Dr. Lena Liang is an Assistant Professor at the McDougall Faculty of Business, University of Prince Edward Island (UPEI), Canada. She holds a Ph.D. in Service Management and has a strong interdisciplinary background in sustainability and consumer behavior. Her research focuses on sustainable consumption, tourism marketing, innovation adoption, and economic impact analysis. Dr. Liang has led and contributed to a number of research and consulting projects on labor shortages, tourist behavior, bioplastics innovation, and strategic planning for regional development. Her work has been published in top-tier journals such as Sustainability, Annals of Tourism Research Empirical Insights, and the International Journal of Hospitality Management. She also serves as a reviewer for several academic journals and is actively involved in industry-academic collaborations across Atlantic Canada.