Bruno Sousa is a Professor at the Polytechnic Institute of Cavado and Ave (IPCA, Portugal) and the Head of the Master's Program on Tourism Management (ESHT-IPCA), the Master's Program on Marketing Tourism (ESHT-IPCA), and the Ph.D. in Marketing and Strategy. He was a Market Analyst at Sonae Distribuição, Modelo e Continente, S.A. (2006 to 2009), and a Marketing Assistant at Jornal O Jogo at Controlinveste (2005). He received the Best Paper Award in Strategic Marketing and Value Creation (International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour 2020). He is part of the research center CiTUR and Applied Management Research Unit (UNIAG). He is the author or co-author of several papers, and his research interests include tourism management, marketing, and strategy. He is the editorial board member of several peer-reviewed scientific journals and an ad hoc reviewer of several peer-reviewed scientific journals, as well as a member of the scientific committee of several national and international congresses and conferences.