I am a researcher in the field of Smart Tourism.

I work as an Associate Professor of Marketing at the University
of Castilla-La Mancha (UCLM), I am accredited as Full Professor since 2020 and I am co – director of the University-Institution collaboration in tourism “Tierra“ de gigantes.

For almost 20 years I have been involved in teaching and
research oriented to economics applied to marketing, new
technologies and tourism, but since 2015 I have stood out for
my contributions and contributions oriented to the design of
smart destinations, the application of smart technologies to
seek the improvement of user experiences, especially in
tourists, as well as the incidence in raising awareness of
tourism SMEs of the importance of the infusion of smart
technology in their processes and operations to improve their


The quality of my activities is supported by 14 awards and distinctions, among them the following stand out:

Highly Commended Award Winner

Granted by
Emerald/EFMD Outstanding
Doctoral Research Award

Best National
Marketing Doctoral
Thesis Award

Awarded by the Spanish
Marketing Association

Doctorate Award for
the Best Doctoral
Thesis in Social

Granted by the University
of Castilla-La Mancha

Young Researcher Award of
the Regional Government of
Castilla-La Mancha


I am a Full Member of the Young Academy of Spain and I have just joined as
a new member of the Global Young Academy (GYA), being the only
representative of Spain in the selection of academicians and the only
member specialized in tourism among the 200 existing members.
I have previously been a UCLM Distinguished Researcher (2019-2022) and
Marie Sklodowska-Curie Senior Global Fellow, leading a European Union
Horizon 2020 project as Principal Investigator (PI) in the United States and

Academica foto2


I have a large number of top-level
publications and great
international prestige.
I have collaborated in my studies
with internationally renowned
professors from different countries
(United Kingdom, Italy, United
States, South Korea, China, Abu
Dhabi or Portugal).


I have participated in more than 60
national and international
conferences organized by
prestigious associations, member
of 11 scientific and/or professional
societies, and invited speaker in
several seminars in foreign

Research stays

Throughout my academic and
research career I have carried out
teaching and research stays at
Bournemouth University (United
Kingdom), The University of
Richmond (United States),
Università degli Study di Firenze
(Italy), San Diego State University
(United States) or European Travel
Commission (Belgium).