Beatriz Plaza Inchausti dk.



  • Planificación Regional y Urbana II [Urban and Regional Economics]
  • Principles of Macroeconomics


  • Planificación Regional y Urbana [Urban and Regional Economics]. (Master de Investigación en Integración Económica)



  • Cultural Policy as Development Policy.
  • Museums as Economic Engines.
  • The Economics of Cultural Branding.
  • Cultural Tourism.
  • The Economics of Cultural Heritage and Museums.
  • Old Industrialized Cities and Urban Regeneration.
  • Urban Regeneration and Knowledge Intensive Business Services.


  • EUROPEAN COMMISION – CULTURE. (2012-2014) Assessing effective tools to enhance cultural participation. Project Reference: EU Culture Programme 359353-CU-1-2012. Brussels.
  • ETORTEK (2010-2012) Impact of personal spheres in real, augmented and virtual tourism spaces. Project Reference: BOPV 25-2-2011. Funded by the Basque Regional Government.
  • SAIOTEK (2011-2012) Brands that generate revenues: Modelling the impact. Project Reference: S-PE11UN039. Funded by the Basque Regional Government.


Web of Science: ResearcherID: C-7117-2011

  • Plaza, B. (1999) The Guggenheim-Bilbao Museum Effect. International Journal of Urban and Regional Research, 23(3), 589-592.
  • Plaza, B. (2000) Evaluating the Influence of a Large Cultural Artifact in the Attraction of Tourism: The Guggenheim Museum Bilbao Case. Urban Affairs Review, 36(2), 264-274.
  • Plaza, B. (2000) The Guggenheim Museum Bilbao and Basque High Cuisine: An Approach to the Transmission of Know-How. Tourism and Hospitality Management, 6(1-2), 119-126. EconLit Access Number: 0576433
  • Plaza, B. (2000) Política Industrial de la Comunidad Autónoma del País Vasco: 1981-2001. Economía Industrial 0(5-6): 299-314. EconLit Access Number: 0616714
  • Velasco, R. and Plaza, B. (2003) La Industria Española en Democracia, 1978-2003. Economía Industrial 349/350, 155-180. EconLit Access Number: 0735679
  • Massam, B.H. and Plaza, B. (2003) The Museum as a Public Good. Guggenheim Museum Bilbao. Discussion Paper #55, Department of Geography, York University, Toronto, Canada.
  • Plaza, B. (2006) The Return on Investment of the Guggenheim Museum Bilbao. International Journal of Urban and Regional Research, 30(2), 452-467.
  • Plaza, B. (2007) The Bilbao Effect. Museum News, 86(5). American Association of Museums.
  • Plaza, B. (2008) On Some Challenges and Conditions for the Guggenheim to be an Effective Economic Re-activator. International Journal of Urban and Regional Research, 32(2), pp. 506–517.
  • Plaza, B and SN Haarich (2009) Museums for urban regeneration? Exploring conditions for their effectiveness. Journal of Urban Regeneration and Renewal 2(3), 259-271.
  • Plaza B, Tironi M and Haarich SN (2009) Bilbao’s Art Scene and the “Guggenheim effect” revisited. European Planning Studies 17(11), 1713-1731.
  • Plaza, B (2009) Monitoring web traffic source effectiveness with Google Analytics An experiment with time series. Aslib Proceedings 61(5), 474-482.
  • Plaza, B (2010) Valuing Museums as Economic Engines: Willingness to Pay or Discounting of Cash Flows? Journal of Cultural Heritage, 11(2), 155-162.
  • Plaza, B. and Haarich, SN. (2010) A Guggenheim-Hermitage Museum as an Economic Engine? Some Preliminary Ingredients for its Effectiveness. Transformations in Business & Economics, 9(2), 128-138.
  • Plaza, B. (2010) Google Analytics Intelligence for Information Professionals. Online 34(5), 33-37.
  • Plaza B, Galvez-Galvez C, Gonzalez-Flores A, and Mas Serra E (2010). Art and the economy, a marriage of convenience: The Guggenheim museum in Bilbao. Scripta Nova, 14(335).
  • Plaza, B. (2011) Google Analytics for measuring website performance. Tourism Management 32(3), 477-481.
  • Plaza B, Galvez-Galvez C, and Gonzalez-Flores A (2011). Orchestrating innovation networks in e-tourism: A case study. AJBM 5(2), 464-480.
  • Plaza B, Gonzalez-Flores A, Galvez-Galvez C (2011) Testing the Employment Impact of the Guggenheim Museum Bilbao via Tourism Satellite Accounts. Tourism Economics 17(1), 223-229.
  • Plaza B, Gonzalez-Casimiro P, Moral-Zuazo MP, and Ostolaza I (2011) Validating Google Analytics tips for micro-firms. AJBM, 5(14), 5681-5689.