I work at the UTU Biodiversity Unit as a university researcher. However, my background is in business studies, economic geography, and interdisciplinary tourism research. I am an adjunct professor (tourism business experience management) at the University of Eastern Finland. The focus of my studies has been on tourism experience management and value creation within different contexts (e.g., tourism, leisure, well-being, physical activity, and retailing). Currently, our research group studies biodiversity, business, consumer behavior, environmental education, tourism and food. I am the deputy principal investigator and coordinator of BIODIFORM, Biodiversity and Systemic Transformation (the Finnish Research Council PROFI6). I also coordinate BIODIFUL, a Biodiversity-Respectful Leadership Initiative (part of the Strategic Research Council), in which I lead a work package on Biodiversity-respectful consumer transformation.

Besides research, I teach at the Turku School of Economics and lead the science tourism development of the Biodiversity Unit’s visitor attractions.