Sheila Matson-Barkat

Sheila Matson-Barkat is an Assistant Professor in the Department of Marketing at Rennes School of Business, France. Her research focuses on consumer experiences in tourism, hospitality, and technology-driven markets. She holds a Doctorate in Marketing from the Institut de Gestion de Rennes (2013), with prior studies including a Master’s in Marketing Research (2009) and an ESCIR diploma.

Her work bridges consumer behavior theory with practical applications, particularly in gastronomy tourism, virtual reality experiences, and inclusive consumption. She has extensive experience in both academia and industry, previously serving as Head of the Marketing Department at ESC Rennes (2003–2007) and holding roles in hospitality and aviation management.

• Key Research Areas: Tourism marketing, virtual reality applications, disability inclusion in consumption, and sharing economy dynamics.
• Teaching: Marketing fundamentals, tourism marketing, and negotiation strategies.

Her research has been presented globally, including at the Association Française du Marketing and interdisciplinary conferences on disability and consumption. Notable outputs explore how technology shapes consumer choices (e.g., food apps) and how marginalized groups (e.g., disabled athletes) navigate social stigma through consumption practices.