Dr. Nikita Maheshwari is an Assistant Professor of Business Administration and Management based in Jaipur, Rajasthan. She holds a Ph.D. in Business Administration and Management from the University College of Commerce and Management Studies (UCCMS), Mohanlal Sukhadia University (MLSU), Udaipur, a Master of Commerce from Rajasthan University, and is UGC NET qualified in Commerce. Dr. Maheshwari brings solid higher education experience in lecturing, curriculum design, and student mentoring, having served as a Guest Lecturer at Mohanlal Sukhadia University and as an Assistant Professor at Government College, Reodar (Sirohi). Her teaching focus encompasses Business Administration, Marketing Management, Organizational Behavior, Human Resource Management, Company Law, and Entrepreneurship Development.Dr. Maheshwari’s research agenda sits at the intersection of marketing analytics, rural tourism transformation, green management innovation, and organizational psychology. Her doctoral research examined the role of social media in transforming tourist behavior toward rural tourism in Southern Rajasthan, a topic on which she has published extensively in peer-reviewed and UGC Care-listed journals. A prolific scholar, her research output includes publications in ABDC-B (Academy of Marketing Studies Journal) and Scopus-indexed outlets (TPM-Testing, Psychometrics, Methodology in Applied Psychology), alongside studies on eco-innovation adoption frameworks, women’s economic empowerment, and workplace dynamics. She regularly presents her work at international conferences and actively engages in professional development programs covering advanced research methodology, data analytics, and research publication ethics.