Dr Marta Nieto-Garcia
Biography
I am a part-time senior lecturer in Marketing at the University of Portsmouth. I am the Departmental Director of Postgraduate Research Degrees (Marketing). My academic interests relate to Marketing and Hospitality Management. I received my PhD in Business Economics (with a concentration in Marketing) from the Universidad de Salamanca, Spain. I also hold a MRes and a BSc in Business Economics.
Research interests
I do research in services marketing. My research topics include consumer decision making, pricing and peer-to-peer economy. I am currently involved in projects that investigate how marketing actions can promote sustainable outcomes for consumers, businesses and society. My work has been published in leading journals including Journal of Business Research, Psychology & Marketing, Annals of Tourism Research, Journal of Travel Reseach and International Journal of Hospitality Management.
I am a co-investigator in a number of consultancy projects. One of these projects, "Barometer of vacational rentals in Spain" with VRBO, former Homeaway.com, offers a solid understanding of tourists’ decisions and behaviour in the context of hotel and holiday home stays in Spain.
Teaching responsibilities
My teaching responsibilities include a number of modules both at PG and UG level. I also supervise UG and PG dissertations within the fields of marketing, international business management and hospitality management.
Research outputs
2025
Plastic blindness: lifting the blindfold through citizen science
Whitman, K. M., Bowyer, C., Nieto-Garcia, M., Georgiou, G. P., Evans, T. R., Fletcher, S.
1 Nov 2025, In: Environmental Science and Policy. 173, 11p., 104218
Research output: Article
An investigation of how and why organizations enact greenhushing
Khan, N., Nieto-Garcia, M., Acuti, D., Viglia, G.
30 May 2025, In: Journal of Advertising Research
Research output: Article
2024
Consumer hypocrisy and researcher myopia: a scrutiny of the intention-behaviour gap in sustainable tourism
Nieto-Garcia, M., Acuti, D., Viglia, G.
12 Jan 2024, In: Annals of Tourism Research, 13p., 103678
Research output: Article
2023
Understanding how virtuous lenders encourage support for peer-to-peer platforms’ prosocial initiatives
Pino, G., Nieto-Garcia, M., Peluso, A. M., Viglia, G., Filieri, R.
1 Nov 2023, In: Journal of Business Research. 168, 16p., 114251
Research output: Article
Managing crisis in the cruise industry: using internal communications to foster workforce resilience
Sharples, L., Fletcher-Brown, J., Nieto-García, M., Sit, K., Viglia, G.
14 Jun 2023, In: Tourism Review, 20p.
Research output: Article
2022
Students’ recalled desirability of game-based student response systems (GSRSs): a user experience (UX) perspective
Nieto-Garcia, M., Sit, J.
13 Sep 2022, In: Marketing Education Review, 13p.
Research output: Article
Exploring crisis communications during a pandemic from a cruise marketing managers perspective: an application of construal level theory
Sharples, L., Fletcher-Brown, J., Sit, J., Nieto-Garcia, M.
11 Aug 2022, In: Current Issues in Tourism, 16p.
Research output: Article
The wheel of dynamic pricing: towards open pricing and one to one pricing in hotel revenue management
Talón-Ballestero, P., Nieto-Garcia, M., González-Serrano, L.
1 Apr 2022, In: International Journal of Hospitality Management. 102, 10p., 103184
Research output: Article
Would you like to add a gratuity? When explicit requests hamper tipping
Dyussembayeva, S., Viglia, G., Nieto-Garcia, M., Mattila, A. S.
1 Feb 2022, In: Journal of Business Research. 139
Research output: Article
2021
Competitors or complements: a meta-analysis on the effect of Airbnb on hotel performance
Yang, Y., Nieto-Garcia, M., Viglia, G., Nicolau, J. L.
17 Oct 2021, In: Journal of Travel Research, 20p.
Research output: Article