معرفی
Pedro Brito is an Assistant Professor with habilitation at the University of Porto School of Economics, and serves as Research Coordinator at INESC TEC's Artificial Intelligence and Decision Support Centre since 2010. He holds a Ph.D. from UMIST (UK, 2003) and an M.A. from the University of Porto.
His research focuses on consumer psychology applied to tourism, retailing, and digital technologies, with emphasis on topics like destination meanings, vicarious experiences, and innovation in Industry 5.0. He has directed over 50 market research projects across Europe, Africa, and Brazil, and leads executive master's programs in business management.
Research interests include:
- Tourism psychology and destination marketing
- Digital technologies' impact on consumer behavior
- Vicarious experience effects on travel decisions
- Innovation ecosystems and AI applications
- Customer satisfaction through surprise elements
Publications emphasize cross-cultural tourism studies, mental representation theories, and hospitality marketing strategies. He has supervised 7+ theses on topics ranging from sustainable fashion consumption to digital media personality prediction.
Affiliations include INESC TEC where he contributes to AI-driven decision support systems, combining academic research with industry partnerships.
