Dubosson Magali

Dubosson Magali is a full Professor at the School of Management Fribourg (HES-SO). Her research focuses on Marketing of services, Risk analysis, Customer experience, and Digital Transformation. She holds a BSc in Business Economics from HES-SO and leads the Institute of Service Research at her institution.

• Core Research Areas: Service economics, human risk management, luxury tourism, and digital trust in organizational contexts.
• Key Projects: Development of human risk detection software with Oxial, experiential marketing analysis of company tours, and service pricing models for travel agencies.

Her recent work explores:

• 2025 study on benefit segmentation of 5-star hotel guests and sustainability roles.
• 2024 conference contributions addressing AI risk denial, polycrisis management, and inclusive education.
• 2023 analyses of experiential company visits and pandemic-induced queue behavior.

Collaborations include researchers from HES-SO Valais-Wallis, HEG Geneva, and international institutions. Her methodological approaches blend qualitative fieldwork, statistical modeling, and behavioral observation in service environments.