Dr. Marysol Castillo-Palacio
Departament of Marketing and Business, Pontificia Universidad Javeriana Cali, Cali, Valle del Cauca, Colombia
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Academic Career Length
15Years (2012-Present)
(Calculated once Scilit publication data is synced: current year − year of first publication + 1)
Representative Publications
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Journal Article
PSPedro Ivo Silva-da-Nóbrega
Pedro Ivo Silva-da-Nóbrega
Adriana Fumi Chim-MikiMarysol Castillo-PalacioAlthough technology improvements boosted the digital transition of universities, which built a path for smart campuses, the smartization process is more than simply promoting digitalization. This research aims to identify the essential elements and the most significant deficiencies in the smart campus dimensions and its variables from the user’s viewpoint to offer a list of priorities for decision-makers. Through an importance-performance analysis (IPA) performed using IBP SPSS 26, we tested an integrative smart campus framework in a Brazilian university, previously validated with Latin American experts. This research confirmed that eight dimensions are important for a smart campus evaluation and provided a list of priorities for academic managers. The results indicated the main gaps among importance and performance. This research concluded that the smartization process could not rely on technology attributes only. Universities should meet the modern society’s present and emerging needs and the labor market in a sustainable, social, and technological manner. Smart campuses in developing countries may prioritize different components than developed countries, such as infrastructure. We propose that more studies should apply the framework in more universities.
21 May 2019 in Coaching: An International Journal of Theory, Research and Practice
Journal Article
Alexander Zuñiga-CollazosMarysol Castillo-PalacioEMEmerson Montaña-Narváez
Emerson Montaña-Narváez
GCGuillermo Castillo-Arévalo
Guillermo Castillo-Arévalo
Nowadays, companies are absorbed in changing, competitive and globalised markets, which necessitates further investigation about processes and tools that prepare executives to take on those challenges. In the organisational field where it is required to enhance skills and attitudes for achieving certain objectives, coaching becomes relevant as companies are becoming more conscientious about the best way to sustain their employees over time. This is achieved through the investment in processes and accompanying programmes that include training and knowledge transfer. The objective is to achieve better results that would influence the financial and non-financial performance of the organisation. Considering that managerial coaching lacks empirical evidence for the results in executives and therefore in organisations, the present research analyses the influence of this concept on performance and its effectiveness, proving how coaching processes are fundamental tools not only for managers in human resources, but for all professionals working in leadership roles and meeting goals within organisations.
12 June 2017 in Worldwide Hospitality and Tourism Themes
Journal Article
Marysol Castillo-PalacioRHRich Harrill
Rich HarrillAlexander Zuñiga-CollazosPurpose: Emerging from 20 years of violence and terrorism, the city of Medellin, Colombia, has used social transformation to improve civic culture, leading to a renaissance. The purpose of this study is to explore how social transformation can lead to urban transformation, forming the basis for sustainable, post-conflict tourism. Design/methodology/approach: This case study is based on available descriptive data and direct observation supported by secondary sources. Findings: The results of the research help to provide a better understanding of the conditions needed to develop and manage sustainable tourism in post-conflict environments. In so doing, it should be possible to make better policy decisions, with particular reference to social and urban interventions on planning, design and entrepreneurship. Research limitations/implications: The transformation of Medellin’s civic culture can be a model for destination with similar histories that present significant destination image and branding challenges – though each will take different paths. Originality/value: This paper is one of the first on post-conflict tourism that analyzes the impact on a destination and country of internal turmoil due to narco-terrorism and insurgency over a lengthy period.
1 June 2016 in Journal of technology management & innovation
Journal Article
Alexander Zuñiga-CollazosMarysol Castillo-PalacioColombia is a country that has achieved significant tourism growth in recent years. However, both research and empirical evidence about its tourism development is very limited. Marketing innovation in tourism enterprises is one of the keys to this country maintaining positive tourism development. This empirical study analyzed marketing innovation in 364 of Colombia´s tourism companies. The findings show that "satisfaction" in terms of application of innovative marketing strategies that improve customer satisfaction and "image" in terms of application of innovative marketing strategies that help to improve image of company´s products and services have a significant relationship with marketing innovation of Colombia´s tourist enterprises.
2 March 2015 in Tourism Analysis
Journal Article
Alexander Zuñiga-CollazosRHRich Harrill
Rich Harrill
NENelcy R. Escobar-Moreno
Nelcy R. Escobar-Moreno
Marysol Castillo-PalacioColombia is a country that has achieved significant tourism growth in recent years, yet there is limited empirical evidence about its tourism development. Innovation in tourism products is one of the keys to Colombia maintaining positive tourism development. This empirical study analyzed innovation in tourism products in 364 Colombia companies. The findings show that “changes or improvements to existing products or services” and “research and development to create new products” have a significant relationship with tourism product innovation in Colombia.
2 January 2020 in Praxis & Saber
Journal Article
Marysol Castillo-PalacioLALuz Marina Ardila
Luz Marina ArdilaACAndrés José Castrillón
Andrés José CastrillónLos cambios en el entorno exigen la transformación de los currículos de formación en turismo, desde una formación tradicional a una integral, que guarde equilibrio entre la teoría y la práctica, e incluya el desarrollo de competencias blandas y el uso de herramientas tecnológicas. Este artículo teórico-conceptual busca identificar las competencias, habilidades y características sugeridas en la formación en turismo, y describir las tendencias generales de investigación sobre la innovación curricular en dicho tema. Se hace un análisis de artículos científicos académicos extraídos de las bases de datos Scopus y Science Direct entre 2008 y 2018.
About Me
Ph.D. in Scientific Perspectives on Tourism and Management of Tourism Companies, University of Las Palmas de Gran Canaria (Spain). Professor and Senior Researcher of the Departament of Marketing and Business of the Faculty of Economic Sciences and Administratives of the Pontificia Universidad Javeriana Cali PUJC (Cali, Colombia). Director of academic program of Tourism of the PUJC (Cali, Colombia). Member of the research group in Economy, Management and Health ECGESA of the PUJC. Researcher and consultant in the field of management and tourism. With research experience in tourism innovation, tourism marketing, entrepreneurship, smart destination, destination image and sustainable tourism. Currently a member of the Board of Directors of the Cali Valle Bureau (the destination management organization for the meetings and events tourism sector in the city of Cali) and of the Tourism Advisory Council of the Secretariat of Tourism of Valle del Cauca (the public authority responsible for tourism management in the department of Valle del Cauca, Colombia). Member of the Network of Researchers on Tourism, Heritage, and Public Policies of the Amazon region (Rede de Pesquisadores de Turismo, Patrimônio e Políticas Públicas da Pan Amazônia). Honors and Distinctions: Doctoral dissertation awarded Cum Laude. Senior Researcher according to the 2025 research evaluation of the Ministry of Science of Colombia.
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