International advertisers up to now continue to be confronted with the question of whether to standardize or adapt their commercial messages. This debate over the standardization versus adaptation issue has involved both advertising practitioners and academicians interested in transnational...

Purpose – The purpose of this paper is to explore the key reasons of lack of promotion of Buddhist tourist sites in India and compare the awareness of foreign and Indian tourists towards India as a destination for Buddhist sites vis‐à‐vis other countries such as Japan, Thailand and China....

Purpose – The purpose of this paper is to explore the factors that could contribute towards the enhancement of the tourist experience at the Golden Temple site in Amritsar. The paper also seeks to explore if there is any difference in the above mentioned factors based on the religion and the...