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.