Professor of Tourism Business, University of Eastern Finland Juho Pesonen is a professor of tourism business at the University of Eastern Finland Business School. He is a Tourism Business research group member and the director of the International Master’s Degree Programme in Tourism Marketing and Management. Prof. Pesonen completed his PhD in marketing at the University of Eastern Finland, focusing on market segmentation in rural tourism. Now his research focuses on understanding how tourism businesses can be sustainable and profitable simultaneously and what kind of role information and communication technologies play in this. Prof. Pesonen also has the title of Adjunct Professor of digital marketing at the University of Turku. He is the president of the International Federation for Information Technology in Travel and Tourism (IFITT) among other board positions. He has published his research in many esteemed academic journals such as Tourism Management and Journal of Travel Research and has edited several books in the tourism field.