GIUV2025-668
TURISMAT is an interdisciplinary research group, headed by Professor Silvia Sanz, which, along with scientific research, develops training and knowledge transfer activities. The group is mainly interested in the research of new digital technologies and tourism, with a special focus on consumer behaviour 5.0, and always adopting an innovative and sustainable perspective. The research line on digital technology aims to respond to the digital transformation and the processes of change to which consumers are exposed nowadays, with priority sectors of analysis being tourism, education, as well as the communication industry (traditional, conventional and emerging digital media). The research on the education sector focuses on higher education institutions and looks at new teaching-learning methodologies and teaching innovation. Moreover, the constant changes in the media ecosystem, mainly due to the new emerging media, drive the need to investigate new patterns of behaviour and relationships with the audience, new forms of consumption and contact, as well as new approaches to communication strategies of companies and brands, in order to adapt and respond to the new market situation. In...TURISMAT is an interdisciplinary research group, headed by Professor Silvia Sanz, which, along with scientific research, develops training and knowledge transfer activities. The group is mainly interested in the research of new digital technologies and tourism, with a special focus on consumer behaviour 5.0, and always adopting an innovative and sustainable perspective. The research line on digital technology aims to respond to the digital transformation and the processes of change to which consumers are exposed nowadays, with priority sectors of analysis being tourism, education, as well as the communication industry (traditional, conventional and emerging digital media). The research on the education sector focuses on higher education institutions and looks at new teaching-learning methodologies and teaching innovation. Moreover, the constant changes in the media ecosystem, mainly due to the new emerging media, drive the need to investigate new patterns of behaviour and relationships with the audience, new forms of consumption and contact, as well as new approaches to communication strategies of companies and brands, in order to adapt and respond to the new market situation. In addition, among the research priorities are the following: (1) the negative consequences of excessive use of digital media, with particular attention to the psychological dependence and addictive behaviours; (2) new trends in digital communication, allowing the creation of virtual worlds (metaverses) that function as a reflection of the real world, where users can interact, both socially and economically, through avatars in the cyberspace; (3) electronic word-of-mouth communication, in terms of the expression of feelings, allowing to improve understanding of consumer behaviour, co-create value and enhance consumer-brand relations; (3) electronic word-of-mouth communication, in terms of the expression of feelings, enabling better understanding of consumer behaviour, co-creating value and improving consumer-brand relationships.
The tourism sector, another constantly evolving ecosystem, is another major research line. One of the main topics of research in this line is cruise marketing, and more specifically the analysis of the tourist experience in the port of call and the role of the guided tour/excursion in the visited destination visited, all of which are key components in a cruise holiday. The growing importance of sustainability in the tourism sector represents another research sub-line, including among relevant topics such as the perception of tourism overcrowding by tourists and residents; the importance of sustainable tourism development models; the relationships between sustainability-satisfaction-behavioural intentions; and new tourism needs and trends oriented towards sustainability. The combination of tourism and digital technology is another priority of the team, as through the analysis of User Generated Content (UGC), the understanding of the tourism experience is improved.
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- Analizar la experiencia del consumidor a traves de su interaccion con la tecnologia y desde la realidad del cambio del comportamiento del consumidor
- Mejorar la comprension del comportamiento del consumidor off y online, desde una perspectiva innovadora y sostenible
- Contribuir a la difusion del conocimiento para promover la formacion, crecimiento y consolidacion de los actores clave del mercado
- Digital technology.Education; conventional and emerging digital media; the dark side of social media; Metaverse, artificial intelligence, virtual reality and augmented reality; online word-of-mouth communication; co-creation of value; online consumer behaviour; online reviews.
- Tourism.Cruise marketing; sustainability and tourist saturation; user-generated content.
- Consumer behaviour 5.0.Perceptions, attitudes, behaviours, co-creation of value, values, sustainability and innovation.
| Name | Nature of participation | Entity | Description |
|---|---|---|---|
| SILVIA SANZ BLAS | Director | Universitat de València | |
| Research team | |||
| PAULA FIERRO RUBIO | Member | Universitat de València | |
| DANIELA BUZOVA | Collaborator | Universitat de València | |
| VICTOR BALLESTER RIERA | Collaborator | Universitat de València | |
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- Marketing and Market Research
