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Luisa Lopes holds a PhD in Management with a focus on Marketing and Strategy from the University of Porto since 2015, and a master's degree awarded by the University of Minho. After graduating in Business Management from the University of Beira Interior in 1998, she held various management and marketing positions in the industry and services sector. Since 1999, she has been a professor at the Polytechnic Institute of Bragança (IPB), where she also holds various organisational positions (as vice-president of the pedagogical council and programme director) and has promoted numerous academic events. Her research interests include relationship marketing, services marketing, tourism and sustainable marketing, crisis management and communication. As a researcher, she publishes peer-reviewed articles, book chapters and conference proceedings regularly, and actively participates in conferences, research and pedagogical projects and reviews for renowned scientific journals. She is an integrated member at the Applied Management Research Unit (UNIAG) and collaborates with the Centre for Research, Development and Innovation in Tourism (CiTUR).
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Identification

Personal identification

Full name
Luísa Margarida Barata Lopes

Citation names

  • Lopes, Luisa
  • Luísa Lopes

Author identifiers

Ciência ID
E41C-366E-BE9E
ORCID iD
0000-0003-2039-0125
Researcher Id
A-5408-2009
Scopus Author Id
57190215844

Email addresses

  • luisa@ipb.pt (Professional)

Addresses

  • Instituto Politécnico de Bragança, Escola Superior de Comunicação, Administração e Turismo. Apartado 128 (CP:128), 5370-326, Mirandela, Mirandela, Portugal (Professional)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
French Elementary (A2) Intermediate (B1) Elementary (A2) Upper intermediate (B2)
Spanish; Castilian Intermediate (B1) Upper intermediate (B2) Beginner (A1) Upper intermediate (B2)
Education
Degree Classification
2015/07
Concluded
 Ciências Empresariais (Doutoramento)
Major in Especialidade: Marketing e Estratégia
Universidade do Porto Faculdade de Economia, Portugal
"Dissolução e Reativação de Relacionamentos no Contexto dos Serviços Business-to-Consumer" (THESIS/DISSERTATION)
 Aprovada, com distinção
2006 - 2015
Concluded
 Gestão - Especialidade em Marketing e Estratégia (Doutoramento)
Universidade do Porto, Portugal
""A dissolução e a reactivação de relacionamentos num contexto de serviços business-to-consumer (B2C)"" (THESIS/DISSERTATION)
 Aprovado, com Distinção
1999 - 2002
Concluded
 Contabilidade e Administação (Mestrado)
Universidade do Minho, Portugal
"Marketing das Instituições de Ensino Superior Público: O Caso Português" (THESIS/DISSERTATION)
 Muito Bom
1993 - 1998
Concluded
 Gestão de Empresas (Licenciatura)
Universidade da Beira Interior, Portugal
 14
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2015/07 - Current Adjunct Teacher (Polytechnic Teacher) Instituto Politécnico de Bragança, Portugal
2013 - 2015 Assistant (Polytechnic Teacher) Instituto Politécnico de Bragança Escola Superior de Comunicação Administração e Turismo, Portugal
1999/12/06 - 2015 Assistant (Polytechnic Teacher) Instituto Politécnico de Bragança, Portugal

Positions / Appointments

Category
Host institution 		Employer
2015 - Current Vice-President of Pedagogical Council Instituto Politécnico de Bragança, Portugal
2002 - Current Member of Scientific-Technical Council Instituto Politécnico de Bragança, Portugal
2002 - Current Member of Pedagogical Council Instituto Politécnico de Bragança, Portugal
2002 - Current Director of undergraduate programmes Instituto Politécnico de Bragança, Portugal
Projects

Grant

Designation Funders
2011/05 - Current 40th European Marketing Academy Conference 2011
547201147394FAC
 Fundação para a Ciência e a Tecnologia
2009/05 - Current 22nd EMAC Doctoral Colloquium 2009 e 38th European Marketing (EMAC) Conference
547200947382FAC
 Fundação para a Ciência e a Tecnologia
2008/10 - Current 5th Nordic Workshop on Relationship Dynamics
5472008471061FAC
 Fundação para a Ciência e a Tecnologia
2009 - 2011 Programa de Apoio à Formação Avançada de Docentes do Ensino Superior Politécnico (PROTEC)
SFRH/PROTEC/49367/2009
 Fundação para a Ciência e a Tecnologia
2000 - 2002 Formação Avançada de Docentes do Ensino Superior (PRODEP/2000), medida 5 - ação 5.3
Medida 5 – ação 5.3
Master Student Fellow

Contract

Designation Funders
2022/12/01 - 2023/11/30 Drop-in@IPB - Integração e Sucesso Académico dos Estudantes do IPB
AVISO n.º POCH-I2-2022-07
Instituto Politécnico de Bragança, Portugal
2022/06/01 - 2023/06/15 0722_TIMMIS_POLINIZA_2_E
0722_TIMMIS_POLINIZA_2_E
Invited Scientist Fellow
Universidad de Valladolid, Spain
 INTERREG IVC
Outputs

Publications

Book chapter
  1. Marco Martins; Ricardo Jorge da Costa Guerra; Lara Santos; Luisa Lopes; Ana Rita Conde. "Virtual Tourism and the Virtual Tourist Experience". In Implications for Destination Marketing. 2025.
    10.4018/979-8-3693-8417-6.ch011
  2. Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, Ana. "Virtual tourism and the virtual tourist experience: Implications for destination marketing". IGI Global Scientific Publishing, 2025.
    10.4018/979-8-3693-8417-6.ch011
  3. Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana Rita. "Slow food tourism: exploring consumer motivational dimensions". IGI Global Scientific Publishing, 2025.
    10.4018/979-8-3693-7096-4.ch028
  4. Marco Martins; Ricardo Jorge da Costa Guerra; Lara Santos; Luísa Lopes; Ana Rita Conde. "Community-Based Sustainable Tourism Development and Green Marketing". 2025.
    10.1108/978-1-83608-988-920251007
  5. Marco Martins; Ricardo Jorge da Costa Guerra; Lara Santos; Luisa Lopes; Ana Rita Conde. "Slow Food Tourism". In Exploring Consumer Motivational Dimensions. 2024.
    10.4018/979-8-3693-7096-4.ch028
  6. Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa. "Aiming towards green capability in the hospitality sector using nudge strategies". Sciendo, 2024.
    10.2478/9788367405287-027
  7. Luisa Lopes; Salete Esteves; Lara Santos. "Visitors to Vale do Tua Regional Natural Park in Northeast Portugal: A Cluster Segmentation Analysis". 2023.
    10.1007/978-981-99-0337-5_31
  8. Martins, M.; da Costa Guerra, R.J.; Santos, L.; Lopes, L.; Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa. "Marketing sustainable events for children". 39-51. Emerald Publishing, 2023.
  9. Marco Martins; Ricardo Jorge Costa Guerra; Lara Santos; Luísa Lopes. "The Exploration of the Metaverse by Destination Management Organisations Towards Sustainability". 105-117. Emerald Publishing Limited, 2023.
    10.1108/978-1-80455-157-820231007
  10. Carlos R. Cunha; Luisa Lopes; Vítor Mendonça. "Immersive Digital Marketing for Smart Cities Focusing Tourism". 605-614. Springer Singapore, 2022.
    10.1007/978-981-16-9268-0_51
  11. Arlindo Santos; Luisa Lopes; Marcus Brasil. "Digital Communication on Higher Education Institutions: Challenges and Tools for Research". 2021.
    10.1007/978-3-030-61671-7_36
Conference abstract
  1. Lopes, Luísa. "Nonprofit Organizations Governance". Paper presented in 6th International Congress on Public and Non Profit Marketing, Braga, 2007.
    Published
Conference paper
  1. Lopes, Luisa; Esteves, Salete; Quintão, Ronan; Santos, Lara. "Pedestrianismo e Turismo no Vale do Tua: estudo exploratório sobre atributos, motivações e satisfação". Paper presented in International Tourism Congress 2024, Mindelo, 2024.
  2. Esteves, Salete; Mangini, Eduardo; Lopes, Luisa. "Value co-creation, delight and satisfaction on tourism loyalty: A conceptual framework". 2024.
  3. Pacheco, Maria F.; Alves, Paulo; Lopes, Luisa. "Promover o sucesso académico integrando a diversidade: o projeto Mentoring Academy IPB". 2024.
  4. Pacheco, Maria F.; Alves, Paulo; Lopes, Luisa. "Promover o sucesso académico integrando a diversidade: o projeto Mentoring Academy IPB". 2024.
  5. Esteves, Salete; Mangini, Eduardo; Lopes, Luisa. "Value co-creation, delight and satisfaction on tourism loyalty: A conceptual framework". 2024.
  6. Esteves, S.; Fernandes, J.; Lopes, L.. "The Influence of Online Shopping Determinants on Customer Satisfaction in the Portuguese Market". 2023.
    10.23919/CISTI58278.2023.10211346
  7. Lopes, L.; Santos, L.; Esteves, S.. "Motivations for Visiting Peri-urban Natural Areas". 2023.
    10.23919/CISTI58278.2023.10211706
  8. Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa. "Food tourism and storytelling - a conceptual framework". 2023.
  9. Sousa, Tony; Lopes, Luisa; Esteves, Salete. "Sustentabilidade e marketing: estratégias de marketing aplicadas ao marketing verde e perceções do consumidor". 2023.
    10.34620/lusoconf2022
  10. Bernardo, Duarte; Lopes, Luisa; Esteves, Salete. "Profiling visitors of portuguese protected areas: Data analysis contributions". 2022.
    doi.org/10.34620/lusoconf.2022
  11. Ribeiro, Inês; Lopes, Luisa. "Como alavancar negócios e crescer no e-commerce: estratégias de atração e fidelização". 2022.
    10.34620/lusoconf.2021
  12. Lopes, Luisa; Esteves, Salete; Santos, Lara. "Tourists' motivations in protected areas: the case of vale do Tua regional natural park (northeast Portugal)". 2022.
  13. Santos, Lara; Lopes, Luisa; Esteves, Salete; Santos, Lara; Lara Santos; Luisa Lopes; Salete Esteves. "Crisis management and planning in Portuguese Nonprofit Organizations during COVID-19". Paper presented in XXI International Congress on Public and Nonprofit Marketing, Braga, 2022.
    Accepted • 10.1007/978-3-031-29020-6_5
  14. Lopes, Luisa; Nobre, João; Castro, José Paulo Ribeiro. "Perfil e segmentação de potenciais visitantes do Parque Natural Regional do Vale do Tua". 2021.
  15. Santos, Lara; Lopes, Luisa; Esteves, Salete. "Brand re/action on COVID-19: an exploratory crosscountry study". 2021.
  16. Lopes, Luisa; Santos, Lara. "Crisis management in the nonprofit sector - the (exploratory) case of North Portugal on COVID-19". Paper presented in II Congreso Latinoamericano de Marketing Social, 2020.
    Accepted
  17. Lopes, Luisa; Santos, Lara. "Crisis management in the nonprofit organizations – the case of North Portugal on COVID-19". 2020.
  18. Lopes, L.; Brito, C.; Alves, H.; Lopes, Luisa; Brito, Carlos; Alves, Helena. "Reactivation of relationships with customers in the case of telecommunications: A qualitative study". 2019.
  19. Hare, Jaime; Carvalho, Aida; Lopes, Luisa. "Organização e gestão de eventos: o caso do InnoEvent Bragança 2018". 2019.
  20. Freitas, Maria Inês Araújo Aires; Lopes, Luisa. "Empreendedorismo social, turismo sustentável e aplicações móveis". 2019.
  21. Hare, Jaime; Lopes, Luisa; Carvalho, Aida. "Organização de um evento e pedagogia: o caso do InnoEvent Bragança 2018". 2019.
  22. Lopes, Luisa; Brito, Carlos; Alves, Helena. "Is dissolution the solution? A customer relationship reactivation model". 2018.
  23. Silva, Patrícia; Lopes, Luisa; Nobre, João. "Perceção e perfil dos potenciais visitantes do PNRVT". 2016.
  24. Lopes, Luísa; Brito, Carlos Henrique; Alves, Helena. "Towards a model of reactivation of relationships with customers". 2015.
  25. Lopes, Luísa; Brito, Carlos Henrique; Alves, Helena. "Customer relationship reactivation in the telecommunications sector". 2013.
  26. Lopes, Luísa; Brito, Carlos Henrique; Alves, Helena. "Dissolução e reativação de relacionamentos cliente-empresa: Estudo exploratório". 2012.
  27. Lopes, Luísa; Alves, Helena; Brito, Carlos Henrique; Brito, Carlos. "Lost customers: determinants and process of relationship dissolution". 2011.
  28. Lopes, Luísa; Carlos Brito; Helena Alves. "Why do Customer Relationships Come to an End?". Paper presented in 38th European Marketing Academy Conference, Nantes, 2009.
    Published
  29. Lopes, Luísa; Brito, Carlos Henrique; Alves, Helena. "Why do customer relationships come to an end?". 2009.
  30. Lopes, Luísa; Brito, Carlos Melo. "Dinâmicas da relação com o cliente: o conceito do ciclo de vida de uma relação". 2008.
  31. Lopes, Luísa. "Nonprofit organizations governance". 2007.
  32. Lopes, Luísa; Raposo, Mário. "A natureza do marketing das instituições de ensino superior público português: Análise exploratória". 2004.
  33. Lopes, Luísa; Raposo, Mário. "Marketing do ensino superior: compreender o cliente". 2002.
Journal article
  1. Luisa Lopes; Helena Alves; Carlos Brito. "Is Dissolution the Solution? A Customer Relationship Reactivation Model". Journal of Relationship Marketing (2025): https://doi.org/10.1080/15332667.2025.2536924.
    10.1080/15332667.2025.2536924
  2. Omidvar, Mohammadsadegh; Lopes, Luisa. "Can companies improve their performance through corporate social responsibility, with the mediating role of business model innovation and competitive advantage?". (2025): http://hdl.handle.net/10198/30807.
  3. Luisa Lopes; Eduardo Mangini; Salete Esteves. "The Role of Value Co-Creation, Delight and Satisfaction on Tourism Loyalty: An Empirical Study in Hospitality". European Journal of Tourism, Hospitality and Recreation (2024): https://doi.org/10.2478/ejthr-2024-0016.
    10.2478/ejthr-2024-0016
  4. Lopes, Luisa; Esteves, Salete; Sousa, Tony. "Marketing and sustainability: Consumer perceptions and marketing strategies applied to green marketing". (2024): http://hdl.handle.net/10198/29683.
    10.22533/at.ed.5584132403048
  5. Lopes, Luisa; Esteves, Salete; Sousa, Tony. "Marketing and sustainability: Consumer perceptions and marketing strategies applied to green marketing". (2024): http://hdl.handle.net/10198/29683.
    10.22533/at.ed.5584132403048
  6. Lopes, Luisa; Mangini, Eduardo; Esteves, Salete. "The role of value co-creation, delight and satisfaction on tourism loyalty: an empirical study in hospitality". (2024): http://hdl.handle.net/10198/31076.
    10.2478/ejthr-2024-0016
  7. Eduardo Roque Mangini; Rayssa Gabrielly Silva; Luisa Lopes; Salete Esteves. "Assessing the effects of technology adoption model on satisfaction and loyalty in streaming services". CBR - Consumer Behavior Review (2023): https://doi.org/10.51359/2526-7884.2023.254499.
    10.51359/2526-7884.2023.254499
  8. Salete Esteves; Lara Santos; Luisa Lopes. "An Exploratory Study to Understand Nonprofit Organizations’ Crisis Leadership Competencies: A Portuguese Analysis on COVID-19". Employee Responsibilities and Rights Journal (2023): https://doi.org/10.1007/s10672-023-09438-5.
    10.1007/s10672-023-09438-5
  9. Lopes, Luisa; Santos, Lara; Esteves, Salete. "Brand's image perceptions during crisis: Brazil versus Portugal on COVID-19". (2022): http://hdl.handle.net/10198/25024.
    10.5171/2022.945344
  10. Santos, Lara; Lopes, Luisa. "The level of preparedness and response of nonprofit organizations in a pandemic crisis: an exploratory qualitative research". (2021): http://hdl.handle.net/10198/23923.
    10.5171/2021.472658
  11. Lopes, Luísa; Brito, Carlos; Alves, Helena. "Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratório". XXII Jornadas Luso-Espanholas de Gestão Científica 1 (2012): 60-61. http://hdl.handle.net/10198/6658.
    Published
Thesis / Dissertation
  1. Lopes, Luísa. "Dissolução e reativação de relacionamentos no contexto dos serviços Business-to-Consumer". PhD, 2015. http://hdl.handle.net/10198/12735.
  2. Lopes, Luísa. "Marketing das instituições de ensino superior público: o caso português". Master, 2002. http://hdl.handle.net/10198/7150.
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2015 Towards a Model of Reactivation of Relationships with Customers International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour – 2015
IPAM (Aveiro, Portugal)
2010 Towards a Theoretical Framework of Dissolution and Reactivation of Customer Relationships 6th NoRD Workshop on Relationship Dynamics
Universidade de Uppsala (Uppsala, Sweden)
2009 Ending Customer Relationships in Service Settings 22th EMAC Doctoral Colloquium
EMAC (Nantes, France)
2008 Ending Customer Relationships in Service Settings: a Factors Review 5th NoRD Workshop on Relationship Dynamics
Universidade de Hanken (Harjattula, Finland)
2003 Marketing e o Serviço Educação: o Caso do Ensino Superior I Jornadas de Gestão e Empreendedorismo
Universidade Internacional (Figueira da Foz, Portugal)

Association member

Society Organization name Role
2001 - Current Associação Portuguesa dos Profissionais de Marketing Member
Current International Association on Public and Nonprofit Marketing
2010 - 2013 European Marketing Academy
1994 - 1998 Associação Internacional de Estudantes em Ciências Económicas e Empresariais (AIESEC), núcleo da Universidade da Beira Interior, equipa de Relações Empresariais. Vice-Presidente

Consulting

Activity description Institution / Organization
2021 - Current Associação Portuguesa dos Profissionais de Marketing - Direção Regional - Bragança

Course / Discipline taught

Academic session Degree Subject (Type) Institution / Organization
1999/12 - Current Marketing (Licenciatura) Instituto Politécnico de Bragança, Portugal
1999/12 - Current Elementos de Marketing I (Licenciatura) Instituto Politécnico de Bragança, Portugal
1999/12 - Current Elementos de Marketing II (Licenciatura) Instituto Politécnico de Bragança, Portugal
1999/12 - Current Gestão Estratégica (Licenciatura) Instituto Politécnico de Bragança, Portugal
1999/12 - Current Gestão de Recursos Humanos (Licenciatura) Instituto Politécnico de Bragança, Portugal
2008 - 2008 Comunicação e Marketing Público Especialização (Curso médio) Instituto Politécnico de Bragança, Portugal
Distinctions

Award

2017 Highly Commended Award
15th International Research Symposium on Service Excellence in Management (QUIS15), Frontiers in Service, Portugal
2015 Prémio ADRVT Marketing Challenge 2015 (3º lugar)
EDP, Portugal