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Dr Francisco Rejón Guardia
Dr Francisco Rejón Guardia
Tenure-track contract Lecturer with a PhD
Marketing and Market Research
  • Despatx DB022 / Associats Economia de l'EmpresaPlanta baixaGaspar Melchor de Jovellanos

Dr Francisco Rejón Guardia


More information


Associate professor of Marketing and Market Research at the University of Balearic Islands (Spain). He holds a Ph.D. in Business Sciences, a degree in Business and Administration Science, a Master in Marketing and Consumer Behaviour and a Master in Bank Management.

His main areas of research interest are Social Media and o­­n-line consumer behavior, new advertising formats and application of emerging technologies in education. He published on these topics in journals such as Internet Research, Psychology & Marketing, Industrial Management & Data Systems, Journal of International Consumer Marketing, Journal of Technology and Science Education as well as books and book chapters.

His papers have appeared in conferences such as Academy Marketing Science (AMS), European Marketing Academy (EMAC), the Spanish Academic and Professional Marketing Association (AEMARK).

He is a member of the editorial boards for several international journals and AEMARK member.


Office Hours

Lecturer Tutorial Times
Start Date End Date Day Start Time End Time Location
01/09/2019 30/04/2020 Tuesday 12.00 13.00 DB022 - EDIFICI JOVELLANOS - SEND AN EMAIL TO CONFIRM

Teaching, 5 previous years

Subject Degree
11468 - E-tourism and Customer Relations Management (CRM)
11482 - Practical Placements
  • Master's in Tourism Management and Planning2018-19
11483 - Master's Thesis
11655 - Accounting for Customer Knowledge
  • Master's in Big Data Analysis in Economics and Business2016-17, 2017-18
20519 - Tourism Marketing II
20531 - Final Degree Project
21221 - Market Research and Consumer Behaviour
21222 - Final Degree Project
29124 - Tourist Marketing II


Research groups

Group Membership type
Decision Science Collaborator
Research group on Tourism, Networks and Marketing (TURNETMK) Main researcher



Published papers

  • Alonso Dos Santos, M., Rejón Guardia, F. & Calabuig, F. (2018). Sponsorship image transfer theory in virtual brand communities. Industrial Management & Data Systems. (ISI Social Science Citation Index – Q2 – IF – 2.343) 
  • Alonso-Dos-Santos, M., Rejón-Guardia, F., Campos, C. P., Calabuig-Moreno, F., & Ko, Y. J. (2018). Engagement in sports virtual brand communitiesJournal of Business Research. (ISI Social Science Citation Index – Q1 – IF – 3.354) 
  • Rejón-Guardia, F., García-Sastre, M.A & Alemany-Hormaeche, M. (2017). Hikers as cultural tourists: differences between hard and soft behaviours. Anatolia, 1-11. DOI:10.1080/13032917.2017.1414452 (Scopus Q2) 
  • Rejón-Guardia, F., García-Sastre, M.A & Alemany-Hormaeche, M. (2017). Motivation-Based behaviour and Latent Class segmentation of Cycling tourists: a study of the Balearic Islands. Tourism Economics, Vol 24, Issue 2, pp. 204 – 217. 1354816617749349. (ISI Social Science Citation Index. IF –  1.124) 
  • Rejón-Guardia, F. & Palma-Valenzuela (2017). A Model of the literature adoption in high education: an approach with the historical novel. International Research in Higher Education, Vol. 2, nº 1. p. 1-12. DOI: 
  • Rejón-Guardia, F., & Luna-Nevarez, C (2017). “Showrooming” in consumer electronics retailing: An empirical study. Journal of Internet Commerce, 16(2), 174-271. doi:10.1080/15332861.2017.1305812 (Scopus Q3) 
  • Alonso Dos Santos, M., Calabuig Moreno, Ferran, Rejón-Guardia, F. & Pérez Campos, Carlos (2016). Influence of the virtual brand community in sports sponsorship. Psychology & Marketing. (ISI Social Science Citation Index – Q2  – IF – 2.634) 
  • Muralidharan, S., Rejón-Guardia, F., & Xue, F. (2016). Understanding the Green Buying Behavior of Younger Millennials from India and the United States: A Structural Equation Modeling Approach. Journal of International Consumer Marketing, 28(1), pg. 54-72. http:10.1080/08961530.2015.1056328 (Scopus Q2 – Marketing) 
  • Martínez-López, F.J., Esteban-Millat, I., Argila, A. & Rejón-Guardia, F. (2015). Consumers’ psychological outcomes linked to the use of an online store’s recommendation system. Internet Research, 25(4), 562-588. (ISI Social Science Citation Index – Q1 – IF – 4.58 ) 
  • Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2013). The acceptance of microblogging in the learning process – The μbam Model. Journal of Technology and Science Education, 3(1) [Descarga – Donwload] (Scopus Q4) 
  • Liébana-Cabanillas, F.J., Muñoz-Leiva, F., & Rejón-Guardia, F. (2013). The determinants of satisfaction with e-banking. Industrial Management & Data Systems, 113(5), 8–8. (ISI Social Science Citation Index – Q2  – IF – 2,343) 

Book Chapters

  • Rejón-Guardia, F. (under review). Machine and deep learning applied to Tourism Industry. Trends and impact.
  • Francisco Rejón-Guardia, Margarita Alemany-Hormaeche, María Antonia García-Sastre (in press) – Analysis and segmentation of marathon participants by tourism variables: the case of Palma de Mallorca Marathon –  Trends in Tourist behavior – Springer (book chapter)
  • Francisco Rejón-Guardia, María Antonia García-Sastre, Margarita Alemany-Hormaeche (in press) – Sailboat race events: exploring the effects of a regatta in the Balearic Islands – Trends in Tourist behavior – Springer – (book chapter)
  • Rejón-Guardia, F. (under review). Innovación en comercialización y promoción de destino a través de la realidad virtual.
  • Rejón-Guardia, F., García-Sastre, M.A., & Alemany-Hormaeche, M. (in press 2017). The active senior tourist: the case of The Balearic Islands. In Dynamics of Tourist/visitor Behaviour co-edited by Metin Kozak and Nazmi Kozak. Editorial Springer 
  • Rejón-Guardia, F. & Martínez-López, F.J. (2016). A review of Classics and new Internet and Social networks advertising formats. In Digital Advertising co-edited by Drs. Shelly Rodgers and Esther Thorson. Editorial Routledge, Taylor & Francis Group 
  • Martínez-López, F. J., Esteban-Millat, I., Argila, A. M., & Rejón-Guardia, F. (2016). Main Psychological Sequence of Responses Linked to the Consumer’s Use of an e-Vendor’s Recommender. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 69-70). Springer International Publishing. 
  • Esteban-Millat, I., Martínez-López, F. J., Gázquez-Abad, J. C., Rejón-Guardia, F., Messeger-Artola, A., & Rodríguez-Ardura, I. (2016). Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 81-82). Springer International Publishing. 
  • Rejón-Guardia, F., Martínez-López, F. J., Esteban-Millat, I., & Gázquez-Abad, J. C. (2016). Evaluation of the Cognitive Effectiveness on Social Media Advertising Formats. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 133-134). Springer International Publishing. 
  • Gázquez-Abad, J. C., Martínez-López, F. J., Esteban-Millat, I., Mondéjar-Jiménez, J. A., & Rejón-Guardia, F. (2016). How Delisting All National Brands in a Given Assortment Impacts on Consumers’ Store Switching Intentions. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 115-116). Springer International Publishing. 
  • Martinez-Lopez, F.J., Esteban-Millat, I., Argila, A.M & Rejón-Guardia, F. (2015). Main Psychological Sequence of Responses Linked to the consumer´s Use of an e-Vendor´s Recommender. In M.W. Obal (ed.), Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Chapter nº21, Springer, DOI 10.1007/978-3-319-11815-4_21 
  • Rejón-Guardia, F., & Martínez-López, F. J. (2014). An Integrated Review of the Efficacy of Internet Advertising: Concrete Approaches to the Banner Ad Format and the Context of Social Networks. In Handbook of Strategic e-Business Management (pp. 523–564). Springer Berlin Heidelberg. [Sample – Muestra
  • Rejón-Guardia, F., & Martínez-López, F. J. (2014). Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors. In Handbook of Strategic e-Business Management (pp. 565–586). Springer Berlin Heidelberg.  [Sample – Muestra
  • Rejón-Guardia, F., & Martínez-López, F. J. (2014). The Pervasive Influence of Electronic Word of Mouth (eWOM) on Today’s Social Consumer. In Handbook of Strategic e-Business Management (pp. 821–839). Springer Berlin Heidelberg.[Sample – Muestra
  • Liébana-Cabanillas, F. J., Martínez-Fiestas, M., & Rejón-Guardia, F. (2013). Educational Applications of Clickers in University Teaching. In D. Griol Barres, Z. Callejas Carrión, & R. Delgado (Eds.) Technologies for Inclusive Education: Beyond Traditional Integration Approaches (pp. 285-304). Hershey, PA: Information Science Reference. doi:10.4018/978-1-4666-2530-3.ch014 [Descarga muestra – Sample – Download
  • Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2013). E-wom en redes sociales: antecedentes y consecuencias. En Estrategias de distribución y comportamiento de compra multicanal. Tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de Marketing (p. 436). Cátedra fundación Ramón Areces de distribución. [Descarga – Download
  • Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2012). Improving the Effectiveness of Advertising in Internet Social Networking. In Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions (Vol. 2, pp. 756–785). Cruz-Cunha, M. M., Goncalves, P., Lopes, N., Goran. [Descarga muestra – Sample – Download
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