Tourism, Leisure and Hospitality Management, Business and International Management, Arts and Humanities, Marketing
27
Scopus Publications
328
Scholar Citations
10
Scholar h-index
10
Scholar i10-index
Scopus Publications
Chapter 12: India-ASEAN Cultural Tourism: 30 Years of Exchange Sujay Vikram Singh, Rashmi Jha, Premendra Sahu, Pravin Chandra Singh, Abhishek Kumar Pandey, Parag Shukla, Sudhanshu Dubey Bridging Tourism Theory and Practice, 2026 This chapter discusses the past 30 years of India-ASEAN diplomatic relations by examining cultural tourism exchanges within and between the regions. The study employs a narrative research design to understand tourism patterns and regularities. It explores the industry’s recovery efforts between India and ASEAN post-pandemic, with India’s outbound tourism market growing for ASEAN. The chapter discusses the role of culture and artistic heritage of the region in contributing to this upward trend. It provides fresh insight into the nature, scope, and practices of cultural tourism in India-ASEAN by examining art markets and trends, an understudied subject.
Consumer Attitude Towards Instagram Advertising: Mediating Role of Advertising Value Pravin Chandra Singh, Vishal Kumar Singh, Princy Singh, Vinay Seth, Vishnu Gupta, Pankaj Kumar, Sujay Vikram Singh Integrating Social Media Tools into Hotel Operations and Marketing, 2026 The objective of this paper is to develop a comprehensive model to explore the impact of the identified antecedents of a consumer's attitude towards Instagram advertising. The study adopted an explorative-cum-descriptive design and sample size is 412. The model was tested with exploratory, and confirmatory factor analysis and Structural Equation Modeling (SEM) The study results indicate that there is a strong positive relationship between credibility, informativeness, entertainment, personalization, and attitude toward the Instagram advertising. In contrast, a significant negative association has been established between irritation and attitude toward Instagram advertisements. Looking at the interrelationship, advertising value does mediate the relationship between the predictor variable attitude towards Instagram advertising except irritation. Furthermore, the present study also supports that the hierarchy of effect (HOE) does exist, and there is a strong positive relationship between attitude towards Instagram advertising and purchase intention.
Influence of Metaverse Marketing Characteristics on Consumer Purchase Intention: Mediating Role of Flow Experience Nikita Dholakiya, Shradha Sharma Mishra, Suchitra Rathi, Pravin Chandra Singh, Sujay Vikram Singh, Vishal Kumar Singh, Premendra Kumar Sahu Business Technology Strategies for Decision Making and Competitive Advantage, 2026 The metaverse concept rapidly gained traction. It involves advanced technologies like AI, blockchain, IoT, and cloud computing to create an autonomous virtual world emphasizing shared experiences. This technological evolution has notably impacted consumer behaviour, particularly in e-commerce, where immersive experiences offered by metaverse marketing can enhance customer engagement. This study, grounded in the S-O-R theory, investigates how metaverse marketing features affect consumer purchase intentions and the mediating role of flow experience. Initial implementations by brands have used metaverse marketing to enhance sensory experiences and personalize virtual brand images. The research holds theoretical significance by potentially providing a new framework for future studies and offering practical guidance for businesses integrating metaverse marketing strategies. The findings aim to expand metaverse marketing theories and provide actionable insights for effective consumer engagement in virtual environments.
Serving the Countryside through Green Marketing Tools: Role of Environmental Advertising, Eco Labels and Eco-Brands Responsible Rural Tourism Multidimensional Aspects of Tourism Based Growth and Development in Rural Areas, 2026 In order to ensure that the tourism industry contributes to environmental sustainability, particularly in rural areas, this study aims to investigate the connection between green marketing strategies (such as environmental advertising, eco-labels, and eco-brands) and the environmentally conscious purchasing habits of tourists visiting these areas. The data was collected from Raipur, and SPSS was used for the data analysis. EFA and CFA were used to identify and validate the factors (green marketing tools) which influence tourists’ purchase behaviour; In a quest to uncover the intricate relationship between environmental tools and the purchasing habits of tourists, further SEM was put to work. The results shine a light on the undeniable impact of the threedimensional construct of green marketing tools on the choices made by travellers. The discussion delves into the findings, exploring their theoretical and managerial implications, while also acknowledging limitations and paving the way for future research avenues.
Adoption of Metaverse in E-Commerce Retailing: UTAUT2 Approach Pravin Chandra Singh, Anjali Bennet, Utkarsh Keshari, Pankaj Mishra, Sujay Vikram Singh, Vishal Kumar Singh, Pankaj Kumar, Pranjali Singh Innovating Cost Efficient and Scalable Business Models in the Digital Era, 2025 The present research intends to identify the various factors which influences consumers intentions towards the adoption of metaverse in e-commerce retailing. “UTAUT2 is utilised to propose a model. Sample size for this study was 365 which were further analyses using SPSS to extract the factors and test hypothesised model. “The findings of this study shows that performance expectancy, effort expectancy, social influence, facilitating conditions and hedonic motivation have a significant influence on the consumer behavioural intention to use” metaverse for e-commerce retailing”. Further this study shows that hedonic motivation is the strongest and performance expectancy is the weakest predictors of consumers intentions to adopt metaverse for e-commerce retailing. As far as limitations and future research is concerned; This study examines data at a certain moment” (cross-sectional data). Additionally, Conducting further research in diverse demographics, geography and culture may be done.
Culinary identity and smart hospitality: Leveraging regional cuisine to enhance guest experience and operational excellence Arvind Chauhan, Sujay Vikram Singh, Siddharth Singh, Sandeep Kumar Singh, Sanjeev Kumar Saxena, Kuldeep Singh Smart Operations and Enhancing Guest Experience in the Hospitality Industry, 2025 This study examines how regional culinary identity intersects with smart hospitality technologies to enhance guest experiences and operational efficiency. By analyzing indigenous ingredients, traditional cooking methods, and evolving food rituals, we demonstrate how authentic cuisine serves as both cultural differentiator and operational asset. The research explores how AI-driven personalization, IoT-enabled kitchens, and data analytics can preserve culinary heritage while optimizing sustainability and service excellence. Through global case studies, we reveal how hospitality providers leverage local gastronomy to create memorable dining experiences while streamlining supply chains and reducing waste. The findings position regional cuisine as a dynamic competitive advantage - where tradition meets innovation to build brand loyalty and operational resilience in the digital age.
Factors influencing adoption of metaverse platform: Gen Z perspective Pravin Chandra Singh, Abhishek Kumar Pandey, Premendra Sahu, Vishal Kumar Singh, Sujay Vikram Singh, Kumari Neelam, Pankaj Kumar AI Metaverse Revolution Transforming Multi Business Scenarios Volume 1, 2025 Abstract This chapter examines Generation Z metaverse platform acceptance. This study examined participants’ use intentions using the extended unified theory of acceptance and use of technology (UTAUT2) paradigm. The study exclusively covers Delhi NCR and considers games platform in metaverse; hence, conclusions can only be applied to games platform. Several factors influence consumers’ intention to use metaverse platforms. This category includes performance expectations, effort expectations, social influence, facilitating conditions, hedonic motivation, price value, and habit. This research also shows a strong correlation between behavioral intention and use behavior with respect to metaverse in gaming platform use.
Sustainable tourism practices in mountain regions and its impact on tourism sectors: A case study of India Kuldeep Singh, Sanjeev Kumar, Sujay Vikram Singh, Arnab Gantait Balancing Mountain Tourism Cultural Heritage and Environmental Stability, 2025 Mountain tourism, a distinctive niche within the broader domain of adventure travel, has surged in popularity in recent years, as more and more travelers seek respite from urban life and immerse themselves in the awe-inspiring landscapes..This research seeks to delve into the untapped tourism opportunities within the landscapes in the Indian region while highlighting the significance of sustainable practices and their impact on tourism sectors. Many studies have investigated sustainable tourism practices in mountain regions. Still, the effect on the tourism sector and sustainability has yet to be explored as far as mountain tourism in India is concerned. This study is based on a detailed literature review, and data was collected from reputed journals, Government documents, reports, and edited books which were published at national and international levels. It is concluded in the study that regardless of the massive potential of mountain tourism in India, sustainable tourism practices and their impact on the tourism sector are yet to be completely harnessed.
Understanding the dynamics of AI-driven business intelligence adoption and marketing in India Pravin Chandra Singh, Premendra Sahu, Abhishek Kumar Pandey, Pankaj Kumar, Pramod kumar Upadhyay, Vishal Kumar Singh, Sujay Vikram Singh, Amit Srivastava, Kuldeep Singh Retail Innovations in Business Models, 2025 The study delves into the intricacies of AI-infused BI adoption and its implications for marketing strategies in India. Despite the promising environment fostered by digital transformation, challenges such as technological infrastructure, data privacy, and the need for skilled professionals . This research explores various factors influencing AI-driven BI adoption, including organizational readiness, market competition, regulatory environments, and cultural attitudes towards technology. Using data from 355 respondents in Central India, the study employs Structural Equation Modeling (SEM) to analyze the relationship between complexity, compatibility, relative advantage, and the intention to adopt BI. The findings indicate significant relationships between these variables and BI adoption intentions. The paper concludes with theoretical and managerial implications, offering insights for businesses, policymakers, and technology developers on effectively integrating AI in BI and marketing practices within the Indian context.
Eco-Friendly Practices of Ghost Kitchens Through Smart Technology Arvind Chauhan, Saurabh Tripathi, Sujay Vikram Singh, Kuldeep Singh, Mohammad Badruddoza Talukdar Impact of AI and the Evolution of Future Ghost Kitchens, 2025 Ghost kitchens, referred to as cloud or virtual kitchens, are revolutionizing the food service sector in reaction to increasing food delivery needs. Nonetheless, their swift rise has presented issues, such as heightened energy use, food waste, and excessive packaging. This chapter examines the potential of new technologies to enhance operations in ghost kitchens while promoting sustainable practices. It underscores the necessity for supportive policies and regulatory frameworks to facilitate extensive green adoption within the virtual kitchen ecosystem. Utilizing contemporary technologies and sustainable practices, ghost kitchens can minimize their carbon footprint and prosper in the developing carbon-neutral market. The chapter emphasizes successful instances of sustainable practices in ghost kitchens and illustrates the function of data analytics in assessing and alleviating environmental problems. It seeks to direct stakeholders
Serving the Countryside through Green Marketing Tools: Role of Environmental Advertising, EcoLabels and Eco-Brands PC Singh, VK Singh, R Chauhan, SV Singh, RK Agrawal, N Kalla, D Dixit, ... Responsible Rural Tourism: Multidimensional Aspects of Tourism-Based Growth … , 2026 2026
India-ASEAN Cultural Tourism: 30 Years of Exchange SV Singh, R Jha, P Sahu, P Chandra Singh, AK Pandey, P Shukla, ... 2026
Examining the Role of Social Media Foodscapes in Shaping Gastronomic Tourists' Visit Intention P Kumar, U Keshari, G Gopal, V Gupta, V Seth, PC Singh, VK Singh, ... Intersections of Culture, Economy, and Sustainability in Global Food Systems … , 2026 2026
Impulsive Consumption Through Gastronomy Livestreaming: The Role of Gamification, Perceived Professionalism, and Telepresence U Keshari, M Tewari, V Gupta, V Seth, G Gopal, P Kumar, SV Singh Exploring Food at the Crossroads of Health and Business, 247-268 , 2026 2026
Consumer Attitude Towards Instagram Advertising: Mediating Role of Advertising Value PC Singh, VK Singh, P Singh, V Seth, V Gupta, P Kumar, SV Singh Integrating Social Media Tools Into Hotel Operations and Marketing, 301-326 , 2026 2026
Influence of Metaverse Marketing Characteristics on Consumer Purchase Intention: Mediating Role of Flow Experience N Dholakiya, SS Mishra, S Rathi, PC Singh, SV Singh, VK Singh, ... Business Technology Strategies for Decision Making and Competitive Advantage … , 2026 2026
Adoption of Metaverse in E-Commerce Retailing: UTAUT2 Approach PC Singh, A Bennet, U Keshari, P Mishra, SV Singh, VK Singh, P Kumar, ... Innovating Cost-Efficient and Scalable Business Models in the Digital Era … , 2026 2026
Culinary Identity and Smart Hospitality: Leveraging Regional Cuisine to Enhance Guest Experience and Operational Excellence A Chauhan, SV Singh, S Singh, SK Singh, SK Saxena, K Singh Smart Operations and Enhancing Guest Experience in the Hospitality Industry … , 2026 2026 Citations: 1
Evolving Trends in Tourism and Hospitality Industry: A Global Lens A Gantait, SV Singh, DAN Matin, K Singh Available at SSRN 6005274 , 2025 2025
CHAPTER: 2 THE INFLUENCE OF SOCIAL MEDIA ON TRAVEL DECISIONS: INSIGHTS FROM MOROCCAN TRAVELERS A Gantait, SV Singh, AN Matin, K Singh EVOLVING TRENDS IN TOURISM & HOSPITALITY INDUSTRY: A GLOBAL LENS, 24 , 2025 2025
CHAPTER: 10 GASTRONOMY, TOURISM, AND INTERCULTURAL EXCHANGE: THE ROLE OF COOKING CLASSES IN THE MEDINA OF FEZ A Gantait, SV Singh, AN Matin, K Singh EVOLVING TRENDS IN TOURISM & HOSPITALITY INDUSTRY: A GLOBAL LENS, 198 , 2025 2025
Factors influencing adoption of metaverse platform: Gen Z perspective PC Singh, AK Pandey, P Sahu, VK Singh, SV Singh, K Neelam, P Kumar 2025 Citations: 4
Eco-Friendly Practices of Ghost Kitchens Through S Tripathi, SV Singh, K Singh Impact of AI and the Evolution of Future Ghost Kitchens, 231 , 2025 2025
Influence of Advertising Appeals in Hotel Industry: Role of Emotional, Rational, Endorsement and Aesthetic Appeals MS Pravin Chandra Singh, Sujay Vikram Singh, Ranjeeta Tripathi Pusa Journal of Hospitality and Applied Sciences (NAAS score: 3.49) 11 (2 … , 2025 2025
Impact of Emerging Technologies on Hotel Information Systems: A Systematic Review of Adoption, Challenges, and Outcomes in the Indian Hospitality Sector MS Sujay Vikram Singh, Mahendra Singh Journal of Informatics Education and Research 5 (3), 1829-1845 , 2025 2025
Examine the adoption of blockchain technology among tourists: An emerging economy perspective P Sahu, PC Singh, D Kr, SV Singh, VK Singh, S Bakshi, K Neelam, ... Exploring the World With Blockchain Through Cryptotravel, 17-32 , 2025 2025 Citations: 2
Role of HR Practices and Organizational Culture in Employee Job Satisfaction with Special Reference to 5-Star Hotels in Delhi-NCR SD Divya, Sujay Vikram Singh, Gaurav Bathla Communication on Applied Non-linear Analysis (ICMASD-2025) 32 (4), 318-329 , 2025 2025
Sustainable Tourism Practices in Mountain Regions and Its Impact on Tourism Sectors: A Case Study of India K Singh, S Kumar, SV Singh, A Gantait Balancing Mountain Tourism, Cultural Heritage, and Environmental Stability … , 2025 2025 Citations: 2
Understanding the dynamics of AI-driven business intelligence adoption and marketing in India PC Singh, P Sahu, AK Pandey, P Kumar, P kumar Upadhyay, VK Singh, ... Retail innovations in business models, 387-402 , 2025 2025 Citations: 3
Examine the Role of Short Video Platforms on Tourist’s Attitude: A Technology Acceptance Model (TAM) Approach PC Singh, SV Singh, S Rajauria, VK Singh, P Sahu Pusa Journal of Hospitality and Applied Sciences (NAAS score: 3.49) 11 (01 … , 2025 2025 Citations: 1
MOST CITED SCHOLAR PUBLICATIONS
Exploring the impact of gamification elements in brand apps on the purchase intention of consumers J Kaur, R Lavuri, R Parida, SV Singh Journal of Global Information Management (JGIM) 31 (1), 1-30 , 2023 2023 Citations: 88
Deciphering ‘Urge to Buy’: A Meta-Analysis of Antecedents J Paul, DJ Kaur, DS Arora, SV Singh International Journal of Market Research, 14707853221106317 , 2022 2022 Citations: 29
Online travel portal and their effect on travel agency: A study on outbound visitors of Varanasi SV Singh, R Rajeev INTERNATIONAL JOURNAL OF RESEARCH AND ANALYTICAL REVIEWS 6 (2), 2348-1269 , 2019 2019 Citations: 28
Sustainable tourism perspective in the sustainable development goals: a case study of heritage sites in Uttarakhand SV Singh, R Jha, AK Singh, R Ranjan, S Pandey Implementing sustainable development goals in the service sector, 91-107 , 2024 2024 Citations: 14
An Analysis of Tourist Satisfaction in Varanasi as Destination Perspective Through Important Performance Analysis SV Singh, T N Preparing Education For The Effects Of The 04th Industrial Revolution On … , 2018 2018 Citations: 14
Promoting sustainable gastronomy tourism and community development AE Jimenez Ruiz, S Bhartiya, V Bhatt IGI Global , 2024 2024 Citations: 13
Factors influencing yoga tourism in Uttarakhand: A case study of Patanjali Yogpeeth R Ranjan, VS Sujay, S Himanshu, KC Vaibhav Int. J. Trend Sci. Res. Dev 6, 292-298 , 2022 2022 Citations: 13
Migrants Workers in Tourism and Hospitality Industry: Effect of COVID-19 SV Singh, K Singh Covid-19 Crisis: Policy Solutions and Way Forward to Rebuild Travel, Tourism … , 2020 2020 Citations: 11
Study on impact of factors in employee retention and turnover in hospitality industry with special reference to hotels in Varanasi SV Singh Development of Aspectsin Tourism and Hospitality Sector, 190-201 , 2018 2018 Citations: 11
Customer Perception and Application of Gap Model in Service Quality of Star-Category Hotels in Varanasi SV Singh AVAHAN: A Journal on Hospitality and Tourism 5 (1), 34-46 , 2017 2017 Citations: 11
Role of Metaverse in Events Industry: An Empirical Approach SV Singh, PC Singh, K Singh, A Nain New Technologies in Virtual and Hybrid Events, 165-184 , 2024 2024 Citations: 9
Sustainable Food Waste Utilization in the Context of the Indian Hospitality Industry SV Singh, K Singh, N Kumar Promoting Sustainable Gastronomy Tourism and Community Development, 229-241 , 2024 2024 Citations: 8
SERVICE QUALITY, TOURIST SATISFACTION AND REVISIT INTENTION: STUDY OF VISITORS IN JAIPUR KS Sujay Vikram Singh, Rajeev Ranjan Shodh Sanchar Bulletin 10 (39), 34-42 , 2020 2020 Citations: 7
Enhancing service excellence in the hospitality industry through effective service recovery from failures SV Singh, T Ancheary, A Mondal, S Rajauria Innovative technologies for increasing service productivity, 117-133 , 2024 2024 Citations: 6
Implementing sustainable development goals in the service sector V Nadda, PK Tyagi, R Moniz Vieira, P Tyagi IGI Global , 2023 2023 Citations: 5
Factors influencing adoption of metaverse platform: Gen Z perspective PC Singh, AK Pandey, P Sahu, VK Singh, SV Singh, K Neelam, P Kumar 2025 Citations: 4
Corporate Social Responsibility, Corporate Governance and Business Ethics in Tourism Management: A Business Strategy for Sustainable Organizational Performance E Shaikh, K Singh Emerald Group Publishing , 2024 2024 Citations: 4
Destination motivations through antecedents of Film-Induced Tourism: A study on Outbound visitors of Lucknow SV Singh, A Arya, A Chauhan Indian Journal of Applied Hospitality & Tourism Research 13, 1-23 , 2021 2021 Citations: 4
Understanding the dynamics of AI-driven business intelligence adoption and marketing in India PC Singh, P Sahu, AK Pandey, P Kumar, P kumar Upadhyay, VK Singh, ... Retail innovations in business models, 387-402 , 2025 2025 Citations: 3
Examine the Influence of Social Media in Promoting Regional Cuisine: Empirical Evidence From Gadhkalewa, Chattisgarh P Sahu, S Bakshi, KM Divya, SV Singh, U Keshari, P Kumar, K Neelam, ... Global Sustainable Practices in Gastronomic Tourism, 305-316 , 2025 2025 Citations: 3
RESEARCH OUTPUTS (PATENTS, SOFTWARE, PUBLICATIONS, PRODUCTS)
1) Design and Development of Smart Garment As An IOT Platform Dedicated to Tourists (Patent No. 202111041026)
2) System for gathering information from customer in the tourism industry (Patent no. 202211024683)
