Faculty Profile


Marketing Management

Assistant Professor

 Email: vikas.kumar@iimsirmaur.ac.in

Prof. Vikas Kumar, is an Assistant Professor of Marketing Management at Indian Institute of Management, Sirmaur. Prof. Vikas is holding the position of Chairman- Student affairs at IIM Sirmaur. Prior to joining IIM Sirmaur, he was associated with Department of Management Studies, NIT-Hamirpur (H.P.) as Lecturer for about 8.5 months. He has worked as an Assistant Manager in the department of Container services & Marketing in Liner & Passenger division of Shipping Corporation of India Ltd. Later on, he joined IIT Roorkee, as a research scholar in the area of marketing. More specifically, he worked in the area of destination branding. His work relates to the examination of the role of destination personality and self-congruity in creating destination brands. He contributed largely to the institute’s activities by assisting in national and international level conferences and various workshops on data analysis and research publications. He has published a good number of research papers in various international journals of repute such as Journal of Hospitality & Tourism Research (Sage), Anatolia (Taylor & Francis), and Tourism Management Perspectives (Elsevier) etc. He participated in numerous international level conferences across the nation. He is also a regular reviewer of top quality journals like Tourism Management, Tourism Management Perspectives, Anatolia and Tourism & Hospitality Research, Journal of Travel & Tourism Marketing etc.

Assistant Manager, SCI Ltd [15 months]

Lecturer (Marketing), NIT Hamirpur [8.5 months]

Assistant professor (Marketing), IIM Sirmaur [July’16 to present]

Tourism marketing, consumer behavior and brand management

  • Kumar, V., & Kaushik, A.K. (2018). Building consumer-brand relationships through brand experience and brand identification, Journal of Strategic Marketing,doi.org/10.1080/0965254X.2018.148294,5[ABDC - A]  
  • Kumar, V., & Nayak, J.K. (2018). Destination Personality: Scale Development & Validation, Journal of Hospitality and Tourism Research, 42(1), 3-25. [Impact Factor – 2.646, ABDC - A]
  • Kumar, V., & Kaushik, A.K. (2017). Destination brand experience and tourist behavior: The mediating role of brand identification, Journal of Travel & Tourism Marketing. In Press. [Impact Factor - 1.453, ABDC - A]
  • Kaushik, A., & Kumar, V. (2017). Investigating Consumers’ adoption of SSTs - A Case study representing India’s Hospitality Industry, Journal of Vacation Marketing, doi/abs/10.1177/1356766717725560. [Impact Factor - 1.148, ABDC - A]
  • Kumar, V. & Kaushik, A.K. (2017). Achieving destination advocacy and destination loyalty through destination brand identification, Journal of Travel & Tourism Marketing, http://dx.doi.org/10.1080/10548408.2017.1331871. [Impact Factor - 1.453, ABDC - A]
  • Kumar, V. (2016). Examining the role destination personality and self-congruity in predicting tourist behavior, Tourism Management Perspectives, 20, 217-227. [ABDC - B]
  • Kumar, V., & Nayak, J.K. (2015). Examining the relationship between patterns of emotional responses, satisfaction and loyalty, Anatolia. DOI: 10.1080/13032917.2015.1005638 [ABDC - B]
  • Kumar, V., & Nayak, J.K. (2014). The measurement and conceptualization of destination personality, Tourism Management Perspectives, 12, 88-93. [ABDC - B]
  • Kumar, V., & Nayak, J.K. (2014). The role of self-congruity and functional congruity in influencing tourist’s post visit behavior, Advances in Hospitality and Tourism Research, 2(2), 24-44.


  1. Adil, M., Kumar, V., Sadiq, M., Nasir, M. & Mitra, A. (2018). Barriers to the adoption of green management practices in hotels of North India. International Conference on Sustainability and Business (SUSBUS 2018), Indian Institute of Management Calcutta (IIM-C), Jan. 13-14, 2018. Accepted for Presentation.
  2. Kumar, V., & Sangroya, D. (2017). Role of Tourists-destination congruence in determining destination loyalty within Indian tourism Industry. AIB India Conference 2017, Organized by Symbiosis International University, Pune, India, 19th -20th April 2017.
  3. Kumar, V., & Adil, M. (2017). Building loyalty and relationships through consumer engagement, 4th World Research Summit for Tourism and Hospitality: Innovation, Partnerships and Sharing at UCF Rosen College of Hospitality Management, Orlando, Florida, Dec 08-11,2017. Accepted for Presentation.
  4. Kumar, V., & Nayak, J.K. (2015). Self-congruity, functional congruity and destination choice: The moderating role of prior experience, “GCMRM Conference” organized by MDI Gurgaon on 11th-13th March 2015.
  5. Kumar, V., & Nayak, J.K. (2014). Effect of online service quality dimensions on brand equity within retail banking in India, “Listening to consumers of emerging markets” Organized by IIM Lucknow on January 9-11, 2014.
  6. Kumar, V., & Nayak, J.K. (2014). Self-congruity, functional congruity and destination loyalty: The moderating role of prior experience, “Rethinking Marketing”, Organized by IIM Calcutta on December 18-20, 2014.
  • Awarded JRF and SRF by University Grants Commission for the period 2013 to 2015.
  • Regular Reviewer of various journals of repute including:
    • Tourism Management (Elsevier)
    • Tourism Management Perspectives (Elsevier)
    • Tourism and Hospitality Research ( Sage)
    • Anatolia (Sage)
    • Journal of Travel & Tourism Marketing (Taylor & Francis)