“Namastey London”: Bollywood Movies and Their Impact on how Indians Perceive European Destinations

Authors

Bharath M. Josiam Ph.D., University of North TexasFollow
Daniel Spears Ph.D., University of North TexasFollow
Kirti Dutta Ph.D., Bhartiya Vidya Bhawans Usha & Lakshmi Mittal Institute of Management (BULMIM), New Delhi, IndiaFollow
Sanjukta A. Pookulangara Ph.D., University of North TexasFollow
Tammy L. Kinley Ph.D., University of North TexasFollow

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