Marcelo Royo Vela | Management and Marketing | Research Excellence Award

Prof. Dr. Marcelo Royo Vela | Management and Marketing | Research Excellence Award

University of Valencia, Spain

Prof. Dr. Marcelo Royo Vela is a highly cited scholar in marketing, tourism, and consumer behavior, with influential contributions spanning tourism destination image, brand communities, cultural marketing, and higher education branding. His landmark 2009 Tourism Management paper on rural-cultural excursion conceptualization has become a foundational reference in local tourism marketing management, attracting over 380 citations. Equally impactful is his research on virtual brand communities, notably the ZARA case, which advanced understanding of affective commitment, satisfaction, and word-of-mouth in digital environments. His work extends strongly into higher education marketing, where he examined inbound marketing communications and student decision-making as drivers of brand equity. Prof. Royo Vela has also made significant contributions to cultural and cross-national marketing, including studies on service quality perceptions, gender roles, and sexism in advertising. His research on resident attitudes toward tourism and rural-cultural tourism management has shaped sustainable destination development strategies. In retail and services marketing, he explored shopping center design, eco-natural environments, and consumer visit intentions. His studies on airline segmentation, SMS advertising avoidance, and family life cycle models further demonstrate methodological and thematic diversity. He has authored influential books on integrated advertising communication, widely used in Spanish-speaking academia. Overall, his body of work reflects sustained academic excellence, interdisciplinary reach, and long-term impact on marketing and tourism research.

Citation Metrics (Scopus)

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Citations
800

Documents
42

h-index
14

Citations

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h-index

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Haitao Fan | Business | Best Researcher Award 

Mr. Haitao Fan | Business | Best Researcher Award 

Mr. Haitao Fan | WenZhou university of technology | China

Mr. Haitao Fan is a professional working at the Xinjiang Tacheng City Agriculture and Rural Revitalization Bureau, where he plays a key role in industry management, training evaluation, and rural development initiatives. He designs and implements learning progress assessment systems for trainees, integrating human capital theory from industrial economics to analyze the impact of skill enhancement on agricultural economic growth. By maintaining close communication with trainees, he identifies learning challenges, optimizes resource allocation, and ensures the effective delivery of skilled talent to the agricultural sector. He also organizes science and technology outreach activities, promoting agricultural innovation and technology diffusion in rural areas while fostering collaboration and knowledge exchange. His efforts have strengthened the linkage between agricultural and cultural industries, promoting regional economic diversification through creative initiatives such as music festivals and science competitions. Academically, he holds a Master’s degree in Rural Development from Xinjiang Agricultural University (2022–2024), a Bachelor’s degree in Civil Engineering from Northeast Agricultural University (2021–2024), and a Diploma in Secretarial Studies from Lianyungang Vocational and Technical College (2017–2020). His coursework includes development economics, rural public administration, microeconomics, resource and environmental economics, and rural revitalization strategy. As a researcher, he has published four academic papers, including two in top international journals  Journal of the Knowledge Economy (SSCI, CAS Q3, JCR Q1) and Ecological Economics  along with contributions to Village Committee Director and PLOS One (under external review). His research explores technological innovation, FDI, carbon emissions, agricultural insurance, and low-carbon agricultural productivity. Proficient in STATA, he specializes in time series, panel data, and mediation analysis. His works have collectively received over 100 citations, with an h-index of 4, reflecting his growing academic influence in sustainable rural and agricultural development. Combining solid technical expertise, organizational skills, and interdisciplinary collaboration, he continues to contribute to the modernization and revitalization of China’s rural economy.

Profile:  Scopus