معرفی
Ricardo Godinho Bilro serves as Assistant Professor (with Aggregation) at ISCTE - University Institute of Lisbon's ISCTE Business School, holding dual appointments in the Department of Marketing, Operations and General Management and as Integrated Researcher at BRU-Iscte Business Research Unit. He currently serves as Department Deputy Chair and Director for the Erasmus Mundus joint Master's program in Tourism Development & Culture (TourDC), while maintaining guest lecturer positions at the University of Glasgow and University of Malta.
- PhD in Management (Marketing), ISCTE (2018)
- Diploma of Advanced Studies in Marketing, ISCTE (2015)
- Master's in Marketing, ISCTE (2014)
- Postgraduate in Marketing, INDEG-ISCTE (2007)
- Bachelor's in Public Management and Administration, Technical University of Lisbon (2000)
His research centers on Digital Transformation and Technology Adoption within consumer contexts, with particular focus on Social Media Marketing, Consumer Engagement, and Services Marketing. Bilro's work examines how AI, virtual reality, and gamification reshape customer-brand relationships across tourism, luxury fashion, and higher education sectors. His methodological approach combines quantitative analysis with text mining techniques to uncover consumer motivations and behavioral patterns.
Analysis of his 15 most recent publications reveals strong thematic concentration in AI-human interaction (27%), tourism marketing (23%), and luxury/consumer branding (20%), with growing emphasis on generative AI applications since 2023. His work consistently bridges theoretical frameworks with practical marketing applications, particularly in European contexts.
- Best Teacher Award for Digital Marketing Program (ISCTE Executive Education, 2022-2023)
- Best Paper Award, TomiWorld 2017
- Best Conference Paper, GAMMA-GFMC 2019
Bilro actively supervises graduate research while leading the TourDC international consortium across five European institutions. His industry collaborations include partnerships with EM Strasbourg Business School, TH Köln, Laurea University of Applied Sciences, and Université Gustave Eiffel through visiting professorships. Current research initiatives focus on AI-generated content in luxury marketing and cross-cultural analysis of tourist motivations.
