MANTHIOU Aikaterini

Aikaterini MANTHIOU is a Professor of Marketing at NEOMA Business School, specializing in tourism and hospitality marketing, fair consumption, and social media strategies. She leads the Marketing Specialization for Apprentices and has extensive industry experience in hospitality, banking, and China-based investment projects. Her research focuses on digital transformation in tourism (e.g., metaverse applications), sustainable tourism practices, and consumer behavior in luxury and slow tourism contexts.

Key research areas include:

• Regenerative tourism and consumer ethics
• Metaverse-driven service consumption
• Social media influence on brand equity
• Luxury industry sustainability

Recent articles highlight innovative methodologies like Bayesian analysis and machine learning. MANTHIOU has edited special journal issues and serves as a peer reviewer. She collaborates internationally on projects such as the Monaco Symposium on Luxury and the Global Fashion Management Conference.