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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 that, Kubickova received her Bachelor of Science from the University of New Orleans and her Master of Business Administration from Florida Atlantic University.

Prior to joining academia, she held a number of managerial positions in several upscale international hotels such as Four Seasons, The Breakers Resort in Palm Beach and The Boca Raton Resort and Spa in Boca Raton. 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 has obtained certification in Hotel Business Acumen (HBA) by Redglobal Group and is CHIA (Certified in Hotel Industry Analytics) and CAHTA (Certified in Advanced Hospitality and Tourism Analytics) certified by STR Global. She is a member of the American Hotel and Lodging Association (AH&LA) and Women in Lodging (WIL) among others. Kubickova is serving as an advisor for the Restaurant and Hotel Association Club at USC.

Additionally, Kubickova is the 2022-23 president of the Southeast, Central & South American Federation (SECSA) Council on Hotel, Restaurant, and Institutional Education (CHRIE) and is the 2023 conference chair for the organization. In 2024, USC will host the 9th Annual SECSA CHRIE Conference.

Research Interests

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

Selected Publications

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

Kubickova, M., & Campbell, J. M. (2020). The role of government in agro-tourism development: A top-down, bottom-up approach. Current issues in Tourism, 23(5), 587-604.

Kubickova, M. (2017). The impact of government policies on destination competitiveness in developing economies. Current Issues in Tourism, 22(6), 619-642.

Kubickova, M., & 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., & Rivera, M. (2017). Human agency shaping tourism competitiveness and quality of life in developing economies. Tourism Management Perspective, 19(2), 223-234.

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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