Journal of the Department of Tourism, School of Professional Studies Vol 3 | Issue 1

Home , Economy of Karnataka

ISSN 2394-0646 COMPASS Journal of the Department of Tourism, School of Professional Studies Vol 3 | Issue 1 | Sept - 2018

www.gardencity.university Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Editorial Board

Patron in Chief and Publisher

His Excellency Dr. Joseph V.G. Honorary Consul of the Republic of Maldives in Bangalore Chancellor, Garden City University

Editorial Board Patrons

Prof. V.B. Coutinho Vice Chancellor, Garden City University

Prof. Alexander Pro-Vice Chancellor

Mr. Pradeep Seraphim Registrar, Garden City University

Mr. Christo Joseph Director – Strategy and Planning, Garden City University

Prof. Sibi Shaji Principal, Garden City College of Science and Management Studies

Chief Editor Ms. Ishrat Nasreen Wahab HoD – Department of Tourism

Panel Members Ms. Joyce Thabitha Shirley Mr. Sachin S Ms. Shalu Singh

2 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Editor’s Note:

I am delighted to be a part of the 5th edition of Compass Journal – the Journal of the Department of Tourism, School of Professional Studies with ISS Number: 2394-0646. COMPASS provides a really exciting opportunity to consider the in-depth and multidisciplinary nature of tourism related topics which are relevant across the wider tourism landscape.

The objective of COMPASS is to publish up-to-date, high-quality and original research papers alongside relevant and insightful reviews. As such, the journal aspires to be vibrant, engaging and accessible, and at the same time integrative and challenging. The current addition of COMPASS, Volume II, Issue I, concentrates on the security aspects of tourism.

Safety and security have always been indispensable condition for travel and tourism. But it is an incontestable fact that safety and security issues gained a much bigger importance in the last two decades in tourism. Changes in the world during the last two decades were enormous. Due terrorist acts, local wars, natural disasters, epidemics and pandemics, that we were witnesses to, security has significantly decreased.

The travel and tourism industry could not avoid the negative impacts and consequences of these events. Moreover, some of these events manifested the vulnerability of tourism both on global and regional levels. Therefore, this fact necessitates the research and study of the relationship between security issues and tourism, including the creation of a new, up to date definition of the notion “security and safety in tourism”. Studying problems of safety and security became vital for the tourism industry. This issue throws light on various concerns and remedial measures related to security.

The journal accentuates to promote students, researchers, academicians and industry professionals to publish their research work. On this note I thank all the members of the editorial panel for lending their support. My special thanks to our Chancellor His Excellency Dr. Joseph V. G., who has always guided us and supported us in our ventures.

Ishrat Nasreen Wahab Chief Editor 3 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Details of Publications:

Sl. No Title Author(s)

Corporate governance: the key drivers 01. behind firms adopting corporate social Ms. Nidhi Singh responsibility initiatives today Dr. Hyacinth Regina 02. Education vs business Sherwood Corporate reservation system (CRS) and global distribution system (GDS): the 03. Ms. Mina Seifi role in hospitality industry system stabilization Monsoon tourism in Karnataka - the 04. multidimensional approach for Mr. Sachin Soonthodu development

Start-up ecosystem: from idea to 05. Ms. Shalu Singh business mode Understanding behavioural intention of 06. consumers in medical tourism Mrs. Shanta Dutt

4 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Corporate Governance: The Key Drivers Behind Firms Adopting Corporate Social Responsibility Initiatives Today

Nidhi Singh Image Consultant Stylegy by Nidhi United Arab Emirates Email: [email protected]

Abstract:

The main aim of any business is to make profits. But if this profit maximization is realized ethically and with an aim to minimize any negative impact the running of the business might have on the environment or society in general, then it’s a win-win situation for all the stakeholders involved. This idea is the main basis of Corporate Social Responsibility (CSR). In this report we will try and examine the key drivers behind firms adopting CSR initiatives in current times. Keywords: Key drivers, corporate social responsibility, impact.

Introduction:

Key Drivers Behind Adoption of CSR Initiatives in Firms Today:

Competitive Edge in Branding & Revenue: Today’s consumers, especially the millennials, want to associate with brands that provide them with a “social premium”, something that helps fulfil the consumers’ need to “make a difference” towards the society or environment. Consumers want to reflect their need of doing right by the world by buying into brands that are socially responsible. According to an article in Huffington Post (https://www.huffingtonpost.com/danielle-sabrina/rising- trend-social-respo_b_14578380.html), 70% of millennials today are ready to pay to a premium for brands that support a cause that they care about. And according the same article these millennials have a purchasing power estimated to be about $2.45 trillion dollars. This is a big chunk of market

5 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 that firms cannot afford to ignore. Companies like Innocent Drinks and Tom’s (One for One) have used their CSR initiatives to differentiate and define their brands. The changing consumer profile and the need for their brand to stand out as a socially responsible one, is driving a lot of firms today to adopt CSR initiatives, which if they do not, then they do risk a drop in their competitive edge and revenues. A number of new businesses are being set-up with Corporate Social Responsibility as a DNA of their business model and branding. Innovation: As opposed to a passing fad or a tick-boxing exercise, CSR initiatives have resulted in new innovations in areas like business model, supplier acquisition, disposal, etc., which has in turn resulted in increased revenues along with positive changes in the related social or environmental fields. The best example here would be Hindustan Unilever Limited’s Project Shakti. Through this innovative project, Unilever in India, addressed its rural distribution challenge while empowering 42,000 rural women to become entrepreneurs. This project resulted not only in $100 million of sales, it solved Unilever’s rural distribution problem along with empowering the rural women of India with a micro-enterprise that creates a source of income for them. With the advent of fast and cheap fashion there are hidden labour (low wages and sweat shop conditions) and environmental costs (pollution from fabric production, discarded clothing, etc.) that needs to be addressed. H&M has started work on a new environmentally friendly process that will eliminate toxic chemicals in their vegan leather and replace them water-based substitute. This new innovation will bring increased sales for H&M along with benefiting the environment.

Workforce: With the rising influence of smart phones and social media, people today are always plugged into global problems, their effects on the world, their causes and who and what can help solve these problems. They feel passionately about these problems and want to be associated, even work-wise, with such companies that are part of the solution and not culprits of big social or environmental problems. According to a study by Stanford Graduate School of Business, around 90% of the MBA’s from Europe and North America want to work for firms that take their corporate social responsibility seriously. So, the need to attract and retain good quality workforce is also a very crucial driver for firms start adopting CSR initiatives. Sustainability: Firms that consume huge amounts of non-renewable resources in the course of their manufacturing and distribution process should most definitely adopt CSR measures that somehow lower their negative impact or renews the resources used by them. This will ensure sustainability for the environment and also for the firms themselves in the long run. This sustainability doesn’t have to be limited to only environmental issues like pollution, climate change, replenishing resources, etc. It also includes economic sustainability like better productivity through innovation, which leads to less

6 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 wastage of precious resources and increased profits at the same time. Sustainability can also be pursued through social equity measure like health of the employees, community wellness, better education facilities in a community, better standard of living and working for the labour, etc. If the community is sustainable then only can the businesses around it can also be sustainable in the long run. In a bid to cut done on use of disposable paper cups, a lot of coffee shops nowadays offer discounts if you bring in your own re-usable cups. This helps not only reduce waste and environmental pollution but also leads to lesser re-cycling costs for the firms.

Conclusion:

There is no doubt that Corporate Social Responsibility initiatives are the need of the hour and are very much for the benefit of both the firm and the society and environment as a whole. The firms need to make sure that while carrying out their Corporate Social Responsibility initiatives they are a 100% transparent about it. There should be easily accessible and verifiable information about all the Corporate Social Responsibility initiatives that a firm claims to undertake, so that the impact of the same can be measured. This transparency shows that the initiatives actually make a difference and are not just green-washing measures.

Today’s consumers want to feel good about them-selves by associating with companies, which contribute towards a social or environmental cause. No company can afford to not implement CSR initiatives and risk being categorized as a profit hungry entity, which gives back nothing to the community and environment.

So, if a firm wants to create goodwill & brand value, attract & retain a good workforce and enjoy the benefits of innovation and sustainability, then CSR initiatives are the need of the hour.

References:

https://www.researchgate.net/publication/314165908_The_CSR_Challenges_in_the_Clothing_I ndustry

https://www.mckinsey.com/global-themes/leadership/making-the-most-of-corporate-social- responsibility#0

https://www.huffingtonpost.com/danielle-sabrina/rising-trend-social-respo_b_14578380.html

https://www.innocentdrinks.ie/us/being-sustainable

7 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Education Vs Business

Dr. Hyacinth Regina Sherwood Director Sherwood’s Academy – Nagpur

Ms. Joyce Thabitha Shirley Assistant Professor & Research Scholar Garden City University Bangalore – 49

Abstract:

Let’s start with Aristotle, “The roots of education are better but the fruits are sweet. Education is what remains after one has forgotten what one learned in school and my favourite, education is the most powerful weapon with which you can change the world. One more favourite quote of mine, “Education is the passport to the future, for tomorrow belongs to those who prepare for it today from a business point of view. In investment in knowledge is the best and highest interest another educational wisdom to boost business. “Develop a passion for learning. If you do, you will never cease to grow”. So, let’s remember, great things in business are news done by one person. They’re done by a team of people – this quote works both ways for Education Vs Business. I can say this because I run a school which was started by me for my hunger for learning which has now become a business. The message that I want to drive home here is that if we perceive both those driving forces this world could be a haven to live in.

Education is that elite platform that is a calling to the ambitious. Even though education is equated to business, it is for the learned to keep both things in different boxes only then can these be a bloom in both these parallel roads, and if taken the time to love, we see foot prints on the sand of time by those entrepreneurs who have taken education turned it to knowledge and built a business empire on it. Keywords: Education, business, knowledge.

Introduction

In education a business? And so, the answer to this expensive poser is a yes and a no; depends on what or which angle one beholds these two commercial opportunities. Curriculum is the foundation on which an institute is erected. After saying this I want to reinterpret that these main pillars are the bastion that holds these two schools together. Otherwise where do you think we would be without

8 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 our scholars and what would invention be without entrepreneurs? So, let’s not be too bighted and self-opinionated about this controversy.

The beauty of education is that it liberates, and broadens one’s prospect and business create an expanse. Both enterprises have the power to tickle and thrill its creator. Once upon a time, education was relegated to the elite and rich and the business to a select few communities but that is not the picture today so that is why this question may have risen its head. So, to be a little fickle; maybe that’s why education has branches and business has sites”. Maybe this is why the great Bernard Shaw made the smile remark, that, “All failures become teachers”.

When I read this infamous remark it’s what promoted me to become a teacher just to prove him, George Bernard Shaw wrong! And from then when my tryst with education started my experience and collected knowledge tells me that education spread rapidly only when it became a business, we may agree to the irony of life, this statement brings to mind a saying, “Behind every dark cloud, there is a silver lining.” This too may sound ironical, but the truth has come to stay with us! Thus, reminds me of what my mother taught me, she said, ‘Change the things that you can change and accept the things you can’t change.’

I think business is the by-product of education, that’s how I see this question. Both these pillars give its owners a sense of freedom and accomplishment, what more ca we ask of education and business? Just see where these two demands have brought us to – to an endless road, and we call this path, technology. So, when this collision course meets yes, we can say education is a business. But let’s not conclude it. From my point of view these two entities are more a plateau, cause both these driver soars you to the roof top!

Coming back to the question, is education a business but the reality- there is no harm in turning education to a business, but when the intention is only for monetary purpose, it is then that one needs to stop and look within one’s self so? So, the onus falls on the educated, the scholars, the entrepreneurs on how much to make and how much to return! The balance should be equal I know I am idealistic, impractical and native, but then I did say at the beginning of this essay that it’s this title is a million- dollar question. To answer this question, yes if turn my education into a business then and only then can the career goals take a definite perch.

After all what is the advantage of education if it can’t help you to build a school, build an institute, built a career, build an industry built an empire! Then what is the purpose of education? Yes, but having said it all, yes, I am a bit tentative of education going from being a soft lovely pearl to a hard- glittering g diamond. (Ahh). Let’s ask ourselves once again is education a business? Yes, a 9 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 controversial question or a source from which millions of dollars come from. The riddle may seem simple but the debate may go on for each one of us would have different prospects, different point of view and variedly different experiences.

As it is said that knowledge is power, and the process of imparting this learning and skills is what education is all about; on the other hand, industry is defined as a business that produce goods if education is an industry, then we the people are property, right? Decades back, imparting knowledge was regarded as a service, which was selfless and purely out of a desire to give learning. And today we have this question or conflict of it being a service. Surely today it has become a business; right from kindergarten to universities the first concern of parents have is the monitory means needed to educate their children. For the fee in schools, coaching classes and college are increasing by leaps and bounds. It cost an arm and a leg for one to get educated today.

Conclusion:

Thus, converting our education system into a dynamic movement. For instance, there are various renowned universities that are owned by big corporate houses, businessmen for the sole purpose of making millions out of these institutes of learning. Nevertheless, education is neither an industry nor is our scholars’ goods and final products. As we know that education is the foundation upon which we built our future. Our education is a process in which talent is nurtured and scholars are created by investing in innovation, creator and developing our ideas. This is something that the young want. This will ultimately result in good entrepreneur and human resources to enhance business to ignite progress. Consequently, education is not a commerce but yes something that will entail developing more and more industries to vindicate; equal honour and recognition to the two citadels of our modern times.

Reference:

Rynes, S. (2007). Let’s create a tipping point: What academics and practitioners can do, alone and together. Academy of Management Journal, 50(5), 1046-1054.

Starkey, K., & Tempest, S. (2005). The future of the business school: Knowledge challenges and opportunities. Human Relations, 58(1), 61-82.

Steffy, B. D., & Grimes, A. J. (1986). A critical theory of organization science. Academy of Management Review, 11(2), 322-336.

Trank, C. Q., & Rynes, S. L. (2003). Who moved our cheese? Reclaiming professionalism in business education. Academy of Management Learning & Education, 2(2), 189-205. 10 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Monsoon Tourism in Karnataka - The Multidimensional Approach for Development

Sachin Soonthodu Asst. Professor Dept of Tourism Studies, Garden City University Email: [email protected]

Abstract:

Karnataka is the destination for all reasons and seasons. The state has number of attractions to visit round the year. Generally, monsoon remains off season to attract very a smaller number of tourists. However, Karnataka has number of tourist attractions which have maximum potentiality to attract tourists during monsoon. Kodagu, Chikkamagalore and Uttara Kannada are the hot spot for monsoon tourism in Karnataka. Development and promotion of monsoon tourism can be the major sources of revenue to the government, local community and other stake holders. From this perspective this empirical paper identifies the problems and prospectus of development of monsoon tourism in Karnataka. The objective of the study is to provide a multi-dimensional approach to develop the monsoon tourism in Karnataka. The outcome of the study approaches to develop an integrated monsoon circuit in Karnataka.

Key words: Monsoon tourism, Karnataka tourism, Tourism marketing, development

Introduction

Karnataka is blessed with copious amount of rainfall. The state witness’s greater diversity in the rainfall. North Karnataka receives less rainfall where in the South Karnataka receives maximum rainfall. Monsoon has enormous impact on the socio-economic and cultural diversity of the state. In south India generally, people don’t prefer to step out of the home due to heavy downpour. Business activities become dull in the coastal and the Malnad districts. Tourism has adverse impact as people don’t prefer to travel during the monsoon. Today many travel agencies and the tour operators are focusing on converting monsoon into profitable business. This is one of the driving forces for the monsoon tourism. Monsoon tourism is a tourism activity in which people visit tourist attractions of high rainfall areas during the rainy seasons. People enjoy the rain droplets, various activities such as trekking, rafting, estate walks and local authentic cuisine while experiencing the rain.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Research Objectives

Monsoon tourism is an emerging market in Karnataka. The research is conducted to study the perception and attitude of various tourism stakeholders towards the monsoon tourism. The main objectives of the study are,

• To study the market dimensions of monsoon tourism in Karnataka • To explore the challenges and the opportunities in promoting monsoon tourism in Karnataka • To suggest various measures/strategies to promote monsoon tourism in Karnataka

Literature Review

Monsoon tourism in Karnataka is in its embryo stage. However, a few studies have been conducted across the country. Alam (2008) in his study discuss various dimensions of monsoon tourism in Goa. The study shows how the rain tourism can be promoted as a profitable business in the country. Howlader (2013) in his research focuses on various dimensions for the promotion of monsoon tourism in Bangladesh. Sadiya and Nafeesa (2014) analyse the problems and prospects of promoting monsoon tourism in Bangladesh. This study also shows how the monsoon tourism can boost the economic development of the nation.

Karnataka receives an average of 1250 mm rainfall annually. Coastal and Malnad regions receive highest rainfall. These regions get 3450 mm rainfall annually. Coastal and Malnad regions are the best promoters of monsoon tourism in the state.

Besides these the Malnad region is famous for evergreen forests in the Western Ghats. Coastal region is the hub of religious tourism. To make it effective monsoon tourism can be offered as the bi-product to the tourists. Generally, monsoon tourism is the special interest tourism which occupied very small market share.

Methodology

The study is based on both primary and secondary data. Primary data has collected though the questionnaire method and observation. Secondary data is collected from various sources such as journals, internet and research reports. Informal interview is conducted to collect the data from the respondents.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Tourism in Karnataka

Karnataka is the 7th largest state and ranked 3rd most popular state for tourism. Karnataka is famous for beautiful tourist attractions for life time memory. People visit the state to experience culture, heritage, waterfalls, beaches and coastal area, forest, adventure activities, spiritual tourism and many more. Department of Tourism, Government of Karnataka has taken lot of initiatives to promote tourism in the state. The department has high concern over the growth of adventure tourism in the state. South Karnataka remains to be the highest revenue earner in the tourism sector. 120.5 million Tourists have visited Karnataka for the year 2015-16. Tourism contributes 14.8 percent to the GSDP of Karnataka. Karnataka Tourism Vision Group (KTVG) was set up in 2013 to promote tourism in the state.

Courtesy: IBEF study on Karnataka tourism

Above graph shows continuous growth in the foreign tourist arrival to Karnataka since 2010. In the year 2016 -17, 129.8 million tourists travelled across the state which shows the upward trend in the tourist arrivals to the state. The government of Karnataka has initiated policy measures to attract more number of tourists to the state.

Monsoon Tourism in Karnataka

Department of tourism in tourism policy 2015-20 highlights the nature tourism in Western Ghat region. The government through tourism policy aims at promoting monsoon tourism in nature-based tourism areas including Mangalore, Kodagu, Chikkamagalore and Uttara Kannada region. A study on the tourists experience on Monsoon tourism in Karnataka found that over 87 percent of tourists are pleasant to travel during the monsoon. Eventually travel agencies and the tour operators face a

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

number of problems while promoting the monsoon tourism. Waterfalls and the hill stations are the most visited places during the monsoon. Kodagu, Chikkamagalore, Kodachadri, Agumbe, Jog, Kemmannagundi, Kudremukh are the hotspots of Monsoon tourism in Karnataka.

Findings of the study

Forty respondents were randomly selected for the study. 40 percent of the respondents are in the age group of 20 to 25 years. 32 percent of respondents are belonging to 26 – 30 years age group. Remaining 28 percent respondents belong to 31 to 40 years age group.

Respondents are from various parts of the country. Hopefully all the respondents have experienced monsoon tourism. Chikkamagalore Shimogga, and Kodagu. 42 percent of respondents visited Chikkamagalore and they prefer to visit Chikkamagalore during monsoon. Kodagu is the hotspot for 27 percent of respondents. People also prefer to visit Shimogga, Mangalore and other places during the monsoon.

89 percent of the respondents hold the opinion that the monsoon can be a profitable tourism product. Respondents suggest Nature walks, estate walks, trekking agro tourism, traditional/folk arts, culinary tourism as the preferred monsoon tourism products.

63 percent of tourists believe that monsoon tourism can pulse the economy of Karnataka. 74 percent of respondents find monsoon tourism boosts the local economy. Interestingly no respondents believe that the monsoon tourism doesn’t impact on the economy.

People prefer safety and security while walk out for experiencing monsoon tourism. Accessibility, infrastructure, natural calamities are some of the barriers to nature-based tourism. However, Lack of promotion is the major barrier for monsoon tourism in Karnataka.

74 percent of respondents urge the need of monsoon tourism promotion board to promote this niche market. 22 percent have very ambiguous opinion. Around 35 percent of travellers prefer internet, social media and television as the major channels of promotion. They also suggest print media, tourism websites to promote the state.

Dense forest and heavy rain, cool breeze, clean water, drizzle while estate walks etc are some of the experiences that the tourists eager to get during their monsoon trip. Availability of these kinds of facilities and amenities could make the tourists to make holidays during the monsoon.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Some of the major findings of the study are;

• Monsoon tours are preferred by the youth between 20 – 35 years of age • Karnataka has maximum potentiality to promote monsoon tourism. Government needs to take initiatives to promote monsoon tourism. • Monsoon tourism is well famous in the hill stations of Karnataka. Kodagu, Chikkamagalore and Uttara Kannada are the hubs of monsoon tourism • Estate walks, nature walks, local cuisine and beverages, trekking are some of the products offered during the monsoon • Monsoon tourism can be the effective tool to promote local economy. Even the state government can find economic resource through monsoon tourism. • Lack of infrastructure/basic facilities is the major problem for the promotion/ development of monsoon tourism in Karnataka • People are not aware of monsoon tourism. Even for many tourist’s monsoon tourism is a very new concept. Lack of promotion is the major problem for development. • Unequal distribution of monsoon is another obstacle for integrated development monsoon tourism. Monsoon tourism can be promoted only in few districts of Karnataka. Northern parts of Karnataka remain dry throughout the year. • Monsoon in Karnataka is followed by major unpredictable calamities. Control over these natural calamities is very difficult. In other words, safety and security for the tourists is difficult task.

Suggestions:

• Identification and mapping of monsoon tourism sites of Karnataka. Integrated development of these sites. • Effective utilisation of product mix strategy. Associating monsoon tourism with other tourist circuits. This may bring unique experience to tourists. • Educating the localities and other stakeholders about the socio-economic benefits of monsoon tourism. • Initiating travel agencies and tour operators to introduce various packages on monsoon tourism. Promotion of these packages through various channels.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

• Inducing the domestic travellers to opt the monsoon tourism package. This strategy would balance the economic growth. • Effective usage of promotional techniques such as virtual tours, augmentation and Artificial intelligence to create a monsoon tourism ambiance. • Availing offers and discounts to spring up the off season. • Promoting weekend trips, focusing on the corporate groups. Introduction of unique activities such as folk games, camp fire, buffalo race, clay race. Indulging the tourists in natal activities such as sowing, seeding planting and plantation walks etc. Besides these adventure activities such as mountaineering, biking and off-road race can be offered to tourists. • Networking the tourists through social Medias and connectivity tools. This will encourage/induce the netguns to visit the monsoon tourism sites.

Conclusion

Monsoon tourism is a niche market in India. The traditional tourism market considers monsoon as the off season, which for many years made the industry to be under huge loss. Today people are striving to experience the unique products as there is trend of special interest travel segment is emerging in the tourism industry. Effective promotion of monsoon tourism may bring positive development in the tourism economy.

References

1. Afrin Chowdhury, Sadia & Kasem, Nafisa. (2014). Monsoon Tourism: A New Aspiration for Bangladesh Tourism Industry. 2. 2. Alam, M (2008, June 13). Monsoon tourism: A ray of new hope for Indian tourism. Merinews, Retrieved November 26, 2013, From http://www.merinews.com/article/ monsoon -tourism - a-ray-of-hope-for-Indian-tourism/135690.shtml 3. Howladar, Z. H. (2013, August 26). Monsoon Tourism in Bangladesh. Dhaka Tribune, Retrieved November 26, 2013, From http://Www.Dhakatribune.Com/Op- Ed/2013/Aug/26/Monsoon-Tourism-Bangladesh

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Start-up Ecosystem: From Idea Validation to Business Model

Shalu Singh Assistant Professor Department of Tourism Garden City University, Bangalore Contact Author e-mail: [email protected]

Abstract

The travel start-up ecosystem has been changing at very rapid pace & it is utmost important to go in depth as start-up s are foreseen as major growth driver for industries and country as a whole. The travel start-up is reflection of society changes, needs and demand, it brings solutions, technology, values to cater the evolving needs of human society as time passes. Start-up are the perfect platform who assesses opportunities which are the needs but are not addressed by government or corporates due to structure, size, risk taking ability, lack of agility etc. It is very common for the start-up environment to validate the findings, have a lean setup, fail fast, validate the idea and iterate for the solution/product which is the real need of the society. This is also a business opportunity to improve the entrepreneur as well as society at the same time thus giving the mutual benefit for success. There are various benefits which are associated with the start-up such as bringing development, innovation, technology, job creation, development in economy, worldwide acknowledgement, distinctive sights to the youngsters & researchers. Recently Government of India additionally began the task of Start- up India with intention and urge for youthful business visionary to show their ability & talent.

The motivation behind this topic is to assess the key components which drives the achievement of the travel start-up and what all challenges comes in any start up journey. This paper will throw light on the idea of Start-up ecosystem from stakeholder’s perspective. Research on why some start up miss the consumer connect while others make them drive enthusiastically to return regularly through their strategies. Why are still individuals reluctant to begin their own start up. How Indian society influencing the conduct of a person to begin? Why It took so many years for Indians to adjust their way of life and what happened which brings India on positioned 3rd rank as a start-up country among all the nations.

Keyword: Start-up, failure, travel, business model, business strategy, entrepreneurship

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Introduction:

India is quick turning into a hub for technology driven start-up s and tourism sectors is one in every of the prime sector in Indian start-up ecosystem. The most reason of evolution of the tourism industry business is new technology, innovation, easy accessibility of data, economic process & dynamic pattern of consumer behaviour. tourism industry business & its business practices & methods are reworked thanks to impact of data & technology (Buhalis & Law, 2008).

Due to the modification in client pattern, the tourism industry business must determine the innovative business model, innovations to survive within the difficult start-up ecosystem.

A business model is that the key part to begin any venture. In current state of affairs, it’s terribly sophisticated thanks to several influences like speedily evolving technologies and dynamic user mindsets. A business model will open new market opportunities and facilitate improve and accelerate the expansion of a business. The motive of this analysis is to assess the key parts of a business model of a tourism industry start-up. This study seeks to explore reasons why some tourism industry start- up s is eminent whereas others fail to sustain within the market. This study can determine and measure, however tourism industry start-up s became dominant in Indian start-up ecosystem and the way this Business model is disrupting alternative industries in India. This study aims to explore the challenges visage by associate business person in putting in a tourism industry start-up. This study can measure, however new generation business person in tourism industry start-up s not solely create a sway however conjointly facilitate the ecosystem in innovation through the business model & strategy.

The potential space for the tourism industry start-up is client service, distribution services, operations. These are the coming sectors in tourism industry’s start-up s, cruises, adventure, medical, wellness, sports, MICE (meetings, incentives, conferencing, exhibitions), to confirm the survival of tourism industry start-up s have to be compelled to be followed by effective business model & strategy.

Objectives of the study:

1. To perceive the expansion of tourism industry and evolution of tourism industry start-up s in Indian 2. To determine the business model in tourism industry start-up s 3. To examine & compare business methods by tourism industry start-up s in Indian 4. To propose suggestions for effective business model for tourism industry start-up s in Indian 18

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Definition of Key ideas

Start-up s:

The Ministry of Commerce associated business Policy expressed that an entity are going to be known as a start-up:

1. Till up to 5 years from the date of incorporation 2. If its turnover doesn't exceed twenty {five} crores within the last five monetary years. 3. It is functioning towards innovation, development, deployment, and exploitation of recent merchandise, processes, or services driven by technology or property

Tourism

The total of the phenomena and relationships arising from the interaction of tourists, business suppliers, host governments and host communities within the method of attracting and hosting these tourists and alternative guests.” (Macintosh and Goeldner, 1986)

The World tourism industry Organization Defines tourism industry a lot of usually, in terms as: “people traveling to and staying in places outside their usual atmosphere for less than one consecutive year for leisure, business and alternative functions.”

IBEF (Anu P. Mathai 2016) report, the tourism industry start-up business is predicted to get thirteen.45 million jobs across sub-segments comparable to Restaurants (10.49 million jobs), Hotels (2.3 million jobs) and Travel Agents/Tour Operators (0.66 million).

India’s increasing disposable incomes has continuing to support the expansion of domestic and outgoing tourism industry. Indian has enraptured up thirteen positions to 52nd rank from sixty fifth in tourism industry and Travel competitive index.

Business Model

India is seeing a considerable modification in tourism industry business in recent years. one or two of contributively components may be the wide accessibility of net and increase in usage of good devices. This analysis can study factors that support innovation within the business.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

In growing & developing business atmosphere, it’s forever a challenge & foremost concern for the business person to style the business model providing the existence of the business. In tourism industry business, there are few components to be thought of whereas drafting the business model that are, technology progress, modification in traveller behaviour, government regulation, economic conditions, market realities, competition & its forces (Michael E. Porter 1979). Business model broadens the scope of associate businessperson in deciding and evaluating the various dimensions of designing and execution of the business.

Few Business Model in tourism industry business

• White Labelling • Franchisee Model • Advertising Revenue Model • Sponsorships • Freemium model (B2C) • Service based mostly Business Model (sell merchandise) • Crowdfunding Model

Research queries

1. What are the highest key constituents of the business model? 2. What are the challenges of start-up eco system in tourism industry? 3. What are the basis causes of failure of start-up s businesses? 4. What are the impacts on ancient business models?

Literature Review:

This research will focus on the business models of start-up s in tourism industry.

1) Lean start-up Business Theory “Eric Ries (2008) Lean start-up Business Theory is based on iterative model of product development and promotes fail fast so that start up can test their ideas quickly and work on the promising one which solves genuine issues. It also promotes reducing activity and task which are absolutely unnecessary for product development but are done due to culture/baggage practices. This theory supports the factors for the growth of the start-up by reducing waste (activity which is not relevant) of the organization. 2) Butterfly impact on Chaos Theory, Edward Lorenz (1972) alludes to how a small decision assumes a critical part in business world and determines the design of a business model. Couple of irregular little choices in beginning phase of the business may lead to critical

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

situations, therefore before execution of any enormous or little decision, earlier planning and testing is required for the development of the start-up business. This hypothesis describes how small decisions make a vast impact on development of any start-up. 3) Business Plan for a Start-up Company – VRDA, Helsinki (2012) the purpose of this study was to help the founders of start-up s to identify and analyse the business plan for the organization. This research was conducted by the co-founder of VRDA based on his experience in setting up the organization. During his research, he was measuring each element which helps in success and growth of start-up s. The objective of this research was to provide a guide map for entrepreneurs looking for assistance in setting up a start-up venture. 4) A study on Indian online start-up s analysed how start up ecosystem has been evolved in India and where India stands in global rankings as tourism start-up destination. There is boom in Indian start up model in terms of technology/innovation, venture capitalist, incubators, and government regulations. This study compares Indian ecosystem with other countries. Even though Indian start up ecosystem is vibrant and growing, but there are substantial gaps when compared to other top start up nations. 5) Steve Blank (2013) this study identifies three noteworthy segments for the development of a start-up: Effective strategy for success; second is the Lean start-up hypothesis and third is listen to client.

Research Gaps:

Several analysis studies are done on business models of assorted start-up s across the planet however, tourism industry start-up is in associate early stage and provides heaps of scope of study and analysis with regards to promote opportunities and trends. The tourism industry business is evolving and new entrants are exploring business visionary opportunities. This analysis can determine and measure the various dimensions of the ecosystem and validate the key essential components of tourism industry start-up business models. This study can embrace a comparative analysis of the essential parameters of the tourism industry business.

Expected outcomes and significance:

Any businessperson needs a business model to starts a brand-new venture no matter the business. This study seeks to spot the necessary parts of an honest business model through a comparative analysis of various models. This Study can target areas of once and the way business model must be

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

altered, supported changes in today’s dynamic world. It might give new insights to entrepreneurs exploring choices in tourism industry business.

References and Bibliography:

1. Eric Ries; 2008. Lean start-up Business Theory. Crown Publishing Group, New York. 2. Edward Lorenz;1972. The Essence of Chaos. University of Washington Press, Washington 3. Dan Senor and Saul Singer; 2009.Study of Start-up Nation the Story of Israel Miracle. Twelve Hachette Book Groups, New York 4. Kashyap Deorah; 2015.The Golden Tap. Lotus Collection, New Delhi

Academic journals/Thesis:

1. Ashok Anand, K,2016, Globalization and higher education A study of emerging strategies and business model, Kuvempu University 2. Anumeha Chaturvedi, 2017, The Economic Times 3. Bettina Bergström, 2012, Business Plan for a Start-up Company, VRDA HELSINKI 4. Federica Rustico, 2014-2015, Innovation in the Tourism Industry: The Case of Trip advisor, Luiss University. 5. J Henne,2014, Business model dynamics in tourism industry, university of Twente. 6. Keshav Kumar, April 2015, Can They Stand up Against the World, Indian Institute of Management Udaipur, India. 7. Steve Blank, May 2013, Why the Lean start up changes everything, Harvard Business.

Websites:

1. Start-up india.gov Jan 2016. ( www.start-up india.gov.in/actionplan.php) 2. Shradha Sharma, Your Story.com (www.yourstory.com) 3. Silicon India (www.siliconindia.com) 4. Make in India (http://www.makeinindia.com/sector/tourism-and-hospitality) 5. IBEF Organization www.ibef.org 22

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Understanding Behavioural Intention of Consumers in Medical Tourism

Mrs. Shanta Dutt Operation Analyst For “The Committee to Elect Council Woman” Charlotte, North Carolina, USA

Ms. Joyce Thabitha Shirley Assistant Professor (Research Scholar) Garden City University Bangalore – 49

Ms. Wayeza Answer Administrative Executive for Kings Health Care, Bangalore

Abstract:

A medical tourist is someone who travels outside of his or her own country for surgery or elective treatment of a medical condition. If we apply this narrow definition, we DO NOT include: dental tourists, cosmetic surgery tourists, spa and wellness travellers, "accidental" medical tourists (business travellers and holiday makers who fall ill while abroad and are admitted to hospital), expatriates who access healthcare in a foreign country.

Keywords: Medical Tourism, Consumer Behaviour and Behavioural Intention

Introduction:

North Carolina has invested a lot of money in order to become a hotspot for medical tourism in the US. Little known and to the surprise of many Westerner’s, US has ranked 1st in the world by the World Bank medical tourism experts as a medical tourism hub. It claims to fame is that its private hospitals have treated over 2,50,000 foreign patients from around the world, and private investors and the government also sponsor top notch overseas medical training for doctors.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Medical tourism is becoming a common form of vacationing. In the earlier days, people used to travel for site seeing but now why most people go for a vacation is for refreshment as well as medical needs. Medical tourism is not a new concept. The first time of the medical tourism recorded is around thousand years back when the pilgrim tourism was in high demand and people used to travel from all around the Mediterranean to the small territory called Saronic Gulf called Epidauria which was then sanctuary of the healing God Asklepois. Epidaury then became the hotspot for the medical tourism Hence medical tourism mixes leisure, fun and relaxation together with wellness and healthcare.

Many people from the developed world come to India for the rejuvenation promised by yoga and Ayurvedic massage especially to Kerala which is famous for the natural remedies and ayurvedic treatments, some prefer for hip replacement or brain surgery. However, a perfect combination of top- class medical expertise at attractive prices is helping a growing number of Indian private hospitals attract foreign patients, including from developed nations such as the UK and US.

The rise of medical tourism has emphasised the privatisation of health care as well as growth of technology, which gives rise to the globalisation of both health care and tourism of the country.

The term medical tourism has been initially coined by travel agencies and the mass media to describe the immense growth of traveling across international borders for obtaining health care. In the last few years a new trend in tourism called 'wellness' can be observed. Wellness is partly a living style and partly a philosophy of life- trying to find and keep balance between body, spirit and good mood through recreation and biological regeneration. Throughout the world, new Spa and wellness centres has been created.

Las Ventanas in Mexico, Hilton Hawaiian Village in Hawaii, Como Shambhala Retreat in the Bahamas, Hiva- Som International Health Resort in Thailand Spa Geotermale Blue Lagoon in Island are only some worldwide known biological regeneration centres, full of exoticism and luxury (and also expensive) which attract politicians, actors and singers.

The world is in a healthcare crisis and patients have started to travel overseas in search of the best quality and the most affordable medical care. There have been more and more of the Health Insurance Companies, Employers, Claims Payors, and Health Insurance Agents who are looking upon Medical Tourism as the creative solution to the healthcare crisis

But with the advent of global education, access to internet and world class technology with Internationally trained doctors, medical tourism is the today’s’ preferred way to outsource health.

24 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Medical Tourism gives the opportunity to get the best quality surgery / treatment at state-of-the-art hospitals mixed with rejuvenation packages at amazingly low costs.

Medical Tourism World Wide

The idea of travelling around the world for medical treatment has captured much attention and imagination. There has been not a single day where United States, does not go without a story about an under- or uninsured patient going to India or Thailand for heart surgery or hip replacement. Although medical travellers have many motives and various segments towards the medical tourism. Most of these people seek the world’s most advanced technology, better quality, or quicker access to medical care. Decades ago, medical tourism was not much popular compared to today where more than 250,000 patients per year visit Singapore from the Middle East.

India, Argentina, Costa Rica, Cuba, Jamaica, South Africa, Jordan, Malaysia, Hungary, Latvia and Estonia all have broken into this lucrative market as well with addition of countries every year. South Africa is taking the term “medical tourism” very promisingly by promoting it under the title of “medical safaris”.

Lastly, Dubai-a destination already known as a luxury vacation paradise—is scheduled to open the Dubai Healthcare City by 2010. Situated on the Red Sea, this clinic will be the largest international medical centre between Europe and Southeast Asia. Slated to include a new branch of the Harvard Medical School, it also may be the most prestigious foreign clinic on the horizon.

To understand the phenomenon of Medical tourism worldwide fully the comparison of average cost of country should be done. Prices in industrialized countries are up to ten times higher than in developing countries. They are: Costa Rica have become a place of treatment of patients from U.S.A. as it wants to make use of plastic surgery which is three times less expensive.

Poland, is becoming a leader of Central Europe in medical tourism, as it is most frequently visited by Germans, British, Scandinavians and Canadians. British are mostly coming for their dental health. In 2006 Poland was visited by 450000 foreign tourists who wanted to make use of its medical services. For titan implants in Poland, British will pay up to 70-80% less. Moreover, among Europeans, plastic surgeries that are four times less expensive than in other European countries are becoming popular.

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Aesthetic medicine, laser eye surgery, rehabilitation and obesity treatment that are six times cheaper are also a matter of interest.

South Africa is a great place for cosmetic procedures for Europeans. Besides this, during the stay clinics offer organized trips and additional services also at competitive prices. Bangkok and Bangalore are the Mecca for British and Canadians where without queuing they can avail of the use of complicated surgeries for which they would wait up to a year's time in their countries.

Cuba is one of the earliest success stories in medical tourism history. They set up Spa and rejuvenation centres for foreign tourists. Thailand is the leading country in medical tourism. Thailand claim to fame in the medical travel world was as a cheap and reliable destination for sex change operations. The Thai Ministry of Public Health is working closely with the Thai Ministry of Tourism to promote Medical Tourism in Thailand. Japanese form the biggest chunk of medical travellers coming to Thailand. After 9/11 it also has a huge share of Arab traffic.

Jordan has around 10,000 doctors, 33 private hospitals and 2000 odd beds. It is unlikely that Jordan will be a really big healthcare destination like Thailand and India. But Jordan attracts a lot of Arabs patients from nations like Yemen and Oman and Syria. They come in for everything from infertility to organ transplant.

Destination in India

Indian corporate hospitals are in high competition with the hospitals in Thailand, Singapore, and our country is fast emerging as a preferred medical destination. Priority treatment is available today in Indian hospitals. All medical investigations have been conducted on the latest and technologically advanced diagnostic equipment and machines. Good quality assurance ensures reliable and high- quality test results of the patients. Cost effective medical care for patients who needs the surgical or other forms of specialized treatment is readily available.

Indian corporate hospitals have been excelling in cardiology and cardiothoracic surgery, joint replacement, orthopaedic surgery, gastroenterology, ophthalmology, transplants and urology etc.

The Indian healthcare sector constitutes:

• Medical care providers: physicians, specialist clinics, nursing homes and hospitals

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

• Diagnostic service centres and pathology laboratories,

• Medical equipment manufacturers,

• Contract research organizations (CRO's), pharmaceutical manufacturers,

• Third party support service providers (catering, laundry)

Treatments

India has been the first developing countries to suffer a drain of health workers as it was the largest source country for doctors in the 1970s, in which many stayed in United Kingdom, Canada and the United States. Binod Khadria, Professor of Economics at the Jawaharlal Nehru University in New Delhi, India, wrote in a recent paper that 56% of the All India Institute of Medical Sciences’ graduate doctors left the country between 1956 and 1980. According to Khadria, however, the trend has reversed to some extent over the last decade with an influx of Indian doctors who had trained in the former Soviet Union but were returning and the increase in “medical tourism” in which patients from developed countries seek to undergo medical procedures in India at reduced cost. The world has witnessed the development of many traditional as well as modern systems of medicine in the 20th century. Path-breaking discoveries like penicillin, technological advancements in modern surgery, major research advancement in stem cell research and genetic structure, and the development of traditional medical systems like traditional Chinese system of medicine. Acupuncture, Osteopatliy, Homeopathy, Ayurveda, Yoga, Unani and others have all been a part of developments in the omnipotent territory of global medicine. The Ministry of Health is also preparing to promote “medical tourism” using Ayurveda and yoga therapies. State health authorities have been asked to identify clinics providing therapies based on ISM (Sharma, 2000).

Prominent service providers in India include:

• All India Institute of Medical Science - Delhi AIIMS’ contribution in the fields of medical education, research and specialized treatment is widely acknowledged. ® Apollo Hospital - Delhi The Apollo Heart Hospitals have eight state-of-the-art Cath labs. Plain balloon angioplasty, directional coronary aithectomy, and rotablatory coronary artery stenting. Others: Apollo Cancer Hospital, Apollo Hospital in Hyderabad.

• B.M. Birla Heart Research Centre B.M. Birla Heart Research Centre in Calcutta is a super speciality hospital dedicated exclusively to the diagnosis, treatment and research related to

Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 cardiovascular diseases. It has established itself as India’s most advanced heart centre. 0 Christian Medical College Vellore The Christian Medical College Sc Hospital, Vellore occupies a prominent place among medical institutions in India and in the world as a 1,700-bed multi campus complex that is a vital, diverse, interdenominational community.

• Escorts Heart Institute and Research Centre (EHIRC), New Delhi, ranked as the best cardiac hospital in India.

• Tata Memorial Hospital Tata Memorial Hospital is located at Dr. Ernest Borges Marg, Parel, in the Central District of Mumbai, a short taxi ride from the local stations; the hospital has private and deluxe rooms.

• Apollo Cancer Hospital Chennai Apollo Cancer Hospital, Chennai is the first hospital in the country to be awarded the ISO 9002 certificate.

• Indraprastha Medical Corporation There are many feathers in India’s cap. Indraprastha Medical Corporation in Delhi is India’s first corporate hospital and the third largest corporate hospital outside the USA.

• Institute of Cardiovascular Diseases the Institute of Cardiovascular Diseases in Chennai has gained a reputation for being one of the most advanced centres in the world.

• PD Hinduja National Hospital & Medical Research Centre The main objective is bringing to India well qualified and experienced doctors from USA to upgrade the expertise of HNH doctors, and to ensure co-operation in research and pursue joint projects in the fields of: Coronary artery disease, Osteoporosis and Asthma.

• Med minds India's most trusted medical tourism facilitator, promoted and managed by the professionals from the healthcare industry, Med minds provides turnkey solutions for international medical travellers, from selecting best and most suitable surgeon/hospital second opinions, costs transparency, travel & accommodation solutions, visa support, 24-hour medical services, doctor on call, nursing, pharmacy, telephones, internet services and all any service required by patients and the friends & relatives accompanying the patient.

World Class Doctors in India

India has been the great producers of doctors and surgeons per person every year than most of the other European countries. Escorts Hospital Group, India, Delhi have completed 4,200 heart operations last year. "That is more than anyone else in the world. The death rate for coronary bypass

28 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 patients at Escorts is 0.8% and the infection rate is 0.3%. This is well below the first-world averages of 1.2% for the death rate and 1% for infections," says Dr Trehan. There have been no questions on the capability of an Indian doctor, because there is no big hospital in the United States or Britain where there are no Indian doctors working

Market Description

Product

There has been an analysis of four medical group websites which indicates that the main consistent elements are of a package are medical treatment, few of them are personally tailored packages to aid healing, translators, luxury accommodation during the course of the treatment, car rentals, VISA and foreign exchange expertise, co-coordinators and emergency medical assistance. The medical component of the medical tourism package may include even more or more of the following services, which would be complimented by a leisure component as well which would even enhance the leisure tourism.

The medical tourism packages are divided into two main elements:

• The medical procedure • Holiday/leisure element there are ancillary elements that make the package possible.

Target Markets

As a subset of health tourism this may be applied to medical tourism as well. The main aspect of market segmentation is to distinguish between consumers who are seeking wellness tourism and those who are seeking medical surgery.

Demographics have also been an influential factor on the medical tourism target market as it has increased the pressure on national healthcare systems which might also be attributed to change in the demographics of regional western Europe and the USA. According to findings by an independent industry analysis specialist firm, Data monitor, aging populations in the US and Western countries in general are putting strain on health care systems. One of the implications of this has seen growth in

29 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646 outsourcing and off-shoring activities. In addition, the target market also includes uninsured and under-insured consumers seeking more affordable health treatment outside of their home country.

Branding

In this section the description of the observed branding strategies will be supplemented by reviewed branding academic literature. The purpose of this is an attempt to rationalize the varying strategies adopted by medical tourism destinations or medical operators within destinations.

The concept of branding is defined as "a name, term, sign, symbol, design, logo, slogan or a combination of these, and used to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. As an extension of this destination branding, it is the selection of a consistent element mix to identify and distinguish the destination through positive image building.

North Carolina Medical Tourism Fame

North Carolina has invested a lot of money in order to become a hotspot for medical tourism in the US. Little known and to the surprise of many Westerners, US has ranked 1st in the world by the World Bank medical tourism experts as a medical tourism hub. It claims to fame is that its private hospitals have treated over 2,50,000 foreign patients from around the world, and private investors and the government also sponsor top notch overseas medical training for doctors.

The Joint Commission International (JCI) has accredited four hospitals and medical centres in the state; all located in its peripheries. Popular procedures include dental, cancer treatments, kidney replacements, orthopaedic procedures, neurological operations and heart surgeries. Although the facilities are state of art, the cost of treatment is reasonable.

Reference:

Andreassen, T.W. and Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23. Awadzi, W. and Panda, D. (2006). Medical Tourism: Globalization and The Marketing of Medical Services. Consortium Journal of Hospitality and Tourism, 11(1), 75-81. Aydin, S. and Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7/8), 910-925. Bookman, M.Z. and Bookman, K.R. (2007). Medical tourism in developing countries. New York: Palgrave Macmillan. 30 Volume II / Issue: 2 / Sept 2018 ISSN: 2394 – 0646

Bravo, R., Montaner, T., and Pina, J. M. (2009). The role of bank image for customers versus non- customers. International Journal of Bank Marketing,27(4), 315-334. Bristow, R.S., Yang, W.T., and Lu, M.T. (2011). Sustainable medical tourism in Costa Rica. Tourism Review, 66(1/2), 107-117. Carrera, P.M. and Bridges, J.F. (2006). Globalization and healthcare: understanding health and medical tourism. Expert review of Pharmacoeconomics and Outcomes Research, 6(4), 447-454

31 CITY OFFICE GCC House, #340, 5th Main Indiranagar Double Road 1st Stage Indiranagar, Bangalore - 560038 Tel: +91 80 25261112 Fax: +91 80 25291414 E-mail: [email protected]

CAMPUS 16th KM, Old Madras Road, Bangalore - 560049 Tel: +91 80 66487600

For more information, call: 90 1992 1992 www.gardencity.university