Purpose This study examines the role of heritage tourism in shaping Delhi's economic growth from 2001 to 2021, with particular attention to sustainability tensions arising from rapid visitor expansion and infrastructure constraints. Despite Delhi's status as a heritage-intensive metropolis, tourism-led growth studies in India remain largely national in scope and rarely explore city-level dynamics. The analysis also considers major structural shocks; to assess how external events reshape tourism-growth relationships. Design/methodology/approach A Vector Error Correction Model (VECM) is employed to estimate short-run dynamics and long-run equilibrium relationships between heritage visitor flows, infrastructure indicators (registered hotels and travel trade operators) and economic output. Findings Results reveal a complex dynamic relationship. While infrastructure expansion significantly promotes long-run economic growth, an increase in heritage visitors under limited infrastructure capacity exerts a counterintuitive negative effect on output over time. This suggests that beyond carrying capacity thresholds, visitor growth may generate economic strain rather than gains. However, when supported by sustained infrastructure development, heritage tourism contributes positively to long-run growth. Practical implications The research indicates that heritage-tourism strategies should not concentrate exclusively on boosting visitor numbers. Achieving sustainable economic benefits necessitates a balance between visitor growth, infrastructure capacity, carrying-capacity thresholds, digital visitor-management systems, and reinvestment in preserving heritage sites. Originality/value This study provides one of the first city-level time-series econometric assessments of heritage tourism-led growth in India, modelling infrastructure-heritage interactions and offering insights for sustainable heritage management in rapidly urbanizing destinations.

Abstract This chapter examines the evolution of political involvement toward the innovative tactic of integrated, omnichannel political marketing from conventional and multichannel methods. In a time where electoral environments are more intricate and the behavior of voters is highly varied, political figures witness difficulty in providing consistent, tailored, and data-informed messages through various channels. Taking insights from these omnichannel approaches in the fields of banking and retailing, this chapter explores how these strategies can be tailored to political environments to improve the involvement of voters, increase campaign effectiveness, and promote greater democratic participation. The major findings of the study state that strategic organizations, alignment, and implementation of omnichannel political campaigns specifically emphasize the essential importance of analytics in comprehending voter tendencies and actions. It also highlights significant obstacles to effective implementation, such as infrastructural constraints, data privacy issues, and disparities in technology access, which can impede fair political communication. By merging the theoretical knowledge with practical aspects, this chapter presents a thorough framework for political organizations aiming to utilize omnichannel marketing as a channel for establishing stronger and more enduring connections. It frames omnichannel political marketing not just as a technological advancement but as a strategic framework that necessitates harmony between message uniformity, platform variety, and voter-focused communications. At the end, this study highlights that when omnichannel is carefully implemented, it can significantly enhance the quality of political discussions in the digital era.

As global attention increasingly focuses on responsible digital transformation, integrating sustainability into digitalisation has become a critical yet underexplored issue, particularly for SMEs in emerging economies. Despite growing policy and academic interest in digital sustainability, SMEs remain underrepresented due to structural, institutional, and resource constraints. This study investigates barriers to the integration of digital sustainability among Indian SMEs, employing a qualitative design guided by reflexive thematic analysis and the PESTLE framework as a sensitising lens. Drawing on 40 in-depth interviews with SME owners, managers, and compliance officers, the research explores how digital transformation unfolds amid infrastructural limitations, regulatory ambiguity, economic vulnerability, and institutional fragmentation. Findings show that barriers extend beyond technological and financial challenges and are systemically produced through interacting political, economic, social, technological, environmental, and legal constraints. Key barriers include fear of digital surveillance, limited sustainability literacy, infrastructural exclusion, regulatory mistrust, and the perception that green innovation is primarily for large firms. These dynamics create institutional and capability constraints that hinder SME engagement in digital sustainability transitions. The study contributes theoretically by reframing digital sustainability adoption as a socio-institutional transformation rather than a purely technological upgrade, highlighting the role of institutional environments in shaping enterprise capability development. In practice, the study identifies context-sensitive pathways to support SME digital sustainability, including localised governance platforms, adaptive regulatory frameworks, ecosystem-based learning systems, and shared digital infrastructure. By situating digital sustainability within broader institutional and capability contexts, the research offers actionable insights for sustainability scholars, digital governance researchers, and SME policymakers seeking inclusive and scalable digital sustainability transitions in emerging economies.

Abstract This chapter explores the connection between digital media, community engagement, and political marketing by carefully examining recent studies. The study aggregates the findings of 38 journal articles published between 2011 and 2025 to investigate significant themes such as platform architectures, polarization, youth engagement, and Political Social Media Marketing (PSMM). The findings indicate that the literature lacks a theoretical basis, is fragmented, and is primarily focused on the United States and the United Kingdom. It highlights how social media can worsen affective polarization while simultaneously boosting political participation. The study highlights the importance of gender-specific strategies, platform-specific content, and the ethical quandaries presented by algorithmic bias and microtargeting. A Python-based sentiment analysis tool is presented to illustrate real-time media bias assessment and link theoretical knowledge with practical applications.

This research seeks to examine the strategies employed by social media travel influencers (SMTIs) in managing their organic and sponsored posts, as well as their interactions with followers. This qualitative study utilized in-depth interviews with 24 SMTIs who possess a significant presence on social media platforms. The findings indicate that followers exhibit a preference for organic content. The strategies employed in sponsored content by influencers encompass the timing of posts, the number of product images, tie-in strategies, the creation of valuable and engaging content, and the use of implicit advertising language. The way SMTIs disclose sponsorships is perceived negatively by followers. This study highlights the tension between authenticity and commercial interest, offering insights for both academics and practitioners in digital marketing and tourism promotion.

PurposeMobile payment services (MPS) have seamlessly integrated into daily life due to their convenience and efficiency. However, MPS can be successful only if used consistently over the long term. This paper explores the insights based on users' experience of Mobile Payments and delves into the three key dimensions, i.e. financial self-efficacy (FSE), technical self-efficacy (TSE) and constructs of technology continuance theory (TCT) that motivate MPS users to continue using MPS.Design/methodology/approachThe responses of 563 MPS users were empirically validated using the partial least squares structural equation modeling (PLS-SEM) technique.FindingsThe results indicate both FSE and TSE exert a favorable influence on the expectation of confirmation. Besides, perceived ease of use, perceived usefulness, satisfaction and attitude are significant antecedents of the aspiration to continue using MPS. Notably, the effect size and importance-performance analyses (IPMA) highlight that perceived ease of use prominently predicts users' intentions to persist with MPS.Research limitations/implicationsFindings contribute to MPS research by providing deeper insights to enhance user retention intentions. Besides, the study helps fintech companies and mobile payment platforms to design and market their MPS services to meet users' needs and expectations in a better manner for sustained usage.Originality/valueThis study pioneers a novel integration of self-efficacy theory with the TCT to provide a more comprehensive, multivariate perspective on users' intentions to continue using MPS. The research not only identifies the intricate psychological factors that contribute to the persistence of MPS but also fills a critical void in the existing literature by distinguishing between financial and technological self-efficacy. This dual-efficacy perspective illuminates how confidence in managing money and technology separately affects persistent utilization. Thus, researchers and practitioners seeking to improve user retention in digital financial ecosystems may utilize the study's theoretically sound and practically applicable methodology.

The study employed a quantitative research approach to investigate how demographic and economic factors influence the success of entrepreneurs using theoretical lens of human capital theory. It meticulously explores an array of critical variables that encompass various facets of the entrepreneur's journey. Data was collected by purposive sampling of 588 respondents who had received training from rural self-employed training institutes (RSETI) and subsequently became entrepreneurs. The collected data was analysed using statistical techniques, such as regression analysis, t-tests, confirmatory factor analysis using (AMOS) software to assess the relationships between the key variables and entrepreneurial success. Through a comprehensive analysis of the variables, the findings of this study illuminate that among the demographic factors under scrutiny, formal education emerges as a notable contributor to entrepreneurial success. Moreover, the adoption of contemporary technology, the respondent's income level, and the training received from RSETI emerge as pivotal factors that play a central role in determining the success trajectory of entrepreneurs.

With regard to bleisure travel, a relatively emerging concept in tourism, referring to the phenomenon that business travellers extend their business trips by adding leisure activities, this chapter discusses the use of value co-creation in bleisure travel. The emphasis of value co-creation is on how it might be possible for the clients and service providers to enhance the traveller experience in its entirety. When people travel for work but seek a business trip leisure option, there is a growing desire for highly personal and specific solutions. In view of the dynamic new demands that are surfacing from the travellers, this chapter seeks to look at the ways in which the service providers can adopt value co-creation so as to provision services that reflect their business and or personal interest. This chapter focuses on the future of learning through case study and collaborative service design teaching methodology. Lastly, it employs the case of Marriott International and its ‘Travel Brilliantly’ campaign where use of correct procedures that can enhance traveller participation and customer loyalty has been described. Such insights stress the importance of engaging in value co-creation and adapting to the trends that comprise bleisure travel to provide outstanding, individualized travel experiences.

The primary purpose of this inquiry is to investigate the relationship between supply chain strategies, supply chain integration, and logistics proxies. It addresses the question of how corporations might improve supply chain operations to increase efficiency and responsiveness in competitive markets. The inquiry takes a quantitative approach, collecting data from supply chain professionals across many sectors via questionnaires. To investigate the relationship between proxies, statistical analysis is used, which includes regression and factor analysis. The major findings show that carefully defined supply chain strategies have a positive impact on logistical characteristics, and that supply chain integration substructures serve as an important mediator. Corporate investments in integration methods have increased operational efficiency. The findings indicate that changes to the chain of supply methods for integration efforts are required to improve logistical results. It is advised that corporations acknowledge the need of collaboration and information sharing,

This research examines how employee branding (EBR) strategies impact the growth of small and medium enterprises (SMEs) in the Indian economy, targeting the nation’s objective of reaching a US$5 trillion economy. This study analyzes the strategic importance of EBR to identify the main factors that drive growth and economic expansion in SMEs. This study utilized a qualitative approach to collect in-depth insights from SME leaders and human resources (HR) professionals through semi-structured interviews. The research participants were chosen using purposive sampling to ensure representation from various sectors within the SME domain. This study comprehensively examines EBR practices and their relationship with organizational growth. The initial findings highlight the importance of EBR for encouraging SME growth and emphasize the significance of fostering a positive workplace culture and implementing strategies to retain and engage talent. Participants asserted that effective EBR improves organizational performance and aids in recruiting and retaining highly skilled individuals, thereby assisting in the SME growth trajectory. The study results emphasize the significance of EBR and its consequences for Indian SMEs that want to contribute substantially to India’s economic development.

The primary aim of this article is to investigate the associations among marketing influence, integration of supply chain, as well as operational efficiency, tackling the issue of optimizing organizational efficiency through these interrelated areas. The investigation utilizes a quantitative methodology, applying structural equation modeling to assess data from various organizations, which enables a thorough analysis of both the direct and indirect influences among the constructs. Substantial consequences manifest that a robust marketing influence greatly augments integration of supply chain, incubating augmented collaboration and communication among stakeholders. As well as, the consequences manifest that efficient integration of supply chain absolutely influences operational efficiency, illustrating that optimized processes contribute to better organizational efficiency. The investigation manifests integration of supply chain as a key mediator in the association among marketing influence as well as operational efficiency, underscoring the consequence of cohesive strategies.

This paper aims to examine the distinctions between solopreneurs and entrepreneurs, highlighting significant differences between the two terms. Moreover, it explores the specific impact of the pandemic on solopreneurs. To gain comprehensive insights, qualitative research methods were employed. In-depth interviews with six solopreneurs were conducted to understand their experiences and approaches. The study adopts a comparative approach, analysing and contrasting the business practices of solopreneurs and entrepreneurs. It sheds light on the unique strategies employed by solopreneurs, which enable them to navigate the current business environment more effectively. The findings of the study reveal that solopreneurs indeed follow a unique approach in their activities, contributing to greater success when compared to entrepreneurs. Furthermore, the study presents a tailored business plan template for solopreneurs, recognising their distinct needs and circumstances.

This chapter explores the concept of hyper-personalization and innovation capabilities in the B2B hospitality industry. To achieve sustainable competitive advantages and enhance customer experiences, the hospitality industry organisation need to develop dynamic capabilities of innovations and hyper-personalisation of products, services and processes in the hospitality sector. The chapter conceptually discusses the application of artificial intelligence, big data, and analytics to collaborate with partners of the hospitality industry and provide innovative and deeply personalised experiences to customers. The literature review indicates various models, processes, opportunities and challenges in developing innovation and hyper-personalisation of services in the B-to-B hospitality sector. The chapter proposes useful models, tools and suitable recommendations related to developing and implementing innovative and hyper-personalise capabilities. The findings are useful for strategic management and policymakers associated with the hospitality sector.

Purpose : As India envisions becoming a developed nation by 2047, it is imperative to match global higher education standards by improving the quality of training and engagement of faculty members. Hence, this study aimed to create a novel model empirically testing the relationships among psychological climate (PC), job crafting (JC), and work engagement in higher education. Methodology : The cross-sectional data were collected from a sample of 442 academics employed in 32 universities in India. Partial least squares structural equation modeling was applied to investigate the proposed conceptual model in higher education institutions. Findings : PC directly predicted JC and work engagement. JC positively and significantly mediated the PC-work engagement association. A positive PC triggered the job-crafting behavior of academics, enabling them to go the extra mile and demonstrate high levels of work engagement. Practical Implications : When academic institutions emphasize enhancing the PC, academics perceive that their well-being is a matter of concern, and they reciprocate by improving their teaching and research-related activities through JC, further leading to an augmented level of work engagement. Originality : This study offered a novel model at the disposal of the higher education sector to have suitable policies nurturing the PC of academics, leading to JC and work engagement, which could be a key contributor to the sustainable development of the Indian higher education sector.

The rapid growth of e-commerce has led to the emergence of e-pharmacies, which enable consumers to purchase prescription medications online. This study aims to explore the factors influencing the adoption of e-pharmacies in India through an interpretative phenomenological analysis (IPA) approach. Twelve in-depth interviews were conducted with individuals who had experience ordering prescription medicines through e-pharmacies. The findings revealed that constructs from the UTAUT2 model, including performance expectancy, effort expectancy, social influence, facilitating conditions, price value, and habit, played a significant role in the adoption of e-pharmacies. Construct hedonic motivation, from UTAUT2, was found to be weakly significant in explaining the adoption of e-pharmacy. Additionally, health literacy was identified as a key factor, with e-pharmacy users demonstrating higher levels of health literacy. However, perceived risks, such as performance, financial, privacy, and psychological risks, were found to negatively influence the adoption of e-pharmacies. The study proposes, based on findings, a research model to understand consumer behavior in the adoption of e-pharmacies. The findings suggest that the presence of favorable conditions, such as convenience, accessibility, user-friendly interfaces, social influence, internet accessibility, integrated healthcare services, diverse payment methods, and price advantages, have contributed to the widespread acceptance and adoption of e-pharmacy services in India. The study highlights the need for future research to employ quantitative or mixed methods approaches to address the limitations of the current exploratory study and to investigate the multifaceted determinants of e-pharmacy adoption in different geographical contexts.

The emergence of the food service industry is among the most promising sectors that open many great opportunities for its development. Restaurants are also a part of the world's economy. This is reflected in the increasing demand for high-quality, upscale dining experiences. The restaurant industry is well-positioned for future growth. However, few researchers have explored the impact of restaurant attributes on overall customer satisfaction and behavioural intentions in the context of fine dining restaurants. This study investigates how restaurant attributes influence overall satisfaction and behavioural intentions in an emerging economy such as India. To explore this relationship, we adopted the Stimulus-Organism-Response (SOR) theory proposed by Mehrabian and Russell (1974) [1]. The results show that restaurant attributes can lead to higher customer satisfaction rates, benefiting the industry. Restaurant attributes also play an essential role in creating a positive customer dining experience. Restaurant attributes help provide thoughtful customer service, such as assisting with menu items, remembering customers' names, or providing helpful suggestions, which can also show customers that they are valued.

Amidst the escalating environmental crisis, green entrepreneurship emerges as a pivotal force in fostering a sustainable business paradigm. However, there is a noticeable dearth of studies examining green entrepreneurship as an independent research domain and with novel frameworks, revealing nuanced future directions. Employing the SPAR-4 framework, this Systematic Literature Review (SLR) meticulously examines articles sourced from Scopus and Web of Science, ultimately selecting and scrutinizing 73 articles spanning 2004 to 2024. The primary objective of this review is to critically analyse existing knowledge on green entrepreneurship, utilizing the TCCM framework to unfold the literature with different dimensions and to critically identify the drivers and outcomes of green entrepreneurship (GE) and future directions. Through a comprehensive analysis encompassing foundational theories, antecedents, driving forces, and methodological frameworks, this review uncovered emergent areas of inquiry and intricate interconnections within the field. Key themes and categories representing various drivers and outcomes of green entrepreneurship are extracted from the selected literature and organized into broader categories. This nuanced exploration not only synthesizes key insights from past studies but also highlights potential pathways for future research, contributing to a deeper understanding of the dynamic and multifaceted nature of green entrepreneurship. With its practical and theoretical contributions, the paper demonstrates the significance of green entrepreneurship. Finally, the paper concludes by identifying and signifying the nine major themes upon which future research questions are developed.

Purpose of the study: This study examines how social media reviews affect service providers' brand perceptions, focusing on how positive and negative reviews impact consumer perceptions, trust, and loyalty. Through a comprehensive literature review and analysis of current trends, the study explores how social media reviews enhance or detract a brand's reputation. Methodology: A quantitative study methodology was employed to examine the impact of social media reviews on the perception of tourism service providers' brands.Out of the 148 firms approached for data collection, valid responses were obtained from 125 firms, indicating a response rate of approximately 84.5%. Principal Finding: Findings indicate that positive reviews significantly support brand image by increasing credibility and fostering consumer trust, while negative reviews can damage brand reputation but also offer opportunities for service recovery and improvement. Applications of the study: This research provides valuable insights for marketers and service providers looking to improve brand reputation and customer loyalty by navigating the complicated world of social media, this report offers insightful information. Novelty: The study is highly valuable for marketing strategies, as social media platforms and reviews have a powerful impact on effective marketing strategies.