Abstract
PurposeThis paper aims to introduce the background with the theme issue question: How is the hospitality and tourism industry in India responding to the dynamic digital era?Design/methodology/approachThe paper has discussed the importance of digital technologies and its scope in customer engagement and marketing of hospitality and tourism products; nevertheless, it also identifies the role of human touch and traditional marketing by suggesting the appropriate mix. This paper has examined the role of influencers and online reviews in impacting the purchase tech decisions related to travel and tourism.FindingsThis paper highlights the current digital trends in hospitality and tourism of India and highlights the contribution of authors toward the strategic question.Practical implicationsThe theme issues draw extensively from industry leaders, digital agencies, restaurant owners and tech consumers to offer relevant and varied perspectives.Originality/valueIndia is making significant progress in the adoption of digital technologies; yet, there is limited research in providing insights and barriers about hospitality and tourism services. This theme issue will identify the untapped potential and issues with respect to the Indian context.
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