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College of Hospitality, Retail and Sport Management

Faculty and Staff

Marketa Kubickova

Title: Assistant Professor
Department: School of Hotel, Restaurant and Tourism Management
College of Hospitality, Retail and Sport Management
Phone: 803-777-8222

Carolina Coliseum, 1024-A

Marketa Kubickova, Assistant Professor, School of Hotel Restaurant and Tourism Management, College of HRSM


Ph.D., University of Central Florida, 2014
M.S., Florida Atlantic University, 2003
B.S., University of New Orleans, 2000

Marketa Kubickova is an assistant professor at the University of South Carolina in the School of Hotel, Restaurant and Tourism Management. Kubickova was born in the Czech Republic (former Czechoslovakia). She obtained her doctoral degree from the University of Central Florida. Prior to that, Kubickova received her Bachelor of Science in Hotel, Restaurant and Tourism Management from the University of New Orleans and her Master of Business Administration from Florida Atlantic University.

Prior to joining academia,Kubickova held a number of managerial positions in several upscale international hotels (Four Seasons, The Breakers Resort in Palm Beach, and The Boca Raton Resort and Spa in Boca Raton). Because of her extensive hotel experience, Kubickova has been able to teach a range of hospitality management courses at the University of Central Florida and now at the University of South Carolina. She has primarily taught Hotel Management, Advanced Hotel Management, International Hotel Management, and Introduction into Hospitality. In 2017, she led a study abroad class in the Czech Republic titled "International Hotel Development." In addition, she led a group of students in an international hotel management (RevSim) competition conducted by RedGlobal, where they placed second in an overall ranking. 

Kubickova's research interests mainly focus on competitiveness, hotel sustainability, and the role of government (with special emphasis on developing countries). In 2016, she was a primary investigator in a grant examining the potential for development of agro-tourism in Honduras, with special interest in the role of government. In 2014, she was certified in Hotel Business Acumen (HBA) by the Board of Redglobal Group and in 2011 received Educator Teaching Certification from the University of Central Florida. She is a member of the American Hotel and Lodging Association (AHandLA), Women in Lodging (WIL), and a member of the academic honor society Delta Epsilon Iota.

Research Interests

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

Selected Publications

Kubickova, M. (2017). "The impact of government policies on destination competitiveness in developing economies." Current Issues in Tourism, 1-24.

Kubickova, M., and Li, H. (2017). "Tourism competitiveness, government and TALC model: The evaluation of Costa Rica, Guatemala, and Honduras." International Journal of Tourism Research, 19 (2), 223-234.

Kubickova, M., Croes, R., and Rivera M. (2017). "Human agency shaping tourism competitiveness and quality of life in developing economies." Tourism Management Perspective, 22, 120-131.  

Croes, R., and Kubickova, M. (2016). "The various faces of competitiveness in tourism: A survey of the extant literature." In Sustainable Island Tourism: Competitiveness and Quality of Life by Modica, P. & Uysal, M. – CABI International.

Kubickova, M., Parsa, H. G., Nusair, K., and Hu, H. (2015). "Does green hotel image influence guests’ behavior: The case of Generation Y." Journal of Service Research, 14 (2). 

Croes, R., and Kubickova, M. (2013). "From potential to ability to compete: Towards a performance-based tourism competitiveness index." Journal of Destination Marketing & Management, 2(3), 146-154. 

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