Mara Franco (6419-634F-732E)

Curriculum Vitae

Mara Franco

Mara José Sousa Franco has a Ph.D. in Management and Business Studies - Branch of Marketing and Strategy, from the Faculty of Economics of the University of Porto. She is currently an Assistant Professor at the University of Madeira. She is the President of the Higher School in Management and Technologies of the University of Madeira and the Coordinator of the Centre for Tourism Research, Development and Innovation of Madeira. She has interest in the marketing and strategy research fields with application to the tourism sector.

Identification

Personal identification

Full name: Mara Franco

Citation names

Franco, Mara

Author identifiers

Ciência ID: 6419-634F-732E
ORCID iD: 0000-0002-6999-9583

Websites

https://www.uma.pt/directorio/mara-jose-sousa-franco/ (Scholar)

Education

	Degree	Classification
2019 Concluded	Gestão (Doutoramento) Major in Área de especialidade: Marketing e Estratégia Universidade do Porto Faculdade de Economia, Portugal "Customer Expectations on Services: A Cross-Cultural Perspective in Latin European and Latin American Countries." (THESIS/DISSERTATION)	Aprovado
2009 Concluded	Dirección Comercial y Marketing (Master) Universitat Autònoma de Barcelona, Spain
2007 Concluded	Publicidade e Marketing (Licenciatura) Major in Não Aplicável Instituto Politécnico de Lisboa Escola Superior de Comunicação Social, Portugal

Affiliation

Science

	Category Host institution	Employer
2017/12/04 - 2020/08/31	Researcher (Research)	Universidade da Madeira, Portugal

Teaching in Higher Education

	Category Host institution	Employer
2021/02/01 - Current	Adjunct Teacher (Polytechnic Teacher)	Universidade da Madeira, Portugal
	Universidade da Madeira, Portugal
2020/09/01 - 2021/01/31	Invited Adjunct Teacher (Polytechnic Teacher)	Universidade da Madeira, Portugal
	Universidade da Madeira, Portugal
2019/02/11 - 2020/07/31	Invited Assistant Professor (University Teacher)	Universidade da Madeira, Portugal
	Universidade da Madeira Faculdade de Ciencias Sociais, Portugal
2018/10/01 - 2019/02/02	Invited Assistant (University Teacher)	Universidade da Madeira Faculdade de Ciencias Sociais, Portugal

2012/09 - 2014/02	Invited Assistant (University Teacher)	Universidade da Madeira Faculdade de Ciencias Sociais, Portugal

2012 - 2014	Assistant (University Teacher)	Universidade da Madeira, Portugal

Projects

Contract

	Designation	Funders
2023/01/01 - 2026/12/31	Accelerate Future HEI Horizon Europe Grant agreement ID: 101095083 Researcher Universidade da Madeira, Portugal	Ongoing
2023/09/01 - 2026/08/31	Fostering sustainable growth and employment by building higher education capacities in hospitality and tourism management in Equatorial Guinea HOST-EG Researcher Universidade da Madeira, Portugal	Ongoing
2021/11/01 - 2023/12/31	SABOREA MADEIRA a journey through taste 2/4.6c/365 Researcher Universidade da Madeira, Portugal	Concluded
2020/01/01 - 2023/12/31	Centro de Investigação, Desenvolvimento e Inovação em Turismo UIDP/04470/2020 10.54499/UIDP/04470/2020 Researcher Instituto Politécnico de Leiria, Portugal Escola Superior de Hotelaria e Turismo do Estoril, Portugal Instituto Politécnico da Guarda, Portugal Instituto Politécnico de Coimbra, Portugal Universidade da Madeira, Portugal Universidade do Algarve, Portugal	Fundação para a Ciência e a Tecnologia Concluded
2020/01/01 - 2023/12/31	Centro de Investigação, Desenvolvimento e Inovação em Turismo UIDB/04470/2020 10.54499/UIDB/04470/2020 Researcher Instituto Politécnico de Leiria, Portugal Escola Superior de Hotelaria e Turismo do Estoril, Portugal Instituto Politécnico da Guarda, Portugal Instituto Politécnico de Coimbra, Portugal Universidade da Madeira, Portugal Universidade do Algarve, Portugal	Fundação para a Ciência e a Tecnologia Concluded
2015/06/30 - 2020/05/31	Tourism Project: characterization, impact and sustainability of Madeira's tourism M1420-01-0145-FEDER-000007 Researcher Universidade da Madeira, Portugal	Concluded

Other

	Designation	Funders
2022/06/01 - Current	European Journal of Tourism, Hospitality and Recreation EJTHR Editor in Chief European Journal of Tourism, Hospitality and Recreation	Ongoing

Outputs

Publications

Book	Franco, M.. Changes in Consumption Patterns of Tourists After the COVID-19 Pandemic. 2022. 10.1007/978-3-030-76567-5_5
Book chapter	CASTANHO, Rui; Ana Vulevic; Stabak Roy; Franco, Mara; Couto, Gualter Manuel Medeiros do. "Exploring the Geo-Tourism Potential and Its Accessibility in Danube Region Serbia: A Geo-Statistical Approach". In Urban Agglomeration - Extracting Lessons for Sustainable Development, edited by IntechOpen. Intechopen, 2024. Published Hassan Syed; Rui Alexandre Castanho; Eleonora Santos; Pablo Juan Cárdenas García; Mara Franco. "Business Plan Globetrot Plus Blockchain B2C Artificial Intelligence Solution for Tourism Industry". 2023. 10.1007/978-981-99-0337-5_43 Rui Alexandre Castanho; Gualter Couto; Pedro Pimentel; Àurea Sousa; Maria da Graça Batista; Mara Franco. "Meeting the Rural Tourists’ Expectations in the Azores Destination: A Preliminary Study-Based on the Perceptions of the Entrepreneurs". 2023. 10.1007/978-981-19-9960-4_22
Conference paper	Neves, Ricardo; Franco, Mara; Meneses, Raquel. "IPATTRIBUTES OF PRIVATE ACCOMODATION DETERMINING THE ASSESSMENT OF CONSUMER (DIS)SATISFACTION". Paper presented in 16th Annual Conference of the EuroMed Academy of Business, Vilnius, 2023. Monteiro, C.; Franco, M.; Meneses, R.. "The impact of co-creation on customer revisit intention of a tourism service". 2020. 10.34190/IRT.20.034 Franco, Mara; Meneses, Raquel. "Cultural dimensions impact on customer¿s expectations about the hotel service: application in different HDI Latin countries". 2020.
Journal article	Mara Franco; Raquel Meneses. "A new scale to measure customer’s expectations about service dimensions: Application to the hotel service". European Journal of Tourism, Hospitality and Recreation (2024): https://doi.org/10.2478/ejthr-2024-0023. 10.2478/ejthr-2024-0023 Mara Franco; Raquel Meneses; Rui Alexandre Castanho. "Similarities of the Latin Countries in Relation to Customer Expectations about Service Dimensions of the Hotel Service". WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS (2024): https://doi.org/10.37394/23207.2024.21.66. 10.37394/23207.2024.21.66 Malgorzata Waniek; Mara Franco; Ricardo Correia; José Manuel Naranjo Gómez; Ana Vulevic; Rui Alexandre Castanho. "Sustainable Use of Natural and Cultural Resources in the Cross-Border Region Slovenia – Croatia". WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS (2023): https://doi.org/10.37394/23207.2023.20.226. 10.37394/23207.2023.20.226 Carlos Monteiro; Mara Franco; Raquel Meneses; Rui Alexandre Castanho. "Customer Co-Creation on Revisiting Intentions: A Focus on the Tourism Sector". Sustainability (2023): https://doi.org/10.3390/su152115261. 10.3390/su152115261 Mara Franco; Luis Mota. "Reopening for Business Post-COVID-19: Augmented Reality as a Strategy for Attracting Visitors to a Tourist Destination". European Journal of Tourism, Hospitality and Recreation (2021): https://doi.org/10.2478/ejthr-2021-0006. 10.2478/ejthr-2021-0006 Luís Mota; Mara Franco; Rossana Santos. "Social Carrying Capacity in Island Destinations: Interpreting Visitors’ Opinions in Madeira Island". European Journal of Tourism, Hospitality and Recreation (2021): https://doi.org/10.2478/ejthr-2021-0023. 10.2478/ejthr-2021-0023 Mota, Luís; Franco, Mara; Santos, Rossana; Mota, L.; Franco, M.; Santos, R.. "Island tourism carrying capacity in the UNESCO Site Laurisilva of Madeira". Island Studies Journal 16 2 (2021): 255-269. http://dx.doi.org/10.24043/isj.143. 10.24043/isj.143 Franco, Mara; Meneses, Raquel; Mara Franco; Raquel Meneses. "The proximity between Latin countries regarding customer's expectations about the hotel service". EuroMed Journal of Business ahead-of-p ahead-of-p (2020): 564-581. http://dx.doi.org/10.1108/emjb-07-2020-0074. 10.1108/emjb-07-2020-0074 Franco, Mara; Meneses, Raquel. "The Influence of Culture in Customers’ Expectations about the Hotel Service in Latin Countries with Different Human Development Levels". European Journal of Tourism, Hospitality and Recreation 10 1 (2020): 56-73. http://dx.doi.org/10.2478/ejthr-2020-0005. 10.2478/ejthr-2020-0005 Franco, Mara; Meneses, Raquel. "The Influence of Cultural Dimensions in Customer’s Expectations about the Hotel Service: Application in Latin Countries with Different HDI Levels". (2020): Accepted Almeida, António; Teixeira, Sergio Jesus; Franco, Mara; António Almeida; Sergio Jesus Teixeira; Mara Franco. "Uncovering the factors impacting visitor’s satisfaction: evidence from a portfolio of events". International Journal of Event and Festival Management 10 3 (2019): 217-247. http://dx.doi.org/10.1108/ijefm-01-2019-0002. 10.1108/ijefm-01-2019-0002 Valls, Josep-Francesc; Mota, Luis; Franco, Mara. "Sport tourism and destination planning". Motricidade 15 S2 (2019): 13-18. https://revistas.rcaap.pt/motricidade/article/view/18360. Published • 10.6063/MOTRICIDADE.18360

Activities

Oral presentation

	Presentation title	Event name Host (Event location)
2023/11/24	A new scale to measure customer’s expectations about services dimensions: application to the hotel service	XV International Tourism Congress: The Image and Sustainability of Tourism Destinations School of Public Management, Communication and Tourism, Polytechnic Institute of Bragança (Mirandela, Portugal)
2023/09/27	IPATTRIBUTES OF PRIVATE ACCOMODATION DETERMINING THE ASSESSMENT OF CONSUMER (DIS)SATISFACTION	16TH ANNUAL EUROMED ACADEMY OF BUSINESS (¿¿¿¿) CONFERENCE EUROMED ACADEMY OF BUSINESS (¿¿¿¿) (Vilnius, Lithuania)
2023/07/23	The Impact of Co-Creation on Customer Revisit Intention of a Tourism Service	International Conference on Tourism Research (ICTR 2020) Universidad Europea de Valencia (Valencia, Spain)
2023/06/15	Moderators effect on university graduates’ entrepreneurial intention	EURAM 2023 European Academy of Management (Dublin, Ireland)
2023/01/23	THE RELATIONSHIP BETWEEN GAMIFICATION AND VALUE CO-CREATION IN THE TOURIST SECTOR	VII INTERNATIONAL FORUM ON MANAGEMENT Universidade da Madeira (Funchal, Portugal)
2022/11/18	Rethinking the tourist satisfaction at destination level through importance-performance analysis: Evidence from Madeira Island	International Tourism Congress ITC2022 “Tourism – Going Back/Forward to Sustainability" University of Lodz (Lodz, Poland)
2022/11/17	Airports and the economic impact of air traffic noise emissions: A systematic review	International Tourism Congress ITC2022 “Tourism – Going Back/Forward to Sustainability” University of Lodz (Lodz, Poland)
2022/11/03	Meeting the Rural Tourists’ Expectations in the Azores Destination: A Preliminary Study-Based on the Perceptions of the Entrepreneurs	ICOTT'S 2022 Universidad Autonoma de Chile (Santiago do Chile, Chile)
2022/06/29	O Turismo Rural no Arquipélago dos Açores: Pilares Fundamentais para o Sucesso da Sustentabilidade da Atividade	29th APDR Congress Associação Portuguesa para o Desenvolvimento Regional (Funchal, Portugal)
2022/06/29	Educational opportunities in the School of Administration of UNA (Costa Rica) in a Pandemic scenario	29th APDR Congress Associação Portuguesa para o Desenvolvimento Regional (Funchal, Portugal)
2021/09/22	The impact of co-creation on services and the customer revisit intention: application to the tourism sector	14th Annual Conference of the EuroMed Academy of Business University of Nicosia (Nicosia, Cyprus)
2021/09/21	The co-creation of the tourism experiences through gamification: What is next?	29th Nordic Symposium on Tourism and Hospitality Research Icelandic Tourism Research Centre (Akureyri, Iceland)
2021/09/21	What are the important factors for decision makers in the entry mode strategy on overseas ventures? An exploratory study on internationalization of independent hotel	29th Nordic Symposium on Tourism and Hospitality Research Icelandic Tourism Research Centre (Akureyri, Iceland)
2020/10/27	Reopening for business post COVID-19: augmented reality as strategy for attracting visitors to a tourist destination	XII International Tourism Congress (ITC 20) University Feevale (Porto Alegre, Brazil)
2020/10/27	Customer expectations about services: a cross cultural perspective in Latin countries	XII International Tourism Congress (ITC 20) University Feevale (Porto Alegre, Brazil)
2019/11/13	Similitudes dos países Latinos em relação às expectativas dos clientes sobre a comunicação dos serviços: aplicação ao serviço de hotel	XI Congresso de Comunicação, Turismo e Cultura Associação Portuguesa de Ciências da Comunicação (Funchal, Portugal)
2019/11/05	Cultural dimensions impact on customer?s expectations about the hotel service: application in different HDI Latin countries	XI International Tourism Congress-The Image and Sustainability of Tourism Destinations (ITC 19) Universidade da Madeira (Funchal, Portugal)
2019/11/05	Exploring environmental satisfaction in tourist sites: a view to Madeira Island.	XI International Tourism Congress - The Image and Sustainability of Tourism Destinations (ITC 19) Universidade da Madeira (Funchal, Portugal)
2018/11/26	VISITING THE UNESCO WORLD HERITAGE SITE OF LAURISILVA IN MADEIRA: HOW MANY PEOPLE CAN WE SEE?	CONGRESSO CIÊNCIA, CULTURA E TURISMO SUSTENTÁVEL RIPTUR (Lisboa, Portugal)
2017/11/29	O upgrade da imagem do destino com base em eventos - o caso da Região Autónoma da Madeira	IX International Tourism Congress (ITC’17) School of Tourism and Maritime Technology (Polytechnic Institute of Leiria) (Peniche, Portugal)

Supervision

	Thesis Title Role	Degree Subject (Type) Institution / Organization
2023/11/16 - Current	Impact of Cross-Border-Cooperation and UE Programms on the Environment and Sustainability in the Border Region Slovenia-Croatia Supervisor of Malgorzata Waniek	Agri-food quality and environment (PhD) Universidad Católica de Ávila, Spain
2023/10/17 - Current	Rebranding e o seu contributo para a definição de identidade e qualidade do serviço: estudo caso da unidade hoteleira Dynamic Hotels Barcelona Supervisor of Ana Júlia Graça Silva	Gestão Hoteleira Universidade da Madeira Escola Superior de Tecnologias e Gestão, Portugal
2023/09/19 - Current	Fatores determinantes que motivam a adesão do público aos Grandes Prémios de Formula 1 na Europa Supervisor of Ana Marta Faria Franco	Gestão (Master) Universidade da Madeira, Portugal
2023/09/18 - Current	Análise da eficácia das estratégias de link building na aquisição de tráfego orgânico: estudo de caso no sector das telecomunicações Supervisor of Rafael João Nogueira Gomes da Costa Almeida	Marketing (Master) Universidade do Porto Faculdade de Economia, Portugal
2023/09/12 - Current	Influencer marketing: uma análise das condições necessárias Supervisor of Pedro Manuel Ribeiro Araújo	Marketing (Master) Universidade do Porto Faculdade de Economia, Portugal
2023/09/08 - Current	O impacto do Marketing Interno na Gestão Estratégica no Alojamento: evidências do Vila Galé Santa Cruz Supervisor of Gonçalo Duarte Correia	Gestão Hoteleira (Master) Universidade da Madeira Escola Superior de Tecnologias e Gestão, Portugal
2023/09/02 - Current	Human and Virtual Influencer Marketing in Tourism: The impact of different types of influencers (human influencers and virtual influencers) on travelers' decision-making Supervisor of Ana Catarina Rodrigues Santos	Gestão Hoteleira (Master) Universidade da Madeira Escola Superior de Tecnologias e Gestão, Portugal
2023/02/17 - Current	Plano estratégico de marketing para uma PME do retalho alimentar Supervisor of Filipa Andreia Freitas Teixeira	Gestão de Empresas (Master) ISCTE-Instituto Universitário de Lisboa, Portugal
2022/09/29 - Current	A influência da remuneração na liderança e desempenho dos colaboradores das unidades hoteleiras: aplicação à ilha da Madeira Supervisor of Érica Mariana Sousa Nunes	Gestão Hoteleira (Master) Universidade da Madeira Escola Superior de Tecnologias e Gestão, Portugal
2022/09/20 - Current	Endomarketing e a comunicação interna: estudo de caso The Views Oásis Supervisor of Joana Carolina Freitas Castro	Gestão Hoteleira (Master) Universidade da Madeira Escola Superior de Tecnologias e Gestão, Portugal
2021/07/08 - Current	Criação da Escola Superior Artística da Madeira: estudo de viabilidade Supervisor of Maria de Fátima Perestrelo da Vargem	Gestão Cultural (Master) Universidade da Madeira, Portugal
2021/09/21 - 2022/11/23	Atributos do alojamento local determinantes para a avaliação da satisfação e da insatisfação do consumidor Supervisor of Ricardo Jorge Rego das Neves	Marketing (Master) Universidade do Porto Faculdade de Economia, Portugal
2021/09/06 - 2022/11/07	Propósito além do Consumo: os impactos do Brand Activism nas atitudes do consumidor Millennial Supervisor of Natalia Rodrigues de Freitas	Marketing (Master) Universidade do Porto Faculdade de Economia, Portugal
2020/05/20 - 2022/01/28	Plano de Negócio: Plan Events & Party?s (PEP) Supervisor of Catarina Filipa Belo de Aguiar	Gestão de Serviços e da Tecnologia (Master) ISCTE-Instituto Universitário de Lisboa, Portugal
2020/09/08 - 2021/11/18	O impacto dos fatores psicológicos nas atitudes e comportamentos dos consumidores que surgiram com a crise do COVID 19 Supervisor of Bárbara Gonçalves de Sousa	Economia e Administração de Empresas (Master) Universidade do Porto Faculdade de Economia, Portugal
2019/09/20 - 2020/12/02	O impacto da cocriação de clientes nos serviços e a intenção de revisita. Aplicação ao setor do Turismo Supervisor of Carlos António Silva Monteiro	Gestão de Serviços (Master) Universidade do Porto Faculdade de Economia, Portugal

Distinctions

Award

2020	Literati Awards 2020 Highly Commended Paper Emerald Publishing Limited, United Kingdom
2019	Highly Commended Conference Paper Award EuroMed Research Business Institute, Cyprus