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" Implementing Safe Tourism Procedures for Indian Tours: An Intrinsic Case Study "
Marathakavalliamma, Sabu R. Pillay
Kelley, George
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1054179
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| Doc. No
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TL53296
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| Main Entry
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Marathakavalliamma, Sabu R. Pillay
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| Title & Author
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Implementing Safe Tourism Procedures for Indian Tours: An Intrinsic Case Study\ Marathakavalliamma, Sabu R. PillayKelley, George
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| College
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University of Phoenix
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| Date
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2020
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| Degree
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D.B.A.
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| student score
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2020
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| Note
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174 p.
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| Abstract
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The tourism industry is nearly 10% of India’s economy and supports 8% of its employees, making tourism of central importance to the nation. However, in the wake of a prominent New Delhi, global attention has been drawn to the risk of crime in India, especially sexual violence. In the short term, this resulted in the tourism industry in India falling by over 30%. In the longer term, this has considerably hurt India’s tourism brand equity, leading to the perception of the country as unsafe. At the same time, India has fallen behind regional rivals in its tourism numbers, suggesting Indian tourism industry must improve itself in order to meet shifting tourism demands, restore and develop its tourism brand equity through developing eminently safe tourism offerings, and catch up to rivals such as Malaysia or Nepal. Therefore, the purpose of this qualitative intrinsic single case study is to explore how the Indian tourism industry in the specific context of Kerala can evolve to meet consumer demands in addressing issues such as safety, better compete with regional rivals, and create tourism brand equity. To address this research purpose, the researcher collected data from key tourism industry stakeholders through qualitative interviews, focus groups, and document collection. Data were analyzed through qualitative thematic analysis and case study triangulation, then used to develop recommendations for better business practice on the part of Indian tourism firms.
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| Descriptor
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Business administration
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Management
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Social research
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| Added Entry
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Kelley, George
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University of Phoenix
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