Massive multiple-input multiple-output (MaMIMO) has become an integral part of the fifth-generation (5G) standard, and is envisioned to be further developed in beyond 5G (B5G) networks. With a massive number of antennas at the base station (BS), MaMIMO is best equipped to cater prominent use cases of B5G networks such as enhanced mobile broadband (eMBB), ultra-reliable low-latency communications (URLLC) and massive machine-type communications (mMTC) or combinations thereof. However, one of the critical challenges to this pursuit is the sporadic access behaviour of a massive number of devices in practical networks that inevitably leads to the conspicuous pilot contamination problem. Conventional linearly precoded physical layer strategies employed for downlink transmission in time division duplex (TDD) MaMIMO would incur a noticeable spectral efficiency (SE) loss in the presence of this pilot contamination. In this paper, we aim to integrate a robust multiple access and interference management strategy named rate-splitting multiple access (RSMA) with TDD MaMIMO for downlink transmission and investigate its SE performance. We propose a novel downlink transmission framework of RSMA in TDD MaMIMO, devise a precoder design strategy and power allocation schemes to maximize different network utility functions. Numerical results reveal that RSMA is significantly more robust to pilot contamination and always achieves a SE performance that is equal to or better than the conventional linearly precoded MaMIMO transmission strategy.