H.G. Parsa

H.G. Parsa, Barron Hilton chair and professor of hospitality management, and Vijaya “Vi” Narapareddy, associate professor of management, were awarded second place for the Best Case Research Award at the 2018 International Council on Hotel, Restaurant, and Institutional Education (I-CHRIE) Conference in Palm Springs, California, in July.

The case, “Swachh Bharat (Clean India) Campaign and the Indian Tourism Industry: Strategic Challenges and Cultural Impediments,” outlines the issues surrounding India’s growing tourism industry. Despite being the world’s sixth largest economy, India is unable to attract more tourists because of pollution and a lack of modern infrastructure for tourism.

As the case outlines, India’s Prime Minister Narenda Modi announced an initiative to make India clean by Oct. 2, 2019, on the birth anniversary of Mahatma Gandhi, father of the nation. “Clean India was one of the most widely promoted programs of the Prime Minister’s government, but it was facing the challenge of overcoming cultural practices ingrained in rural Indian populations over thousands of years.

Vijaya Narapareddy

Provided with details about the tourism industry in India, budget constraints and advertising exhibits, the case lets students explore the following questions:

  1. Should the program be expedited by involving more local businesses, major Indian corporations and celebrities in implementing the program’s national agenda?
  2. Could the project be divided into urban and rural areas and implemented through partnerships with UNICEF, NGOs, communities, and local businesses?
  3. How should organizers overcome political conflicts and cultural barriers, especially in rural areas, in order to garner the much-needed local support for achieving “Clean India’s” national goals?

The case was co-authored with Surabhi Singh from the Institute of Management Studies, New Delhi, India.

Assistant Professor Karen Xie and Associate Professor Cheri Young also took home an award from I-CHRIE. Their paper, “Conformity vs. Differentiation: The Effects of Hotel-like Attributes on Airbnb Listing Performance,” won the Best Paper Award.