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Strategic Competency Development in Indian Tourism: Harnessing Digital Transformation, Sustainability, and Human Capital
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Author(s): Hemanth Kumar S. (Faculty of Management Studies, CMS Business School, Jain University, India), Dinesh Nilkant (Faculty of Management Studies, CMS Business School, Jain University, India), K. R. Gayathri (Faculty of Management Studies, CMS Business School, Jain University, India), Subramanya Iyer K. N. Anantha (Faculty of Management Studies, CMS Business School, Jain University, India)and Prabha Kiran (Westminster Business School, Westminster International University in Tashkent, Uzbekistan)
Copyright: 2025
Pages: 42
Source title:
Empowering Sustainable Performance and Competitive Advantage in Tourism
Source Author(s)/Editor(s): Mario Silic (Swiss School of Business and Management, Switzerland), Mahesh Luthia (Chetana's Institute of Management and Research, India), Faizan Ahmad (Cardiff Metropolitan University, UK)and Partha Pratim Chakraborty (Chetana's Institute of Management and Research, India)
DOI: 10.4018/979-8-3373-4546-8.ch005
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Abstract
The Indian tourism sector is experiencing a significant transformation influenced by technology, sustainability, and changing consumer expectations. This chapter examines how competency marketing can enhance the industry's competitiveness, particularly in digital transformation, sustainability, and human capital development. Drawing on global tourism leaders, it highlights the use of digital tools like big data, AI, and ML to offer personalized experiences. The chapter underscores sustainability as a marketing competency and the importance of continuous professional development. It advocates for industry-academia partnerships and regional training programs to support mid-career professionals. India is poised to lead in digital tourism marketing by aligning competencies with emerging technologies and sustainability goals. Key performance indicators such as digital literacy and sustainable tourism engagement are proposed to guide the sector's growth over the next decade.
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