Indrani Paul

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Indrani Paul

Education : FPM (IMI 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.

Journals:
  • Paul, I., & Roy, G. (2025). Effect of Consumption Values and Travel Mindfulness on Tourists’ Ecotourism Interest and Engagement Behavior. Tourism Planning & Development, 1–23. https://doi.org/10.1080/21568316.2025.2495596
  • 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. https://doi.org/10.1080/02508281.2023.2275240
  • 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. https://doi.org/10.1080/14724049.2023.2276658
  • 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. https://doi.org/10.1080/10447318.2024.2334555
  • 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. https://doi.org/10.1016/j.jhtm.2023.01.002
Books/ Book Chapters:
  • Paul, I., and Roy, G. (2025), “Role of Generative AI In Augmented Tourist Experience and Engagement”, Handbook of Generative AI for Tourism and Hospitality, Edward Elgar Publishing (Forthcoming)
  • Paul, I., and 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
Conferences:
  • Role of Generative AI in tourism for transforming tourist experience in green destination: review and research agenda, International Conference on Sustainable Business Practices, January 3 to 5, 2025, IMI Kolkata, India.
  • Effect of Consumption Value on Tourist Engagement behaviour in Ecotourism, 9th Pan IIM World Management Conference, January 22-24, 2024, IIM Sambalpur, India.
  • Does social media content influence tourist engagement in ecotourism destination, 17th ISDSI Global Conference 2023, December 27-30, 2023, Indian Institute of Management, Ranchi, India.
  • Examining the Effect of Rich e-Word-of-Mouth Content on Online e-Word-of-Mouth Behaviour, 17th ISDSI Global Conference 2023, December 27-30, 2023, Indian Institute of Management, Ranchi, India.
  • Role of Personal Values and Social Media Travel Group in Driving Ecotourism Engagement, 16th ISDSI Global Conference 2022, December 27-30, 2022, Jagdish Sheth School of Management (JAGSoM), Bengaluru, India.
  • Digitalization Trends in Retail: A Literature Review with ACI Framework for Future Research Directions, 15th ISDSI Global Conference 2021, December 27-30, 2021, Indian Institute of Management, Nagpur, India.
  • Tourist’s Engagement in Eco-Tourism: A Systematic Literature Review, Research Colloquium 2021, December 8-10, 2021, IMI Kolkata, India.
Research/Consultancy Projects:
  • Roy. G, Paul. I, Ray. A, and Bandyopadhyay. A. (September,2024- March, 2025). Project Title: “Market research on “Emergence of third-party rating platform: Stakeholders perception (Part I)”. Funding Agency: Wordsmith Star, Role: Co-PI
Teaching:

PGDM

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