Serena Volo

Serena Volo is a Full Professor of Marketing at the University of Bolzano, Italy, within the Faculty of Economics and Management. She holds a PhD in Tourism Marketing from the University of Palermo, an MBA from Isida Business School, and a MA in Social Science Data Analysis from the University of Essex. Her career includes international experience across France, USA, UK, Ireland, Switzerland, and a Fulbright Research Scholarship at the University of Central Florida. Fluent in five languages, she serves as Editor-in-Chief of the Emerald journal Consumer Behavior in Tourism and Hospitality and leads the Tourism Research Methods Summer School.

Her research focuses on tourism marketing, consumer behavior, and quantitative methodologies. Key themes include destination competitiveness, visual research methods, and sport tourism. She teaches courses such as Experiential Tourism Marketing and Strategic Marketing for Tourism at both undergraduate and postgraduate levels. Her work bridges theoretical frameworks (e.g., assemblage theory) with practical applications like crisis management and digital transformation in tourism.

Professional affiliations include editorial roles for multiple peer-reviewed journals and membership in leading tourism organizations (SIMA, AIDEA, IFITT). Recent work addresses post-pandemic recovery strategies, Gen Z travel behaviors, and the ethical dimensions of digital tourism practices.