People

Adela returns to the Institute as a Research Fellow. Prior to this she was an Academic Visitor for the periods 8 - 18 February 2017 and June-September 2015
Doctor in Business Administration and Management from the University of Deusto. Research Fellow at the University of Oxford, affiliated professor at MIT Media Lab and RCC Harvard University, Adela holds an Executive MBA, a Master's in Marketing from the University of the Basque Country, and a Master's in Professional Coaching. She has studied and trained in Professional Coaching and Leadership Coaching at New York University, Stanford University, and Harvard University (USA), as well as training in Creativity at Saint Martins College, London (UK).
Adela Balderas is a Professor at Deusto Business School, University of Deusto (Spain) and Professor and Master´s Director at Basque Culinary Center - University of Mondragon, Spain. Consultant for the hospitality industry in marketing, business and communication skills, she has a wealth of teaching experience at the undergraduate and graduate levels. She is a Guest Lecturer at several International Universities and Speaker at International and National companies. Adela researches senior tourism, leadership and communication skills.
Links to publicly accessible reports; academic publications available on request.
2024
- Beyond Tourism: The Importance of Baby Boomer Generation Volunteers
- The role of perceived risk and information security on customers' acceptance of service robots in the hotel industry
2023
- Are chefs happiness providers? Exploring the impact of organisational support, intrapreneurship and interactional justice from the perspective of happiness management
- Volunteer tourism: The future of baby boomer tourists in a post pandemic world
- Hotel customers’ behavioral intentions toward service robots: the role of utilitarian and hedonic values
- Baby boomers and sustainable tourism: The need for a new research agenda
- Resilient leadership in the tourism industry
- Baby boomers and sustainable tourism
- Engaging Guests in the Sustainability Experience: Leading question: How can hotels engage guests in sustainability endeavours and experiences
- Tourism as a Means of Happiness and Subjective Well-Being for Senior Travelers
2022
- Baby boomers and their growing interest in spa and wellness tourism
- Factors affecting hotel managers’ intentions to adopt robotic technologies: A global study
- Discovering silver market segments in cooking courses: The case of Basque Culinary Center
- The market power of older travellers and how they are portrayed: a practical approach to an increasing market segment
2021
- Tourism preferences of seniors and their impact on healthy ageing,
- Resilience of Tourism Employees
- Reinventing your leadership : 12 keys to manage teams
2020
- Gastronomic tourism and the senior foodies market
- Senior Tourism and Customer Experience: Links and Opportunities
2019
- Aging Well.
- Senior travellers: travellers and its role on an active and healthy ageing
- Senior Foodies: A developing niche market in gastronomic tourism
- Senior Travellers: an Emerging Market Segment in Gastronomy Tourism
2018
- Senior Tourism: Determinants, motivations and behavior in a globalized and evolving market segment
- Continuing and Emerging Trends of Senior Tourism: A Review of the Literature.
- Senior tourism: An emerging and attractive market segment for destinations
2017
- Changing trends in the baby boomer travel market: importance of memorable experiences
- The Silver segment: a case study on how to adapt marketing strategies to segmentation opportunities in the hospitality industry
- Senior Tourism and Hospitality Industry: Challenges and Opportunities for improving the Customer Experience of an evolving market segments
- Leisure Travelling and its Link to an Active and Healthy Ageing
- Senior Tourism: Towards and Active and Healthy Ageing