Impact of Navratras Festivals on the Subjective Well Being of Vegetarian Customers in Hospitality Sector

Arvind K Birdie

Abstract

Festivals are part of living in India and are known for bringing upliftment in moods and well beings of individuals. With the changing lifestyle in metros, young generations are in transition of adopting new modern cultural and food habits such as dining out. The present paper studies the impact of Navratras festival on subjective wellbeing of vegetarian customers in fast food joints and hotels. The paper employed a survey research design and convenient critical analysis from vegetarian customers and hoteliers. The sample (N250) was customers in all categories hotels and fast food joints in Delhi NCR. Data was collected using questions adapted from standardized tool of Sell and Nagpal’s The Subjective Wellbeing Inventory (1992) and an interview schedule was adopted. Findings revealed that celebrating Navratras outside reflects changing life style and has a positive impact on customers’ subjective wellbeing.

Int. J. Soc. Sci. Manage. Vol-2, issue-4: 333-338

Keywords

Navratras; Subjective Well Being; Vegetarian customers; hospitality sector.

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DOI: http://dx.doi.org/10.3126/ijssm.v2i4.13544

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