ACADEMIC EMPLOYMENT HISTORY

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1 CURRICULUM VITAE - Dr. Serena Volo Assistant Professor Competence Centre in Tourism Management and Tourism Economics (TOMTE) School of Economics and Management Free University of Bozen-Bolzano EDUCATION PhD in Tourism Marketing, University of Palermo, Italy. (2002) Master in Business Administration (MBA) ISIDA Business School, Italy (1998) Certified Public Accountant (2000) and Official Controller (2005). Italy Bachelor Degree in Economics, University of Palermo, Italy. (1996) ACADEMIC EMPLOYMENT HISTORY Assistant Professor of Marketing (SECS-P/08) Free University of Bozen-Bolzano, School of Economics and Management, Italy ( to present) Adjunct Professor of Strategic Marketing University of Bologna, Faculty of Economics, Italy (A.Y. 2010/11) Adjunct Professor of Marketing at the Free University of Bozen-Bolzano, School of Economics and Management, Italy (A.Y ) Adjunct Professor of Marketing at the University of Calabria, Faculty of Economics, Italy (A.Y. 2003/4) Research Fellow and Adjunct Professor of Marketing at the Department of Quantitative Methods for the Human Sciences, at the Faculty of Economics, University of Palermo, Italy. (from 2003 to 2007) Senior Lecturer in Tourism Marketing University Center Cesar Ritz, Brig, Switzerland. (A.Y. 2002/3) Fulbright Research Fellow (with a one year grant) University of Central Florida Rosen School of Hospitality Management and Dick Pope Sr. Institute for Tourism Studies, Orlando, USA (A.Y. 2001/2) Research Fellow (with a one year grant) Dublin Institute of Technology, Faculty of Food and Tourism, Dublin, Ireland. (A.Y. 2000/1) UNIVERSITY SERVICE Member of the Competence Centre in Tourism Management and Tourism Economics (TOMTE) (since 2008 to present) Member of the Program Council of the Bachelor in Tourism, Sport and Event Management Free University of Bozen-Bolzano, School of Economics and Management, Italy (since 2010 to present) Member of the Scientific Committee of the PhD in Tourism Sciences Department of Quantitative Methods for the Human Sciences, at the Faculty of Economics, University of Palermo, Italy. (since 2005 to present)

2 RESEARCH INTEREST Consumer behavior, social media, tourism marketing and communication, tourism innovation, tourism statistics, second-home tourism, sustainable tourism in rural areas, research methods in tourism, tourism economics and forecast of tourist demand. PUBLICATIONS Articles in peer reviewed journals Volo, S. (2011 forthcoming). Comity or conflict? A qualitative study on host-guest relationship in second home tourism. Tourism Analysis 16 (4). Volo S. (2010) Bloggers Reported Tourist Experiences: Their Utility as a Tourism Data Source and Their Effect on Prospective Tourists Journal of Vacation Marketing 16 (4), Volo S. (2010) Seasonality in Sicilian tourism demand: an exploratory study Tourism Economics, 16 (4), Volo S. (2009). Conceptualizing Experience: A Tourist Based Approach. Journal of Hospitality Marketing & Management, vol. 18 (2-3); p , ISSN: , doi: / Volo S., and Giambalvo O. (2008). Tourism Statistics: Methodological Imperatives and Difficulties: The Case of Residential Tourism in Island Communities. Current Issues in Tourism, vol. 11 (4); p , ISSN: , doi: / Volo, S. (2007). Communicating Tourism crises through destination websites Journal of Travel and Tourism Marketing. Volume 23 issue 2/4 pp Parroco A.M. and Volo, S. (2006) Customer Satisfaction nell impresa-aeroporto Micro & Macro Marketing. Volume 1, pp ISSN: doi: /21972 Volo, S. (2005). A consumer-based measurement of tourism innovation, Journal of Quality Assurance in Hospitality & Tourism Volume 6 issue 3/4 pp ISSN: X - doi: /j162v06n03_05 Volo, S. (2004). The Role of Roots in the Perception of a Destination: an Exploratory Study on Sicily Journal of Hospitality and Leisure Marketing 11 Issue 2/3. pp ISSN: doi: /j150v11n02_03 Pizam, A., G. H. Jeong, A. Reichel, H. van Boemmel, J. M. Lusson, L. Steynberg, O. State- Costache, S. Volo, C. Kroesbacher, J. Kucerova, and N. Montmany (2004). The Relationship between Risk-Taking, Sensation Seeking and the Tourist Behavior of Young Adults: A Cross-Cultural Study Journal of Travel Research Vol.42, No. 3. pp ISSN: doi: /

3 Chapters in edited books Volo S. (2011). Blogs: Re-inventing tourism communication. In: Web 2.0 in Travel, Tourism and Hospitality: Theory, Practice and Cases. U. Gretzel, M. Sigala, E. Christou (eds). Ashgate Publishing Ltd. ISBN Volo S. (2011). The Emerging Role of Social Media in Tourism Marketing Promotion In: Tourism Promotion: New Challenges for the Tourism Sector. P. Keller and T. Bieger (eds). Berlin: Erich Schmidt Verlag GmbH & Co, vol. 6. Volo S. (2008). Real estate supply and demand issues in a seaside destination. In: Real Estate and Destination Development in Tourism. International Tourism Research and Concepts. P. Keller and T. Bieger (eds). Berlin: Erich Schmidt Verlag GmbH & Co, vol. 3, p Volo S. (2008). Innovazione nel turismo: definizione e misurazione. In: Analisi dei mercati turistici regionali e sub-regionali. S. De Cantis e A. M. Oliveri (eds). vol. 5, p , Padova: Cleup, ISBN/ISSN: Volo, S. (2007). Communicating Tourism crises through destination websites In: Safety and Security in Tourism: Recovery Marketing after Crises, Scott, N., Prideaux, B. and Laws E. (eds). The Haworth Press Inc. ISBN De Cantis S. and Volo, S. (2006). Flussi Turistici Ufficiali: il ciclo di vita e la stagionalità In: Turismo a Cefalù: dimensioni statistiche ed effetti socio-economici Tomaselli V., Vaccina F. (a cura di) Collana di studi statistici per il turismo, Vol.4, pp Ed. Cleup, Padova. ISBN: De Cantis S. and Volo, S. (2005). L offerta turistica eoliana: tassi di utilizzo e fatturato delle strutture ricettive. In: Isole Eolie quanto turismo?! A.M. Parroco e F. Vaccina (a cura di). Collana di studi statistici per il turismo, Vol.3, pp , Ed. Cleup, Padova. ISBN: Volo, S. (2005). A consumer-based measurement of tourism innovation. In: Innovation in Hospitality and Tourism Peters M., Pikkemaat B. (eds).. (pp ). Binghamton, NY: Haworth Hospitality Press. ISBN: Volo, S. (2005). Tourism Destination Innovativeness. In Innovation in Tourism - Creating Customer Value P. Keller, and Th. Bieger, (Eds.) Vol. 47 pp St. Gallen, Switzerland: AIEST. ISBN/ISSN: Volo S. (2004). Il Marketing Mix dell offerta turistica sommersa In Giambalvo, O. e Parroco A.M. Analisi Dei Mercati Turistici Regionali E Sub-Regionali, Collana di studi statistici per il turismo, Vol.1, pp , Ed. Cleup, Padova. ISBN: Volo, S. (2004). Foundation for an innovation indicator for tourism: an application to SME. In The Future of Small and Medium Sized Enterprises in Tourism P. Keller, and Th. Bieger, (Eds.) Vol. 46 pp St. Gallen, Switzerland: AIEST. ISBN/ISSN:

4 Book reviews in peer reviewed journals Volo S. (forthcoming) Strategic Management in Tourism 2nd ed., by Luiz Moutinho,(Ed) CABI, 2011 Tourism Management. In press. Volo S. (2011) Urban Rhythms and Travel Behaviour. Spatial and Temporal Phenomena of Daily Travel. By Stefan Schönfelder, Kay W. Axhausen, Ashgate, Annals of Tourism Research. Volo S. (2011). Official Tourism Websites: A discourse Analysis Perspective. By Richard W. Hallett and Judith Kaplan-Weinger Channel View Publications, International Journal of Contemporary Hospitality Management Volo S. (2010) Residential tourism: (De)constructing paradise. By Mason R. McWatters, Channel View, Anatolia An International Journal of Tourism and Hospitality Research, 21(1), Conference proceedings (refereed) Aroca P., Brida G., and Volo S. (2011). Digging Into the Chilean Tourism Data. Paper presented at the International Conference Advances in Tourism Economics, Lisboa, Portugal, April 13 15, Volo S. (2010) Blog success Factors: Opportunities for destination marketing. ENTER Conference on Information and Communication technologies in Tourism. Lugano February 2010 Lugano Switzerland. Article Published on ertr. Volo S. (2010). The role of a sport event image in shaping the development of the destination image. In: Book of Abstract of Consumer Behavior in Tourism Symposium Brunico (Bolzano), 1-4 December 2010, Brunico: Free University of Bozen/Bolzano, p. 58. Volo S. (2009) Comity or conflict? A qualitative study on host-guest relationship in second home tourism Consumer Behavior in Tourism Symposium Brunico (Bolzano), December 2009, Bolzano: Free University of Bozen/Bolzano. Volo S., Osti, L. (2009) User Generated Content: An Investigation of Success Factors for Blogs and Forums, 3rd Advances in Tourism Marketing Conference. Bournemouth, UK, Volo S. (2008). Bloggers Tourist Experience. In: Consumer Behavior in Tourism Symposium Brunico (Bolzano), December 2008, Bolzano: Free University of Bozen/Bolzano, p. 37. Volo, S. (2007). Seasonality in Sicilian tourism demand. Conference Proceedings Advances in Tourism Economics April Vila Nova de Santo André, Portugal.

5 Volo, S., (2007). (con C. Fisichella) Evaluating tourists experiences. Conference Proceedings Classification and Data Analysis Classification and Data Analysis Italy. Volo, S. (2006). Real dimension of tourism in the Aeolian Islands, Conference Proceedings Cutting Edge Research in Tourism. New directions, challenges and applications. Surrey, England. ISBN/ISSN: Volo, S. (2006). (con O. Giambalvo) Tourism Statistics: Methodological Imperatives and Difficulties. The Case of Residential Tourism in the Aeolian Islands. Proceedings, 8th International Forum on Tourism Statistics Spain. Volo, S. (2005) (con Parroco, A.M.) Service Charter for airport customer satisfaction: an exploratory study, In: Classification and Data Analysis Classification and Data Analysis JUNE (pp ). Parma: Monte Universita' Parma. ISBN/ISSN: X. Volo, S. (2004). Customer Satisfaction for the Airport Services. In: Conference Proceedings International Chrie. 27 July-1 August (pp. 150). Refereed Poster Abstract. Philadelphia: Chrie. Volo S. (2004). Hybrid Approaches To Estimating Hidden Tourism. In: Tourism State of the Art II. Tourism State of the Art II June (pp. 1-18). Glasgow: The Scottish Hotel School ISBN/ISSN: Volo S. (2004). A journey through tourism statistics: accuracy and comparability issues across local, regional and national levels. In: 24th Biennial Conference on Regional and Urban Statistics: Understanding Change. SCORUS May (pp ). Minneapolis: Scorus. Volo S. (2004). A Framework for Measuring Tourism Innovation. In: 24th Biennial Conference on Regional and Urban Statistics: Understanding Change. SCORUS May (pp ). Minneapolis: Scorus. Volo S. (2003). Destination promotion strategies through the product life cycle: an exploratory case study on a Sicilian seaside town. In: Proceedings EuroChrie Congress. EuroChrie October (pp ). Bad Honnef, Bonn,: Eurochrie. Volo S. (2002). (with A. Parroco) International Tourism Demand: the Italian Tourist Flows to Ireland. In: Atti Della XLI Riunione Scientifica. Società Italiana di Statistica. Milano 5-7 June (pp ). Cleup: Italy. ISBN/ISSN:

6 ACADEMIC SERVICE Chair of International Conferences Chair of: Consumer Behavior in Tourism Symposium, 1-3 December 2011 Free University of Bozen- Bolzano, Italy Chair of: Consumer Behavior in Tourism Symposium, 1-4 December 2010 Free University of Bozen- Bolzano, Italy Member of the Scientific Committee ( International Conferences) Enter 2012 e-tourism Present and Future Services and Applications 2012 Sweden Advances in Hospitality & Tourism Marketing and Management Conference 2012, Greece Workshop Advances in Tourism Research, 2009 Italy Consumer Behavior in Tourism Symposium, 2009 Italy Guest Editor (Journals) International Journal of Tourism Research Special issue Consumer Behavior in Tourism ( forthcoming) Tourism Analysis Special issue Consumer Behavior in Tourism (December 2011) TOURISMOS: An International Multidisciplinary Journal of Tourism Special issue Advances in Tourism Research and Special issue Consumer Behavior in Tourism (December 2011) Editorial Review Board (Journals) Tourism Review ertr e-review of Tourism Research Hosteur Journal of Hospitality Marketing and Management Occasional Referee of manuscripts and books (Journals and Conferences) Journal of Travel and Tourism Marketing Annals of Tourism Research Tourism Management International Journal of Contemporary Hospitality Management Journal of Hospitality Marketing and Management Current Issues in Tourism Journal of Quality Assurance in Hospitality & Tourism Research Policy Anatolia: An International Journal of Tourism and Hospitality Research ENTER 2012 AIEST 2011 EuroChrie 2010 ApacChrie 2010 CBTS 2009

7 TEACHING EXPERIENCE School of Economics and Management Free University of Bozen-Bolzano, Italy (since 2005) Services marketing and strategy (Graduate level) (in English) Communication and promotion in tourism (Undergraduate level) (in English) Tourism marketing (Undergraduate level) (in English) Sports and event marketing (Undergraduate level) (in English) Organization and management of sports and leisure facilities, (Undergraduate level) (in Italian) Faculty of Economics - University of Bologna, Italy A.Y. 2010/11 Strategic marketing (Graduate level) (in Italian) Department of Quantitative Methods for the Human Sciences, University of Palermo, Italy ( ) Tourism marketing (PhD level) (in English) Faculty of Economics University of Calabria, Italy A.Y. 2003/4 Territorial marketing (Graduate level) (in Italian) Faculty of Economics, University of Palermo, Italy A.Y. 2004/5 Economics and management of tourism services (Graduate level) (in Italian) University Center Cesar Ritz, Brig, Switzerland. A.Y. 2002/3 Strategic marketing (Graduate level) (in English) Hospitality marketing (Undergraduate level) (in English) Marketing (Undergraduate level) (in English) MacCormac College, Chicago. USA April 2002 Guest Lecture on Destination Marketing Various Business Schools in Italy ( ) Economics of Tourism Tourism Marketing Marketing Controlling and accounting

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