LUXURY REDEFINED: A CASE STUDY OF THE ANANDA-IN THE HIMALAYAS, UTTARAKHAND, INDIA

Purpose of study: The purpose of this case study is to comprehend how the allure of a hotel plays a significant role in a tourist’s goal of decision, desires for the fulfillment, aims to return to, an impression of advantages and inspirations, the measure of cash spent, and the duration of the stay. Methodology: This study employed a descriptive case study of the Ananda-In the Himalayas, focusing on understanding the various design perspectives of this place with the different amenities provided by it, making it one of the top luxury destination resort. Main Findings: According to this study, the destination, amenities provided, and hospitality of this place make it the top wellness resort. The place is a beautiful combination of design architecture, elegant lighting , and has a connection with nature, which makes it attractive for its visitors. Limitations: The study has only been done of one restaurant with a proper literature review. Therefore, the results of the study may be applied with caution outside the scope of the study. Social Implications: Although this case study is way more descriptive than predictive, the results can help researchers from varied realms of hospitality and tourism with valuable insights regarding the direction of future publishing efforts in this field. This study may also help researchers to understand the design concepts and features required for a luxury destination spa resort. Originality: This place has not been studied with a perspective of this kind, and therefore, not much literature is there, especially on this resort. However, this study will bridge the gap between the design features, destination, and the hospitality provided by the resort. This study can be used as a benchmark for other studies, which will be done based on both tourism and hospitality, and in today’s era, both are becoming more demanding, more varied, and more qualitative.


INTRODUCTION AND LITERATURE SURVEY
According to Brey (2011), a resort can be defined as a full-service lodging facility that provides access to or offers a wide range of amenities and recreational facilities to emphasize the leisure experience. Resorts are a source of leisure experience that also offers business services such as meetings and conferences in a vacation environment (Brey, 2011),. The location and destination attractiveness of a resort plays a vital role in the selection of the resort by the tourists. As Mayo and Jarvis (1981) defined, destination attractiveness is the "perceived ability of a destination to deliver exclusive benefits. Henkel et al. (2006) and Reitsamer et al. (2016) have studied the role of destination attractiveness and destination attachment. They have reported that the attractiveness of a destination makes a significant contribution to the tourist destination choice, satisfaction expectations, revisiting intentions benefits offered, and duration of stay. According to Vengesayi (2003), the amenities offered by a resort to the tourists apparently make is more attractive and perceived over others.
As studied by Prayag & Ryan. (2011), tourists' feeling of belongingness to a destination and their destination attachment can enhance destination management organizations (DMOs) by the kind of services the respective destination offers. Creating a place that can be a source of attachment to tourists will be more advantageous and attractive (Yuksel et al., 2010). The literature review has revealed the significance of destination attachment which may include travel motivation (Prayag et al., 2014), the credibility of destination source (Veasna et al., 2013), destination image (Prayag & Ryan, 2011), the involvement of tourists' (Gross & Brown, 2008) and previous experience of the tourists' (Kyle et al., 2004). As studied by Prayag & Ryan (2011) and Veasna et al. (2013), that destination attachment is caused by a set of destination-specific resources and assistance that DMOs can facilitate and control.
The majestic Himalayas Mountain Ranges located at the north side of India, which separates the Indian Subcontinent with the Tibetan region is endowed with outstanding natural beauty and endangered. Endemic animals of Himalaya make it one of the most visited tourist attraction of the country. Shri Ashok Khanna, the founder, and managing director of the Anandain the Himalayas spa resort has named it since it embodies the spirit and ethos of what he wanted to offer to his guests. He has strong beliefs in holistic wellness for the mind, body, and soul, which could be delivered through being at Ananda. Due to which this resort is situated in the foothills of the Himalayas, the birthplace of Yoga, where people have visited for centuries to be healed and to find rest and rejuvenation.
Based on the literature review of a number of articles (Becker, 2009;Curtis, 2001;Cohen & Bodeker, 2008;Heide & Gronhaung, 2009) which has discussed the appropriate design features for luxury destination resorts, the critical design features of the Ananda-In the Himalayas has been studied and monitored how it has promoted this hotel to a luxury destination spa resort. For instance, some luxury hotels' design features include exotic destination, spacious, high-quality artworks, landscaping, elegant lighting that feels warm and inviting, quality and appearance of amenities, and spacious bathrooms with bathtubs lavatories. These key design features make guest's stay more comfortable and memorable. The purpose of this case study is to explore Ananda-In the Himalayas and to study the various essential attributes of this luxury destination resort.

METHODOLOGY
This study has employed a descriptive case study of the Ananda-In the Himalayas, focusing on understanding the various design perspectives of this place with the different amenities provided by it, making it one of the top luxury destination resort.
Ananda-In the Himalayas is used as the setting of the research. The reason why Ananda-In the Himalayas is chosen as the main focus of this case study is that it is a five-star Luxury Destination Spa Resort that is worth to conduct a more in-depth study as it has been ranked as the No. 1 Destination Spa in the World by Condé Nat-Reader's Choice Awards (USA & UK) for the year 2019 and also as the Condé Nast Traveler, India-Reader's.
Travel Award for the favorite Destination Spa. It has also received the Best resort award by Zee Business awards in the year 2018 and is a recipient of many prestigious awards in the previous years, as also mentioned at the official website of Ananda. Wind: The most prominent wind direction during the season is northeast in the morning and west to northwest in the evening.

RESULTS/DISCUSSION
In the foothills of Himalayas; overlooking the sacred Ganges this beautiful and luxurious "Ananda-In The Himalayas", which is surrounded by Sal trees spread over in acres. This is set in the Garwal terrain grounds of a Maharaja's palace high above the Ganges of Uttarakhand built by the maharaja of Tehri garwal in 1911. The picturesque palace of the Maharaja of Tehri-Garhwal at 1650m above sea level, with its very distinctive style, has then been modified, converted, and added to this place. The palace was built more in the Moorish architecture style with some tints of Italian Renaissance columns being coupled with Gujarati / Rajasthani jarrokhas, which extend into the Viceregal Palace. There is an existence of composite structure in the Viceregal Palace i.e.it is not much modified. It has Indian Bijapuri arches on the outside which are coupled with Art Deco in the interiors. It was further converted into a resort spread in 100acre in 2000 with an enchanting and exciting environment.
The resort is eco-friendly created at a mountain terrain where Special care has been taken so that the wooded areas of the property remain intact by keeping all trees at their places. To enhance the environment and beauty of the resort additional shrubs, plants and trees have been planted. In some places, even some courtyards and niches are built around the trees to retain them.
In addition to this, upmost care has been taken to maintain the original decorum and magnificence of the palace for which and its surrounding areas are not tampered. Keeping in mind that the guests enjoy their stay and are comfortable at the resort, modern technologies have been used keeping in mind that the palace is restored with its former glory.
The master plan of the resort was developed in such a way that the entry starts from the Palace grounds which go through an extravagant gate towards a driveway which focuses on the Palace façade. No petrol/diesel vehicles are allowed on the resort premises, ecofriendly transportation such as electric carts are used for internal transportation for over an area of 30 acres. The hotel's design is divided into the following sections:  Luxury Villas  The entrance and reception at the Palace  The sits and spa complex coupled with an Amphitheatre for entertainment and concerts of classical music and chanting of mantras.

Façade treatments
The building has been provided a visual, and perhaps structural, framework. Modulate façades with breaks, setbacks, and other elements. Windows are provided with historic guidelines & proportions, Windows on the ground floor are larger than windows on upper floors.

Ananda Spa
The spa is spread over in an area of around 24,000 squares. There are 24 treatment rooms with specialized areas offering Ayurveda, Oriental and European systems of holistic health with the help of79 different body and beauty treatments. Temperature controlled pool and a 16-station life-cycle gymnasium are also offered by the Ananda Spa.   It has two 2-bedroom villas and one 1-bedroom Cottage. Each one is elegantly designed and decorated with a living room, a pantry for the butler, a dressing room, and a huge bathroom featuring a private sauna with an unhampered view of the swimming pool.