Debasish Batabyal’s research while affiliated with Amity University and other places

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Publications (15)


Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach
  • Article

October 2024

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93 Reads

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1 Citation

Tourism and Hospitality Research

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Debasish Batabyal

Online review reading is almost ritualistic before making any purchases. Building on social cognition theory, uses and gratification theory, and stimulus organism response theory, this study explores user-generated content (UGC) attributes affecting intentions to travel via a mediating variable (destination image). Using partial least squares structural equation modeling (PLS-SEM) analysis and necessary conditions analysis (NCA) on responses ( N = 392) collected online in India, the findings reveal that the perceived novelty of content (PNC) and perceived value of content (PVC) positively influence destination image and behavioral intention. Destination image mediates the relationship between PNC, PVC, and content users’ behavioral intentions. Perceived reliability of content (PRC) positively affects behavioral intention. The findings suggest that adequate PNC, PRC, and PVC levels are necessary to enhance destination image and generate intention to travel. This study contributes to the UGC literature and provides recommendations for stakeholders to improve user experience and enhance destination image perception.


Hedonic Experience of Visitors at a Heritage Site: A Netnographic Study

October 2023

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17 Reads

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3 Citations

Tourism is an activity that provides experience for the tourist. The experience is of high importance, and is accompanied by satisfying and pleasurable emotions. The experience allows the tourists to be actively involved in heritage consumption. The purpose of the study is to explore the hedonic experience of tourists at a UNESCO heritage site in India. The study adopts a netnographic approach to explore tourists' hedonic experiences. The results identified the three categories leading to exploring the hedonic dimension of experience while visiting a heritage site multisensory, imaginative, and emotional. The study provides appropriate understanding to the management and authorities by which they can improve the hedonic dimensions for the tourist, and improve the overall experience at the tourist destination. Further findings state that recognizing the relevant sensory clues will help the tourists to connect with the heritage monument better.


Technological Impacts of AI on Hospitality and Tourism Industry

February 2023

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176 Reads

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7 Citations

The importance of technology in the tourism industry is undeniable, especially in the field of tourism. Technology has penetrated the tourism industry, and our contemporaries have not been obliged. From choosing a location to booking hotels and resorts, people can plan their vacation without any hassle. In fact, more than 70% of travelers plan their trips online. Thus, with the introduction of new technologies such as chat-bots, messengers, artificial intelligence, and robots, our tourism business is becoming more important than ever. The growing popularity of the Internet, smart phones, and smart mobile apps added to the development of tourism and allowed the market to rise to an unprecedented level. This paper focuses on the technological impact of AI in the field of hospitality and tourism industry.


Assessing Sustainable Tourism and Crisis Situations: An Investigative Study of a Himalayan State, Sikkim (India)

January 2022

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18 Reads

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2 Citations

Sikkim is the 22nd state situated in the Himalayas. It is a small, but beautiful state with endless potentialities for tourism. Tourism is estimated to contribute to around eight per cent of the state gross domestic product (GDP) in Sikkim and its importance has been increasing day by day. This beautiful alpine Himalayan state has a very relevant performance in exploring the quality of public life. At the same time, this distinctive bio-geographic region is fragile and prone to earthquake and other ecological problems arising from out of climate change and increasing industrialization. This chapter is an attempt to analyze the positive and negative socio-economic conditions on the backdrop of disaster management perspective in the state. Based on review of literature on crisis situations and possible disastrous effects exhibiting from out of tourism activities in similar destinations, socio-economic issues have been dealt with through investigation of secondary data and opinion survey.


Risk Perception and Travel Behavior of Urban Residents in a Densely Populated Region of East India Amidst (COVID)-19 Pandemic

January 2022

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9 Reads

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1 Citation

Tourism Culture & Communication

Travel risk perception and tourist behavior have been of paramount importance since the Covid-19 pandemic. As the nature, intensity, and consequences of these perceptions and behaviors vary, an extensive study on the perceptions of tourists’ attitudes toward Covid-19-associated travel risks and travel behaviors related with gender, age, and educational level is essential, particularly in East India, one of the world’s most densely populated urban areas. The major outcome incorporates logistic regression showing how traveling with family exhibits a different behavior during the Covid-19 outbreak, with distinctive gender-specific characteristics influencing future choices and travel decisions.


Assessing the choice of supplementary accommodation for the new normal urban areas in West Bengal, India
  • Article
  • Full-text available

March 2021

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458 Reads

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5 Citations

Journal of Contemporary Issues in Business and Government

D R Debasish Batabyal

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Objectives: To measure the factors responsible for or contributing to the choice of accommodation in urban areas during and immediately after COVID 19 pandemic, with an increasing importance of location and its shifting perception for confidence building and future marketing. Method: Principal Component Analysis and Chi-Square tests are found useful for analyzing the primary data collected from the urban areas in West Bengal Results: COVID 19 risk perception and resultant behavior could not supersede purchasing power in the study area while location is playing a critical role. This study also projected a sustainability-safety-sustainability diaspora exhibiting future trends for supplementary accommodation sector with new-normal sustainability orientation in the area. Practical Implications: COVID 19 measures with more investments does not enhance confidence among urban dwellers in the study area, rather price and location play critical role with new COVID 19 orientation for supplementary accommodations. Social Implications: Risk perception, safety measures and actual availing of accommodation services are experiencing a wide gap as never before owing to this COVID 19 outbreak. This study focuses on this area with a future scope for supplementary accommodation. Value: This study redirects the future marketing, financial and entrepreneurial policy issues for supplementary accommodation sectors

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STATIONARY AND NON STATIONARY GROWTH OF INBOUND AND DOMESTIC TOURIST ARRIVALS IN INDIA AN EMPIRICAL STUDY FROM 1990 TO 2018

February 2021

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19 Reads

PalArch s Journal of Archaeology of Egypt / Egyptology

Though continuous increase in tourist arrivals is the common form of presenting potentiality of tourism industry, there are many more issues involved in which stationary and non stationary states critically important for policy issue and future direction. This direction is also useful for contextualizing and comparing true and fair condition of tourism industry in a large country like India with 28 states and 8 UTs. The present article is a descriptive STATIONARY AND NON-STATIONARY GROWTH OF INBOUND AND DOMESTIC TOURIST ARRIVALS IN INDIA: AN EMPIRICAL STUDY FROM 1990 TO 2018 PJAEE, 17(9) (2020) 6045 approach to analyse and exhibit stationary and non-stationary growth of domestic and international tourist arrivals in India in the light of the present context of COVID 19 outbreak for setting the future policy issues and recommendations. Introduction:



Reliability of Respondents' Opinion in Pichavaram, Kallakurichi and
Principal Components for Eco Destination Facility Planning inPichavarm,
Ecotourism Product Formulation for New Normal Tourism Practices: A Substitutability Approach for Selected Areas of Tamil Nadu, India

July 2020

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346 Reads

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2 Citations

The southern state of India, Tamil Nadu is a rich destination for cultural, religious,adventure and ecotourism. The rich resource of the state makes the place one of the most adorable tourism States of India. Recently occurred COVID 19 pandemic has changed the economic, socio-cultural,geo-political and behavioralaspects of people.Nature based tourism and ecotourism are always a secondary attraction feature as history and cultural edifices predominates along with hill stations and sea beaches.Therefore, the possibility of redirection of tourism demand of a great number of pilgrims and leisure tourists is quiet natural now.Again, it will be affordable and supportive to the tourists amidst this COVID 19 pandemic situation.The present article is an attempt to revisit the facilities, amenities and servicesrequired for product formulation and to identifyrecent issues forofferingand incorporating nature based and/or eco tour packages.


Figure 1: Bottom up Approach based on Health Risk and Accessibility to Travel and Tourism
Revisiting Alternative Tourism and Excursion Destination Market in India: An Assessment amidst COVID 19 Pandemic

July 2020

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86 Reads

COVID 19 attack has more adverse impacts on economic and social set up than ecology and environment. Drastic reduction in physical accessibility and actual mobility is seemed to be a gray area for the travel industry, if the situation remains unchanged. Loss of employment, lowering of income and more life-risk associated with travelling and overnight accommodation Indians are expected to spend less on tourism as a noticeable trend as never before. Travel and tourism practices are seemed to be directed towards the unorganised or un-institutional unprofitable market segments from VFR to alternative and responsible tourism. With loss of capital and provision for health and safety measures many travel houses, hotels and other principal suppliers have been operating at break-even level. Most of the experts are in favour of rejuvenating tourism and hospitality industry through India's domestic tourism segment as it helped rejuvenation immediately after economic meltdown during 2008-2009. Again, maintaining such level for a longer period of time is very hard for larger hotels with huge fixed costs. Present article is an attempt to explore and critically analyse the new product or package tour formulation strategy amidst this COVID 19 pandemic situations. Introduction:


Citations (6)


... Humancomputer interaction studies have increasingly emphasised the consumer's emotional benefit target fulfilment inspired by technology (Tu and Jia, 2024;Hu et al., 2023). The role of hedonic motivation in influencing consumers' willingness to adopt digital technologies to view content related to cultural heritage has been demonstrated in existing studies (Seal and Batabyal, 2023;Wen et al., 2023). For example, the study of (Wen et al., 2023) showed that hedonic motivation had a significant positive effect on tourists' willingness to adopt AR/VR to view heritage monuments. ...

Reference:

Adoption of digital intangible cultural heritage: a configurational study integrating UTAUT2 and immersion theory
Hedonic Experience of Visitors at a Heritage Site: A Netnographic Study
  • Citing Chapter
  • October 2023

... En LATAM, la implementación de AI en el sector hotelero puede diferir debido a características regionales únicas y dinámicas de mercado, lo que podría influir en las aplicaciones y estrategias específicas empleadas. Si bien las tendencias globales en la adopción de AI en el turismo y la hospitalidad enfatizan áreas como la previsión, la experiencia del consumidor y la interacción humano-robot (Sharma et al., 2023), el enfoque de América Latina puede estar determinado por factores, como matices culturales, consideraciones económicas e infraestructura tecnológica específica de la región (Jamaluddin y Rahmat, 2022). Comprender estas distinciones puede ayudar a adaptar las soluciones de AI en la industria hotelera latinoamericana para que se ajusten mejor al mercado local y a las preferencias de los consumidores, impulsando en última instancia la innovación y la competitividad en la región. ...

Technological Impacts of AI on Hospitality and Tourism Industry
  • Citing Chapter
  • February 2023

... On March 11, 2020, the World Health Organization declared a global pandemic due to a new type of coronavirus, COVID-19, which, has given rise to an unprecedented health and economic crisis and has had a devastating impact on the tourism industry in general (Škare et al., 2021) and on cultural tourism in particular (Wallace et al., 2023). In this context, there is a tendency for researchers to approach their studies from the tourist's perspective (Ghosh & Batabyal, 2023;Li et al., 2021;Zheng et al., 2021). However, Lee et al. (2012) warned that one of the greatest risks of tourism in the midst of a pandemic is the transmission of disease by guests to the host community. ...

Risk Perception and Travel Behavior of Urban Residents in a Densely Populated Region of East India Amidst (COVID)-19 Pandemic
  • Citing Article
  • January 2022

Tourism Culture & Communication

... However, as transportation systems and infrastructure developed, mountain tourism transformed into a more accessible form of leisure activity, attracting a wider range of visitors seeking nature-based experiences, leading to the growth of mass tourism in mountains, occupying currently 15-20% of the global tourism market (Kariel and Draper, 1992;Icoz et al., 2012;Batabyal, 2017;Kolbuszewski, 2016;Saha et al., 2018;Umiastowska and Kisiel, 2019;Ng, 2022). On one hand, contribution of tourism helped the mountain destination evolve to its glorious state, while, on the other, mass-infiltration of tourism may prove to be fatal for the future existence and sustenance of the nature-based eco-sensitive tourist-hotspots (Maroudas et al., 2004;Batabyal, 2022). Hence, it will be essential to balance the competing demands of economic development, environmental protection, and cultural preservation (Mirski et al., 2017;Loach et al., 2017). ...

Assessing Sustainable Tourism and Crisis Situations: An Investigative Study of a Himalayan State, Sikkim (India)
  • Citing Chapter
  • January 2022

... India Brand Equity Foundation (IBEF, 2021) projected the industry's direct contribution to the growth rate of GDP up to 10.35% between 2019 and 2028. By 2028, Indian tourism and hospitality is expected to earn US$ 50.9 billion as visitor exports compared with US$ 28.9 billion in 2018. ...

Assessing the choice of supplementary accommodation for the new normal urban areas in West Bengal, India

Journal of Contemporary Issues in Business and Government

... The tourism industry has been known for generating sustainable sources of livelihoods (Tao & Wall, 2009;Swain, S. K., & Batabyal, D., 2016)) while supplementing indigenous cultures of the rural and isolated areas which are currently facing deterioration (Butler & Hinch, 2007). Many forms of tourism like indigenous tourism, ecotourism and cultural tourism can play a major role in providing additional or alternative livelihood opportunities, elevating poverty, preserving culture, improving community participation and promoting environmental sustainability (Masud, Aldakhil, Nassani & Azam, 2017;Batabyal et al., 2020). ...

Ecotourism Product Formulation for New Normal Tourism Practices: A Substitutability Approach for Selected Areas of Tamil Nadu, India