Ana Paula M. P. Figueira. PhD in Business Management (Marketing). In 2011, she completed her Post-Doctorate at the Center for Geographic Studies (IGOT / University of Lisbon). Coordinating Professor at the Polytechnic Institute of Beja. She is part of the list of assessment and accreditation experts for higher education courses in Tourism (polytechnic) at A3ES. She was Pro-President for Planning, Marketing and Communication at the Polytechnic Institute of Beja (2017-2021). He is Vice-holder of the Chair in Ethnobotany and Safeguarding Heritage of Plant Origin, established by UNESCO, at the Polytechnic Institute of Beja, in January 2023. She coordinates the project «Canto de Improviso com Viola Campaniça». She is the author of the first record book and notes on this traditional music instrument from Baixo Alentejo, associated with the life and work of the musician Pedro Mestre. She regularly writes opinion pieces in two regional newspapers. In addition to technical books, she has edited several works in the area of fiction. Her areas of interest focus on marketing applied to tourism and territory, as well as culture and heritage, namely the relationship between tradition (popular cultures) and modernity, and the territorialization of cultural public policies in plural ecosystems, aiming to find solutions that promote cohesion, both proximity and involvement and articulation with the agents involved.