Markéta Novotná, Ph.D., Assistant Professor at the Department of Regional Economics and Administration and Department of Economics, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic. She is a regionalist specializing in tourism and sustainable development with a focus on consumer behavior, decision-making processes, and regional planning. She is performing continuous research in the field of cooperation and management, currently expanding to focus on global trends and their impact on consumer behavior in a broader spatial perspective. She is the author of several research publications indexed on Web of Science. She has been involved in both basic and applied research projects.