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Jyotsna J H

Jyotsna J H

Assistant Professor
Marketing
jyotsnajh[at]iimv[dot]ac[dot]in



Dr Jyotsna J H holds a dual degree (MS and PhD) from IIT Madras and works in the interdisciplinary areas of experiential marketing, destination branding and spiritual consumption. She started her career as systems analyst at HCL Technologies. Prior to her PhD, she also worked as a teaching assistant in the Marketing Management Area at IIM Kozhikode. Additionally, she has worked with Vodafone Cellular Ltd (Retail) handling customer services and store branding. She has published in reputed peer-reviewed journals and participated in several national and international conferences. Her research work has won research grant award from North American Society for Marketing Education India and best marketing thesis award of the year 2023 from IIT Madras.

With a background that bridges academic scholarship and corporate practice, Dr. Jyotsna’s teaching interests lie at the intersection of theory and application in marketing. She teaches Marketing Management and Strategic Brand Management with an emphasis on strategic decision-making and value co-creation grounded in real-world challenges. Her teaching interests lie in Brand management,  Services Marketing, Tourism and Hospitality Marketing and Experiential Marketing. In parallel, her academic orientation is reflected in courses such as Qualitative Research Methodology where students engage with interpretive approaches to examine complex   phenomena, and Theory Construction in Marketing, which emphasizes the development of robust conceptual frameworks to advance scholarly understanding.

Gopinath, K., & Jyotsna, J. H. (2025). Smart technology and happy tourists: a meta-analysis. Asia Pacific Journal of Tourism Research, 30(4), 479–499. https://doi.org/10.1080/10941665.2025.2454233

Peer-reviewed Journal Publications
Jyotsna, J. H., & Maurya, U. K. (2019). Experiencing the real village–a netnographic examination of perceived authenticity in rural tourism consumption. Asia Pacific Journal of Tourism Research, 24(8), 750-762. doi: 10.1080/10941665.2019.1630455

Jyotsna, J. H., & Prakash Sai, L. (2022). Modelling pilgrim-tourist experience in Hindu religious destinations: an Interactive Qualitative Analysis. Journal of Tourism and Cultural Change, 21(3), 364-382. doi: 10.1080/14766825.2022.2095914

Conference
J H, Jyotsna and Sai, L. P., “Pilgrim Experiences in Religious Destinations: An Exploratory Study in India” 8th Advances in Tourism Marketing Conference, University of Namur, Belgium, September 4-7, 2019.

J H, Jyotsna and Maurya, UK, “Role of Authenticity in Village Tourism Consumption- A Netnographic Analysis”, Asia-Pacific Association of Consumer Research Conference (AP-ACR), IIM Ahmedabad, January 10-12, 2019.

J H, Jyotsna and Maurya, UK, “Role of Authenticity in Village Tourism Consumption- A Conceptual Framework”,11th North American Society for Marketing Education in India (NASMEI), Great Lakes Institute of Management, Chennai, December 22- 23,2017.

Academic Honors
  • Sri N Kannan Prize for the scholar with the best research thesis in Marketing for the year 2023, IIT Madras
  • Research Grant winner in Research Grant Proposal Competition conducted by 11th North American Society for Marketing Education in India (NASMEI), Great Lakes Institute of Management, Chennai, December 22-23, 2017



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