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Biography

I am a Principal Academic in Events Management in the Department of Events & Leisure, Faculty of Management. I have completed a BA in Tour Operating Management and PG Dip in Tourism Management in Portugal, where I also worked in higher education for 10 years before I joined BU. I currently lecture two undergraduate units (Consumer Experience & Behaviour [Events] and International Event Management) and one Masters unit (Event Principles and Practice). I am the Global Engagement Lead for my Department. I also supervise a number of UG and PG dissertations. My PhD (Bournemouth University) was sponsored by the Portuguese Tourism Board and focused on the adoption of e-commerce in the purchasing of leisure travel by consumers.

I have published in a number of journals, including Tourism Management, the IJCHM, Journal of Service Management, The Service Industries Journal, Event Management and the International Journal of Festival & Event Management. I have also presented more than 20 papers in international conferences...

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Research

My main area of research focus is consumer behavior & experience applied to tourism, events and leisure. I research various concepts within consumer behavior, including satisfaction, motivation, recreation specialization and experience. My PhD research was on the diffusion and adoption of technology-based innovations and I continue to maintain an interest in the area of innovative behaviours, technology related or otherwise.

My most recent project, supported by a Santander research grant, focuses on the study of the barriers to, and facilitators for the internationalization of Brazilian tourism researchers. This follows from my strong links to the Brazilian tourism academia. I have been a keynote speaker at the annual conference of Brazilian tourism Research and Post-Graduate Study (ANPTUR) twice.

Favourites

  • Cohen, S., Prayag, G. and Moital, M., 2013. Consumer behaviour in tourism: concepts, influences and opportunities. Current Issues in Tourism.
  • Rihova, I., Buhalis, D., Moital, M. and Gouthro, M.-B., 2013. Social layers of customer-to-customer value co-creation. Journal of Service Management, 24 (5), 553-566.
  • Moital, M., Whitfield, J.E., Jackson, C. and Bahl, A., 2012. Event sponsorship by alcoholic and non-alcoholic drinks businesses in India. International Journal of Contemporary Hospitality Management, 24, 289-311.
  • Spencer, A.J., Buhalis, D. and Moital, M., 2012. A hierarchical model of technology adoption for small owner-managed travel firms: An organizational decision-making and leadership perspective. Tourism Management, 33, 1195-1208.
  • Correia, A., Moital, M., Oliveira, N. and da Costa, C.F., 2009. Multidimensional Segmentation of Gastronomic Tourists Based on Motivation and Satisfaction. International Journal of Tourism Policy, 2, 37-57.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2009. Using Involvement for Segmenting the Adoption of e-Commerce in Travel. Service Industries Journal, 29, 723-739.
  • Correia, A. and Moital, M., 2008. The Antecedents and Consequences of Prestige Motivation in Tourism: An Expectancy-Value Motivation. In: Kozak, M. and Decrop, A., eds. Handbook of Tourist Behavior: Theory and Practice. Routledge, 16-34.

Journal Articles

  • Carter, H. and Moital, M., 2018. A taxonomy of event participants based on risk and security perceptions. Journal of Hospitality and Tourism Insights, In press.
  • Rihova, I., Buhalis, D., Gouthro, M.B. and Moital, M., 2018. Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic. Tourism Management, 67, 362-375.
  • Moital, M., Bain, A. and Thomas, H., 2018. Summary of cognitive, affective and behavioural outcomes of consuming prestigious sports events. Sport Management Review.
  • Jones, K. and Moital, M., 2017. Techniques employed to create event prestige value for corporate VIPs: the V.I.P. Framework. EUROPEAN JOURNAL OF TOURISM HOSPITALITY AND RECREATION, 8 (2), 117-129.
  • Andirin, C., Moital, L. and Cardoso, C., 2017. Service failures as organisational crises in business travel: Origins and operational strategies as perceived by events professionals. Revista Brasileira de Pesquisa em Turismo [Brazilian Journal of Tourism Research], 11 (3), 480-502.
  • Lewis, A. and Moital, M., 2016. Young professionals’ conspicuous consumption of clothing. Journal of Fashion Marketing and Management, 20 (2), 138-156.
  • Millán, A., Fanjul, M.L. and Moital, M., 2016. Segmenting the Business Traveler Based on Emotions, Satisfaction, and Behavioral Intention. Psychology and Marketing, 33 (2), 82-93.
  • Scully, K. and Moital, M., 2016. Peer influence strategies in collectively consumed products (events and festivals): an exploratory study among university students. Young Consumers, 17 (1), 46-63.
  • Rihova, I., Buhalis, D., Moital, L. and Gouthro, M., 2015. Conceptualising customer-to-customer value co-creation in tourism. International Journal of Tourism Research, 17 (7), 356-363.
  • Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17 (10), 872-909.
  • Moital, M., 2013. 8th CPTHL - Consumer Psychology for Tourism, Hospitality and Leisure Symposium. Anatolia, 24 (3), 499-500.
  • Moital, M., Dias, N.R. and Machado, D.F.C., 2013. A Cross National Study of Golf Tourists’ Satisfaction. Journal of Destination Marketing & Management, 2 (1).
  • Moital, M., Jackson, C. and Couillard, J., 2013. Using scenarios to investigate stakeholders’ views on the future of a sporting event. Event Management, 17 (4), 439-452.
  • Santos-Lewis, R. and Moital, M., 2013. Constraints to attend events across specialisation levels. International Journal of Event and Festival Management, 4 (2), 107-124.
  • Cohen, S., Prayag, G. and Moital, M., 2013. Consumer behaviour in tourism: concepts, influences and opportunities. Current Issues in Tourism.
  • Rihova, I., Buhalis, D., Moital, M. and Gouthro, M.-B., 2013. Social layers of customer-to-customer value co-creation. Journal of Service Management, 24 (5), 553-566.
  • Gândara, J.M., Mendes, J., Moital, M., Ribeiro, F.N.S., Souza, I.J. and Goulart, L.A., 2012. Planificación estratégica de un circuito turístico hitórico-cultural experiencial: Itabuna - Bahia, Brasil. Estudios y Perspectivas en Turismo, 21 (1), 225-248.
  • Moital, M., Whitfield, J.E., Jackson, C. and Bahl, A., 2012. Event sponsorship by alcoholic and non-alcoholic drinks businesses in India. International Journal of Contemporary Hospitality Management, 24, 289-311.
  • Spencer, A.J., Buhalis, D. and Moital, M., 2012. A hierarchical model of technology adoption for small owner-managed travel firms: An organizational decision-making and leadership perspective. Tourism Management, 33, 1195-1208.
  • Moital, M., Whitfield, J.E., Jackson, C. and Bahl, A., 2012. Event Sponsorship by Alcoholic and Non-Alcoholic Drinks Businesses in India. International Journal of Contemporary Hospitality Management, 24, 289-311.
  • Xu, F., Morgan, M. and Moital, M., 2011. Cross-cultural segments in international student travel -- an analysis of British and Chinese market. Tourism Analysis.
  • Xu, F., Morgan, M. and Moital, M., 2011. Cross-cultural segments in international student travel -- an analysis of British and Chinese market. Tourism Analysis, 16, 663-675.
  • Moital, M., Robinson, T. and Achterkamp, I., 2011. Germany’s Image as a Holiday Destination: An Investigation into the Perceptions of British Visitors and non-Visitors. Turismo: Visão e Ação, 13 (1), 6-19.
  • Peres, R., Correia, A. and Moital, M., 2011. The indicators of intention to adopt mobile electronic tourist guides. Journal of Hospitality and Tourism Technology, 2, 120-138.
  • Flecha, A.C., Lott, W., Lee, T.J., Moital, M. and Edwards, J.R., 2010. Sustainability of Events in Urban Historic Centers: The Case of Ouro Preto, Brazil. Tourism and Hospitality Planning & Development, 7, 131-143.
  • Correia, A., Moital, M., Oliveira, N. and da Costa, C.F., 2009. Multidimensional Segmentation of Gastronomic Tourists Based on Motivation and Satisfaction. International Journal of Tourism Policy, 2, 37-57.
  • Moital, M., Vaughan, R., Edwards, J. and Peres, R., 2009. Determinants of intention to purchase leisure travel over the Internet. Anatolia: an international journal of tourism and hospitality research, 20 (2), 345-358.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2009. Using Involvement for Segmenting the Adoption of e-Commerce in Travel. Service Industries Journal, 29, 723-739.
  • Moital, M., Edwards, J.R. and Vaughan, D.R., 2009. Determinants of Intention to Purchase Over the Internet. Anatolia: An International Journal of Tourism & Hospitality Research, 20, 345-358.
  • Edwards, J.R., Moital, M., Vaughan, D.R. and Peres, R., 2009. ‘Determinants of Intention to Purchase Over the Internet’. Anatolia, 20, 345-358.
  • Correia, A., Moital, M., Costa, C. and Peres, R., 2008. The Determinants of Gastronomic Tourists' Satisfaction: A Second-Order Factor Analysis. Journal of Foodservice, 19, 164-176.
  • Costa, C., Peres, R. and Moital, M., 2005. Lisbon as a city break destination: a competitive analysis as perceived by London travel agents. Journal of Tourism and Development, 2, 67-80.
  • Costa, C. and Moital, M., 2004. The Development of a Systematic Approach to Government Involvement in International Tourist Events. Journal of Tourism and Development, 1, 68-78.

Chapters

  • Moital, M. and Bennett, R., 2016. Management style preference and its impact on employee job satisfaction in independent hotels: An exploratory study. In: Rontos, K., Filipe, J. and Tsartas, P., eds. Modelling and New Trends in Tourism: A Contribution to Social and Economic Development. Nova Science Publishers.
  • Bennett, R. and Moital, M., 2016. Management style preference and its impact on employee job satisfaction in independent hotels: An exploratory study. Modeling and New Trends in Tourism: A Contribution to Social and Economic Development. 303-319.
  • Rihova, I., Buhalis, D., Moital, M. and Gouthro, M., 2014. Social constructions of value: marketing considerations for the context of events and festival participation. In: Moufakkir, O. and Pernecky, T., eds. Ideological, Social and Cultural Aspects of Events. CABI.
  • Moital, M. and Gândara, J., 2012. Sensual tourism in Brazil: The off-season carnival (micareta) experience. Tourism in Brazil: Environment, Management and Segments. 141-157.
  • Ribeiro, F.N., Souza, T.J., Gândara, J.M., Mendes, J., Goulart, L.A. and Moital, M., 2012. O Planejamento estratégico de um roteiro experiêncial para Itabuna - Bahia. In: Beni, M.C., ed. Turismo: planejamento estratégico e capacidade de gestão - Desenvolvimento regional, rede de produção e clusters. Editora Manole.
  • Moital, M. and Gândara, J.M., 2012. Sensual Tourism in Brazil: the Off-Season Carnival (Micareta) Experience. In: Lhomann, G. and Dredge, D., eds. Tourism in Brazil: Environment, Management and Segments. Routledge, 140-157.
  • Moital, M. and Dias, N.R., 2012. Golf Tourists’ Satisfaction: Hard-core versus Recreational Golf Tourists. In: Shipway, R. and Fyall, A., eds. International Sport Events: Impacts, Experience and Identities. Routledge.
  • Moital, M., Edwards, J.R. and Vaughan, D.R., 2008. Predicting the Intention to Purchase Leisure Travel over the Internet: a Regression Analysis. In: Kozak, M. and Kozak, N., eds. 4th World Conference for Graduate Research in Tourism, Hospitality and Leisure: Proceedings, 23-27 April 2008, Antalya, Turkey. Graduate Research in Tourism, Hospitality and Leisure, 340-343.
  • Correia, A. and Moital, M., 2008. The Antecedents and Consequences of Prestige Motivation in Tourism: An Expectancy-Value Motivation. In: Kozak, M. and Decrop, A., eds. Handbook of Tourist Behavior: Theory and Practice. Routledge, 16-34.
  • Vaughan, D.R., Moital, M. and Edwards, J.R., 2004. The use of electronic commerce by the Portuguese tourism industry. In: Gouveia, L., ed. Readings in information society. Portugal: Universidade Fernando Pessoa University Press, 261-288.
  • Edwards, J.R., Moital, M. and Vaughan, D.R., 2004. The impacts of Mega-events: the case of EXPO '98 - Lisbon. In: Robinson, M. and Long, P., eds. Tourism and cultural festivals and events: marketing, management and development. Sunderland: Business Education Publishers, 195-215.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2002. Consumer attitudes towards purchasing leisure travel on the Internet - a methodology. Research in Tourism. Lisbon, Portugal: Portuguese Institute for Tourism Funding and Support, 313-327.

Conferences

  • Moital, M. and Bain, A., 2017. Behavioural reactions to the consumption of prestige in events. In: 3rd World Research Summit for Tourism and Hospitality 15-19 December 2015 UCF Rosen College of Hospitality Management, Orlando, Florida, USA.
  • Moital, L., 2017. Managing Prestige in Spa & Thermal Experiences. In: Thermalism 2 basic course Pre-Termatalia 2017 - Thermal Destination Planning 18-19 September 2017 Ourense, Spain.
  • Calcagno, G. and Moital, 2017. Photographic triggers of engagement with event pictures on Instagram. In: Atlas Americas Conference 5-7 June 2017 Recife.
  • Devenish, K. and Moital, M., 2017. Barriers and Facilitators to Event Greening Practices within the Corporate Sphere. In: The 15th Asia Pacific Forum for Graduate Students Research in Tourism 16-18 May 2016 Hong Kong Polytechnic University, SAR China.
  • Adams, K. and Moital, M., 2015. Strategies employed to manage wedding clients’ unrealistic, fuzzy and implicit expectations. In: 3rd ICE - International Conference on Events 6-9 September 2015 Institude for Tourism Studies, Macau.
  • Moital, M. and Bain, A., 2015. Emotional reactions to the consumption of prestige in events. In: 3rd ICE - International Conference on Events 6-9 September 2015 Institude for Tourism Studies, Macau.
  • Spencer, A., Buhalis, D. and Moital, M., 2011. Determinants of Organizational Technology Adoption for Travel Firms: Prospects and Challenges,eRTR Review of Tourism Research. In: ENTER2011 26-28 January 2011 Innnsbruck, Austria.
  • Xu, F., Morgan, M. and Moital, M., 2010. A global-centric approach to international segmentation of travel markets. In: 3rd Advances in Tourism Marketing Conference 6-9 September 2009 Bournemouth University, England.
  • Moital, M. and Morrison, P., 2009. Using ‘real’ tasks and real organisations to improve student learning and motivation. In: 7th AEME Events Management Educators Forum: “Continuing Professional Development or Continuing to Develop the Professionals?” 18-19 June 2009 University of Huddersfield, Huddersfield, United Kingdom.
  • Bray, J.P. and Moital, M., 2009. Assessment Feedback using Comment Banks: New Methods. In: Education Enhancement Conference 2009 21 May 2009 Bournemouth University.
  • Moital, L., Jackson, C. and Gouthro, M., 2009. Examining the contribution of emotions to festival satisfaction using logistic regression. In: Allen, J., ed. International Event Management Summit 6-7 July 2009 Gold Coast, Australia. Sydney: Australian Centre for Event Management, University of Technology, Sydney, 457-472.
  • Jackson, C., Moital, M. and Le Couillard, J., 2009. The future of a Marathon as perceived by its stakeholders. In: International Event Management Summit 6-7 July 2009 Gold Coast, Australia. Sydney: Australian Centre for Event Management, University of Technology, Sydney, 325-342.
  • Moital, M., Correia, A. and Ferreira da Costa, C., 2009. The Gastronomic Experience of European Tourists in Portugal. In: New Zealand Tourism Research Institute Workshop Series 24 July 2009 Auckland University of Technology.
  • Moital, M., Edwards, J.R. and Vaughan, D.R., 2008. The Determinants of the Intention to Purchase Leisure Travel over the Internet. In: EIGTUR 2008 First International Meeting for Tourism Management: The Public and Private Sector 25-29 May 2008 Minas Gerais, Ouro Preto, Brazil.
  • Moital, M., Vaughan, D.R., Edwards, J.R. and Peres, R., 2008. Predicting the Intention to Purchase Leisure Travel Over the Internet: A Regression Analysis. In: Kozak, M. and Kozak, N., eds. 4th World Conference for Graduate Research in Tourism, Hospitality and Leisure: Proceedings 23-27 April 2008 Antalya, Turkey. Springer, 340-343.
  • Peres, R., Correia, A. and Moital, M., 2008. Role of Mobile Electronic Tourist Guide on the Learning Process. In: Kozak, M. and Kozak, N., eds. 4th World Conference for Graduate Research in Tourism, Hospitality and Leisure: Proceedings 23-27 April 2008 Antalya, Turkey. Springer, 516-532.
  • Achterkamp, I., Robinson, T. and Moital, M., 2008. Germany’s Image as a Holiday Destination: An Investigation into the Perceptions of British Visitors and Non-Visitors. In: II International Congress of Tourism 19-20 November 2008 Leiria Polytechnic Institute, Portugal.
  • Moital, M., 2008. Quality and Satisfaction in the Hospitality Sector: Food Tourism in Portugal. In: VIII International Conference of Partner Institutions (La Fondation pour la Formation Hôtelière, Nestle Pro Gastronomia and Hotel Academy 10-11 October 2008 Presov, Slovakia.
  • Moital, M., 2008. Learning From the Past: The Legacy of Expo’98. In: ANPTUR’s V Annual Conference (Brazilian Association of Tourism Researchers) 25-26 August 2008 Belo Horizonte, Brazil.
  • Moital, M., 2008. A Conceptual Framework for Researching Prestige Motivation in Tourism. In: EIGTUR 2008: 1st International Meeting on Tourism Management 25-29 March 2008 Ouro Preto, Minas Gerais, Brazil.
  • Costa, R., Correia, A. and Moital, M., 2008. The Determinants of Intention to Adopt Mobile Electronic Tourist Guides. In: EIGTUR 2008 First International Meeting for Tourism Management: The Public and Private Sector 25-29 May 2008 Minas Gerais, Ouro Preto, Brazil.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2008. The Determinants of Intention to Purchase Leisure Travel over the Internet. In: EIGTUR 2008: 1Encontro Internacional Sobre Gestao do Turismo: O Setor Publico e o Privado 25-29 March 2008 Federal University Minas Gerais, Ouro Preto, Brazil.
  • Vaughan, D.R. and Moital, M., 2007. Using Online Social Network Communities to Study the Tourists’ Experience of Events: Preliminary Evaluation. In: Event Tourism: Enhancing Destinations and the Visitor Economy 10-11 January 2007 Bournemouth University.
  • Correia, A., Oliveira, N., Moital, M. and Costa, C., 2007. A Multidimensional Segmentation of Gastronomic Tourists Based on Motivation and Satisfaction. In: XI Conferencia Española y Primer Encuentro Iberoamericano de Biometría, 20-22 June 2007 Salamanca, Spain.
  • Moital, M., Bahl, A. and Jackson, C., 2007. Event Sponsorship by India’s Beverage Industry. In: Fourth International Event Research Conference: Re-eventing the City: Events as Catalysts for Change 11-12 July 2007 Melbourne, Australia.
  • Correia, A., Moital, M. and Costa, C., 2007. Segmenting the Tourists’ Gastronomic Experience: A Multigroup Factor Analysis. In: Extraordinary Experiences Conference: Managing the Consumer Experience in Hospitality, Leisure, Sport, Tourism, Retail and Events 3-4 September 2007 Bournemouth, England.
  • Costa, R., Correia, A. and Moital, M., 2007. Importance-Performance Analysis of Mobile Technologies in Tourism. In: ATLAS Annual Conference 2007: Destinations revisited Perspectives on Developing and Managing Tourist Areas 5-7 September 2007 Viana do Castelo, Portugal.
  • Moital, M., Correia, A. and Costa, C., 2007. Gastronomic Tourist’s Behavioural Intentions: A Structural Approach Based on Motivations and Satisfaction. In: ATLAS Annual Conference 2007: Destinations revisited Perspectives on Developing and Managing Tourist Areas 5-7 September 2007 Viana do Castelo, Portugal.
  • Vaughan, D.R. and Moital, M., 2007. Using On-Line Social Network Communities to Study Tourists' Experience of Events: Methodological Issues. In: Event Tourism: Enhancing Destinations and the Visitor Economy 10-11 January 2007 Bournemouth University.
  • Edwards, J.R., Moital, M. and Vaughan, D.R., 2004. The impacts of mega-events on tourism: the case of EXPO '98 in Lisbon. In: Journeys of Expression: Cultural Festival/Events and Tourism Conference 6-9 February 2004 International Festival and Events Association, Bonn, Germany..
  • Moital, M., Costa, C. and Peres, R., 2003. Lisbon as a City Break Destination – Competitive Analysis as Perceived by London Travel Agents. In: Travel and Tourism Research Association Annual Conference: Urban Tourism-mapping the future 24-27 September 2003 Glasgow, Scotland.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2003. The Adoption of Electronic Commerce in the Purchasing of Leisure Travel Components. In: Sixth International Conference on Electronic Commerce Research ICECR-6 23-26 October 2003 Southern Methodist University, Dallas, USA.
  • Moital, M., Vaughan, D.R. and Edwards, J.R., 2003. The adoption of electronic commerce in the purchasing of leisure and travel components. In: Sixth International Conference on Electronic Commerce 23-26 October 2003 Southern Methodist University, Dallas, Texas, USA..
  • Edwards, J.R., Moital, M. and Vaughan, D.R., 2002. The Impacts of Mega-events on Tourism: The Case of EXPO’98 in Lisbon. In: Journeys of Expression: Cultural Festival/Events and Tourism 7-10 February 2002 Bonn, Germany.
  • Moital, M. and Costa, C., 2002. The Development of a Systematic Approach to Government Involvement in International Tourist Events: The Portuguese PIQTUR Plan. In: Journeys of Expression II: Tourism and Cultural Festivals/Events 6-9 March 2003 Vienna, Austria.

PhD Students

  • John Fotis. The use of social media and its impacts on consumer behaviour: The context of holiday travel
  • Ivana Rihova. Consumers as producers: customer-to-customer co-creation of value at festivals
  • Amanda Wilding. An evaluation of the diffusion and adoption of sport psychology

Profile of Teaching PG

  • Event Principles and Practice

Profile of Teaching UG

  • Consumer Experience & Behaviour [Events]
  • Event Innovation
  • Leisure Innovation

Grants

  • Internationalisation of Brazilian Tourism Research – mapping the training needs and identification of funding opportunities (Santander, 02 Apr 2012). Completed

Conference Presentations

  • Association of Event Management Educators (AEME) 2016 Forum, ‘A game of two halves: the value of field trips in event management education. Case studies of Dublin & Lisbon’, 13 Jul 2016, Derby University, Derby

Qualifications

  • PhD in Tourism (Bournemouth University, 2006)
  • PG Dip (Licenciatura) in Tourism Management (Estoril Higher Institute for Hotel and Tourism Studies, 1998)
  • BA (Hons) in Tour Operating Management (Estoril Higher Institute for Hotel and Tourism Studies, 1995)
  • PGCE in Academic Practice (Bournemouth University, 2007)

Honours

  • Bournemouth University Award for Outstanding Contributions to Student Learning in “Innovative Assessment Practices: Client-Based Assessment and Waypoint” (Bournemouth University, 2009)
  • 2nd Place, Best Paper Award for the paper Achterkamp, I., Robinson, T. and Moital, M., Germany’s image as a holiday destination: an investigation into the perceptions of British Visitors and non-Visitors (2nd Tourism International Congress, Leiria Polytechnic Institute, Portugal, November 2008, 2008)

Memberships

  • Higher Education Academy, Fellow (2008-),
The data on this page was last updated at 04:09 on December 15, 2018.