Dr.Shahid Rasool
RESEARCH & ACADEMIC IMPACT
Research That Connects Ideas With Real-World Impact
My research explores consumer behaviour, neuromarketing, sustainability, social marketing, tourism, and business research, with a focus on generating meaningful academic and practical insights.
01 — Consumer Behaviour
Understanding consumer decisions, motivations, perceptions, and behaviour across different market and social contexts.
02 — Neuromarketing
Exploring how consumers respond to marketing stimuli through neuroscience-informed approaches and behavioural insights.
03 — Sustainability & CSR
Researching responsible business practices, sustainability, corporate social responsibility, and their impact on society.
04 — Social Marketing
Examining how marketing principles can address social issues and encourage positive behavioural and societal change.
05 — Tourism & Consumer Research
Studying tourist behaviour, destination experiences, engagement, attachment, and contemporary tourism challenges.
06 — Business Research Methodology
Applying qualitative and quantitative research approaches to develop rigorous, practical, and meaningful academic insights.
EXPLORE MORE RESEARCH
Explore the Full Research Portfolio
Discover more publications, research interests, academic contributions, and ongoing work..
Seeing is Believing: The Role of Visual Content in Shaping Tourist Engagement and Attachment
International Journal of Tourism Research
Accepted — 2026
Explores how visual content influences tourist engagement, destination attachment, and travel experience
Religious Sensitivity in Controversial Advertising
Journal of Retailing and Consumer Services
Published
Examines the role of religious sensitivity in shaping consumer responses to controversial advertising.
Responsible Management Education in Context
International Journal of Management Education
Accepted — 2026
Explores responsible management education and its role in developing ethical, socially responsible, and future-ready professionals.
From Romance to Reality: A Thematic Analysis of Chinese Honeymooners’ Travel Narratives
International Journal of Tourism Cities
Accepted — 2026
Examines Chinese honeymooners’ travel narratives and the experiences, emotions, and meanings associated with their journeys
Selected Research & Publications
Selected research exploring consumer behaviour, neuromarketing, sustainability, tourism, and contemporary business issues.
TOURISM RESEARCH
Seeing Is Believing: Visual Content and Tourist Engagement
Exploring how visual content influences tourist engagement, shapes perceptions, and strengthens emotional attachment to destinations through compelling and meaningful travel experiences.
International Journal of Tourism Research
Accepted — 2026
TRAVEL & CONSUMER RESEARCH
From Romance to Reality: Chinese Honeymooners’ Travel Narratives
Examining Chinese honeymooners’ travel narratives to understand their experiences, emotions, expectations, and the meanings they attach to romantic journeys and destination experiences.
International Journal of Tourism Cities
Accepted — 2026
RESPONSIBLE MANAGEMENT
Responsible Management Education in Context
Exploring how responsible management education can develop ethical, socially responsible, and future-ready professionals while connecting academic learning with contemporary business and societal challenges.
International Journal of Management Education
Accepted — 2026
RELIGION & ADVERTISING
Religious Sensitivity in Controversial Advertising
Examining how religious sensitivity influences consumer responses to controversial advertising and highlighting the importance of cultural awareness, ethical communication, and respect for diverse beliefs.
Journal of Retailing and Consumer Services
Published