Devkant Kala is Assistant Professor (Selection Grade) in the Department of General Management, School of Business, University of Petroleum and Energy Studies, Dehradun, Uttarakhand, India. He has published good quality research papers in peer-reviewed journals including Journal of Quality Assurance in Hospitality & Tourism, International Journal of Tourism Policy, Tourism, and International Journal of Business Excellence. His research interests are consumer behaviour and tourism & hospitality marketing.