Marcya Gonzáles-Santiago holds a Ph.D. in Management with a specialization in Marketing from ISCTE-IUL (Portugal), where she was awarded an FCT doctoral scholarship. Her research focuses on marketing and tourism, with particular emphasis on AI-enabled tools and generative technologies in marketing and tourism, immersive technologies (VR/AR), service automation, and sustainability, especially in relation to consumer behavior and technology-mediated experiences.

She completed her Master’s in International Marketing & Management at ISM University of Management and Economics (Vilnius, Lithuania), after earning her Bachelor’s and Licenciate Degree in Tourism and Hotel Management from Universidad de San Martín de Porres (Lima, Perú).

Before joining academia, she worked in the tourism and hospitality industry for over ten years, primarily in customer service roles at a luxury cruise company, bringing strong practical insight into her teaching, research, and academic leadership.

Marcya is a published author and reviewer for international scientific journals and has presented her research at international conferences, including IBIMA, Euromed, the American Marketing Association (AMA), and RMER. She contributes to higher education through teaching, academic collaboration, and the supervision of master’s students in Management and Hospitality & Tourism Management, as well as invited lectures to PhD students in research and scientific publication courses at ISCTE–IUL. She is currently Assistant Professor (Professora Auxiliar) at Universidade Europeia (Portugal), where she teaches undergraduate courses in Tourism and Hotel Management and serves as Program Director of the B.A. in Tourism (English).