‘Homestays’ Seamless Sensory Marketing

  • P Gowri Kusuma Associate Professor, Department of Management, Dr. BR Ambedkar Institute of Management and Technology, Hyderabad, Telangana, India https://orcid.org/0000-0001-8298-2260
Keywords: Homestays, Sensory marketing, Destination, Vacation, Hospitality management, Tourism industry


Travel is an important mode of rejuvenating oneself. In this era of stress and busy life style, vacation acts as one of the therapy to burnout our stress. While planning for a vacation, one has to take care of a lot of factors. One such factor is where to stay? In this paper, the author has attempted to study the option and availability of ‘Homestays’ as a primary deciding factor in zeroing the destination for a vacation. Further, the study is extended to explore the elements of sensory marketing that drive towards opting for homestays. Data is collected from the Indian tourists who stayed in homestays during their vacation in the last three years. The results reveal how sensory marketing appeals to attract tourists in opting for homestays. The study also advocates that homestays can play a major role in capturing and delivering the values of the great Indian culture to the next generation.

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