Marianna Sigala holds a PhD in Marketing from the University of Surrey (UK), a Master of Science (with Distinction) from the same institution, and a Postgraduate Diploma in Business Analysis from the University of Lancaster. She currently serves as Professor of Marketing at the Newcastle Business School, University of Newcastle. She has held academic appointments at the University of South Australia (Professor of Tourism and Director of the Centre for Tourism & Leisure Management), Sheffield Hallam University (Professor of Digital Transformation and Tourism), University of Piraeus (Professor of Marketing), University of the Aegean (Associate Professor), and several institutions in the UK including Strathclyde and Westminster. Her research interests include tourism marketing, service experience management, digital transformation, hospitality innovation, and wine tourism. She is Editor-in-Chief of the Journal of Hospitality & Tourism Management and Co-Editor of the Journal of Service Theory & Practice. She has received several international distinctions, including the EuroCHRIE Presidents’ Award for lifetime contributions to tourism and hospitality education. Prof. Sigala is a past President of EuroCHRIE, former executive board member of ICHRIE and IFITT, and current board member of CAUTHE. Since 2020, she also serves as a CAUTHE Research Fellow.