Paulo Miguel Rita

  • Monday, 12 November 2018 11:23



Paulo Miguel Rasquinho Ferreira Rita, Full Professor
PhD in Marketing – Cardiff University, UK


Telephone: +351 213 828 610
Fax: +351 213 828 611
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.


Paulo Rita is Professor of Marketing at NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Integrated Researcher of the NOVA IMS Research and Development Center (MagIC), International Development Coordinator, Director of the Marketing Analytics Lab as well as Director of the Postgraduation programme in Data Science for Hospitality and Tourism at NOVA IMS, and Executive Committee of the European Marketing Academy.

He is member of the evaluation panel of the Portuguese Science & Technology Foundation (FCT) regarding scholarship applications for Doctoral and Post-Doc Research Projects in Management, Expert Member of the Task Force for the Tourism Research Agenda 2030 of FCT, Member of Evaluation panel for accreditation of Bachelor, Master and Doctoral programmes in Marketing of Universities in Portugal of A3ES, and Visiting Professor at the University of Prague (Czech Republic). He was Professor of Marketing at ISCTE, and Vice President of the European Doctoral Programmes Association in Management and Business Administration (EDAMBA).

Paulo Rita has habilitation in Marketing (ISCTE), Post-Doc in E-Marketing (University of Nevada Las Vegas, USA), PhD in Marketing (Cardiff University, UK), Certificate of Post-graduation in Research Skills and Quantitative Methods in Management (University of Glasgow, UK) and Bachelor degree in Business Management (ISCTE).

His research interests are focused on digital marketing / social media, consumer behavior / consumer neurosciences, and tourism marketing. He is author of publications in these areas, having published articles in journals such as Journal of Business Ethics, Journal of Business Research, European Journal of Marketing, Journal of Marketing Communications, Journal of International Consumer Marketing, The Service Industries Journal, Journal of Retailing and Consumer Services, Annals of Tourism Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Tourism Management Perspectives, Journal of Hospitality Marketing & Management, Current Issues in Tourism, Journal of Hospitality and Tourism Technology, Decision Support Systems, Expert Systems with Applications, Computers in Human Behavior, Neural Computing and Applications. He is editorial board member and reviewer of several scientific publications.


Journal Article

  • Amado, A., Cortez, P., Rita, P., & Moro, S. (2018). Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis. European Research on Management and Business Economics, 24 (1), 1-7. [advanced online publication on 5 july 2017]. DOI: 10.1016/j.iedeen.2017.06.002
  • Brochado, A. & Rita, P. (2018). Exploring heterogeneity among backpackers in hostels. Current Issues in Tourism, 21(13), 1502-1520 . [Advanced online publication on 5 november, 2016]. DOI: 10.1080/13683500.2016.1252728
  • Brochado, A.; Oliveira, C.; Rita, P. & Oliveira, F. (2018). Shopping centres beyond purchasing of luxury goods: a tourism perspective. Annals of Leisure Research. [dvanced online publication on 19 september 2018]. DOI: 10.1080/11745398.2018.1522594. URL:
  • Canito, J.; Ramos, P.; Moro, S.; Rita, P. (2018). Unfolding the relations between companies and technologies under the Big Data umbrella. Computers in Industry, 99, 1-8. doi:
  • Coelho, P. S.; Rita, P., Santos, Z. (2018). On the relationship between consumer-brand identification, brand community and brand loyalty. Journal of Retailing and Consumer Services, 43 (July), 101-110. doi:
  • Cortez, P.; Moro, S.; Rita, P.; King, D. & Hall, J. (2018). Insights from a text mining survey on Expert Systems research from 2000 to 2016. Expert Systems, 35(3), e12280. [advanced online publication on 16 april 2018]. doi:
  • Kozak, M., Rita, P., & Bigné, E. (2018). [Editorial]. New frontiers in tourism: destinations, resources, and managerial perspectives. European Journal of Management and Business Economics, 27(1), 2-5. DOI: 10.1108/EJMBE-03-2018-066
  • Kozak, M., Rita, P., & Bigné, E. (Eds.). (2018). Special Issue "New frontiers in tourism: destinations, resources, and managerial perspectives". European Journal of Management and Business Economics, 27(1).
  • Lebres, I., Rita, P., Moro, S.; Ramos, P. (2018). Factors determining player drop-out in Massive Multiplayer Online Games, Entertainment Computing. Entertainment Computing, 26, 153-162. doi:
  • Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management. 30 (1), 343-364. doi:
  • Moro, S., Cortez, P., & Rita, P. (2018). A divide-and-conquer strategy using feature relevance and expert knowledge for enhancing a data mining approach to bank telemarketing. Expert Systems, 35(3), [e12253]. DOI: 10.1111/exsy.12253
  • Moro, S., Pires, G., Rita, P., & Cortez, P. (2018). A cross-cultural case study of consumers' communications about a new technological product. Journal of Business Research. [Advanced online publicationon 16 august 2018]. DOI: 10.1016/j.jbusres.2018.08.009
  • Moro, S., Rita, P., & Oliveira, C. (2018). Factors Influencing Hotels’ Online Prices. Journal of Hospitality Marketing and Management, 27(4), 443-464. (Adavanced online publication on 24 october 2017). DOI: 10.1080/19368623.2018.1395379. To link to this article:
  • Moro, S.; Rita, P.; Oliveira, C.; Batista, F. & Ribeiro, R. (2018). Leveraging national tourist offices through data analytics. International Journal of Culture, Tourism and Hospitality Research, 12 (4), 420-426. 10.1108/IJCTHR-04-2018-0051. URL:
  • Nave, M., Rita, P., & Guerreiro, J. (2018). A decision support system framework to track consumer sentiments in social media. Journal of Hospitality Marketing and Management, 27(6), 693-710. [advanced online publication on 22 february]. doi: 10.1080/19368623.2018.1435327
  • Paulo, M. M., Rita, P., Oliveira, T., & Moro, S. (2018). Understanding mobile augmented reality adoption in a consumer context. Journal of Hospitality and Tourism Technology. [Advanced online publication on 2017]. DOI: 10.1108/JHTT-01-2017-0006
  • Rita, P., Brochado, A., & Dimova, L. (2018). Millennials’ travel motivations and desired activities within destinations: a comparative study of the US and the UK. Current Issues in Tourism, 1-17, (advanced online on 22 february 2018). DOI: 10.1080/13683500.2018.1439902
  • Rita, P., Oliveira, T., Estorninho, A., & Moro, S. (2018). Mobile services adoption in a hospitality consumer context. International Journal of Culture, Tourism, and Hospitality Research, 12(1), 143-158. DOI: 10.1108/IJCTHR-04-2017-0041
  • Santos, C. L., Rita, P., & Guerreiro, J. (2018). Improving international attractiveness of higher education institutions based on text mining and sentiment analysis. International Journal of Educational Management, 32(3), 431-447. DOI: 10.1108/IJEM-01-2017-0027
  • Silva, A. T.; Moro, S.; Rita, P. & Cortez, P. (2018). Unveiling the features of successful eBay smartphone sellers. Journal of Retailing and Consumer Services, 43 (July), 311-324. doi:
  • Calheiros, A. C., Moro, S., & Rita, P. (2017). Sentiment Classification of Consumer-Generated Online Reviews Using Topic Modeling. Journal of Hospitality Marketing and Management, 26(7), 675-693. DOI: 10.1080/19368623.2017.1310075
  • Fortes, N., Rita, P., & Pagani, M. (2017). The effects of privacy concerns, perceived risk and trust on online purchasing behaviour. International Journal of Internet Marketing and Advertising, 11(4), 307-329. DOI: 10.1504/IJIMA.2017.087269
  • Moro, S., Rita, P., & Coelho, J. (2017). Stripping customers' feedback on hotels through data mining: The case of Las Vegas Strip. Tourism Management Perspectives, 23, 41-52. DOI: 10.1016/j.tmp.2017.04.003
  • Moro, S., Rita, P., & Cortez, P. (2017). A text mining approach to analyzing Annals literature. Annals of Tourism Research, 66, 208-210. DOI: 10.1016/j.annals.2017.07.011
  • Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers In Human Behavior, 71, 153-164. DOI: 10.1016/j.chb.2017.01.050
  • Brochado, A., Rita, P., & Margarido, A. (2016). High tech meets high touch in upscale hotels. Journal of Hospitality and Tourism Technology, 7(4), 347-365. doi: 10.1108/jhtt-07-2016-0038
  • Moro, S., & Rita, P. (2016). Forecasting Tomorrow’s Tourist. Worldwide Hospitality and Tourism Themes, 8(6). doi: 10.1108/whatt-09-2016-0046

Book Section

  • Oliveira-Brochado, A., & Rita, P. (2017). Management perception of service quality. In The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism (pp. 107-115). Taylor and Francis Ltd. DOI: 10.4324/9781315659657 Conference proceeding
  • Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J. (2018). The perception of active listening practice on social networks. In 2018 Global Marketing Conference at Tokyo Proceedings (Vol. 2018, pp. 1098-1106). Global Alliance of Marketing & Management Associations. DOI: 10.15444/GMC2018
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