Vania Vigolo

foto,  December 4, 2017
Position
Associate Professor
Academic sector
SECS-P/08 - MANAGEMENT
Research sector (ERC)
SH1_9 - Marketing

Office
Santa Marta,  Floor 2,  Room 2.80
Telephone
045/8028624
Fax
045/8028220
E-mail
vania|vigolo*univr|it <== Replace | with . and * with @ to have the right email address.
Curriculum

Vania Vigolo is Associate Professor of Management at the Department of Business Administration, University of Verona. She received her PhD in Marketing for business strategies from the University of Bergamo in 2008. Since 2017, she has been member of the Governing Board of the University Language Centre.
 
Her main research interests include:
  • tourism and hospitality marketing (with a focus on tourist behavior, destination marketing, relationships between tourism and technology)
  • services marketing and management (with a focus on co-creation, service quality and customer satisfaction)
  • branding strategies, both in B2C and B2B contexts
  • sustainable consumption
She has published her works mainly in national and international journals such as International Journal of Tourism Research, The TQM Journal, Journal of Environmental Management, Journal of Fashion Marketing and Management, and in international conferences proceedings.
She is member of the editorial board of Sinergie Italian Journal of Management and serves as a reviewer for several international journals.
 
She has been awarded by Emerald for two articles published in The TQM Journal:
  • in 2015, “Outstanding paper” award for Ugolini, Cassia and Vigolo (2014), “Services branding: is it a matter of gender?”
  • in 2018, “Highly commended article” award for Bonfanti, Vigolo, Douglas and Baccarani (2017), “Servicescape navigation: a customer typology based on the wayfinding ability of Italian hospital visitors”.
 
With regard to public engagement, in 2017 she participated to the Researchers’ Night with a speech about the scientific method.

Modules

Modules running in the period selected: 19.
Click on the module to see the timetable and course details.

Course Name Total credits Online Teacher credits Modules offered by this teacher
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi A-L] (2019/2020)   9   
Master’s degree in Business Administration and Corporate Law Public Management (2019/2020)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi A-L] (2018/2019)   9  eLearning
Master’s degree in Business Administration and Corporate Law Public Management (2018/2019)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing [Cognomi A-L] (2016/2017)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2015/2016)   9  eLearning
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2014/2015)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2013/2014)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2012/2013)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2011/2012)   9   
Master's degree in Languages for Communication in Tourism and Commerce Advanced tourism marketing (2010/2011)   9   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of international marketing (2010/2011)   9    (Modulo 1)
Master's degree in Languages for commercial communication and the promotion of international tourism (until 2008-2009) Management tools for territorial governance (2009/2010)   6   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of management [CInt A-L] (2009/2010)   9   
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) International Marketing (2008/2009)   6   
Bachelor's degree in Languages and Cultures for Tourism and International Commerce Principles of management [Tur] (2008/2009)   9    Modulo 2
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourist Company Economics and Management (2008/2009)   6   
Degree in Languages and Culture for Tourism Management and International Commerce International Marketing (2007/2008)   6   
Bachelor's degree in Languages and Culture for Tourism and International Commerce (until 2007-2008) (not running) Tourist Company Economics and Management (2007/2008)   6   

 

Research groups

Confartigianato: profile and service needs of the members
The research group intends to investigate the characteristics and problems of the management of the trade associations and the need to employ managerial tools to improve the quality of the services provided by the associations to their members.
Customer experience in services industry
The research group aims to investigate how services organizations - especially in the retail and hospitality industry - can improve customer experience.
DMO - Strategic planning of tourism destinations
The Research Group “DMO – Strategic planning of tourism destinations” aims to contribute to the strategic planning and management of tourism destinations, with a particular focus on the city of Verona.
Enterprise 4.0 and digital transformation for micro, small and medium businesses in Verona
The research group acts in synergy with Punto Impresa Digitale of the Chamber of Commerce to provide answers to the digital development needs of 100 Verona’s firms and is linked to the analogous research group at the Department of Computer Science.
Service quality, brand equity and brand reputation of water utilities
This research group aims to measure service quality, brand equity and reputation of water utilities according to the perceptions of different stakeholders (e.g. citizens, firms, public administrations).
Tocatì - economic impact of cultural events
The Research Group “Tocatì – economic impact of cultural events” aims to assess the direct economic impact of Tocatì – International Festival of Games in the Streets on the city of Verona.
Skills
Topic Description Research area
Tourist behavior Study of tourist behavior during the various phases of the tourist experience. Use of qualitative and quantitative research methods to identify tourists’ needs, expectations, perceptions, attitudes and satisfaction. Analysis of the relationship between tourist behavior and technology, with specific regard to cohort differences. Study of older tourists’ behavior and identification of marketing strategies aimed at this specific market segment. Tourism management
Tourism management
Country-of-origin effect and international markets Study of customers’ perceptions about Italian products and brands available in international markets. Exploration of the impact of country-of-origin effect on consumers’ purchase behavior. Analysis and definition of competitive strategies for international markets. Marketing
Marketing
Destination management Study of tourist destinations and local tourism systems and their impact. Particular emphasis is placed on the study of the motivations behind the choice of destination by tourists and their subsequent level of satisfaction. Analysis of the Destination Management Organization (DMO): structure and performance. Qualitative research (with focus groups and interviews) and quantitative (with data collection and processing through the use of SPSS). Tourism management
Tourism management
Strategic management of service quality Measurement of service quality and customer satisfaction in various service contexts with the support of qualitative and quantitative research methods. Analysis of the dimensions and drivers of service quality and customer satisfaction. Definition of competitive strategies aimed at the attainment of a competitive advantage. Service management
Service management
Hospitality management Study of the hospitality industry, with particular regard to accommodation services. Identification of strategies aimed at improving service quality and customer satisfaction in this specific service setting. Analysis of user-generated content with the support of content analysis and sentiment analysis techniques. Study and definition of online review management strategies. Tourism management
Tourism management
Public utilities management Analysis of the peculiarities of service delivery and service management in the context of public utilities (in particular with regard to water and energy services). Use of instruments such as service flowcharting and service blueprinting for the service design. Application of stakeholder engagement models aimed at promoting more sustainable consumption behaviors. Development of communication strategies for public utilities. Service management
Service management
Branding strategies Study of branding strategies from a business-to-consumer and a business-to business perspective. Application of brand identity, brand image and self-congruity models to define brand positioning and differentiation. Analysis of corporate brand reputation based on both qualitative methods (e.g. in-depth interviews, focus groups) and quantitative methods (e.g. surveys with structured questionnaires). Marketing
Marketing
Projects
Title Starting date
Atteggiamento e comportamento di riciclo nelle università 10/15/18
La categoria grafica in confartigianato - Verona: Profilo e bisogni di servizi 2/1/18
Measuring the economic impact of cultural events: Tocatì – International Festival of Street Games 1/1/18
Investigating performing-arts organizations between customer education and performance quality 6/30/16
Responding to guests’ online reviews 11/13/15
Investigating senior guests' needs at hotels 1/15/14
Tra consuetudine e cambiamento nei processi decisionali aziendali 10/1/05
Erogazione di servizi complessi: coordinamento e gestione della relazione con il cliente 7/1/05
Sfide per le imprese locali di pubblici servizi in un contesto in forte evoluzione (continuazione, anno 2003) 6/15/03