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Purpose This paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India. Design/methodology/approach This study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations. Findings Findings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period. Originality/value It is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.

Purpose – The purpose of this paper is to explore fairs and festivals organized in the city; reasons to celebrate; and their economic impact on local people, vendors and visitors. Design/methodology/approach – Secondary data were collected through local library, Web sites, books and other publications. Local residents, visitors and vendors were interviewed through semi-structured questionnaire and personal interviews. Findings – The events organized are not only an expression of the religious, social and cultural urges of the local population but also help to preserve traditions and folk culture of the region. It brings suppliers and vendors from nearby villages and cities together, resulting in significant economic well-being of the community and self. Research limitations/implications – Traveling distance to the destination, understanding of the questionnaire by the audience and getting data to analyze the economic impact of such events at a higher level are some of the limitations. Further research is required on the economic impact of regional events on state revenue, and potential areas of study may include traditional sustainable practices and the economic impact and development of an economic framework, keeping regional fairs and festivals as the center of the study. Practical implications – The research highlights the challenges for the organizers, scope of improvement and ways to popularize regional culture and cuisine. Vendors and visitors find it difficult to reach the event but are optimistic about the development. It also acts as a promotional tool to popularize Pithoragarh as a tourist destination. Originality/value – The paper helps to project Pithoragarh as a potential tourist destination known for its fairs and festivals. It focuses on the economic impact of the stakeholders and it helps visitors to acknowledge traditions and cuisine.

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Purpose -The purpose of this paper is to investigate the perceptions of employees of luxury chain hotels situated in Delhi and NCR, India in relation to corporate social responsibility (CSR) practices, their impact on corporate performance and their potential in the context of the Skill India initiative.Design/methodology/approach -The study draws on a literature review and questionnaire-based research.Findings -It was observed that CSR practices lead to higher employee motivation and job retention and that this has a positive impact on corporate performance. Hotel employees (supervisor and managers) perceive skilling uneducated people as a positive CSR initiative.Research limitations/implications -The study sought the opinions of hotel managerial-and supervisory-level employees. The findings would have been more representative if the study had included employees from all organizational levels.Originality/value -This paper sheds light on the benefits of adopting CSR practices as a long-term policy.