D. cum laude from the University of La Laguna (Marketing and Market Research) with a thesis on the valuation of the experience in p2p platforms dedicated to holiday accommodation. She has developed her professional activity both in academia and consulting. Member of the Chair of Tourism at the University of La Laguna. Her current lines of research are: communication in tourism, sustainability indicators in tourism and analysis of ratings and motivations in p2p platforms in tourism.

Professional Experience

• Work experience in consulting, carrying out studies of brand image, loyalty, claim, packaging test, brand design and other market studies for transportation, food and private education companies. Likewise, she has also participated in consulting studies for the public administration and for entities in the field of culture.

Academic experience

• Teaching and research experience at the University of La Laguna, where she has taught various subjects in the area of Marketing and Market Research.

• As a researcher at the Chair of Tourism, she has participated in various studies and reports on sustainability indicators in tourism, segmentation of demand in island destinations, loyalty, tourism model, tourism situation, training and tourism employment.

• In addition, in the university field, she has participated as a researcher in other studies related to brand design, entrepreneurship or consumption of local products such as wine.

ACADEMIC BACKGROUND

• PhD from the University of La Laguna (Marketing and Market Research).

• Expert in Advanced Methods of Applied Statistics

• Master’s Degree in Human Resources Management

• Degree in Sociology

LATEST PUBLICATIONS

• Baute-Díaz, N., Gutiérrez-Taño, D., & Díaz-Armas, R. J. (2020). ¿Qué lleva a los huéspedes a falsear sus experiencias en Airbnb? A structural equation modelling approach. Current Issues in Tourism, 1-18

• Baute-Díaz, N., Gutiérrez-Taño, D., & Díaz-Armas, R. (2019). Interacción y reputación en Airbnb: un análisis exploratorio. Revista internacional de investigación en cultura, turismo y hospitalidad.