Devkant Kala is an Associate Professor of Marketing at the School of Business, UPES, Dehradun, India. His research interests include customer behaviour, technology adoption, tourism, and hospitality. He has authored and published many research papers in reputed international journals, such as Current Issues in Tourism, Cornell Hospitality Quarterly, Journal of Quality Assurance in Hospitality and Tourism, Education and Information Technologies, Digital Policy, Regulations, and Governance, and Journal of Teaching in Travel and Tourism.