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Dr. Rashmi R
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Dr. Rashmi R

Assistant Professor

  • School/College

    Faculty of Management and Commerce

  • Department

    Department of Commerce

Dr. Rashmi R. is a marketing academic and researcher with a Ph.D. focusing on the impact of Smart Tourism Technology on Tourist Experience and Perceived Destination Image, and nine years of teaching and research experience in higher education. She currently serves as Assistant Professor in the Department of Commerce, Faculty of Management and Commerce, M. S. Ramaiah University of Applied Sciences (RUAS), Bengaluru, India. She holds a Bachelor of Business Administration specialising in Marketing, a Master of Commerce in Accountancy and Taxation, and a Postgraduate Diploma in Business Administration with a specialisation in Marketing. Her professional experience also includes working with Maanini Vastra Samskrithi, a handloom-based start-up.

Her key research interests include destination branding, smart tourism technologies, sustainable tourism, consumer behaviour, hospitality and tourism management, services marketing, and digital consumer behaviour. Her research particularly explores the intersection of digital innovation, tourist experience, destination image, and technology adoption in religious tourism. She has published research in Scopus-indexed journals and contributed to scholarly discussions through national and international conferences. Her publications address smart tourism technology adoption, memorable tourist experiences, destination marketing, financial inclusion, artificial intelligence in banking, and consumer behaviour. She has also contributed to several chapter examining the acceptance and usage of the Maha Kumbh Mela 2025 application through a modified UTAUT model.

Dr. Rashmi has received several research and academic accolades, including awards for research paper presentations and doctoral research. Her work reflects an interdisciplinary approach to marketing research, integrating digital technologies, consumer experience, sustainability, and destination development.

Qualifications

  • PhD

    PhD in Services Marketing, M S Ramaiah University of Applied Sciences- 2026

  • Ph.D with Specialization

    Pursuing (Specializing in Marketing), 2018

  • PGD with Specialization

    Post-Graduation Diploma in Business Administration (specializing in Marketing), 2018

  • PG with Specialization

    M.Com in Taxation and Accountancy, 2016

  • UG with Specialization

    B.B.A specializing in Marketing, 2012

Experience

Total Years of Experience

12 years

Academic Experience
  1. Ramaiah University of Applied Sciences, Aug 2017 onwards
  2. Bishop Cotton Women’s Christian College (April 2017- July -2017)
Industry Experience:
  1. Maanini Vastra Samskrithi – Dec 2012- May 2014 (A handloom and Handicraft-based start-up)
Training Experience

Short Term training Course( Conducted)

  1. Certification and training on Basics of Insurance titled “Insurance – 101” 2022 for Undergraduate Students of Ramaiah University of Applied Sciences
  2. Value Added Course titled “International Trade) 2021 for Undergraduate Students of Ramaiah University of Applied Sciences

Short Term training Course (Attended)

  1. Short Term Training Program from AICTE for “Outcome Based pedagogical initiatives for Teaching and Learning”
  2. Short Term Training Program from AICTE for “NLP techniques for teaching Gen Z Students- Rethinking new ways of Communication”. From Sri Rama Krishna College of Arts and Science

Faculty development Programs (Attended)

  1. One-week Faculty Development Programme (FDP) on “AI-Driven Retail Experience 4.0: Immersive Technologies & Resilient Retail Ecosystems”, organised by ATAL -AICTE and M. S. Ramaiah Institute of Management from 21st to 26th September 2026 in offline mode, under the Thrust Area of Design and Media and the Sub-Thrust Area of Design for Retail Experience.
  2. Faculty Development Programme (FDP) on Integrating Metaverse and Big Data for Smart Tourism Management, organised by Vishwakarma University from 13th to 17th May 2025 in online mode.
  3. FDP on “Academic Leadership in Higher Education” 2021 from Central University of Rajasthan and AICTE
  4. FDP on "Capacity Building of Women in Higher Education" -2021 from SRM INSTITUTE OF SCIENCE AND TECHNOLOGY
  5. FDP on “Developing Academic Leaders for Quality HEI's”-2021 from MDU Centre for Professional and Allied Studies.
  6. FDP on "Modern Pedagogical Techniques for Effective Teaching & Learning" 2021 from NRI Institute Of Technology
  7. FDP on Implementation of NEP 2020- RNS college Bangalore
  8. FDP on “Digital pedagogy for 21st century teachers”. from R H Raisoni University Saikheda – MP
  9. FDP on “Developing Academic Leaders for Quality HEI’s- MDU Centre for Professional and Allied Studies”. from AICTE International Conference on “Digital Innovation in Global Outlook-2022” by Ebenezer Management College.
  10. FDP on "ROAD – Response, Effectiveness, Organising Self, Attitudinal Shift, Decision Making"- 2020 from University College of Engineering, Osmania University
  11. FDP on "Design thinking" -2020- Amity Center for Entrepreneurship Development
  12. FDP on "Innovation Management”, 2020 from Inderprastha Engineering College along with AICTE
  13. FDP on “Leadership in times of Crisis”. 2020 from Ramaiah Institute of Management
  14. FDP on "Rural Entrepreneurship"-2020, Mahatma Gandhi University
  15. FDP on "Social Enterprise Management" 2020 from Indian Institute of Management Nagpur
  16. FDP on "Technology Management" 2020 from Delhi Technological University
  17. FDP on "Productivity enhancement" 2020 from National Institute of Technology Warangal

  1. Branding
  2. Destination Branding
  3. Personal branding
  4. Branding in Hospitality and Tourism
  5. Consumer behavior
  6. Service marketing
  7. Hospitality Sector Branding
  8. Social media Marketing

  1. Received Best Paper award at International Conference- ICLTCCA 2023 Mahsa University, Regenesys Business School, South Africa and Bhartiya Vidyapeeth Institute of Management Studies, India
  2. Received Scroll of honor for being best in academics in Post-Graduation from Bishop Cotton Women’s Christian College in the year 2016 Best Out Going Students under All-rounder category In Undergraduate Program from Bishop Cotton Women’s Christian College in the year 2011
  3. Received Best Youth Award for NSS in the year 2011 in Bishop Cotton Women’s Christian College

International Conference Papers
  1. Ms. Rashmi R, Dr. Shivakami Rajan, and Dr. Sweety Jamgade from RUAS attended and presented a research paper titled “Pilgrimage Meets Technology: Evaluating Maha Kumbh Mela 2025 App Acceptance and Usage as per the Modified UTAUT Model” at the International Conference on “Maha Kumbh: Transforming Human Life Through Sanatan Values,” held at U. P. Rajarshi Tandon Open University, Prayagraj, on 25th and 26th March 2025.
  2. Ms. Rashmi R and Dr. Shivakami Rajan participated in the ITSA AMITY REGIONAL CONFERENCE FOR ASIA 2025. They presented a paper titled “Digital Pilgrimage: Analyzing the Acceptance and Usage of Smart Tourism Technology Application Maha Kumbh Mela 2025 App through the Lens of a Modified UTAUT Model” virtually on 7th–9th February 2025.
  3. Rashmi R. (2025). Presented a research paper titled “Inbound Medical Tourism in Karnataka: A Study on Prospects and Problems” at the International Conference on BIZ-SMART 2025, Sri Padampat Singhania University, Udaipur, India, on November 21–22, 2025.
  4. Rashmi R. (2025). Presented a research paper titled “A Study on the Development of Tourism Products in Karnataka” at the International Conference on BIZ-SMART 2025, Sri Padampat Singhania University, Udaipur, India, on November 21–22, 2025.
  5. Rashmi R. (2025). Presented a research paper titled “Investigating the Impact of FOMO-Inducing Content on Impulsive Pilgrimage Travel Decisions: A Case Study of Maha Kumbh” at the International Conference on BIZ-SMART 2025, Sri Padampat Singhania University, Udaipur, India, on November 21–22, 2025.
  6. Rashmi R. (2025). Presented a research paper titled “Linking Technology Expectations, Service Quality, and Consumer Satisfaction in Quick Commerce: Insights from Food Delivery Platforms” at the International Conference on BIZ-SMART 2025, Sri Padampat Singhania University, Udaipur, India, on November 21–22, 2025.
  7. Rashmi R. (2025). Presented a research paper titled “Linking Technology Expectations, Service Quality, and Consumer Satisfaction in Quick Commerce: Insights from Food Delivery Platforms” at the International Conference on BIZ-SMART 2025, Sri Padampat Singhania University, Udaipur, India, on November 21–22, 2025.
  8. Rashmi R. (2025). Presented a research paper titled “The Influence of Political Marketing on Young Voters in Karnataka” at the International Conference on “Innovation, Entrepreneurship and Social Transformation in the Digital Era (ICIESD-2025),” held in hybrid mode and organised by the Institute of Management and Commerce and the Institute of Port Shipping and Logistics Management, Department of MBA, in association with Maaref University of Applied Sciences, Syria, at Srinivas University, City Campus, Pandeshwar, on December 12–13, 2025.
  9. Rashmi R. (2025). Presented a research paper titled “Enhancing Psychological Well-being through Religious Tourism: The Interplay of Motivation, Spiritual Experience, and Collective Identity” at FMOS 2025 – At the Crossroads of Finance, Marketing, and Operations for Sustainable Business, American Institute of Applied Sciences in Switzerland, on 13–14 June 2025.
  10. Rashmi R. (2025). Presented a research paper titled “Holistic Wellness Through Integrative Yoga Education: An Empirical Study on the Role of Experiential Learning at Isha Yoga Centre” at the International Conference on Changemakers in Action (ICCA 2025), organised by the Department of Humanities and Social Sciences, National Institute of Technology, Warangal, in collaboration with the Mozilla Responsible Computing Challenge, on 4–5 July 2025.
  11. Rashmi R. (2025). Presented a research paper titled “Experiential Learning Through Community Engagement: Examining the Influence of Auroville’s Sustainability Initiatives on Student Well-Being and Pro-Sustainable Behaviour” at the International Conference on Changemakers in Action (ICCA 2025), organised by the Department of Humanities and Social Sciences, National Institute of Technology, Warangal, in collaboration with the Mozilla Responsible Computing Challenge, on 4–5 July 2025.
  12. Ms. Rashmi R, Dr. Shivakami Rajan, and Dr. Sweety Jamgade from M. S. Ramaiah University of Applied Sciences attended and presented a research paper titled “Pilgrimage Meets Technology: Evaluating Maha Kumbh Mela 2025 App Acceptance and Usage as per the Modified UTAUT Model” at the International Conference on “Maha Kumbh: Transforming Human Life Through Sanatan Values,” held at U. P. Rajarshi Tandon Open University, Prayagraj, on 25th and 26th March 2025.
  13. Ms. Rashmi R and Dr. Shivakami Rajan participated in the ITSA AMITY REGIONAL CONFERENCE FOR ASIA 2025 and presented a paper titled “Digital Pilgrimage: Analyzing the Acceptance and Usage of Smart Tourism Technology Application Maha Kumbh Mela 2025 App through the Lens of a Modified UTAUT Model” virtually on 7th–9th February 2025.
  14. Rashmi R (2023) -“An Analytical Study on People’s Insight of Personal Branding in Influencer Economy”. International Conference- ICLTCCA2023 Mahsa University, Regenesys Business School, South Africa and Bhartiya Vidyapeeth Institute of Management Studies, India.
  15. Rashmi. R, Mahalakshmi (2023)-“Role of Financial Inclusion in Attaining Sustainable Development Goals– A Study at Hoskote Taluk”. International Conference- ICLTCCA2023 Mahsa University, Regenesys Business School, South Africa and Bhartiya Vidyapeeth Institute of Management Studies, India.
  16. Rashmi. R, Anup Jayaram (2023) -“A Structural Equation Modelling approach for Destination Marketing through Vlogs in Gokarna, Karnataka”. International Conference- ICLTCCA2023 Mahsa University, Regenesys Business School, South Africa and Bhartiya Vidyapeeth Institute of Management Studies, India.
  17. Rashmi. R, Vinith Kumar V (2023)-“A Study on Role of social Media Marketing in Consumer Buying Behavior of EV-Cars: A Structural Modelling Approach”. International Conference- ICLTCCA2023 Mahsa University, Regenesys Business School, South Africa and Bhartiya Vidyapeeth Institute of Management Studies, India.
International Journal Papers
  1. Rashmi, R., Dr. Shivakami Rajan, Dr. Mohinder Chand, and Dr. Sweety Jamgade. (2024). “User Proficiency as a Bridge to Memorable Experiences: Investigating the Mediating Role on Smart Tourism Technologies in Religious Destinations.” International Journal of Hospitality and Tourism Systems, Volume 17, Issue 4, pp. 60–76. (SCOPUS)
  2. Rashmi, R., Rajan, S., and Prasad, J. (2026). “Healing Journeys and the Role of Critical Factors in Shaping Wellness Tourism Experiences in Karnataka, India.” MSW Management Journal. (SCOPUS)
  3. Rashmi, R., et al. (2022). “A Study on Work-Life Balance of Parents of Special Needs Children.” Presented at the 2nd Indian International Conference on Industrial Engineering and Operations Management (IEOM Conference), Warangal, India, August 16–18, 2022.
  4. Rashmi, R., and Nirmal Raj, V. K. (2020). “Study on the Implementation and the Impact of Artificial Intelligence in Banking Processes.” Journal of Seybold Report, Volume 15, Issue 7, 2020.
  5. Lokande, Sheetal R., and Rashmi, R. (2020). “Effect of Mergers and Acquisitions on Stock Price Behaviour of Merger and Acquirer Companies in Metal Industry.” Journal of Seybold Report, Volume 15, Issue 7, 2020.
  6. Hamsini, H. P., and Rashmi, R. (2019). “A Study on Effectiveness of the Crop Insurance in Karnataka – With Special Reference to Chikmagalur District.” Centre for Research on Islamic Banking & Finance and Business, USA, Volume 3, No. 2. (ABDC Listed Journal)
  7. Bhavana Gowda, S. P., and Rashmi, R. (2019). “An Analysis of Effectiveness of Bancassurance among Customers as an Alternative Distribution Channel in Bangalore.” Centre for Research on Islamic Banking & Finance and Business, USA, Volume 3, No. 2. (ABDC Listed Journal)
  8. Rashmi. R et. al., “A Study on Work Life Balance of Parents of Special Needs Children”, 2nd Indian International Conference on Industrial Engineering and Operations management (IEOM) Conference, Warangal, India, August 16-18, 2022.
  9. Rashmi R, Nirmal Raj VK , (2020).” Study on the Implementation and the Impact of Artificial Intelligence in Banking Processes”. Journal of Seybold Report Volume 15 Issue 7 2020
  10. Lokande Sheetal R, Rashmi R,”Effect of Mergers and Acquisitions on stock price behaviour of merger and acquirer companies in Metal Industry”. Journal of Seybold Report, Volume 15 Issue 7 2020
National Journal Papers
  1. Rashmi R, Dr. N Suresh, Sheetal R Lokande-2021 “Impact of Mergers and Acquisitions on the stock price behavior of Merger and Acquirer Companies in Oil and Gas Industry”. Asian Journal of Management Vol. 12| Issue-01|January – March 2021
  2. Rashmi R, Nirmal Raj VK -2021 “A Study on the Implementation and the Impact of Artificial Intelligence in Banking Processes”. Asian Journal of Management Vol. 12| Issue-01|January – March | International Journal Papers
  3. Jithu George, Rashmi. R, 2021.”A Study on Role of Financial Inclusion on Regional rural Banks - with Reference to Kerala Gramin Bank” Asian Journal of Management Vol. 12| Issue-02|April - June| 2021
  4. Sindhu. J; Rashmi. R, 2020 “Study on liquidity risk management of selected commercial and private banks in India”. TRANS Asian Journal of Marketing Management Research
  5. Sruthi B, Rashmi R. A Study on Working capital Management in Hindustan Petroleum Corporation Limited. Asian Journal of Management. 2021; 12(2):164-8
  6. Lokande Sheetal R, Rashmi R. 2020”Impact of Mergers and Acquisitions on stock price behavior of merger and acquirer companies in Automobile Industry”. Bulletin monumental. Volume 21 : Issue 07 – 2020
  7. Hamsini H.P, Rashmi R, 2019”A Study on Effectiveness of the Crop Insurance in Karnataka -With Special Reference Chikmagalur District”. Centre for Research on Islamic Banking & Finance and Business, USA Vol. 3, No. 2 (ABDC Listed Journal)
  8. Bhavana Gowda SP, Rashmi R. 2019.”An Analysis of Effectiveness of Bancassurance among Customers as an Alternative Distribution Channel in Bangalore”. Centre for Research on Islamic Banking & Finance and Business, USA. USA Vol. 3, No. 2 (ABDC Listed Journal)

  1. Indian Tourism & Hospitality Congress – Life Member (Academic)
  2. Indian Commerce Association – Institutional member

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