• Vandita Hajra
• Dr. Debasish Batabyal

The objectives of the study were to identify whether cross-cultural sensitivity in millennials is an antecedent of culturally responsible tourist behavior along with ascertaining impacts of demographic factors of educational level & income of millennials upon the propensity of undertaking culturally responsible tourism activities by them. The millennials with their hyper awareness about destinations and amenities, permanent connectivity with peers and service providers, strong digital skills and search for immersive and life-changing experiences through travel are considered to possess a great potential to disrupt the tourism sector. A demographic profile of this segment was first developed by surveying a total of 103 individuals belonging to the age group of 23-39 and thereafter, the levels their cross cultural awareness/sensitivity and culturally responsible tourism behavior was measured through the responses for all the questions received with five point Likert scale. Culture throughout the ages has been an important factor behind India’s increasing importance on the global tourism map and recent studies reveal that millennials are more interested in exploring the cultural side of a place rather than touristy locations. The study also proposes a model showing the relationship of development of cross cultural sensitivity and motivation of tourists towards undertaking different levels of cultural tourism.

Cross-cultural sensitivity, culturally responsible tourism, ethnorelativity, millenials and cultural tourism

"Cross-cultural Sensitivity as a Key to Achieve Culturally Responsible Tourism in India: A study on the millennial generation in Kolkata, West Bengal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.479-487, May-2019, Available :http://www.jetir.org/papers/JETIR1905O75.pdf

"Cross-cultural Sensitivity as a Key to Achieve Culturally Responsible Tourism in India: A study on the millennial generation in Kolkata, West Bengal", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp479-487, May-2019, Available at : http://www.jetir.org/papers/JETIR1905O75.pdf