Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Covid-19: Challenges and Opportunities In Indian Tourism and Hospitality Sector

Author(s): Kumar Ratnesh, Nimit Gupta, Kiran Bala and Shilpee Aggarwal

The entire world is facing the shock waves caused by COVID 19. Its occurrence has almost put the world and its economies to a standstill. This standstill has affected mainly all businesses globally. The effect of this pandemic has mostly hit the tourism and hospitality sector of all the countries. The tourism and hospitality industry are the only sectors that stand alone on the services provided by one-to-one person and runs only on the experiences of the customers. On the contrary, this virus is spread by close contact with people. Hence, the purpose of this paper is to study the impact of the COVID-19 on India. Since India is a developing country with the fastest growing economy and it is mainly dependent on its tourism and hospitality sector, which is worst hit by this pandemic. Hence, this paper highlights the tourism and hospitality industry of India before the lockdown. This paper also tends to point out the flip side of the pandemic in India and the role of the Government in reviving from this crunch situation. The authors have given some suggestions and recommendations that may help the Hospitality and the tourism industry to recover from its loss. It also talks about the prospects of these two industries in India.

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