Dr. Devkant Kala is an Associate Professor of Marketing at the School of Business, UPES, Dehradun, Uttarakhand, India. His areas of interest are customer behavior, technology adoption, tourism, and hospitality marketing. He has authored and published many research articles in several reputed international journals, including Current Issues in Tourism, Cornell Hospitality Quarterly, Journal of Quality Assurance in Hospitality and Tourism, Digital Policy, Regulations, and Governance, International Review of Retail, Distribution and Consumer Research, and Journal of Teaching in Travel and Tourism, among others.