Rural tourism in India: case studies of resilience during crisis Available to Purchase

Rajesh Aithal is a fellow of the Institute of Rural Management Anand (IRMA), currently working as a Professor in the marketing area at the Indian Institute of Management, Lucknow. Current areas of research interest include small retail, distribution channel management, BOP and rural markets. His research has been published in the International Journal of Retail and Distribution Management, Journal of Business Research, Journal of Marketing Education, Asian Case Research Journal amongst others.

R.K. Anil served as the Project Officer of the joint UNDP-GoI Endogenous Tourism Project, which pioneered rural tourism across India. He is a rural management professional with more than two decades of rural and community development experience across the country. Presently, he is on a sabbatical volunteering with the non-profit, Sewa International. He is an alumni of BITS, Pilani and IRMA, Anand.

Dechen Angmo is a doctoral student at the Indian Institute of Management, Lucknow. Her research focuses on Bottom of the Pyramid (BoP) and digital marketing. She has completed her Post-Graduate Diploma in Management from the Indian Institute of Management, Udaipur. She has four years of work experience with ICICI Prudential Life Insurance in sales and distribution.