Nansy Kouroupi

Nansy Kouroupi brings over 20 years of leadership experience in business and 8 years in education, establishing herself as a dynamic executive and educator. Her expertise spans management, marketing, sales, tourism, and event planning, where she has made significant contributions to both multinational firms and leading Greek enterprises.

Nansy’s academic journey reflects her dedication to continuous learning. She holds a Bachelor's in Tourism Business Management and two advanced degrees—an MBA from Staffordshire University in the UK and an MSc in Entrepreneurship from the University of Thessaly in Greece, the latter achieved with distinction and a scholarship. Currently, she is pursuing doctoral research at the University of Thessaly, focusing on critical areas such as tourism, the metaverse, consumer behaviour, marketing strategies, brand engagement, and behavioural economics.

EDUCATION

- Doctor of Philosophy (PhD) in Economics & Business Administration (Expected 2026), University of Thessaly, Greece
- Master of Science (MSc) in Entrepreneurship & Innovation (2022), University of Thessaly, Greece
- Master of Business Administration (MBA) (2009), Business & Law School, Staffordshire University, UK
- Bachelor of Business Administration (BBA) in Tourism and Hospitality (2005), UTH, Greece
- Postgraduate Diploma in Education (PGDE) (2012), Higher School of Pedagogical & Technological Education (ASPAITE), Greece
- Postgraduate Certificate in Adults’ Education (PGCE) (2018), National Organization for Certification of Qualifications & Vocational Guidance (EOPPEP), Greece
- Diploma in Digital Marketing (2015), The Chartered Institute of Marketing (CIM) and CAM Foundation, UK
- Specialization Certificate in Digital Marketing & Social Media (2020), Athens University of Economics and Business, Greece

Scopus Publications

Metaverse Festivals Beyond Overtourism: Digital Transformation of Cultural Events Towards Accessibility, Cultural Engagement and Sustainable Tourism Policy
Nansy Kouroupi
Tourism and Hospitality, 2026
Cultural festivals have long been anchored in co-located, resource-intensive events, which increasingly raises questions about who can participate, at what environmental cost and with what consequences for cultural integrity in destinations facing overtourism. This paper examines how metaverse-based, metaverse-adjacent and hybrid festival configurations may reconfigure festival tourism by reshaping accessibility, cultural engagement and environmental performance, and considers the implications for governance and policy. Drawing on a narrative literature review of academic and institutional sources published mainly between 2010 and 2025, it synthesises work on digital transformation, virtual and hybrid events, accessible tourism, digital inequality, overtourism and sustainable festival management. The paper offers a structured, critically informed synthesis and a set of propositions intended to guide future empirical and theoretical research on metaverse applications in tourism and hospitality. The review suggests that “metaverse-based” festivals can ease geographical, financial and some physical constraints for some groups, widen participation for underserved groups and support new forms of cultural preservation and co-creation, while also risking deeper digital inequalities and renewed concerns about cultural commodification, data governance and authenticity. Environmentally, virtual participation may reduce travel-related emissions and local crowding when it substitutes for physical attendance, while shifting impacts towards energy-intensive digital infrastructures and device lifecycles.
GENERATIVE AI FOR CONTENT CREATION: Opportunities and Ethical Concerns
Nansy Kouroupi
Ethics of AI in Hospitality and Tourism Challenges and Opportunities, 2026
Generative artificial intelligence (GenAI) has shifted from a laboratory novelty to an everyday marketing tool, yet its creative dividends are shadowed by unresolved ethical dilemmas. This chapter systematically reviews 51 studies (January 2020–July 2025) drawn from Web of Science and Scopus to map where Gen-AI adds measurable value to content creation in tourism and hospitality and where it jeopardises trust, fairness, and legal compliance. Evidence confirms substantial efficiency and engagement gains in copywriting, visual asset generation, hyper-personalisation, product co-design and multilingual workflows, but also documents recurrent hazards, such as authenticity erosion, algorithmic bias, copyright ambiguity, privacy leakage, and unpriced environmental cost. Integrating these strands, we propose a two-axis Value-Risk Matrix that classifies use cases into Automate, Augment, Contain, or Avoid zones, and pair it with the CLeAR framework for AI transparency to operationalise proportionate governance. Managerial guidance, policy pointers, and a tourism-specific research agenda are articulated, emphasising hybrid human-AI production models and continuous evidence audits. The chapter concludes that Gen-AI’s promise can be realised without corroding stakeholder trust only when creative breadth is balanced by disciplined oversight and transparent disclosure. Future work should measure narrative quality, privacy trade-offs, and immersive authenticity to refine the matrix and sustain responsible innovation across culturally diverse visitor economies.
Parallel Universes: A Fresh Perspective in Tourism
Nansy Kouroupi
Tourism on the Verge, 2025
Economic transformation in traditional tourism destinations: the role of metaverse and artificial intelligence technologies
Nansy Kouroupi, Theodore Metaxas
A Research Agenda for Tourism Hospitality and the Metaverse, 2024
This chapter provides a comprehensive examination of the significant impacts that the Metaverse and Artificial Intelligence (AI) have on the economic development of Traditional Tourism Destinations (TTDs). By employing a narrative literature review methodology, this study integrates multi-disciplinary perspectives, such as technology adoption theories, consumer economic development frameworks, and behaviour models. The research strategy employed in this study assures a thorough and comprehensive process of data collection. This is achieved by utilising a variety of academic databases and employing rigorous analysis methodologies, including thematic analysis. While addressing important debates and ethical considerations, such as data privacy and digital inequality, the chapter emphasises the possibility for new revenue streams, new job development, and enhanced customer experiences. It also draws attention to the gaps in the existing literature, notably the demand for empirical research studies with particular attention to the context of TTDs. The chapter concludes by providing a series of practical recommendations for destination managers, with a particular emphasis on the importance of adopting a nuanced strategy towards the integration of new technologies. This chapter offers a solid framework for future research and significantly contributes to the academic conversation on the intersection of traditional tourism and new emerging technologies.
Can the Metaverse and Its Associated Digital Tools and Technologies Provide an Opportunity for Destinations to Address the Vulnerability of Overtourism?
Nansy Kouroupi, Theodore Metaxas
Tourism and Hospitality, 2023
Overtourism has become a critical problem in many popular destinations around the world, leading to negative impacts on the environment, local communities, and the quality of the visitor experience. This article explores the potential of the metaverse, a virtual world that combines elements of augmented reality and virtual reality, and other new digital technologies for addressing the challenges of overtourism. Drawing on a systematic literature review of recent studies, the currently available technologies are listed, and their potential implications for the tourism industry and local communities are portrayed. It was found that while there is some evidence to suggest that the metaverse and its associated digital technologies such as the extended realities/XR (virtual reality/VR, augmented reality/AR, mixed reality/MR), can help mitigate overtourism, further research is necessary to investigate their effectiveness in reducing overtourism and their potential unintended consequences. This article makes an original contribution to overtourism research and adds to existing knowledge by providing a practical list of currently available technologies that could help DMOs and tourism professionals mitigate the negative effects of overtourism. The article concludes with suggestions for future research and practice in the field, highlighting the importance of continued exploration and innovation in this area.