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Tourism Research Indian Journal of Applied Hospitality & Tourism Research & Tourism Research Indian Journal of Applied Hospitality & Tourism Research Patrons Mr. Aditya Krishna Dr. Bhuwan Mohan Editor-in-Chief Dr. Bhupesh Kumar, BCIHMCT, New Delhi, India Joint Editors Alok Aswal, BCIHMCT, New Delhi, India Arvind Kumar Saraswati, BCIHMCT, New Delhi, India Sarah Hussain, BCIHMCT, New Delhi, India Editorial Board Dr. Asad Mohsin, The University of Waikato Management School, New Zealand Dr. Dileep Madhav, Ministry for Higher Education, Dr. Piyush Sharma, Amity University, Noida, India Sultanate of Oman Dr. Parikshat Singh Manhas, University of Jammu, Jammu & Dr. Nigel Hemmington, Auckland University of Technology, Kashmir, India New Zealand Dr. Mohinder C. Dhiman, Kurukshetra University, India Dr. Timothy Lockyer, The University of Waikato Management School, New Zealand Dr. Sandeep Kulshreshtha, Indian Institute of Tourism and Travel Management, Gwalior, India Dr. Bruce Prideaux, James Cook University, Australia Dr. Sanjiv Mittal, Guru Gobind Singh Indraprastha Dr. J. S. Perry Hobson, Taylor’s University, Malaysia University, New Delhi, India Prof. Fevzi Okumus, University of Central Florida, United Dr. Vinay Rana, Graphic Era University, Dehradun, India State of America Ms. Reshma Kamboj, BCIHMCT, New Delhi, India Dr. Paolo Mura, Taylor’s University, Malaysia Mr. Mohan Jain, BCIHMCT, New Delhi, India Dr. Mamta Bhatnagar, Shridhar University, Pilani, Rajasthan, India Mr. Prem Ram, BCIHMCT, New Delhi, India Dr. Surekha Rana, Gurukul Kangri University, India Dr. Manohar Sajnani, Amity University, Noida, India Dr. Paramita Suklabaidya, Indira Gandhi National Open University, New Delhi, India Administrative Coordinator Marketing & Information Coordinator Mr. Pradeep Gupta, BCIHMCT, New Delhi Mr. Mohinder Pal Singh, BCIHMCT, New Delhi Disclaimer: Indian Journal of Applied Hospitality and Tourism Research, ISSN 0975-4954(print) is published yearly by BCIHMCT, New Delhi. Printed by PrintekWays, New Delhi. Contributions to which are made by Academicians, Hotel Managers, Practitioners and Tourism & Travel Experts. BCIHMCT makes every effort to ensure the accuracy of all the information contained in this publication. However, views and factual claims expressed in individual contributions are personal to the respective contributors and are not necessarily endorsed by the editors or the advisors of the Journal. [email protected] Editor-in-Chief Ph.: 011-49020300, 49020301 E-Mail: [email protected], [email protected] Website: www.bcihmct.ac.in Vol 5: Special Issue: Hotel Operations Management - Issue and Challenges Vol 6: Special Issue: Travel, Tourism and Hospitality - Trends and Issues Vol 7: Special Issue: Travel, Tourism and Hospitality - Trends and Issues Vol 8: Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 9, January, 2017 1 Indian Journal of Applied Hospitality and Tourism Research CONTENTS Research Papers Parvadhavardhini Faculty Perception and Expectation of Hospitality Curricula for Gopalakrishnan Student’s Preparedness: Case Study at WGSHA, Manipal University 3-9 & H.G. Joshi – India Parikshat Singh Manhas, Celebrity Endorsement: An Incite for Destination Image among Parvinder Kour Tourists Visiting Himachal Pradesh and Gujarat in India 10-14 & Akshi Bhagat Dinesh Kumar Karush Acceptance of Food as Cultural Heritage among Tourist Arrival in & Sonia Sharma Uttarakhand 15-22 Vasanthan Sigamany An Exploratory Study on Awareness and Challenges in & S. Kaliappan Implementing HACCP in Institutional Catering Outlets in a 23-33 University Town Aamir Ali Ansari Film Induced Tourism: A Motivational Tool for Converting Film & Bharti Gupta Watcher to Film Tourist 34-40 Sandeep Walia An Analytical Study on Factors Affecting Foreign Tourist’s & Ajit Kumar Singh Satisfaction in Bodhgaya, Bihar 41-49 Monisha Juneja Perceived Risk and The Woman Traveller: Concern Issues for Sustainable Tourism 50-58 S. Kaliappan GMO: Exploratory Study of Hospitality Management Students & Vasanthan Sigamany Opinions Towards Genetically Modified Food 59-68 Parikshat Singh Manhas Synergizing Indian Hospitality Services and Luxury: Augmenting & Sudhanshu Gupta Perception and Experience of Indian Luxury Trains 69-76 Report on 6th India International Hotel Travel & Tourism Research Conference &7th Indian Hospitality Congress Annual Conference 77-82 2 Indian Journal of Applied Hospitality & Tourism Research Preface We would like to present, with great pleasure, the 9th volume of Indian Journal of Applied Hospitality and Tourism Research, a scholarly journal. This journal is part of the Banarsidas Chandiwala Institute of Hotel Management and Catering Technology’s series of India International Hotel Travel and Tourism Research Conference, and is devoted to the gamut of current and emerging trends, challenges and issues that are being faced by Hospitality and Tourism Operators in a high-growth business environment. This journal was envisioned and published annually to represent the growing need of research in Hospitality and Tourism as an emerging and increasingly vital field in the economy of a Nation. Its mission is to become a voice of the Hospitality and Tourism community, addressing researchers and practitioners in areas ranging from Emerging Trends, Contemporary Issues, Natural Disaster, Climate Change & Crisis Management, Eco-Tourism, Green Practices & Sustaining Environment, Economics and Forecasting, Virtual Tourism, e-Tourism, ICT & Travel Technologies, Food Safety, Quality & Innovations, Marketing Strategies & Consumer Behavior, Education and Training, Human Resources and Business Strategies and Revenue Management in Hospitality and Tourism. Indian Journal of Applied Hospitality and Tourism Research focuses on original high-quality research in Hospitality & Tourism in parallel and distributed environments, encompassing facilitation of the theoretical foundations and the applications for Industry Managers, Tourism and Hospitality Researchers together. The Journal is intended as a forum for practitioners and researchers to share the issues related to the Travel, Tourism and Hospitality business. This volume is devoted to Hospitality and Tourism research and the application of such research, which naturally complement each other. This volume comprises nine manuscripts, from various topics of Hospitality Education and Tourism Promotion. These articles exemplify the analysis and exploration of complex issues & Challenges and Trends from various sections of Hospitality and tourism. They provide invaluable insights into the studied problems and offer convincing exploratory studies and primary data analysis. All the papers comprises original research work in the Hospitality curriculum & students expectation, Destination Image, Food safety & Handling, Food culture for tourism, Virtual tourism, factors of Tourist satisfaction for a destination, Woman Travellers issues & challenges, GMO (Genetically modified foods) and Luxury Train services – expectation and experiences. Many Hospitality and Tourism Managers, Researchers and Faculties have contributed to the creation and the success of the Hospitality and Tourism Industry. We are very thankful to everybody within our Industry who contributed and supported for the publication of this issue. We are certain that this support and participation in Research will be followed by many others, reporting new Trends, deliberating on existing Issues and Challenges in the Hospitality and Tourism field. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the IJAHTR editorial staff of BCIHMCT, in particular our Patron of this Journal, Dr. Bhuwan Mohan, Secretary, SBCSSTS, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Indian Journal of Applied Hospitality and Tourism Research readers and will stimulate further research into the vibrant area of Hospitality and Tourism. Dr. Bhupesh Kumar Editor-in-Chief Vol. 9, January, 2017 3 Faculty Perception and Expectation of Hospitality Curricula for Student’s Preparedness: Case Study at WGSHA, Manipal University – India Parvadhavardhini Gopalakrishnan1 & Dr. H G Joshi2 Abstract A typical four year degree hospitality management curriculum must meet all stakeholders’ expectations and perceptions by delivering the skills that are essential for the hospitality industry. The faculty and academia are critical in providing the inputs to curriculum design and reforms. This research article is aimed at capturing faculty perceptions and expectations of hospitality education curriculum, the outcomes of which may be applied to design and develop a futuristic liberal hospitality curriculum model. The interpretations of data significantly highlighted that there is a negative gap in all four skill sets of Generic skills, Fundamental curriculum related skills, Functional area skills and Concentration area skills. The gap between expectations and perceptions of faculty was high for the variable “finance and accounting”, followed by “hospitality law” and “Revenue management and reservation systems”. The gap was least for the variable “experimental learning”. Perceptual differences were also observed between male and female faculty in all dimensions. Liberal arts and social studies is recommended as courses either as a free elective, open elective or minor on all hospitality degrees. Keywords: Hospitality
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