Vir Ved Ratna
Papers
1
Total Citations
31
H-Index
1
About
Dr. Vir Ved Ratna is a rising scholar at the intersection of consumer psychology and hospitality marketing, with a focused expertise in anthropomorphism—the attribution of human traits to non-human entities. His most cited work, a comprehensive 2023 systematic review titled *Past, Present, and Future of Anthropomorphism in Hospitality & Tourism*, has already garnered 31 citations, establishing him as a leading voice in this niche. In this seminal paper, Dr. Ratna traces the evolution of anthropomorphic strategies in tourism promotion over a 13-year span (2010–2023), revealing how brands increasingly humanize services, destinations, and technology to forge deeper emotional connections with travelers. By synthesizing fragmented literature, he provides a conceptual framework that clarifies how anthropomorphism enhances customer engagement and loyalty. His contributions are particularly impactful for practitioners seeking innovative, non-traditional marketing tactics in a saturated industry. Dr. Ratna’s work not only documents a significant industry shift but also charts a future research agenda, making him an essential reference for scholars exploring the psychology of brand relationships in hospitality.
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