Introduction to Tourism

Using situational case studies, vignettes on world-class destinations and wide-ranging examples,this book aims to create awareness and understanding on the functioning of the tourism industry. 

A stepping stone for everyone aspiring to make a career in the tourism and hospitality industry, this textbook builds a strong groundwork of basic concepts and explains theories and their applications in real-life situations.

Using situational case studies, vignettes on world-class destinations and wide-ranging examples, Introduction to Tourism aims to create awareness and understanding among the readers on the functioning of the tourism industry. It offers insights into how countries devise their tourism marketing strategies and how to deal with situations while working with tourists and travellers. 

Each section of the book has been thematically designed and mapped with the curriculum of major universities for distinct learning outcomes. This book is meant to be a compact and constant companion for all students undergoing any kind of training in the tourism and hospitality industry to enhance their professional skills.


Key Features:

• Special focus on emerging trends and situations in the tourism sector, including the effect of COVID-19 on the industry and its functioning

• Comprehensive coverage of the five A’s of tourism industry citing latest examples and new evolving patterns 

• Each section aided by case studies with well-defined learning outcomes and discussion questions for classroom teaching

• Each chapter facilitated with an opening vignette, learning objectives and chapter-end activities for self-assessment as well as group projects

Shailja Sharma, BBA (Management), MBA (Marketing), MTM, PhD, UGC (NET and JRF), is currently working as an Assistant Professor at the Indian Institute of Tourism and Travel Management (IITTM), an autonomous body under the Ministry of Tourism, Government of India. She has been the chairperson for the BBA (Tourism and Travel) programme for the Noida campus during 2015–2018 besides handling various other administrative assignments and portfolios since 2007.

She has a total of 15 years of experience with 13 years of experience in teaching and training in tourism and 2 years of corporate experience. She has extensively taught more than 3,000 students at IITTM, Delhi, and IITTM, Noida, in various programmes such as Postgraduate Diploma in Management (Tourism and Leisure), MBA (Tourism and Travel) and BBA (Tourism and Travel) besides being invited to deliver lectures in different universities of India. Her teaching interests include tourism concepts and practices, tour leadership management, tour guiding, marketing in tourism and human resource management in tourism. She has also been instrumental in introducing activity-oriented teaching pedagogy at IITTM, Noida.

She has trained over 1,500 tour guides and tour leaders. She is a qualified trainer of the World Federation of Tourist Guide Association from London. She has designed and delivered various tour leadership programmes for travel corporates along with various tour guiding and leadership programmes for various state governments. Besides these, she has designed and delivered more than 35 training programmes for a range of stakeholders in the tourism industry, which include tourist information officers, senior government officials posted in state
tourism departments, cab drivers, travel agents, army personnel and so on. She has also been actively involved in community projects such as the Swachh Bharat Abhiyan.

She has a PhD in tour guiding and has published research papers in various reputed journals. She has also been associated with research projects with the Ministry of Tourism, Government of India, and Indian Council of Social Science Research. She has travelled extensively across 5 continents to 22 countries to gain an international experience and earn an insight into tourism management and its latest practices. In 2018, her co-authored title Tour Leadership and Management was published by SAGE, India. In 2014, she also co-authored the title A Textbook of Travel and Tourism for Class IX based on the guidelines given by National Vocational Education Qualification Framework and the syllabi prescribed by CBSE. She has also been actively involved in the making of ‘Fundamental Glossary for Tourism’ by the Commission of Scientific & Technical Terminology, Ministry of Human Resource Development, Government of India.