Lecturer and applied tourism researcher specialising in digital marketing, smart tourism destinations, destination branding, online reputation, and consumer behaviour. I combine higher education teaching, research supervision, and stakeholder-facing analytics to develop market profiles, segmentation frameworks, decision-ready dashboards, and applied insights for tourism strategy, visitor experience optimisation, and policy-oriented reporting.
My doctoral work at the University of Limerick focuses on smart tourism and the development of new methods to collect and interpret real-time data in visitor attractions, using the Cliffs of Moher Experience as a case study.
Doctoral research focused on the strategic role of tourism in the Cuban economy and the management of induced destination image online. Developed a destination image management model, implementation methodology, and operational tools; validated through structural equation modelling and applied to Cuban tourist destinations.
Postgraduate degree completed with First Class Honour Award.
Master of Science in Tourism Management.
Undergraduate degree completed with First Class Honour Degree.
Led TM5111: Tourism Principles and Practice in the MA in International Tourism; responsible for preparing, organising, delivering, and evaluating the module, including a final written examination.
Member of the doctoral academic board; supervises and evaluates research in tourism management within the PhD in Organisational Management.
Full-time lecturer in undergraduate Tourism Management programmes; taught, supervised dissertations, coordinated GESTUR, and contributed to international research projects and advisory work.
Full-time lecturer in undergraduate Tourism Management programmes with theory and practice teaching in hospitality, research methods, tourism modalities, project evaluation, and information management.
TM5111: Tourism Principles and Practice
University of Limerick
Postgraduate
24 hrs total
1 year ▾
Module leadership for the MA in International Tourism; prepared, organised, delivered, and evaluated the module, including assessment through a final written examination.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2023–2024 | 24 h | Lecture |
Information Resource Management in Tourism
University of Holguín
Undergraduate
120 hrs total
4 years ▾
Use and management of information resources for tourism decision-making, analysis, and management.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2020–2021 | 30 h | Theory and Practice |
| 2018–2019 | 30 h | Theory and Practice |
| 2017–2018 | 30 h | Theory and Practice |
| 2016–2017 | 30 h | Theory and Practice |
Tourism Entrepreneurship
University of Holguín
Undergraduate
48 hrs total
1 year ▾
| Academic Year | Hours | Delivery |
|---|---|---|
| 2018-2019 | 48 h | Theory and Practice |
Competitive Inteligence in Tourism
University of Holguín
Undergraduate
48 hrs total
1 year ▾
| Academic Year | Hours | Delivery |
|---|---|---|
| 2018-2019 | 48 h | Theory and Practice |
Electronic Commerce
University of Holguín
Undergraduate
36 hrs total
1 year ▾
| Academic Year | Hours | Delivery |
|---|---|---|
| 2017-2018 | 36 h | Theory and Practice |
Tourism and Hospitality IV: Methodology of Research (Primary Information)
University of Holguín
Undergraduate
64 hrs total
2 years ▾
Primary data collection for tourism and hospitality management, including questionnaire design, surveys, interviews, observation, focus groups, sampling, data processing, cross-analysis, reporting, and pedagogical techniques in higher education.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2015–2016 | 32 h | Theory and Practice |
| 2014–2015 | 32 h | Theory and Practice |
Tourism and Hospitality V: Work Placement
University of Holguín
Undergraduate
320 hrs total
2 years ▾
Practice-based teaching in the design, application, processing, and reporting of primary research instruments, including bilingual report production (Spanish/English) and oral defence in English.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2015–2016 | 160 h | Theory and Practice |
| 2014–2015 | 160 h | Theory and Practice |
Tourism and Hospitality VI: Tourism Modalities
University of Holguín
Undergraduate
48 hrs total
1 year ▾
Management of major tourism modalities, including sun-and-beach, cultural and city, nature, health, sports and adventure, and business/professional tourism; market segments, distribution channels, promotional communication, product development, sustainability, event management, and benchmarking.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2015–2016 | 48 h | Theory and Practice |
Integrated Project Management and Project Evaluation
University of Holguín
Undergraduate
64 hrs total
1 year ▾
Integrated project management applied to tourism, including project lifecycle, risk and feasibility analysis, logical framework matrix, work breakdown structure, budgeting, change control, Microsoft Project, procurement, and financial evaluation of investment projects.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2015–2016 | 64 h | Theory and Practice |
Tourism and Hospitality III: Hospitality and Processes
University of Holguín
Undergraduate
64 hrs total
1 year ▾
Hospitality, visitor attention, service systems design, service management, customer value, complaints handling, process design/redesign, indicators, and process documentation.
| Academic Year | Hours | Delivery |
|---|---|---|
| 2014–2015 | 64 h | Theory and Practice |
| Year | Thesis Title | Student | Grade |
|---|---|---|---|
| 2017–2018 | Procedure for destination image management in city tourist destinations | Chandra Li Hernández Joa | Sobresaliente |
| 2017–2018 | Procedure for managing induced destination image on the Internet. Application in Holguín | Ana María García Montero | Sobresaliente |
| 2017–2018 | Procedure for managing the design quality of tourism experiences in hotels. Application at Hotel Caballeriza | Sandra Cristina Vega Sosa | Sobresaliente |
| 2017–2018 | Design of the specialised restaurant "El viejo y el mar" at Hotel Club Amigo Atlántico Guardalavaca | Marlen Sánchez Losada | Sobresaliente |
| 2017–2018 | Design of the Smirnoff bar at Hotel Club Amigo Atlántico Guardalavaca | Roxana Elisabet Ramos Herrera | Sobresaliente |
| 2019–2020 | Influence of tourist destination image of Holguín on consumer loyalty | Beatriz Serrano Leyva | Sobresaliente |
| 2020–2021 | Projection of the experiential imaginary of the tourist experience at Hotel Club Amigo Atlántico Guardalavaca | Indira Campos Velázquez | Sobresaliente |
| Activity | Organisation | Dates | Description |
|---|---|---|---|
| Undergraduate dissertation supervision | University of Holguín | 2014–2021 | Supervised 7 undergraduate dissertations (BSc Tourism) on destination image, tourism experience design, hospitality concepts, and consumer loyalty. |
| Coordinator, GESTUR International Symposium | University of Holguín | 2019 | Coordinated the 2019 edition of the symposium. |
| Coordinator, GESTUR International Symposium | University of Holguín | 2021 | Coordinated the 2021 edition of the symposium. |
| Marketing advisor | Tourism companies and Holguín Tourism DMO | Ongoing | Advisory work on marketing and destination-related issues. |
| International research collaboration | University of Holguín / Argentina (Binational project) | 2018–2022 | Researcher in "Smart Tourism Destinations: Integration and Sustainability" (binational Cuba–Argentina, 2018–2022). |
| Title | Journal | Q | Since |
|---|---|---|---|
| Wi-Fi data for visitor profiling in smart tourism attractions. The case of the Cliffs of Moher | Current Issues in Tourism | Q1 | 2026 |
| Machine-Learning Estimation of Daily Visitation and Spatio-Temporal Patterns from Wi-Fi Networks | Tourism Management Perspective | Q1 | 2026 |
| Virtual reality usage in high-volume visitor attractions: empirical insights from the Cliffs of Moher Experience | Visitor Studies | Q1 | 2026 |
| Title | Target Journal | Q | Expected |
|---|---|---|---|
| Paradigm shift in the tourism marketplace. Emerging trends and research agenda | Tourism Futures | Q1 | 2026-06-01 |
| Tourists as sensors of urban sustainability: Evidence from online reviews of attractions in Dublin and Malaga | Tourism Management | Q1 | 2026-07-01 |
| Organisation | Role | Dates | Location | Description |
|---|---|---|---|---|
| Center for Responsible Travel (CREST) | Academic Affiliate | Jun 2019 – Oct 2025 | Remote / Washington | Contributed to research and knowledge exchange on small-scale tourism development and sustainable tourism; collaborated on two academic books and organised the GESTUR 2019 Tourism Management Symposium. |
| Spanish Research Society in Ireland | Associate Member | 2023 – Present | Ireland | Professional membership and participation in the Spanish research community in Ireland. |
| Project | Funder | Amount | Dates |
|---|---|---|---|
| Visitor Intelligence at the Cliffs of Moher | Clare County Council & NCTPS, University of Limerick | €80,000 | 2022-2026 |
| MA Research Grant | National Centre for Tourism Policy Studies (NCTPS), University of Limerick | €20,000 | 2019-2020 |
| Sustainable Tourism Project | Center for Responsible Travel, USA | €5,000 | Sept. 2019 |
| Journal | Scopus |
|---|---|
| European Journal of Tourism Research | Q2 |
| Advances in Hospitality and Tourism Research | Q3 |
| Suma de Negocios | Q4 |
| Business and Management Research Journal | |
| Pensar la Publicidad |
| Title | Outlet | Year | |
|---|---|---|---|
| The Cliffs of Moher project that could change how Ireland welcomes the world ↗ | Irish Examiner | 2025 | |
| Decline in holidaymakers going to hotter destinations ↗ | RTÉ News | 2025 | |
| 'Cool-cationing': As holidaymakers escape extreme heat, is Ireland in line for a tourism boost? ↗ | Business Post | 2024 | |
| The Role of Data for Visitor Attraction Management ↗ | Skip the Queue Podcast | 2025 | |
| Tourism Research and Data Analytics ↗ | PhD pULse Podcast | 2025 | |
| What could a postgraduate course offer you? ↗ | The Irish Times | 2023 |