Hospitality College assistant professor Marta Soligo approaches her research with the creativity and precision of a skilled artist. Drawing on her experience in tourism, entertainment, and social issues, Soligo meticulously studies the dynamics of human interactions in tourist-centric environments, from bustling resorts to quiet museum corridors. Much like a sculptor carving a block of marble, Soligo delves into every aspect of these social landscapes, chiseling away at the surface to uncover the nuanced behaviors that define and drive the world of hospitality.
"I spend hours observing how people interact," Soligo reveals. "I really put hospitality and tourism venues under the microscope, looking for details everywhere."
Her fascination with understanding human behavior extends beyond her academic pursuits. As a Renaissance art enthusiast, Soligo finds inspiration in painters and sculptors whose sharp skills mirror her own ethnographic research methods. "I get very serious when I look at those artworks,” Soligo confesses. “I need to observe every detail so I can try to understand the kind of images they aimed to portray.”
By integrating her love for detailed analysis with her professional pursuits, Soligo brings a unique depth to tourism studies and inspires a new generation of hospitality professionals to embrace a more thoughtful, observant approach — hallmarks of both a scholar and a sculptor.
Tell us about your research.
My focus is on hospitality and tourism from a sociological perspective. My main two areas of research are tourism and social problems — such as poverty, discrimination, racism, environmental justice, etc. – and tourism and entertainment.
What was an a-ha moment that shaped your career?
When I was in Italy, I fell in love with Los Angeles and the film industry. I always thought about moving to L.A., but I wasn’t an actress or a screenwriter or a filmmaker. I figured I was in the wrong field if I wanted to work there. Then, when I was studying for my master’s degree, my professor told me there was an entire field of research that studies theme parks, movies, and entertainment from a sociological standpoint. Then I learned from another professor about the important conflicts and social problems between tourists and local communities.
What inspired you to get into hospitality?
My life was a bit of a constant trip. I grew up in Italy, which is full of art and museums and culture. When I was five, my dad got a job near Venice, so we would go to Venice during the weekends and see all the attractions. Then, when I was 13, I had to decide the major of my high school education, and I chose tourism because I went to a tourism technical high school.
Traveling as a kid, I wanted to soak up everything. As we went down the streets, I wanted to stop and ask everyone about their experiences. I think that’s where the sociology part came in. I wanted to learn more about people and their way of thinking.
Tell us about your current research project.
I’m collaborating with the Office of Economic Development to study how we can diversify Southern Nevada’s tourism economy and its beneficiaries, and we’re concentrating on three kinds of tourism: medical, sports, and cultural.
For cultural tourism, we’re focused on the Historic Westside. It’s an underserved community that experienced segregation, so we’re trying to create sustainable and respectful forms of tourism that also share the community’s story. I’m working with Claytee White from to interview activists, community members, property owners, business owners, politicians, etc. to get a sense of what they want and need. Then, we’ll use that to support the development of a tourism project that is not only for the community but also by the community. We want their voices included.
Are there any industry trends you’re excited about?
From a research perspective, I like to see academia challenging old theories. I really like the idea of regenerative tourism and theories that look at tourism as both a positive and negative tool. Yes, tourism can be a tool for exploitation, gentrification, and displacement, but it can also be a tool for regeneration, especially if the voices of the people are included.
For example, one of my favorite things to read about lately is the reflection of degrowth. We’ve always looked at the success of destinations exclusively based on how much money they make. Now we’re challenging that. Why are we only using money as a criterion? Why aren’t we measuring community well-being? Why don’t we measure Indigenous knowledge, inclusion, and strategy? Profits are very important, but there are other standards to look at. If you have a healthy community, the money will eventually come.
What do you think about space tourism?
The first idea that I always try to teach students is that, in today’s society, anything can become a tourist attraction. The first article I had published was about cemeteries in Hollywood. People go to the graves of Marilyn Monroe or Michael Jackson. They go to the house where a famous murder happened. And now, even space can become a destination!
On the other hand, I think it’s a bit dangerous and inaccessible. Would I go? I think it depends on how it’s proposed and how safe it is.
What have you learned from students?
I think these new generations are well-prepared to address social issues regarding poverty, equality, and the environment. I wasn’t as aware when I was their age. I learn a lot from them.
