Professor, Faculty of Commerce and Management, Universidad de Málaga-UMA

Dr. Pilar Alarcón Urbistondo is Deputy Vice-Rector for Lifelong Learning at the University of Malaga and lecturer in the area of Marketing and Market Research at the Faculty of Commerce and Management. Her teaching, research and professional experience is focused on the collection and analysis of environmental information necessary for organisational decision-making and tourist destinations. Specifically, his lines of work are: consumer decisions, determination and evaluation of target markets and brand perception. She has developed this activity in the tourism sector, hospitals and currently in the museum sector. His research in this sector is carried out in collaboration with Professor Cees Van Riel of the Rotterdam School of Management (Erasmus University) and his research group Intelligence & Society (SEJ652) of the University of Malaga. As a result of this research activity, she has published numerous articles in prestigious international journals.

She has been director and/or lecturer of numerous national and international Masters in Spain (Malaga, Gran Canarias, Vigo, Santander), Argentina and Italy and lecturer in Doctorate courses in Spain (Malaga), Mexico and Venezuela. Her most direct contacts with the business sector have been through consultancy work and/or research contracts. She has participated in several general plans for regional tourism, marketing plans for tourist destinations, support for the reorganisation of the retail trade in open shopping centres, development of scorecards and indicators for monitoring the evolution of tourist destinations and/or specific sectors, and the implementation of tourism observatories and applied research centres on the Costa del Sol.