Article Title
“Namastey London”: Bollywood Movies and Their Impact on how Indians Perceive European Destinations
Program Web Address
cmht.unt.edu
Abstract
The aim of this study is to analyze the perception of European destinations through the eyes of Indian Bollywood film viewers to determine how perception is influenced by what is viewed in films. Researchers surveyed Indian consumers and collected 670 usable surveys. European destinations were divided into top five and bottom five destinations for Indian tourists, and data was then compared to world tourism statistics. Results indicate differences in destination preference among Bollywood viewers and worldwide tourist trends. Findings indicate that prominently featuring a landscape within Bollywood films can significantly impact Indians’ perception on the destinations’ image. European countries frequently portrayed in films have higher marks on multiple perception categories than those not featured in blockbuster Bollywood films.
Recommended Citation
Josiam, Bharath M. Ph.D.; Spears, Daniel Ph.D.; Dutta, Kirti Ph.D.; Pookulangara, Sanjukta A. Ph.D.; and Kinley, Tammy L. Ph.D.
(2014)
"“Namastey London”: Bollywood Movies and Their Impact on how Indians Perceive European Destinations,"
Hospitality Review: Vol. 31:
Iss.
4, Article 2.
Available at:
https://digitalcommons.fiu.edu/hospitalityreview/vol31/iss4/2
Included in
Business Administration, Management, and Operations Commons, Hospitality Administration and Management Commons, Marketing Commons, Recreation, Parks and Tourism Administration Commons, Tourism Commons, Tourism and Travel Commons
