Dr. Gianna Moscardo is a Professor in the College of Business, Law and Governance at James Cook University (JCU), Australia. She has an Honours degree in sociology and PhD in psychology awarded by JCU in 1992. After working for eight years as a Principal Research Fellow in the CRC for Reef Research she joined the School of Business at JCU in 2002 Her research interests include customer and tourist experience design, heritage interpretation and sustainability communication, and tourism planning and development. She has presented workshops on stories in experience development and destination marketing in Austria, Wales, Spain, South Africa and Denmark. Dr. Moscardo is the current Chair of the Building Excellence in Sustainable Tourism Education Network (BEST EN), an international organisation committed to the creation and dissemination of knowledge to support the sustainable tourism education, research and practice.