College of Merchandising, Hospitality and Tourism researchers Bharath Josiam, Daniel Spears, Tammy Kinley and Sanjukta Pookulangara studied the influence of the Hindi-language film industry, Bollywood, on how Indians perceive European travel destinations.

They worked with Kirti Dutta, assistant professor of marketing at the Bharatiya Vidya Bhavans Usha & Lakshmi Mittal Institute of Management in New Delhi, to survey New Delhi residents about travel destinations. Switzerland, a popular setting for Bollywood films, topped the list. The study is the first of its kind.