Juan Luis Nicolau

J. Willard and Alice S. Marriott Professorship of Revenue Management
Juan Nicolau
361 Wallace Hall, Virginia Tech
295 West Campus Drive
Blacksburg, VA 24061

Research experience

He has authored 2 books, 5 book chapters and more than 100 journal publications (over 75 of them are published in journals listed on the Web of Science’s Journal of Citation Reports), such as Strategic Management Journal, Omega: The International Journal of Management Science, Journal of Business Research, Economics Letters, Marketing Letters, European Journal of Operational Research, Journal of Travel Research, Annals of Tourism Research, Tourism Management, International Journal of Hospitality Management, Tourism Economics, Journal of Services Marketing or European Journal of Marketing.

Before joining Virginia Tech, he was tenured Full Professor of Marketing and the Dean of the College of Economics and Business of the University of Alicante (Spain). He has received 15 research and teaching awards. He is listed among the world’s top-25 international researchers in tourism according to the ranking published in Tourism Management Perspectives.

Key areas of research interest

Choice modeling: analysis of how people make decisions in the tourism and hospitality context

Firm value: the analysis of the impact on marketing and management decision on the market value of firms.

Revenue management: analysis of revenue management strategies to optimize performance.

Citations from recent publications

His articles are cited in:

***Top HTM journals, such as:

Journal of Travel Research

Tanford, S. and Kim, E.L. (2019), “Risk versus Reward: When Will Travelers Go the Distance?”,Journal of Travel Research,58, 5, 745-759.

Tourism Management

Montaño, J., Rosselló, J. and Sansó, A. (2019), “A new method for estimating tourists’ length of stay”, Tourism Management, 75, 112-120.

Annals of Tourism Research

Liang, S., Li, H., Liu, X. and Schuckert, M. (2019), “Motivators behind information disclosure: Evidence from Airbnb hosts”, Annals of Tourism Research, 76, 305-319.

International Journal of Hospitality Management

Tran, L.T.T.; Ly, P-T.M. and Le, L.T. (2019), “Hotel choice: A closer look at demographics and online ratings”, International Journal of Hospitality Management, 82, 13-21.

Journal of Hospitality and Tourism Research

Qiu, H.; Fan, D.X.F.; Lyu, J.; Lin, P.M.C. and Jenkins, C.L. (2019), “Analyzing the Economic Sustainability of Tourism Development: Evidence from Hong Kong”, Journal of Hospitality & Tourism Research, 43, 2, 226-248.

***Top marketing journals such as

Journal of Marketing Research

Dallas, S.K. and Morwitz, V.G. (2019), “There Ain’t No Such Thing as a Free Lunch: Consumers’ Reactions to Pseudo-Free Offers”, Journal of Marketing, forthcoming.

International Journal of Research in Marketing

Baumbach, E. (2019), “The zero-price effect in a multicomponent product context”, International Journal of Research in Marketing, 33, 3, 689-694.