Nuria Recuero Virto

Nuria Recuero Virto
Complutense University of Madrid | UCM · Marketing

PhD

About

84
Publications
10,882
Reads
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261
Citations
Introduction
Nuria is currently employed as Associate Professor at Universidad Complutense de Madrid. She is now in the Deanship of the Faculty of Commerce and Tourism, as Delegate for the Dean for Institutional Communication and Digital Transformation. She was awarded a PostDoctoral (2014-2018) and Predoctoral Scholarship (2010-2014). Due to this background, her specific areas of interest are: tourism marketing, employer branding and neuromarketing.
Additional affiliations
October 2018 - August 2020
Complutense University of Madrid
Position
  • Professor (Assistant)
Education
September 2020 - September 2020
University Foundation San Pablo CEU
Field of study
  • Media Studies
March 2020 - March 2020
Universidad Politécnica de Madrid
Field of study
  • Initial Teaching Programme for University Education
March 2020 - December 2020
University Carlos III de Madrid
Field of study
  • MBA, Audiovisual Business Administration

Publications

Publications (84)
Chapter
Lockdowns and physical distancing measures due to COVID‐19 have entailed an unprecedent disruption on the tourism industry, which has resulted in the cancelation of many in-person trips in the wake of the pandemic. In view of COVID-19 spread, many worldwide tourism companies have been deciding what measures to adopt so as to limit face to face cont...
Chapter
Based on the technology acceptance model, this chapter describes a case study that expands the body of knowledge about the adoption of virtual-reality applications as e-learning tools. The lockdowns that have been imposed due to COVID-19 are posing many challenges for how to improve STEAM-based curriculum designs to provide students with the array...
Chapter
High tech solutions that mainly emerge in sport, nightlife, musical and cultural tourism events are arising that meet new pockets of demand, try to boost traveler confidence and attempt to foster tourism sustainability. Hence, Spain has become a lab for all these flourishing digital innovations that test the improvement of tourists’ experience. It...
Article
Purpose In a sector that needs to satisfy a fast-increasing population, advancements like cultivated meat and bio-circular economy are basic to sustain the industry and the society. As innovations are key for economic and social progress, it is crucial to understand consumers' position on this matter. Design/methodology/approach Based on text data...
Article
Full-text available
Museum managers constantly focus their efforts on gaining economic viability. This has become a key challenge as the offer of ‘experience economy’ attractions is increas- ingly rising and visitors are searching for experiences that are competitive. Although it has been stated that a picture paints a thousand words, the main objective of this resear...
Conference Paper
The main purpose of this study is to examine the effects of authenticity and involvement on destination image in order to completely understand visitor satisfaction, experience quality, re-patronage intentions, willingness to pay more and word of mouth. Data were collected via a face-to-face survey and analysed using a structural equation modeling...
Article
Objectif – L'objectif de ce travail est d'examiner le rôle joué par les fan pages de Facebook (FPF) dans la génération d’intentions de visite aux musées. L'étude a des objectifs multiples : d’abord, examiner les effets du contenu généré par les musées (CGM) sur la qualité perçue de l'information et du service aux visiteurs, et deuxièmement, tester...
Article
Full-text available
This research explores residents’ support for tourism by introducing—for the first time—the variable of residents’ word-of-mouth intention. The tested model proposes that residents’ support for tourism is influenced by residents’ word-of-mouth and tourism benefits; the model also examines the impacts of community attachment and community involvemen...
Technical Report
ISBN: 978-84-09-21779-3
Conference Paper
Most research on social media operative tasks have examined customers’ purchase intentions. whereas the effects on intentions to visit have remained almost unresearched. This study focuses on examining the effects of source credibility, liking images, usefulness, satisfaction and perceived enjoyment on intention to visit. Besides, it analyses the i...
Article
Full-text available
The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their effects such as improving the advertising recall, enhancing persuasiveness and generating consumers' p...
Article
While there is quite substantial research on how marketing strategies for archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine and propose a market orientation model which varia...
Preprint
Museums are becoming increasingly market-oriented as a consequence of their limited budgets. Museum professionals are paying greater attention to visitors’ needs and desires with hope that this will increase their willingness to pay more for their museum experience. A partial least squares analysis test was performed to determine the influence of l...
Article
Museums are becoming increasingly market-oriented as a consequence of their limited budgets. Museum professionals are paying greater attention to visitors’ needs and desires expecting to increase their willingness to pay more for the museum experience. A partial least squares analysis test was performed to determine the influence of loyalty on will...
Conference Paper
The extant tourism literature relative to brand extension has mainly focused on destinations, world heritage sites and hotels, whereas other tourism services have not yet been studied in depth. Moreover, up to date no study has examined whether the fact of being a brand extension influences visit intentions. This research aims to address this gap i...
Conference Paper
This research aims to address the gap in the current literature relative to the acceptance of museum Instagram account among users. The proposed model comprises different concepts that pretend to embrace a complete overview of the museum Instragram experience. The models includes the following eleven factors: source credibility, brand attitude, lik...
Article
Purpose Studies that examine users’ perceptions of museum’s website quality are scarce. The purpouse of this paper is to propose a multi-group comparison between two superstar museums to outline the variables that define website quality regarding museum websites towards achieving e-loyalty, trust and perceived control. Design/methodology/approach...
Article
Full-text available
Purpose The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer s...
Conference Paper
Empirical studies that focus on the drivers that affect consumer behaviour in online shopping can be found, but a real opportunity still exists to explore the factors that impact on the online shopping experience from a holistic perspective. This global approach considers how individuals process stimuli when exposed to complex and multidimensional...
Article
Revisit intention has become a focus of attention for archaeological sites management. Identifying visitors’ loyalty drivers to any tourism attraction is crucial but it is even more necessary for these non-renewable resources. This study was designed to analyse the role of service experience, new service bonds and perceived value in visitors’ revis...
Article
Developments in neuroscience have provided the opportunity to know unconscious consumer reactions and acknowledge direct measures of cognitive constructs like attention. Given the ever-increasing concern over packaging’s contribution to creating a positive first impression, the current research seeks to examine consumers’ attention and declarative...
Chapter
Full-text available
Today, museums spend a large amount of financial resources on websites to promote visitors’ arrivals and as an additional service that complements the physical visit (Marty, 2007, 2008, 2011). With the introduction of websites in this industry, its effects have expanded exponentially; while these digital platforms were initially designed to offer b...
Article
Increasing competition among leisure attractions is hindering museum socio-cultural and economic performance. This study analyses the impact of innovation and market orientation on museum performance. In addition, it seeks to offer more specific contributions in relation to the influence of managers’ attitudes concerning museum management decisions...
Conference Paper
Visual metaphors are very useful resources for graphic advertising design, given that the main attributes of brands and products are communicated quicker and easier, and therefore more effectively. In addition, visual metaphors seem to be able to generate higher levels of attention, more positive attitudes and even greater purchase intention. The p...
Article
Full-text available
While most research on electronic commerce has focused on customer behaviour according to websites’ functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine which variables best explain satisfaction and behavioural e-loyalty...
Article
Purpose The purpose of this paper is to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in order to test a model of market orientation, where 11 experts were interviewed and 122 employees of archaeological sites answered the e-questionnaire. Design/methodology/a...
Poster
Full-text available
Using Partial Least Squares-based Multi-Group analysis (PLS-MGA), this research confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – and users’ satisfaction within the museum website have a positive effect on users’ loyalty. However, the results demonstrate that the comparison betw...
Conference Paper
Although some studies point out that attention can be used as a parameter in predicting preferences, this research opens a new chapter in consumer behaviour. The analysis focuses on three different packaging attributes, namely, images, texts and colours, to measure consumers' attention and preferences. This study explores an approach to examining f...
Article
This research aims to gain knowledge to understand residents' attitudes towards tourism sustainability in a destination where the main attraction is an archaeological site by analysing the effects of residents' support and perceived benefits for tourism sustainability (in economic, market and social terms). The relationships between perceived benef...
Presentation
In an increasingly saturated ‘experience economy’ marketplace, museum managers are constantly trying to improve museumgoers’ satisfaction so as to maintain and raise visitor arrivals. At the same time that governments are demanding museums to increase visitors numbers so these gain economic sustainability, visitors are inquiring experiences that ar...
Book
Nunca ha sido tan importante para las organizaciones que quieran liderar la innovación y el éxito empresarial, construir una marca de empleador (employer branding) sólida y ofrecer una experiencia de empleado única (employee experience) para atraer y comprometer el mejor talento. Los buenos profesionales buscan empresas con propósito y experiencia...
Article
Full-text available
This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively and significantly influence users’ intentions of revisiting the website and visiting of it physically. This research empirically tests a model in two museum’s websites, namely the Prado Museum and the Reina...
Article
Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Find...
Conference Paper
This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively influence users’ intentions of revisiting the website and visiting it physically. This research empirically tests a model in two museum’s websites, namely Prado Museum and Reina Sofia Museum. Using Partial L...
Conference Paper
The research focuses on comparing image and satisfaction influence on loyalty and, in turn the effect of visitors’ loyalty on their willingness to pay a premium. The model is tested using a sample of 300 visitors to the Prado Museum (Madrid). Findings reveal that image has a higher impact on visitors’ loyalty comparing to the link between satisfact...
Conference Paper
In the 90s, archaeological sites began to be to be broadly commercialised leading to several disadvantages such as budget problems or not fulfilling visitors’ expectations (Benur and Bramwell 2015). Consequently, one of the biggest threats that archaeological sites are facing is ensuring their endurance. Although it was also in the 90s when it was...
Conference Paper
While the emergence of museums as brands has represented the integration between marketing and museum management, the impacts of museum’s brand image and satisfaction on loyalty have not been deeply analysed among museum visitors. Museum managers are interested on finding out the efficient means to attract and retain visitors to heritage assets. To...
Conference Paper
While most research on electronic commerce has focused on customer behaviour according to websites’ functional tasks, online shopping can influence intentions to visit a physical place. This study aims to examine which variables best explain satisfaction, loyalty and intentions (towards the destination, to revisit the website and repurchase). This...
Conference Paper
Destination commitment is conceptualized as a dimension that comprises WOM, re-visit or visit intentions and composite loyalty. Authenticity, image, satisfaction and quality have been identified as antecedents that influence positively destination commitment. The aim of this research is to empirically test the model using an international and natio...
Conference Paper
While research has pointed out that hedonic and utilitarian features of websites impact positively on the online behaviours, website evaluation effects have not yet been analysed in depth. Website evaluation is defined as a second order construct that includes content, made for the medium, ease of use, promotion, emotion and visual appeal. Relying...
Conference Paper
While research has pointed out that hedonic and utilitarian features of websites impact positively on the online behaviours, website evaluation effects have not yet been analysed in depth. Website evaluation is defined as a second order construct that includes content, made for the medium, ease of use, promotion, emotion and visual appeal. Relying...
Technical Report
The purpose of the research was to measure the level of sustainability perceived by employees of European museums. The study began on May 2, 2015 via an online survey for staff of European museums. This questionnaire included the following criteria to assess the sustainability perceived by employees of museums. [ a. Marketing strategies. ] These q...
Conference Paper
La investigación se centra en la relevancia de la funcionalidad turística y la orientación al mercado en la sostenibilidad de los yacimientos arqueológicos. Además, se analizará la influencia del factor mediador innovación. El propósito final es determinar los factores que son determinantes en la creación de valor de los yacimientos arqueológicos y...
Article
Full-text available
Tradicionalmente han sido las tres “s”, sun, sea y sand, los distintivos turísticos de la Marca España. Sin embar- go, nuestro país lleva más de quince años desarrollando el turismo de shopping, que sería la “s” que por derecho propio se añade al trío. En 2015 se ha apostado por ser referente internacional. Pero poco se ha escrito de la situac...
Presentation
D. Marcelino Sánchez Rivero, Secretario General de la Asociación Española de Expertos Científicos en Turismo (AECIT), CERTIFICA: Que Dª. Nuria Recuero Virto ha presentado el trabajo finalista del XVI Premio Tribuna FITUR – Jorge Vila Fradera titulado “La orientación al mercado en los yacimientos arqueológicos” en la Jornada Técnica titulada Técnica...
Conference Paper
Marketing heritage represents a major area of growth for researches regarding sustainable tourism. Although there is some evidence on the convenience of implementing marketing strategies in order to achieve sustainability in destinations, research conducted in this area lacks from conceptual and empirical approximations. The purpose of this researc...
Conference Paper
It is widely considered that many archaeological sites are not just cultural resources but the key differentiating factor for destination marketing strategies. Therefore it is no wonder that the management of the public access to these cultural non renewable resources has become a challenge. Some of the world known archaeological sites are now char...
Article
Full-text available
Up until today archaeological sites have been cornered due to custodianship policies. Although archaeological sites were built up thousands of years ago, it is important they now have a commercial perspective that at first identifies consumers’ perceptions for after conceiving the commodification process. There has been a lack of customer orientati...
Conference Paper
This paper seeks to stimulate the debate surrounding the recent crisis Spanish tourism sector is suffering. Tourism industry used to be regarded as one of the most relevant activities because of its significant contribution during the last forty years in the economic development of the country. A review of the evolution of Spanish tourism model is...
Conference Paper
Nowadays archaeological sites are not only cultural resources, but tourist attractions. Notwithstanding tourism is the main source of income in archaeological sites, the commercial activity of these non renewable resources has implied their exploitation and overuse without control measures which is risking their integrity and endurance. The aim of...

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