Sonia Ferrari is an Associate Professor of Tourism Marketing and Place Marketing at the Department of Business and Law Science, University of Calabria, Italy. She has taught Event Marketing, Service Management, and Tourism Management at the University of Calabria where she has also been a researcher since 1993. Her main research interests are: tourism and place marketing, roots tourism, spa and wellness tourism, tourism in protected areas and natural parks, event marketing, service marketing and management, and sustainable tourism. She has been a Member of the World Commission on Protected Areas WCPA of IUCN (International Union for Conservation of Nature) since 2016.