Daina Matise Schubiger

Daina Matise Schubiger serves as a Lecturer and Researcher at the University of Applied Sciences and Arts of Southern Switzerland (SUPSI) within the Department of Business Economics, Health and Social Care (DEASS). Holding dual responsibilities as both a faculty member and Co-Program Director for the Bachelor's program in Leisure Management, she maintains active roles in teaching, research supervision, and curriculum development. Her academic appointments include positions in the Basic Training Division (FBDEASS) with current affiliation status as of July 2022.

Her educational background features a Bachelor of Science and Master of Science in Communication and Economics (majoring in Marketing) with summa cum laude honors from the University of Italian Switzerland (USI). Additional qualifications include a Certificate of Advanced Studies in Teaching from SUPSI and specialized training in Service Automation from the London School of Economics.

Research interests focus on cutting-edge consumer behavior topics with particular emphasis on entomophagy adoption among Generation Z, sustainable marketing practices, and the application of extended realities in consumption contexts. Her work bridges theoretical marketing frameworks with practical industry applications, especially in leisure management and healthcare marketing sectors. Current projects investigate Western consumer resistance to insect-based foods and the role of virtual reality in overcoming dietary barriers.

Publication trends reveal concentrated expertise in sustainable consumption patterns, with 9 peer-reviewed outputs between 2017-2024. Her research methodology combines mixed approaches including stakeholder interviews with quantitative analysis of generational consumer data. Key thematic clusters emerge around novel food acceptance, digital marketing innovation, and post-pandemic leisure sector transformation.

Teaching responsibilities encompass comprehensive course leadership across the Leisure Management curriculum, including Innovation Marketing, Integrated Digital & Sustainable Marketing, and Thesis supervision. She also manages the MOOC on Integrated Digital Marketing and Project II research initiatives.

Operational projects demonstrate strong industry engagement through collaborations with organizations like Hockey Club Lugano and RUAG Aviation. Current initiatives include the Food Design Thinking and VR in Entomophagy project and the Campus Bleniese feasibility study, reflecting her commitment to translating academic research into practical business solutions.