Title: Ecotourism: repositioning green tourism amongst millennial generation in India

Authors: Parminder Kaur; Harman Arora

Addresses: Jagan Institute of Management Studies, Rohini, Sector-5, Delhi 85, India ' Constitution Club of India, Rafi Marg, behind Reserve Bank of India, New Delhi 110001, India

Abstract: Recently, a new upsurge can be seen in the travel industry that millennial is highly inclined towards nature travelling. The aim of the study is to investigate how green tourism can be promoted amongst youth. After conducting a content analysis of 200 Indian tourists from user-generated content available online, a survey was floated to a sample of 515 tourists with an objective to assess indicators that leads to destination loyalty amongst youth. An exploratory research was conducted to study qualitative standards that lead to consumer satisfaction and repeated visits. The study is useful for Ministry of Tourism and policymakers, who are planning to set new tourist destinations in completely virgin areas. Further, the research can be used by destination managers, advertising and marketing companies, travel portals and lodging managers to study antecedents to faithful consumer behaviour amongst generation Y.

Keywords: millennial; environment; repositioning; destination marketing; ecotourism; India.

DOI: 10.1504/WREMSD.2018.097700

World Review of Entrepreneurship, Management and Sustainable Development, 2018 Vol.14 No.6, pp.747 - 763

Received: 25 Jul 2017
Accepted: 27 Oct 2017
Published online: 05 Feb 2019 *

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