Chaudhary and Deepa Shrivastava

8. Motivation of students to study a tourism programme in India

Shyju P J and Naresh Tanwar

9. Themed route marketing in India

Namita Roy and Ulrike Gretzel

10. Relationship between tourists' local food experiencescape, satisfaction and behavioural intention

Senthilkumaran Piramanayagam, Surbhi Sud and Partho Pratim Seal