Elena Ruiz Romero de la Cruz is a full profesor at the University of Malaga. Director of the “SEJ 121: Mediterráneo Económico” research group. Her main lines of academic research are viniculture, wine tourism, cruise tourism, maritime history and in general, the economy of Andalusia from an historial overview. She has published books, articles and directed courses of the Interantional University of Andalucia. Currently he directs a project of Educational Innovation, with the cinema as an instrument of university education. He also directs a project about the brand perception of residents and tourists in the city of Malaga.