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Teaching Staff


Maria Teresa Pinheiro de Melo Borges Tiago holds a Ph.D. in Economic and Business Sciences, with Aggregation in Service Marketing from the University of the Azores. Her main research area is digital marketing, particularly in the tourism domain, using hybrid methodologies. She has authored over seventy peer-reviewed scientific articles, including two books, six book chapters, articles in international scientific journals, and conference proceedings. She has taught more than a dozen courses in the fields of Marketing and Tourism. She has participated in various national and international R&D projects and coordinates the "SMART Tourism" and "TASTE" projects, funded by FEDER (85%) and regional funds (15%) through the 'Operational Program Azores 2020'.

Scientific Publications

Borges-Tiago, M. T., Tiago, F., & Cosme, C. (2019)

Exploring users' motivations to participate in viral communication on social media. Journal of Business Research, 101, 574-582.

Borges-Tiago, M., Tiago, F., Veríssimo, J. and Silva, T. (2019)

Tiago, F.; Cosme, C. & Borges-Tiago,T. (2019)

Like and share: disclosing users’ behaviors on social media. The Journal of American Academy of Business, 24 (2), 44-52

Avelar, S., Tiago, F., & Borges-Tiago, T. (2019)

Senior Tourism in Europe: When There Are “No Boundaries”. In Strategic Innovative Marketing and Tourism (pp. 711-719). Springer, Cham.

Tiago, F., Borges-Tiago, T., Varelas, S., & Kavoura, A. (2019)

The effect of asymmetrical image projections on online destination branding. In Strategic Innovative Marketing and Tourism (pp. 289-296). Springer, Cham.

Tiago, F., Moreira, F., & Borges-Tiago, T. (2019)

YouTube Videos: A Destination Marketing Outlook. In Strategic Innovative Marketing and Tourism (pp. 877-884). Springer, Cham.

Varelas, S., Kavoura, A., Giovanis, A., Borges-Tiago, T., & Tiago, F. (2019)

Strategic Synergies and Co-marketing: A Case Study of the Airline Sector. In Strategic Innovative Marketing and Tourism (pp. 629-635). Springer, Cham.

Tiago, F., Couto, J., Faria, S. and Borges-Tiago, T. (2018)

Cruise tourism: social media content and network structures. Tourism Review, Vol. 73 No. 4, pp. 433-447.

Tiago Costa, Teresa Borges-Tiago, Flávio Tiago (2018). Pharmaceutical Communication over Social Media Channels: 24/7 Management Challenges. In Peña-Acuña, B (2018)

Pharmaceutical Communication over Social Media Channels: 24/7 Management Challenges. In Peña-Acuña, B (2018). Digital Communication Management, pp.77-96, IntechOpen.

Tiago, F.; Veríssimo, J.; Costa; S. & Tiago, M.T. (2017)

O papel da gastronomia na marca do destino turístico, Revista Turismo & Desenvolvimento, 27/28, 125-128

Tiago, T.; Faria, S.; Couto; J.P. & Tiago, F. (2017)

Capital social nas redes sociais: Destinos e eventos, Revista Turismo & Desenvolvimento, 27/28, 289-292

Veríssimo, J., Tiago, M. T., Tiago, F. & J. Jardim (2017)

Tourism destination brand dimensions: an exploratory approach, Tourism & Management Studies, 13 (4): 1-8.

Couto, J.; Tiago, T.; Gil, A.; Tiago, F. & Faria, S. (2016)

It's hard to be green: Reverse green value chain, Environmental Research, 149, 302-313.

Kavoura, A. & Tiago, T. (2016)

Understanding online communities on social networks via the notion of imagined communities: The case of TripAdvisor, The international journal of web-based communities & social media, International Journal of Web Based Communities, 12(3), 238-261.

Tiago, T.; Couto, J.; Tiago, F. & Faria, S. (2016)

Baby boomers turning grey: European profiles, Tourism Management, June, 54: 12-23.

Tiago, T.; Faria, S.; Couto; Cogumbreiro, J.; J.P. &Tiago, F. (2016)

Different shades of green on small islands, Island Studies Journal, 11 (2), pp. 601-618

Tiago, T.; Tiago, F.; Faria, S. & Couto, J. (2016)

Who is the better player? Off field battle in Facebook and Twitter, Business Horizon, 59(2), 175-183.

Tiago, M. T., Tiago, F., Amaral, F. E., & Silva, S. (2016)

Healthy 3.0: Healthcare Digital Dimensions. In A. Dwivedi (Ed.), Reshaping Medical Practice and Care with Health Information Systems (pp. 287-322). Hershey, PA: IGI Global. doi:10.4018/978-1-4666-9870-3.ch010

Amaral, F.; Tiago, T.; Tiago, F. & Kavoura, A. (2015)

Comentários no TripAdvisor: Do que falam os turistas?, DOS Algarves, 26(2): 47-67.

Tiago, T.; Amaral, F & Tiago, F. (2015)

The good, the bad and the ugly: food quality in UGC, Procedia - Social and Behavioral Sciences 175: 162 -170.

Tiago, T.; Faria, S.; Couto, J. & Tiago, F. (2015)

Fostering innovation by promoting entrepreneurship: from education to intention, Procedia - Social and Behavioral Sciences 175: 154 – 161. DOI: 10.1016/j.sbspro.2015.01.1186

Tiago, F.; Faria, S.; Couto, J. & Tiago, T. (2014)

Perfis do turista sénior: análise das evidências na Europa, Revista Portuguesa e Brasileira de Gestão, vol. 13, I3: 12 – 23

Tiago, T. & Verissimo, J. (2014)

Digital Marketing and Social Media: Why Bother?, Business Horizon, 57, 703-708.

Tiago, T; Tiago, F. & Amaral, F. (2014)

User-generated content: restaurants profiles on TripAdvisor, International Journal of Strategic Innovative Marketing, 1, 137-147. DOI: 10.15556/IJSIM.01.03.002

Couto, J. P.; Tiago, T. & Tiago, F. (2013)

An analysis of Internet Banking in Portugal: the antecedents of mobile banking adoption, International Journal of Advanced Computer Science and Applications, 4 (11), 117-123.

Paramio, L; Tiago, T.; Tiago, F. & Vieira, J. (2013)

Contributions of Marine Cluster for Regional Sustainability: Economic Prospective for Azores. Maria Scientia-Scientific e-Journal, 6 (1), 48-67.

Tiago, T. & Tiago, F. (2013)

The influence of teenagers on a family’s vacation choices, Tourism & Management Studies, 9 (1), 28-34.

Tiago, T.; Azevedo, A. & Tiago, F. (2013)

Price diversity in the intra-european air transportation market: an empirical analysis, Tourism & Management Studies, 1 (1), 170-177.

Tiago, T. & Tiago, F. (2013). Roadmaps for future ICT use in Health sector, in Cruz-Cunha, M. (2012)

Roadmaps for future ICT use in Health sector, in Cruz-Cunha, M. (2012). Handbook of Research on ICTs for Healthcare and Social Services: Developments and Applications, IGI Global, Hershey: PA, pp. 672-690. (DOI:10.4018/978-1-4666-3990-4.ch035)

Natário, M. Couto, J.P., Tiago, T. Braga, A. (2012)

Dynamics of innovation in European regions, The Journal of the Japan Section of the Studies in Regional Science, 42.

Natário, M.; Couto, J.P.; Braga, A. & Tiago, M.T.B. (2012)

Innovativeness patterns in different European regions: an empirical approach, The Journal of Japan Section of RSAI, Vol. 42.

Natário, M; Braga, A.; Couto, J. & Tiago, T. (2012)

Estándares territoriales de innovación: análisis de las regiones de Portugal, Revista de Estudios Regionales, 95, 15-38.

Tiago, T. & Tiago, F. (2012)

Revisiting the impact of integrated Internet marketing on firms’ online performance: European evidences, Procedia Technology, 5, 418-426.

Natário, MMS; Couto, JPA; Tiago, MTB & Braga, AMM (2011)

Evaluating The Determinants Of National Innovative Capacity Among European Countries, Global Journal of Management and Business Research, 11 (11), 67-78.

Tiago, M.T., Tiago, F. & Silva, S. (2011)

Physicians’ Technology Adoption: A Fad or a Must Have!, Journal of American Academy of Business, Vol. (8), pp.268

Tiago, T. & Amaral, F. (2011). Determinants of Loyalty Intention in Portuguese Mobile Market, in Cruz-Cunha, M. & Moreira, F. (2010)

Determinants of Loyalty Intention in Portuguese Mobile Market, in Cruz-Cunha, M. & Moreira, F. (2010) Handbook of Research on Mobility and Computing: Evolving Technologies and Ubiquitous Impacts, IGI Global, Hershey: PA, pp. 327-342. (DOI:10.4018/978-1-60960-042-6.ch021)

Natário, M.; Couto, J.; Tiago, T. & Braga, A. (2010)

Factors and dimensions of National Innovative Capacity, In Al-Hakim, L. & Chen, J. Handbook of Research on Innovation Systems for Business: Technologies and Applications. IGI Global, Hershey: PA., pp. 92-104. (DOI:10.4018/978-1-61520-643-8.ch007)