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The purpose of the paper is to find out how food neophobia, perceived risk and perceived value affect their consumers' attitude and consumption intention toward street-food, when researching tourists' food consumption.

The framework is tested using primary data collected from 445 tourists drawn from a main urban center of Jammu situated in northern India. Structural equation modeling (SEM) technique was used to analyze data using partial least squares (PLS) method.

Findings of the study provide evidence that perceived value of the street-food vendor through word of mouth (WoM) positively influenced tourists 2019 attitudes and intention to consumer street-food, while food neophobia lead to negative attitude and intention to consume. The findings further indicate that a significant negative relationship exists between perceived risk and intention to consume street-food.

Although several studies have been conducted in the past related to the food experiences of tourists at various destinations, the current study is the first attempt to offer an Asian perspective on and fresh insights into factors affecting tourists' street-food selection in unfamiliar environments. The paper is useful for both practitioners and academicians interested in tourist consumption behavior and food tourism, as it would help in developing effective marketing and operational strategies to develop tourism through street-vending management.

Throughout history, the concept of luxury has had different emphases. It was scaling its existence in tourism, from the lifestyles of ancient kingdoms to the Roman empire's witnessing sightseeing trips, tourist attractions in townships to business tours and luxury hotels in Paris to the British phenomenon of ‘The Grand Tour’ and the ‘Golden Age of Travel’. The chapter also covers its spread across the small number of affluent societies and groups of wealthy consumers hailing from not only developed but developing economies in the early twentieth century.

Presently, the concept has become ‘mass’ as the Digital-First Millennial and Generation X, and also the affluent female market is all contributing to reshape the concept and the demand of luxury travel in the emerging scenario. Therefore, to understand it fully, it is imperative to review what has gone before and the influences of factors such as economic development, technological innovation and the consumption behaviour for luxury in different societies. Thus, the chapter is an attempt to understand the historical progression of luxury tourism for giving directions for future implications for the sustainable growth of this form of tourism across the globe and in India. The chapter concludes by noting the applied and social approaches in the development of luxury tourism, leaving many academic researchers and those in the tourism industry to resolve the real progression of luxury tourism and its development with the support of a cross-cultural perspective.

The learning outcomes are as follows: Understand the concept and characteristics of Bottom of Pyramid (BoP) markets; understand the concept and characteristics of frugal innovations; understand the Design Thinking approach to product design and how it might be useful to develop frugal innovations for BoP markets.

The case details the journey of a group of students at a premier engineering college in India. The group aimed to develop and implement a social innovation that addressed a serious and important health issue – menstrual hygiene practices among urban slum dwellers in India. The case begins with how a chance visit to an NGO inspired a pair of students to take up this issue, how the project unfolded at their college, the challenges faced in their journey and, finally, an outcome that was only a partial success. It raises important questions of challenges that are specific to bottom of pyramid markets in emerging economies. The case can provide a context for discussions on approaching frugal innovations from a Design Thinking perspective.

This case can be used in social innovation courses/modules at an undergraduate or graduate level in social innovation and social entrepreneurship courses. The case is best positioned towards the beginning of the course as an overview of the process of Social Innovation, and to discuss the relevance of concepts of BoP markets and frugal innovation.

Teaching Notes are available for educators only.

CSS 7: Management Science.