Youssef holds a PhD in Business and Management. He is an Assistant Professor at the UM5 Business School, Mohammed V University in Rabat, Morocco, and an Associate Faculty member at the Faculty of Law, Economics and Social Sciences – Souissi. He is also a Research Affiliate at the Centre for Tourism Research, Development, and Innovation (CiTUR), hosted by the University of Leiria and Oeste, Portugal, and serves as Adjunct Faculty at the Higher International Institute of Tourism in Tangier. His research interests encompass marketing, technology adoption, smart destinations, sustainability, and neurotourism. Dr. El Archi has authored numerous papers and books on technology adoption, destination marketing, and sustainable tourism, published in leading journals and by reputable academic publishers. He serves on the editorial boards of more than 20 Q1 and Q2 peer-reviewed journals, including Oeconomia Copernicana and the International Journal of Tourism Research. He is also a member of several prestigious academic associations and councils dedicated to advancing tourism and information and communication technologies (ICT).