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Faculty

Profile
Dr. Vikas Choudhary
Dr. Vikas Choudhary

Assistant Professor

Dr. 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, Bombay (IIT Bombay), Mumbai India
  • 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.