Professor of the Department of Marketing Management
URL Professor
Academic training
Doctor en Ciencias de la Información (Periodismo). Universitat Autònoma de Barcelona
Máster en Estudios Europeos. Centre de Perfectionnement des Journalistes
Licenciado en Ciencias de la Información. Universitat Autònoma de Barcelona
Licenciado en Geografía y Historia. Universitat de Barcelona
Interest Areas
European leisure lifestyles and behaviour of the tourist consumer
Destination and country: tourism branding
Destination planning
Low cost prices in hospitality
Biography
He is a Professor in ESADE's Department of Marketing Management and Centre for Tourism Management (CEDIT). In 1990 he created the CEDIT, of which he was the Director until September 2004. He has run the Tourism Management and Administration Executive Education programme since 1994, and the Master in Tourism Company Management, Extremadura. Since 1992, he has been Director of ESADE's International Tourism and Leisure Symposium.
Following a professional life related to the management of newspaper companies, he has spent twenty years linked to the tourism industry as a consultant, researcher, writer and lecturer.
As a consultant on brand, destination management and tourism planning subjects, he has collaborated with the ICEX, the Generalitat (autonomous government) of Catalonia, and with numerous institutions from the Spanish and Latin American tourism industry, such as the General Secretariat for Spanish Tourism Turespaña, AECI, Promperú, INATUR Venezuela and the Brazilian states of the northeast. He is Vice-chairman of the Spanish Association of Scientific Experts in Tourism (AECIT) and a member of its European counterpart AIEST.
As a researcher, he stands out for his studies on the behaviour of tourism consumers, especially on leisure lifestyles, a psychographic segmentation carried out on a European scale; on the forecasting of European travellers 2010, and on the price sensitivity of tourists; on Spanish tourism brands and
those of various destinations, such as Peru, Spain, Catalonia, and on the birth and evolution of low cost and its influence on the tourism industry.
As a writer, he is the author, among others, of the following publications: "El perfil del viajero del futuro", a "Persperctivas de futuro del sector turístico", Colección Foros de Reflexión, UIMP-Paradores, pp. 33-50; "Gestión de destinos turísticos sostenibles" [Management of sustainable tourism destinations] (Gestión 2000, 2004); "A comparison of leisure styles in Germany, France, Italy, Great Britain, Spain and Portugal", in "The tourism and leisure industry, shaping the future" (Haworth Hospitality Press, 2004); "Gestión de empresas de turismo y ocio" [Tourism and leisure company management] (Gestión 2000, 2000); "Las claves del mercado turístico" [The keys to the tourism market] (Deusto, 1996), and "Imagen de marca de los países" [Brand image of countries] (McGraw-Hill, 1992). He has published papers in journals such as "Tourism Review", "Papers de Turisme" and "Papers ESADE", and he is a regular contributor to specialized and general publications.
As a lecturer, he is specialized in marketing and tourism strategy, and a Visiting Professor of the SDA Bocconi, Milan, the Universidad Antonio de Nebrija and Advanced Tourism Studies of Havana, among other universities.
He was a member of the jury for the awards Príncipe de Asturias Tourism Excellence (1996) and Joan Sardà i Dexeus (2000) for personal development in the dissemination of economics, granted by the Association of Economists of Catalonia.
He has lectured at ESADE since 1982. He has been a full-time member of the Faculty since 1990, and a Professor since 1998.
Selected publications
Valls, J.F.; Vila, M.; Sureda, J. & Ester Fernández (2007). Spanish travellers pricing sensibility evolution 2005-2007. II II RPM - Portuguese Journal of Marketing Conference ? Marketing State of the Art. Lisboa.
Valls, J.F. (2007). Factores de éxito de las compañías de bajo precio. 172, 0-0.
Valls, J.F. (2007). Marco estratégico para seguir creciendo bajo criterios sostenibles. 172, 0-0.
Valls, J.F.; Sardá Borroy, R & Vila, M. (2007). Crecimiento turístico responsable y cambio climático. XVI SimposioInternacional Turismo ESADE. Barcelona.
Sureda, J. & Valls, J.F. (2004). A comparison of leisure styles in Germany, France, Italy, Great Britain, Spain and Portugal, en The Tourism and leisure industry, Shaping the future". New York, USA: The Haworth Hospitality Press. [ISBN: 0-7890-2103-X].
Urgell, J.; Valls, J.F. & varios (2003). Comunicació de pais, Catalunya com a marca internacional. In Jaume Urgell (Ed.). Donar protagonisme a Catalunya, acció internacional i politica de relacions externes catalana (pp. 341-360). España: Portic.[ISBN: 84-7306-852-1]
