YEDLA VENKATA RAO Professor

Profile Picture

  • Department of Tourism Studies
  • School of Management
  • venkat.dts@pondiuni.edu.in, venkatdtstour@gmail.com

Academic Activity

Academic Activity Picture1

Academic Activity Picture2

Educational Qualification (UG,PG & Higher Order)

S.No Degree Subject/Title of thesis University/Board Year of Passing
1 MBA Principles and Practice of Management, Research Methodology, Managerial Economics, Marketing,Accounting for Managers , Financial Management, Quantitative Techniques, CRM, HRD, OB, Services Marketing University of Madras 2011
2 FDP - IIM (Ahmedabad Academic Writing, Research Methodology in Management, IT in Management, Case Study Methods, Consultancy in Management, Accounting for Management, Research Methodology, Marketing, Business Policy Indian Institute of Management, Ahmadabad 2005
3 Ph.D. Human Resource Development in Steel Industry : A Case Study of Visakhapantnam Steel Plant Department of Management Studies, Tezpur Universit 2003
4 UGC NET Industrial Relations and Labour Welfare University Grants Commission 1997
5 MA (Religious Studie Indian Philosophy, Problems of Philosophy, Western Philosophy, Logical and Scientific Methods, Indian Heritage and Culture Andhra University 1995
6 MHRM Human Resources Management, Labour Laws, Fundamentals of Management, Labour Economics, Industrial Relations, HRD, Labour Welfare and Social Security Andhra University 1993
7 BA History Economics Political Science Sri Krishna Devaraya University 1991

Area of Specializaion

Organizational Behaviour and Human Resources Management in Tourism Industry

Awards / Prizes Conferred

S.No Name / Title of the Award Type Name of the Agency conferred the Award Year of the Award Amount for Cash Award

Teaching Experience

S.No Designation Department/Centre Institution
1 Lecturer Department of HRM Sir C. R. Reddy P.G. Courses
2 Lecturer Department of Business Administration Assam University (A Central University)
3 Lecturer Department of International Business Pondicherry University
4 Reader Department of Tourism Studies Pondicherry University
5 Associate Professor Department of Tourism Studies Pondicherry University
6 Professor Department of Tourism Studies Pondicherry University

Research Experience

S.No Designation Department/Centre Institution Area of Research
1 Lecturer Business Administration Assam University Socio-economic conditions of Tea Plantation Labour
2 lecturer Business Administration Assam University School Administration and Academic Performance of Students
3 Reader Tourism Studies Pondicherry University Travel Dining Behaviour of Young Adult
4 Reader Tourism Studies Pondicherry University Tourism Entrepreneurship in Tourism (UGC SAP DRS Level - I) Project
5 Professor Tourism Studies Pondicherry University Pro-Poor and Accessible Tourism (UGC-SAP DRS Level - II) Project
6 Associate Professor Tourism Studies Pondicherry University Tourism industry role in economic development of Puducherry Union Territory

Industry Experience

S.No Designation Company/Corporate Nature of Work
1 Professor Pondicherry University State Council Member of confederation of Indian Industry
2 Professor Pondicherry University Task Force Member of Tourism and Hospitality during Covid-19 Period
3 Professor Pondicherry University Prepared Tourism Policy for the Department of Tourism, Govt. of Puducherry

Contribution towards Innovation

S.No Name of the Work/Contribution Specialization Remarks

Patent Details

S.No Title Status Patent Number Year of Award Type Commercialized Status

Papers Published in UGC Approved Journals

S.No Title Name of the Authors as per the order in Paper Journal Name Volume, Issue & Page Nos. Year Impact Factor
1 An empirical study on Service Quality, Tourist Satisfaction and Future Behavioral Intention at the Mahabodhi Temple complex, Bodhgaya, India Md. Wasim Ahmad, Y.Venkata Rao International Research Journal of Business and Management Volume No – VIII, Issue – 10. ISSN. 2322- 083X 2015 -
2 Theory of Agri-tourism and Its Practice in India’ RohitRavindraBorlikar Dr.Y.Venkata Rao I nternational Journal of Multidisciplinary Research,Zenith Publication , ISSN: 2231-5780 2015 -
3 Entrepreneurial Network In Tourism Business Dr.Y.Venkata Rao EARTH, NITHM Journal of Tourism and Hospitality Management, Vol. II, Issue. II, I SSN: 2231-6213, Page No.6- 14. 2013 -
4 Economic Opportunity through Rural Tourism: An Empirical Study’ Saravanan, Dr.Y.Venkata Rao South Asian Journal of Tourism and Heritage (An International Journal of Research) , July 2013, Vol. 6, No. 2 ISSN, 0974-5432 2013 -
5 Equitable Tourism Development: Need for Strategic Partnership’ Saravanan, Dr.Y.Venkata Rao Zenith International Journal of Multidisciplinary Research , Vol.2, Issue.3, ISSN.22315780. 2012 -

Papers Published in Non UGC Approved Peer Reviewed Journals

S.No Title Name of the Authors as per the order in Paper Journal Name Volume, Issue & Page Nos. Year Impact Factor

Papers Published in Conference Proceedings

S.No Title Name of the Authors as per the order in Paper Details of Conference Publication Page Nos. Year
1 ‘Beckoning the Employees through employer branding across industries’ Dr.Venkata Rao,Vaishnavi Ramanujam International Seminar on ‘Industrial Relations and Human Relations in the era Globalization’ by the Dept of Human Resource Management, Acharya Nagarjuna University, Guntur, Andhra Pradesh, during 5-8 February, 2015 - 2015
2 ‘Proven Digital Brand Building Techniques for SME’s to improve Online Reputation Management – A Strategic Framework’ Dinesh Babu, Dr.Venkata Rao ‘Proven Digital Brand Building Techniques for SME’s to improve Online Reputation Management – A Strategic Framework’ ISBN No. 978-93-80314-16-7 - 2013
3 Affective Commitment Of Employees in Hotel Industry: An Empirical Study of Pondicherry Hotels’ Raechal Jessie, Dr.Y.Venkata Rao proceedings of 3rd Indian International Hotel, Travel & Tourism Research Conference – IIHTTRC 2013, organized by BanarasidasChandiwalanstitute of Hotel Management & Catering Technology, New Delhi, during 29-31 January 2013, pages , ISBN : 978-81-920850-2-9. 78-84 2013

Books

S.No Title of the Book Name of the Authors as per the order in Book Publisher Year ISBN No.

Chapters in Books

S.No Title of the Chapters Name of the Authors Title of the Book Publisher Year ISBN No.
1 Employment in Tourism Industry : Nature and Novelty’ Raechal Jessie, Dr.Y.Venkata Rao Human Resource Development : Issues, Challenges & Strategies ParamountPublishing House, New Delhi 2012 978-81-922-783-3-9
2 Human Resource Practices in Micro-Finance Sector: A Framework for Effective Utilization of human Resources Dr.Y.Venkata Rao Changing Scenario of Human Resources in India Himalaya Publishing House 2012 978-93-5097-139-0
3 Fort Tourism in Raigarh: Issues and Challenges’ RohitRavindraBorlikar Dr.Y.Venkata Rao I Sustainable Tourism Issues and Challenges MACMILLAN Publishers 2012 ISBN: 978-935-059-069-0

Edited Books

S.No Title of the Book Name of the Authors as per the order in Book Publisher Year ISBN No.
1 Contemporary research and practices in Tourism and Hospitality with special focus on Accessibility” Dr.Venkata Rao, Dr.Sibi. P.S, Dr.Ravish Mathew, Priyakrushna Mohanty , 2017, by Himalaya Publishing House, Mumbai 2017 ISBN: 978-93-5273-110-7
2 Destination Planning and Development’ Dr.Y.Venkata Rao Directorate of Distance Education, Pondicherry University 2013 978-93-81932-09-4
3 Tourism Business: Emerging Trends and Evolving Dr.Y.Venkata Rao, Dr. Sampada Kumar Swain Himalaya Publishing House, Mumbai 2013 ISBN:978-93-5097-372—1

Ongoing Projects

S.No Title of the Project Sponsored By Period Sanctioned Amount(Rs. Lakh) Year
1 Social Networks in Tourism Industry, Pro-Poor and Accessible Tourism under Democratization of Tourism Operations and Entrepreneurship Development in Tourism. UGC 2015-2021 - 2015

Ongoing Consultancy Works

S.No Title of the Consultancy Work Sponsored By Period Sanctioned Amount(Rs. Lakh) Year

Completed Projects

S.No Title of the Project Sponsored By Period Sanctioned Amount(Rs. Lakh) Year
1 Study on Social Media as an influence of Foreign Tourists Visiting India MoT 2015 1,00,000/- 2015
2 “Profile of Foreign Tourists Visiting Puducherry Department of Tourism, Govt.of.Puducherry 2015 1,50,000/- 2015
3 Tourism Entrepreneurship UGC 2009-2014 Rs.37,00,000/- 2014
4 Junk Food Consumers in Tourism : A study on Travel Dining Behaviour of Young-Adult Tourist in Pondicherry IIPA 2012-2014 Rs,3,30,000/- 2014
5 The Impact of Tourism Entrepreneurship on Growth of Tourism Industry: A Study of Union Territory of Puducherry ICSSR 2012-2014 Rs.4,77,300/- 2014

Completed Consultancy Works

S.No Title of the Consultancy Work Sponsored By Period Sanctioned Amount(Rs. Lakh) Year

Career Guidance Offered to students

S.No Name of the Scheme No. of Students Competitive Examinations/ Career Counseling No. of Students Passed No. of Students Placed

List of capability enhancement such as Soft skill development, Remedial coaching, Language lab,
Bridge courses, Yoga, Meditation, Personal Counselling and Mentoring etc.,

S.No Name of the Programme/Scheme Date of Implementation No. of Students Enrolled Agencies Involved

Research Guidance - PG

S.No Year Degree No. of Students Awarded Department/Centre
1 2017 MBA 8 Department of Tourism Studies
2 2016 MBA 8 Department of Tourism Studies
3 2015 MBA 8 Department of Tourism Studies
4 2014 MBA 8 Department of Tourism Studies
5 2013 MBA 8 Department of Tourism Studies
6 2012 MBA 8 Department of Tourism Studies

Research Guidance - Ph.D

S.No Student Name Registration Date Registration No. Thesis Title Thesis Submitted Status Thesis Submitted Date Vivavoce Completed Status Date Awarded
1 V.S.S.Shreya 21-08-2017 20171142004 Sustainable Tourism NO NO
2 Suresh 21-08-2017 20173142005 Blisure Tourism-Prospects in India NO NO
3 Somasundaram 24.08.2014 - Promoting WAter Sports Tourism in Puducherry: Challenges and Oppurtunities NO NO
4 Sumit Kumar Singh - - - NO NO
5 Vaishnavi 18-8-2014 r37118 Synergy between ICT and Knowledge Management in Tourism Industry NO NO
6 Prem Kumar 18-8-2014 - A study on factors influencing tourists perceived benefits of facebook contents of the state tourism departments YES - NO
7 Mayank Jain 23.07.2012 - 3. Skill set gap analysis between hospitality graduates and hotel industry NO NO
8 Md.Wasim Ahmad 09.08.2013 - A study on the satisfaction and behavioural intention of foreign tourist visiting Bodhgaya YES - YES 13.04.2018
9 Rohit Ravindra Borlikar 06-09-2011 r31305 A study on Agri-Tourism Operations in Pune Region- the perspective of Tourists and Operators YES 18-04-2017 YES 26.02.2018
10 Pranjal Kumar Mahanta 25.03.2009 - An Integrated Approach to Management of Wildlife Tourism: The case of Kaziranga National Park YES - YES 10.05.2013
11 Rachel Jessie 09-09-2010 - Emplyee Engagement in Hotel Industry: A comparitive study on Chennai and Pondicherry YES - YES 16.12.2016
12 Saravanan 12-10-2009 r20799 Guest perceptions of service quality in hotel Tamil Nadu group of TTDC YES 07-05-2015 YES 19.12.2016
13 Thrinada Rao 12-10-2009 - Organisational Evaluation of Andhra Pradesh Tourism Development Corporation Limited, Vishakhapatnam Division YES 02/02/2015 YES 14.11.2016

Research Guidance - Post Doctoral

S.No Scholar Name Designation Funding Agency Fellowship Title Year of Joining Year of Completion

Financial assistance availed to attend conferences / workshops and to pay membership fee
of professional bodies during the year

S.No Conference/ workshop attended for which financial support provided Professional body for which membership fee is provided Amount of Support Place From Date To Date Year

E-Lecture Details

S.No E-Lecture Title Development of e-content/e-learning/delivering Member of Editorial Bodies Reviewer/Referee of
Content/Module Title Institution/Platform Year Weblink

Details of Online Education Conducted

S.No Nature of Online Course No. of Sessions Target Group Date

Invited Talks in Conference/Seminar/Workshop/Training Programme

S.No Title of the Paper Conferences/Seminar/Workshop/Training Programme Organized by Whether International / National / State / Regional / College or University Level From To Year
1 Strategic Opportunities for the Development of Sunrise Tourism in Andhra Pradesh Programme Department of Tourism & Hospitality Management State 28-03-2018 29-03-2018 2018
2 Career Opportunities for Tourism Graduates Programme Department of Tourism and Hospitality Management, Madurai Kamaraj University University Level 09-2-2018 - 2018
3 Importance of Human Element in Tourism Business Programme Department of Tourism Studies, Mahatma Gandhi University, Kottayam, Kerala University Level 17-11-2017 - 2017
4 Indian Tourism and Brand Building Programme IITTM Nellore College 11-5-2016 - 2016
5 Tourism Entrepreneurship Conference JyothiNivas College Bangaluru National Level 23-2-2016 - 2016
6 Vocationalisation of Higher Education – A Way Forward Programme Mahecentre, Pondicherry University - 12-2-2016 12-2-2016 2016
7 Contemporary Trends in Tourism Education in India Programme Indian Institute of Tourism and Travel Management College 16-1-2016 17-1-2016 2016
8 Tourism-An Unavoidable Favorite Event in Life Workshop Human Resource Development Centre (HRDC) University Level 23-1-2016 23-1-2016 2016
9 Tourism Entrepreneurial Opportunities Seminar Sept of Tourism Studies, Avinashilingam University, Coimbatore University Level 5-3-2015 6-3-2015 2015
10 Industrial Relations in Globalization’ University Department of Human Resource Management, Acharya Nagarjuna University, Guntur, Andhra Pradesh University Level 5-2-2015 8-2-2015 2015
11 Women in tourism industry Programme Women Studies at UGC-Academic Staff College University Level 26-4-2014 - 2014
12 Identifying a Research Problem and Literature Review Programme Refresher Course in Research Methodology for Social Sciences University Level 26-12-2013 - 2013
13 HRD Strategies in the midst of Building Learning Organization’ Programme Department of Management Studies, RVR&J Engineering College College 27-11-2013 - 2013
14 21st Century Classroom Learning and Information and Communication Technology (ICT) – What are we t Programme Human Resource Development Centre (HRDC) University Level 20-09-2013 - 2013
15 Did we make Manager-Leader in Fever Changing Expectations of Industry Programme Human Resource Development Centre (HRDC) University Level 13-9-2013 - 2013
16 Promotional Strategies for Puducherry Tourism Programme Hotels Association of Pondicherry’ - 5-3-2013 - 2013
17 Contemporary Challenges in Teaching and Learning Programme Human Resource Development Centre (HRDC) University Level 27-12-2012 - 2012
18 Management of Teaching and Learning Programme Human Resource Development Centre (HRDC) University Level 22-12-2012 - 2012

Conferences/Seminars Organized

S.No Title of the Programme Sponsors Venue & Duration Whether International / National / State / Regional / College or University Level From To Year
1 CONTEMPORARY RESEARCH AND PRACTICES IN TOURISM AND HOSPITALITY Ministry of Tourism, Govt.of India Department of Tourism Studies, Pondicherry University International 5-5-2017 6-5-2017 2017
2 Pro-Poor Tourism: Strategies to Ensure Sustainable Growth UGC Department of Tourism Studies, Pondicherry University National 18-03-2016 19-03-2016 2016
3 Contemporary Research in Tourism and Hospitality: Theory, Practice and Pitfalls - Department of Tourism Studies, Pondicherry University International 18-02-2014 21-02-2014 2014
4 Managing Tourism Business for Sustainable Competitive Advantage UGC Department of Tourism Studies, Pondicherry University National 23-03-2014 24-03-2014 2014

Workshop Organized

S.No Title of the Programme Sponsors Venue & Duration Whether International / National / State / Regional / College or University Level From To Year
1 International Tourism Research Colloquim UGC Department of Tourism Studies, Pondicherry University International 21-3-2018 24-8-2018 2018

Administrative Responsibilities in the Government and Quasi Government Agencies

S.No Name of the Position Agency/Organisation Duration Nature of Duties

Affiliation in Academic Bodies/Societies

S.No Name of the Body/Society Nature of Affiliation Year
1 Indian Tourism and Hospitality Congress Member 2009
2 All India Management Association Member 1998

Participation & Extension Activities (Academic/Administraion)

S.No Name of the Position (Head, Dean, Co-ordinator, Director, etc.,) Duration Nature of Dutites
1 Head, Department of Tourism Studies, Pondicherry University June 2008 to July 2009 -
2 Head, Department of Tourism Studies, Pondicherry University June 2011 to June 2018 -
3 Placement Counsellor October 2002 to August 2006 As a Placement Counsellor, performed the duties and responsibilities of the Placement Cell, Assam University. The duties and responsibilities include, organizing gust lectures and workshops on employment awareness, and contacting prospective employers and placement agencies and arranging campus plac
4 Field Work In-charge,Department of Human Resource Management, Sir. C.R.Reddy P.G. Courses, Eluru (A. January 1995 to December 1998 performed the duties and responsibilities like arrangement of one day industrial visits, thirty-three days block field and two months project work and also organizing every year industrial study tours.
5 a) Member of School Board, School of Management Studies, Assam University, Silchar (January 2005 to August 2006 ) -
6 b) Member of School Board, School of Management Studies, Assam University, Silchar (January 1999 to December 2002) -
7 c) Member of Board of Post Graduate Studies, Department of Business Administration, Assam University (January 1999 to August 2006) -
8 Member of Editorial Committee of Annual Report – (July 2003 to August 2006) Actively involved in publication of the Assam University Annual Report
9 e) Member of Editorial Committee of Assam University Editorial member of Assam University Newsletter (July 2003 to August 2006 ) -
10 Appointed as Chief Examiner of the Board of MBA (Retail Management) and MBA (Tourism) for the Examin December 2012 -
11 g) Member of ‘Students’ Grievances Redressed Committee’ - -
12 h) Member of ‘ House Allotment Committee’ of the Pondicherry University - -
13 Member of ‘Guest House Management Committee’ of Pondicherry University - -
14 Member of expert committee constituted by Central Board of Secondary Education (CBSE) March- 2013 to develop curriculum and course material for Vocation Course on ‘Travel & Tourism’ . Attend two meetings held at Headquarters of CBSE, New Delhi and finalized the course curriculum. The course material (book) on ‘Travel Agency and Tour Operations Business’ was prepared and submitted to CBSE
15 Chairman 3 years University Canteen - 3 Management
16 Head, Department of Tourism Studies, Pondicherry University 8 Years Admission activities, Classes scheming, organizing lectures, organizing industry interactive sessions, Placement preparation, looking after final placement, publication of Yatra Magazine, Publication of PUTSAL-Newsletter, Organizing national and international conference, publication of edited books,

Participation & Extension Activities (Co-Curricular)

S.No Name of the Position (NSS, NCC, Warden etc.,) Duration Nature of Dutites
1 Industry-Institute Interface event Akanksha 8 years Inviting 20 to 25 tourism and hospitality industrialists and Organizing Panel discussions as a part of Developing industry network for students field work as well as final placement
2 World Tourism Day Celebration 8 years In collaboration with Govt of Puducherry as well as Industry organized World Tourism Day and promoted the selected theme across the society

Collaboration with Institution/Industry

S.No Collaborator Name Designation Institution/Industry Type Nature of Collaboration Period of Collaboration Visits to Collaborating
Institution / Industry		 Details of Collaborative Research/Teaching
From Date To Date From Date To Date
1 IRCTC Managing Director IRCTC NATIONAL Final Placement 07-09-2012 06-09-2018 15-11-2012 06-09-2018 Offered Final Placement
2 University of Rennes1 President School of Management INTERNATIONAL Exchange Programme 18-10-2016 06-09-2018 31-08-2017 06-09-2018 Exchange of students, Exchange of Scholars, Exchange of Faculty, Joint Projects and Joint Conferences

Faculty Development Programme Attended (Orientation, Refresher, other Short Term Course during the year)

S.No Title of the FDP Organiser Venue Duration From Date To Date Year

Details of Executive Development Prog/Management Development Prog. conducted

S.No Name of the Programme No. of Participants Venue Duration From Date To Date Year Revenue Generated

Participation in IMPESS, IMPRINT, SPARC, STARS, LEAP Programme etc and DSF Funding Programme

S.No IMPRESS/IMPRINT/SPARC/STARS/LEAP/Others Place From Date To Date Year

Enrolment under ARPIT Programme

S.No Name of the Programme Period of the Programme
From Date To Date