MARTINA GALLARZA
Universitat de València, Marketing, Faculty Member
- SUMMARY Martina G.Gallarza (PhD) lectures in the Marketing Department of Universidad de Valencia (SPAIN). She has for... moreSUMMARY
Martina G.Gallarza (PhD) lectures in the Marketing Department of Universidad de Valencia (SPAIN). She has formerly taught at Universidad Católica de Valencia, where she was Dean of the Business Faculty. Her research interests include consumer behavior and services marketing. She has authored more than 45 articles (in Annals of Tourism Research, Tourism Management, Journal of Consumer Behavior, Journal of Services Marketing, International Journal of Hospitality Management, Journal of Hospitality Marketing and Management among others), and has presented more than 70 papers in Congresses (EMAC, MKT TRENDS Conference, AMA SERVISIG, ATMC,..) She teaches in several international masters in Europe: MTM in IGC at Bremen (Germany) and MAE at IGR Rennes (France) among others, She has supervised 2 PhD dissertations (Cum Laude), and more than 50 Master Thesis in several Master programs.
Guest scholar for short periods at Columbia University (New York City. USA), ESCP (France), Sassari University (Sardinia. Italia), Strathclyde University (Glasgow, UK), She is member of the American Marketing Association (AMA), Asociación Española de Marketing (AEMARK), Association Française de Marketing (AFM) and formerly of Association Internationale d’Experts Scientifiques en Tourisme (AIEST
She is member of the Board of Directors of Pernod Ricard. S.A.
EXPERIENCE
Porfesor Contratado Doctor (tenured as Associate Professor), Universidad de Valencia
Valencia, Spain — 2008-2015
Lectures in Marketing Department. Belongs to Research project on Tourism Innovation ECO2013-43353-R financed by Ministerio de Economía y Competitividad de España
Dean of Business Faculty. Catholic University of Valencia
Valencia, Spain — 2004-2008
Responsible for launching the first Degree in Business within the EHEA in Valencia. Leading 2 degrees, 5 Masters, 40 teachers and 600 students.
Facultad de Estudios de la Empresa. Universitat Politècnica de València
Valencia, Spain — 1997-2004
International Officer. Responsible for Erasmus exchanges of teachers and students Head of Marketing Department
Pernod Ricard.
Paris, France — 2012-2015
Member of the Board of Directors. Multinational company, world’s leader in the Premium spirits industry, with more than 18.000 employees.
LINKS-
GOOGLE SCHOLAR. http://scholar.google.fr/scholar?hl=es&q=Martina+G.Gallarza&btnG=&lr=
ORCID. http://orcid.org/0000-0003-2461-1247
SCOPUS http://www.scopus.com/authid/detail.url?authorId=12143980800
LINKEDIN https://es.linkedin.com/in/martinagallarza/enedit - Professor Morris B. Holbrook. Columbia University, Professor Irene Gil-Saura. University of Valenciaedit
EL VALOR PERCIBIDO DE UNA EXPERIENCIA DE CONSUMO: UNA PROPUESTA A partir del paradigma de HOLBROOK 1. MARTINA G.GALLARZA. FRANCISCO ARTEAGA. IRENE GIL SAURA. ... Universidad de Valencia, Universidad Católica de Valencia San Vicente... more
EL VALOR PERCIBIDO DE UNA EXPERIENCIA DE CONSUMO: UNA PROPUESTA A partir del paradigma de HOLBROOK 1. MARTINA G.GALLARZA. FRANCISCO ARTEAGA. IRENE GIL SAURA. ... Universidad de Valencia, Universidad Católica de Valencia San Vicente Mártir. ...
Purpose – This research aims to investigate whether emotions can be considered as a suitable variable to segment visitors at a museum. Furthermore, it seeks to analyse whether emotions influence visitor satisfaction and whether this... more
Purpose
– This research aims to investigate whether emotions can be considered as a suitable variable to segment visitors at a museum. Furthermore, it seeks to analyse whether emotions influence visitor satisfaction and whether this depends on objective variables (such as age, gender and level of education) or not.
Design/methodology/approach
– A structured questionnaire was developed and data were collected at the National Museum of Archaeology “G.A. Sanna” in Sardinia (Italy) via 410 face-to-face interviews. Hierarchical and non-hierarchical cluster analyses and a series of chi-squared tests were run for the purpose of the study.
Findings
– Two segments were identified. The cluster with the higher positive emotions reported perceiving a higher level of attractiveness and uniqueness at the museum, and of being more satisfied than the other group. Furthermore, no significant differences were reported between the two segments based on socio-demographic characteristics.
Research limitations/implications
– The study is site-specific. The application of the study to other museums would allow for wider generalisations to be made from the results obtained.
Practical implications
– Managers should market and position museums as an emotionally driven experience consumption site. Furthermore, they should consider both cognitive and emotional aspects of visitor experience when designing and planning their businesses, as well as when assessing the visitor’s satisfaction.
Originality/value
– This study adds to the growing literature on emotions as a tool for segmentation and positioning, and suggests that cognitive and emotional aspects should be considered simultaneously when measuring visitors’ satisfaction. Further, it suggests that emotions are more significant than cognitive aspects in shaping visitors’ satisfaction.
Keywords:
Satisfaction, Cluster analysis, Experience, Authenticity, Segmentation, Museums, Emotions
– This research aims to investigate whether emotions can be considered as a suitable variable to segment visitors at a museum. Furthermore, it seeks to analyse whether emotions influence visitor satisfaction and whether this depends on objective variables (such as age, gender and level of education) or not.
Design/methodology/approach
– A structured questionnaire was developed and data were collected at the National Museum of Archaeology “G.A. Sanna” in Sardinia (Italy) via 410 face-to-face interviews. Hierarchical and non-hierarchical cluster analyses and a series of chi-squared tests were run for the purpose of the study.
Findings
– Two segments were identified. The cluster with the higher positive emotions reported perceiving a higher level of attractiveness and uniqueness at the museum, and of being more satisfied than the other group. Furthermore, no significant differences were reported between the two segments based on socio-demographic characteristics.
Research limitations/implications
– The study is site-specific. The application of the study to other museums would allow for wider generalisations to be made from the results obtained.
Practical implications
– Managers should market and position museums as an emotionally driven experience consumption site. Furthermore, they should consider both cognitive and emotional aspects of visitor experience when designing and planning their businesses, as well as when assessing the visitor’s satisfaction.
Originality/value
– This study adds to the growing literature on emotions as a tool for segmentation and positioning, and suggests that cognitive and emotional aspects should be considered simultaneously when measuring visitors’ satisfaction. Further, it suggests that emotions are more significant than cognitive aspects in shaping visitors’ satisfaction.
Keywords:
Satisfaction, Cluster analysis, Experience, Authenticity, Segmentation, Museums, Emotions
Research Interests:
Research Interests:
... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain... more
... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain e-mail: martina.gallarza@uv.es I. Gil ...
Research Interests:
Research Interests:
Biblioteca de la Universidad Complutense de Madrid, Base de datos de artículos de revistas, ...
Downloadable! Of the different fields of study which have examined fair trade, the one based on analysis of consumer characteristics is perhaps one of the most recent. This study aims to contribute to the knowledge in this area... more
Downloadable! Of the different fields of study which have examined fair trade, the one based on analysis of consumer characteristics is perhaps one of the most recent. This study aims to contribute to the knowledge in this area determining for the particular case of Valencia, notoriety ...
Research Interests:
Page 1. 54 Revue de Tourisme - The Tourist Review - Zeitschrift für Fremdenverkehr 3/2000 LE MARKETING DES SERVICES COMME APPROCHE ANALYTIQUE DANS LA RECHERCHE TOURISTIQUE Martina G.Gallarza, Irene G. Saura, Haydée C. Garcí, Valencia... more
Page 1. 54 Revue de Tourisme - The Tourist Review - Zeitschrift für Fremdenverkehr 3/2000 LE MARKETING DES SERVICES COMME APPROCHE ANALYTIQUE DANS LA RECHERCHE TOURISTIQUE Martina G.Gallarza, Irene G. Saura, Haydée C. Garcí, Valencia (Espagne) ...
Research Interests:
Downloadable! Of the different fields of study which have examined fair trade, the one based on analysis of consumer characteristics is perhaps one of the most recent. This study aims to contribute to the knowledge in this area... more
Downloadable! Of the different fields of study which have examined fair trade, the one based on analysis of consumer characteristics is perhaps one of the most recent. This study aims to contribute to the knowledge in this area determining for the particular case of Valencia, notoriety ...
Research Interests:
Research Interests:
Research Interests:
Research Interests:
Purpose The purpose of this paper is to present volunteering in tourism events as a sort of spontaneous community participation that has far-reaching consequences for destination management. It chooses the concept of value to explore... more
Purpose The purpose of this paper is to present volunteering in tourism events as a sort of spontaneous community participation that has far-reaching consequences for destination management. It chooses the concept of value to explore volunteering experience in an ...
Research Interests:
... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain... more
... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain e-mail: martina.gallarza@uv.es I. Gil ...
Research Interests:
Page 1. Refereed Section The "Sun and Beach" Tourism Destination Image: An Application to the Case of Cuba from the Spanish Tourist-Origin Market HAYDEÉ C. GARCIA, IRENE G. SAURA, ROBERTO С. Р. GARCÍA... more
Page 1. Refereed Section The "Sun and Beach" Tourism Destination Image: An Application to the Case of Cuba from the Spanish Tourist-Origin Market HAYDEÉ C. GARCIA, IRENE G. SAURA, ROBERTO С. Р. GARCÍA & MARTINA G. GALLARZA ...