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Faculty

Profile
Prof. Vikas Choudhary
Prof. Vikas Choudhary

Assistant Professor

Prof. Vikas Choudhary is currently an Assistant Professor at the Institute of Management Technology (IMT) Nagpur
Academic Biography

Ph.D. (Marketing Analytics) in 2021-2025, Indian Institute of Technology Kharagpur (IIT Kharagpur), Kharagpur, India
Fellow of Action to Improve Representation, 2024-2025 (AIR) a.k.a Offered by scholars’ collective from Ivy league universities https://air-collective.com/
Master in 2016-2018, Indian Institute of Technology (IIT), Bombay
Bachelor in 2011-2015, Visvesvaraya Institute of Technology, Karnataka, India

Work Experience
  • Assistant Professor- IMT Nagpur since December, 2025 onwards
  • Worked as Assistant Professor at SRM University, AP
Academic Unit
  • Consumer Behavior
  • Marketing Research
  • Marketing Analytics using R and Excel
  • Rural Marketing
  • Marketing Technologies
Research Interest
  • Counterfeit-Masstige Marketing
  • Rural Marketing
  • AI & ML in Marketing and Hospitality
  • Travel & Tourism Marketing
Research Publications

Publication

  • Choudhary, V., Datta, B., & Mukherjee, S. (2025). Rural tourism: a hybrid review and future research agenda. International Journal of Consumer Studies, 49(1), e70006. (ABDC-A). https://doi.org/10.1111/ijcs.70006

  • Choudhary, V., Bag, T., & Mukherjee, S. (2025). Promotion of rural tourism through virtual reality: the impact of content richness on consumer’s perceived value and behavioral intention. Journal of Travel & Tourism Marketing, 42(5), 665-692. (ABDC-A).https://doi.org/10.1080/10548408.2025.2478102

  • Choudhary, V., Datta, B., & Mukherjee, S. (2025). Emerging Rural Destinations: Multimethod Approach to Decode What Drives Consumer Behavior. Tourism Analysis, 30(4), 443-470. (ABDC-A). https://doi.org/10.3727/108354225X17418823599526.

  • Choudhary, V. Role of Social and Political Characteristics in Shaping Voting Behaviour at Bottom of Caste Hierarchy .” ICDTBESDVB 2025, IIT (ISM) Dhanbad. (Scopus Indexed) (Forthcoming)

Peer Reviewed Conference Proceedings:

  • Choudhary, V (2025), Bose,A, Bag,T. Deceptive or Defensive? Consumer Reactions. Indian Management Research Conference (IMRC 2025) at IIM Ahmedabad, India.
  • Choudhary, V (2024). Evaluating consumer-behaviour in rural-tourism of developing economies. Australian and New Zealand Marketing Academy (ANZMAC 2024) at University of Tasmania Australia.
  • Choudhary, V (2024). Leveraging Masstige to Prevent Counterfeit Consumption: A Transition from Imitation to Authenticity. Indian Academy of Management, 2025.
  • Choudhary, V (2024). Examining Rural Marketing through Rural Tourism from the Lens of Virtual Reality. Australian and New Zealand Marketing Academy (ANZMAC 2024) at University of Tasmania Australia.
  • Choudhary, V (2024). Predicting Satisfaction and Loyalty in Rural Tourism: Understanding Tourist Behaviour in Developing Economies. Academy of Marketing (Accepted).
  • Choudhary, V (2024). Rural Tourism in Developing Economies: What we know and what we should know. Pan IIM, Indian Institute of Management, Sambalpur, 2024.
  • Choudhary, V (2024). Paving the way for rural tourism: Impact of tourist intentions on adoption of rural destinations. EMCB, Indian Institute of Management, Lucknow, 2024.
  • Choudhary, V (2024). Rural Tourism in Developing Economies: A review and future research agenda. Indian Academy of Management (INDAM), 2024.