Full Professor at the Department of Marketing and Market Research at the University of Valencia (Spain). PhD in Marketing from the University of Valencia. Teaching areas: services, gastronomic, and tourism marketing, communication, and branding. Member of the “Innovative and Sustainable Service Solutions” (SIV) Research Group at the University of Valencia. Over 26 years of teaching and research experience at undergraduate, master’s, and doctoral levels. Co-director of the Master’s Degree in Tourism Management and Planning. Main research areas: services marketing with sectoral applications in tourism, education, gastronomy, and sports, innovation, value co-creation, strategic marketing, branding, and consumer behavior

https://www.uv.es/siv