Abstract

Tourism is in a high in India thanks to India’s Ministry of Tourism’s innovative campaigns such as the ‘Incredible India’ campaign, ‘Atithi Devo Bhavah’, etc. While the ‘Incredible India’ campaign strove to attract discerning tourists to India, ‘Atithi Devo Bhavah’ was a domestic social awareness program aimed at changing attitude and perception of Indians with respect to the way they interacted with tourists.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Tourism, Social awareness program, Ministry of Tourism, innovative campaign, Incredible Indiacampaign, Atithi Devo Bhavah, training, changing attitude, changing perceptions, media campaign, publicity campaign