GLOBAL HOSPITALITY AND TOURISM CONFERENCE - 2020 ON EXPERIENTIAL MANAGEMENT AND MARKETING o MT @ SHILLONG-2020 (GHTC - 2020) March 18*, 19% and 20*, 2021 CONFERENCE PROCEEDINGS EDITED BY Saurabh Kumar Dixit ORGANISED BY DEPARTMENT OF TOURISM AND HOTEL MANAGEMENT NORTH - EASTERN HILL UNIVERSITY SHILLONG (MEGHALAYA) INDIACONFERENCE PROCEEDINGS GHTC - 2020, SHILLONG (INDIA) destinations, which accounts for 2.9 million tourists per year and is a cultural mix of colonial heritage and ethnic customs. A total of 384 samples were collected keeping in view the representativeness of samples. Keywords: Xenophobic tourist; Destination choice; Tourist decision-making; Cross-cultural tolerance URISM IN INDIA: TOURIST MOTIVATION PERSPECTIVE, Sudeepta Pradhan’, Sunny Bose? and Makhmoor Bas 4.2]BS Hyderabad, IFHE University, Hyderabad (Telangana) +College of Business and Economics (AACSB Accredited), Qassim University (Saudi Arabia) Introduction: In 2008, Sula Vineyards in Nashik started the first annual two-day ‘gourmet world music festival’, commonly known as SulaFest. Located in the heart of the wine capital of India; Nashik, the festival include music, drinks, food, and fashion. Additionally, the fest offers grape stomping, wine tasting, master classes by winemakers and camping as well. The festival provides high voltage performances by acclaimed artists & bands. For the SulaFest 2020, Sula Vineyards promises to plant a tree in exchange of every ticket sold, making it India’s most sustainable music festival. Wine destinations across the world have begun to realize the benefits of wine tourism and its role in generating tourists and revenues. Wine tourism has been defined as ‘visitation to vineyards, wineries, wine festivals and wine shows for which grape wine tasting and/or experiencing the attributes of a grape wine region are the prime motivating factors for visitors’ (Hall et al., 2000). Wine, food, tourism and arts collectively form elements of wine tourism and provide lifestyle packages to wine tourists (Hafermann & Lankford, 2019), A Summary of the research aims — - To examine the demographic and behavioural characteristics of wine travellers in India = To examine the motivations of wine travellers in India - To come up with focussed marketing strategies for wine marketers Approach and key arguments/findings — The study proposes to follow a qualitative approach and conduct in-depth interviews of wine travelers. The interviews would then be analyzed using textual analysis. The findings would help in identifying the expectations and motivations of wine travelers in India, This would provide marketers and vineyards plan their marketing strategies. Keywords: Tourism, wine tourism, travel, marketing strategies DTH. NEHU, SHILONG (NDIA) 105 |P.