Indrani Paul

Home > Faculty > Marketing > Indrani Paul

Indrani Paul

Education : FPM (IMI Kolkata), MCOM (St. Xaviers College Kolkata), BBA (St. Xaviers College Kolkata)

Specialization : Marketing

Area of Interest : Sustainable Consumption, Customer Engagement, Social Media Marketing, Service Marketing, Market Research, Digital Marketing

Designation : Assistant Professor

Contact: 033 66529665

Email: i.paul@imi-k.edu.in

About Indrani Paul

Dr. Indrani Paul is currently an Assistant Professor of marketing at IMI Kolkata. She has earned her doctoral degree from IMI Kolkata. Her PhD thesis focuses on the tourist’s engagement behaviour in the ecotourism context. Dr. Paul is having experience of academic research and proven track of publications in the area of customer engagement, ecotourism, service quality and sustainable tourism, eWOM using qualitative and quantitative research methods. She has published research articles in several reputed international journals such as Journal of Hospitality and Tourism Management, Tourism Recreation Research, International Journal of Human–Computer Interaction. She has also presented her research works in many international conferences. Her teaching interest includes subjects such as marketing research, digital marketing, services marketing, Generative AI in marketing. She is an active reviewer of various reputed journals.

  • Paul, I., & Roy, G. (2024). How do personal values drive tourist engagement in ecotourism: analysis with SEM-ANN approach. Journal of Ecotourism, 23(3), 454–479. (ABDC-B)
  • Paul, I., & Roy, G. (2025). Effect of Consumption Values and Travel Mindfulness on Tourists’ Ecotourism Interest and Engagement Behavior. Tourism Planning & Development, 1–23. (ABDC-B)
  • Paul, I., & Roy, G. (2025). How eco-service quality affects tourist engagement behaviour in ecotourism: eco-consciousness and eco activity-based learning and S-O-R Theory. Tourism Recreation Research, 50(2), 385–401. (ABDC-A)
  • Roy, G., Datta, B., Mukherjee, S., & Paul, I. (2024). Effect of Rich Electronic Word of Mouth (eWOM) to Predict Online Purchase Intention in Indian Context Using the Cognitive Theory of Multimedia Learning and SEM-FsQCA. International Journal of Human–Computer Interaction, 41(5), 3270–3284. (ABDC-B)
  • Paul, I., & Roy, G. (2023). Tourist’s engagement in eco-tourism: A review and research agenda. Journal of Hospitality and Tourism Management, 54, 316-328. (ABDC A)
  •  Paul, I., & Roy, G. (2024), “How eco-service quality affects tourist engagement behaviour in ecotourism: eco-consciousness and eco activity-based learning and S-O-R Theory”, Ecotourism Essentials, 1st Edition (2024), page 18, Routledge, eBook ISBN9781003522119. (Date: 07-11-2024) DOI: https://doi.org/10.4324/9781003522119-5

  • Paul, I., & Roy, G. (2025), “Role of Generative AI In Augmented Tourist Experience and Engagement”, Handbook of Generative AI for Tourism and Hospitality, Edward Elgar Publishing (Accepted)

  • Paul, I., & Roy, G (2025), “Role of Generative AI in tourism for transforming tourist experience in green destination: review and research agenda”, International Conference on Sustainable business Practices at IMI Kolkata from January 3rd to 5th, 2025.
  • Paul, I., & Roy, G. (2024) “Effect of Consumption Value on Tourist Engagement behaviour in Ecotourism” 9th Pan IIM World Management Conference at IIM Sambalpur from January 22-24, 2024.
  • Paul, I., & Roy, G. (2023) “Does social media content influence tourist engagement in ecotourism destination”, 17th ISDSI global Conference 2023 at IIM Ranchi from December 27-30, 2023.
  • Paul, I., & Roy, G. (2022) “Role of personal values and social media travel group in driving ecotourism engagement”, 16th ISDSI global Conference 2022 at Jagdish Sheth School of Management (JAGSoM), Bengaluru from December 27-30, 2022.
  • Paul, I., & Roy, G. (2021) “Digitalization Trends in Retail: A Literature Review with ACI Framework for Future Research Directions”, 15th ISDSI-Global Conference 2021 at Indian Institute of Management, Nagpur from December 27-30, 2021.
  • Paul, I., & Roy, G. (2021) “Tourist’s Engagement in Eco-Tourism: A Systematic Literature Review”, Research Colloquium 2021 at IMI Kolkata from December 8-10, 2021.
  • Roy, G., Dutta, B., Mukherjee, S., Paul, I. (2023) “Examining the Effect of rich e-word-of-Mouth Content on Online e-Word-of-Mouth behaviour” 17th ISDSI global Conference 2023 at Indian Institute of Management, Ranchi from December 27-30, 2023.

Dr. Indrani Paul’s research interest lies in the intersection of marketing, sustainable tourism and consumer engagement with a focused lense on ecotourism and digital consumer behaviour. Her work critically examines the psychological and behavioural dimensions of tourist engagement using advanced analytical frameworks.
She has made significant scholarly contribution to understanding how personal values, service quality and eco-consciousness influence tourist behaviour and how these insights can be applied to foster sustainable consumption. In addition to her core research on ecotourism, Dr. Paul actively explores research avenues such as social media marketing, service marketing, emerging gig platforms for collaborative work, eWOM and online retailing, role of AI in tourism experience, making her work highly relevant in today’s evolving digital marketplace. She also contributes in academia through teaching and peer reviewing for globally recognized journals, embodying both scholarly rigor and practical relevance.

PGDM :

• Advanced Market Research
• Marketing Management II
• Marketing Strategy and International Market

Project Title Designation/Role Client Status
Market research on “Emergence of third-party rating platform: Stakeholders perception (Part I)  Co-PI Wordsmith Star Part I- Completed