<p>"Tourism is an industry of growing importance to economy and society in India, a country rich in natural and cultural attractions. With a focus on tourism marketing, this book captures the breadth and diversity of those riches, including the attractions of Bollywood; diaspora experiences of tourism; branding; gastronomic tourism; consumer behaviour; factors affecting accommodation choice; and the corporate governance of tourism companies in the sub-continent. This book is essential reading for those interested in tourism business development, both in India and more generally, and Saurabh K. Dixit is to be congratulated on bringing together a valuable collection of original research insights."</p><p>Prof. Roy C Wood PhD, <i>University of Cumbria, UK</i></p><p>"India is known globally for its warm hospitality, vibrant culture, and traditional ethos. Tourism in India has been a growing industry and also as an academic discipline. In this regard it is imperative to bring together a book with current knowledge in tourism marketing. <i>Tourism in India: Marketing Perspectives </i>provides a collection of contemporary issues relating to marketing tourism in India. Chapters in this book are authored by experts who are able to illustrate vivid facets leading to the successful marketing of Indian tourism destinations. I endorse this important book and recommend it as an essential reading for practitioners, academics, and for students."</p><p>Dr. Jay Kandampully, <i>Professor of Service Management, Department of Human Sciences, The Ohio State University, USA</i></p><p>"The status of tourism in India is still in its infancy even when India has a vibrant cultural, social, and natural tourism wealth. The present volume is a timely resource to offer an impetus by presenting some tourism marketing efforts on diverse themes. The book presents several contemporary themes and issues vital for marketing Indian tourism in the global arena. Bollywood, diaspora, heritage, education, themed route, social media, and local food are some of the key travel motivations discussed in the title. I welcome this important book and recommend it as essential reading for practitioners and students alike, who are willing to explore marketing perspectives of Indian tourism."</p><p>Prof. Tej Vir Singh, <i>Founding Editor-in-Chief, Tourism Recreation Research & UNWTO Ulysses Laureate, India</i></p>