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College of Hospitality, Retail and Sport Management

Faculty and Staff

Marketa Kubickova, Ph.D.

Title: Associate Professor
2022-23 President, SECSA-CHRIE
Department: School of Hospitality and Tourism Management
College of Hospitality, Retail and Sport Management
Phone: 803-777-8222

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Marketa Kubickova headshot


Ph.D., University of Central Florida
M.S., Florida Atlantic University
B.S., University of New Orleans


Marketa Kubickova is an associate professor at the University of South Carolina School of Hospitality and Tourism Management where she has worked since 2014. She obtained her doctoral degree from the University of Central Florida. Prior to her Ph.D., Kubickova received her Bachelor of Science from the University of New Orleans and her Master of Business Administration from Florida Atlantic University.

Before joining academia, she held several managerial positions in various upscale international hotels such as Four Seasons, The Breakers Resort in Palm Beach, Florida, and The Boca Raton Resort and Spa in Boca Raton, Florida. Because of her extensive hotel experience, she has been able to teach a range of hospitality management courses, including a study abroad class, guiding students to explore international hotel development in the Czech Republic. Under her direction, students have also participated in various international hotel competitions.

Kubickova has a passion for research and her areas of interest mainly focus on competitiveness, the role of government and tourism economics with special emphasis on developing economies. She has worked with the government of Honduras on development of agro-tourism. Her research projects have been published in academic journals such as Tourism Management, Tourism Economics, and Journal of Hospitality and Tourism Management, to name few. She has delivered keynote and panel speeches at conferences and presented her research at several international conferences.

Kubickova is serving as an advisor for the Restaurant and Hotel Association Club at USC. Additionally, Kubickova was the 2022-23 president of the Southeast, Central & South American Federation (SECSA) Council on Hotel, Restaurant, and Institutional Education (CHRIE) and is the 2023-24 conference chair for the organization, assisting in planning the 9th Annual SECSA CHRIE Conference, hosted by the School of Hospitality and Tourism Management at USC.

Awards / Honors

  • President, SECSHA-CHRIE (2022-23)
  • Outstanding Service Award, School of Hospitality and Tourism (2021-22)
  • Top 25 Most Influential Educator in Hospitality (2022) by International Hospitality Institute
  • Michael J. Mungo Undergraduate Teaching Award (2020-21)


  • HRTM 110 – Introduction to the Hospitality Industry
  • HRTM 260 – Hotel Management
  • HRTM 388 – Resort Development and Management
  • HRTM 560 – Advance Hotel Management
  • HRTM 565 – International Hotel Management

Research Interests

  • Role of government
  • Competitiveness
  • Sustainability
  • Tourism economics
  • Developing economies

Professional Certifications

  • CAHTA – Certified in Advanced Hospitality and Tourism Analytics (STR-CoStar)
  • CHIA – Certified in Hotel Industry Analytics (STR-CoStar)
  • CHBA – Certified in Hotel Business Acumen (HSMAI)

Professional Affiliations

  • ICHRIE – International Council on Hotel, Restaurant, and Institutional Education

Research Publications (Selected)

* Ph.D. student

*Subedi, S., & Kubickova, M. (2023). Travelers' compliance with public policy and government trust: An application of protection motivation theory. Cornell Hospitality Quarterly.

Croes, R., Kubickova, M., & Ridderstaat, J. (2023). Destination competitiveness and human development: The compelling critical force of human agency. Journal of Hospitality and Tourism Research, 47(4), NP62-NP75.

Kubickova, M., & Campbell, J. (2022). Revisiting the relationship between destination quality and satisfaction: Evidence from developing economy. Anatolia: An International Journal of Tourism and Hospitality, 33(1), 1-14.

Kubickova, M., & *Neal, R. (2020). Challenges and opportunities with H-2B visas: Can luxury resorts survive without them? International Journal of Contemporary Hospitality management, 33(1), 145-165.

Campbell, J. M., & Kubickova, M. (2020). Agritourism within a developing country economy: A resource-based view. Journal of Destination Marketing & Management, 17.

Kubickova, M., & Martin, D. (2020). Exploring the relationship between government and destination competitiveness: The TALC model perspective. Tourism Management, 78(2020).


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