Conclusion: going digital is the only way forward for the Indian tourism and hospitality industry

Abstract

PurposeThe purpose of this paper is to review and summarize the theme issue outcomes in relation to the strategic question: How is the hospitality and tourism industry in India responding to the dynamic digital era?Design/methodology/approachThis paper draws on the findings of the theme issue contributors to identify the response of the Indian hospitality and tourism industry towards the rapid pace of digitization and use of technology.FindingsThe summary highlights the research on various facets of digital push with respect to marketing of products and services, role of data analytics, use of technology tools in operations to impact customer experience. It has implications for industry practitioners, researchers and policymakers.Practical implicationsIt is quite clear that technology needs to be embraced by the hospitality and tourism Industry in India at a faster pace to compete well globally, deployment of digital technology has potential to positively impact efficiencies and quality of customer experience. There are huge implications for how digital marketing is going to become a critical part of the marketing strategy at large.Originality/valueThe research in this theme provides insight from both practitioner and academic perspectives provide a take on the ground realities with respect to how the hospitality and tourism businesses in India are changing how they work in the digital era.