Research Items – Reads – Citations
My research mainly focuses on cultural contraflows and the very aspect of experience economy that is gaining significance in branding and marketing domains.
Within my research areas of destination branding, cross cultural marketing initiative etc., I particularly focus on the role of human emotions and experiential outcomes.
For measuring tourism offering performance, memorability is emerging as an important performance indicator. As more and more businesses strive to provide memorable experiences to their customers, the scale to measure memorable tourism experiences is on a high.
With globalization, destination branding and cross-cultural initiatives, one of the research area also includes analyzing the skill development policies and its implications in service industry both at the macro and micro level for India.
You can check out the research items here.
To know more about my works, feel free to connect at, omkumarkrishnan@gmail.com
Balancing Service competitiveness and Skill Gap in Globalised India
Abstract
Services play a dominant role in India and the policies formulated in various sectors guide India’s economic development, which stresses on inclusiveness. Initiatives by government and private institutions have significant consequences in evolving the discourse of service industry. Emerging sectors like ITES, Retail, Telecommunication, Banking, Tourism, Education, E Commerce – Online Shopping/Services etc are fuelling the growth process. Through this paper we aim to analyze the skill development policies and its implications in service industry both at the macro and micro level for India.
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Marketing Barrier free Tourism in India: Destination branding for the disabled
Abstract
Over the last few decades tourism has emerged as one of the largest and fastest growing economic sectors in the world according to the United Nations World Tourism Organisation (UNWTO). Travel and Tourism Council (WTTC) estimates that tourism contributed 9.2 per cent of global GDP and forecasts that this will continue to grow at over 4 per cent per annum during the next ten years to account about 9.4 per cent of Gross Domestic Product (GDP) (WTTC 2010).
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TNC 2018: Tourism Naturally Conference, Kaprun, Austria, May 16-18, 2018
Abstract
Cultural contraflows and the globalization of the Indian film industry considerably affect European imaginaries and film-induced mobility from Asia to Alpine countries. This paper charts the effects of Bollywood’s incessant love affair with Switzerland in the past five decades, based on an ethnographic fieldwork conducted in Switzerland in May 2017 as well as a survey distributed among potential overseas travelers in India.
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Country of Destination Effect on Perceived Product Quality- Perspectives from India
Abstract
One of the principal topics in marketing literature is the country of origin effect which has significantly influenced the branding strategies of multinational companies across product categories. In similar lines the exports of products to foreign countries is also prejudiced among population in the domestic markets. This is more evident in the case of the emerging economies which are exporting various product categories to the developed countries.
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Memorable Tourism Experiences and Post- Consumption outcomes of Houseboat Tourism
Abstract
The concept of experience economy is gaining significance in the marketing domain and is used most often to explain, design and execute experiential offerings like tourism. For measuring tourism offering performance, memorability is emerging as an important performance indicator. As more and more businesses strive to provide memorable experiences to their customers, the scale to measure memorable tourism experiences (Kim et al, 2010) is a leap forward.
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Gender and Consumerism – Appreciating Human Sexuality
Abstract
It is evident that in an emerging economy in the new millennium, the influence of modernization, migration, westernization, urbanization, globalization along with the forces of indigenization is driving the discourse of consumerism in India. An important aspect flourishing in this scenario is the redefinition of human sexuality and its influence in marketing world. As a part of our total personality, human sexuality and gender orientation are in constant interaction and thereby influences our decision-making phenomenon as consumers.
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Role of Image formation Agents in Destination Branding: The Case of Seven Sisters of India
Abstract
With the spurting growth of new tourist destinations all around the world and the competition for reaching out to travelers, a creation of a unique identity is essential for any destination. Similar to the goods and services industry branding provides a way of creating a unique identity through relationship building and emotional appeal along differentiation on the basis of functional qualities. Through this exploratory research an attempt is made to gauge the brand perception of the north east states or the seven sisters of India(SSI’s) as a tourist destination brand.
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Simulation as a pedagogical tool: Measurement of impact on perceived effective learning
Abstract
Across various business schools in the world, management courses are taught using different pedagogies like case study, lecture, role play, simulation etc. Historically these methods concentrated on linking the theory to practice and in recent years these type of learning approaches has become more or less mandatory in business education environment. Recently Simulation as a pedagogical tool is being increasingly adopted and besides linking the learning environment with the actual environment, simulations fulfill the objectives of promoting integrative learning and enhancing team development.
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