José Alberto Martínez-González is an associate professor at the University of La Laguna. He has a degree in economics (1985) and psychopedagogy (2004), and a PhD in psychology (2008) and in tourism (2014) from the University of La Laguna. He works in behavioural economics in tourism and entrepreneurship and has participated in numerous research projects on these topics. He has published in Sustainability, Mathematics, Journal of Destination Marketing and Management, and European Journal of Management and Business Economics, among other journals. He is a member of the Chair of Tourism and has held prominent positions at the governing teams of the University of La Laguna.