Joana A. Quintela is Assistant Professor at the University Portucalense (UPT) since 2018 and Head of the Short Master – Sommelier and Global Wine Market and she has been the coordinator of the degree in Tourism between September (2019-2020). She holds a European PhD in Tourism (2021), and a Master's degree in Tourism Planning and Management, from the University of Aveiro (2008), and a Bachelor's degree in History of Arts from the Faculty of Arts and Humanities of University of Porto (FLUP, 2003). She also holds a Specialization Course in Hotel Management, issued by the Association of Hotel Directors of Portugal, Lisboa (ADHP, 2017). Throughout her professional career, she has held various operational roles, and management positions in the hospitality industry (hotels, restaurants, and SPA) in Portugal and abroad. Over a period of 5 years, she has accumulated these functions with those of trainer, internships coordinator, and consultant in Tourism and Hospitality Management, working in several companies in the sector. She was granted Doctoral scholarships by the Calouste Gulbenkian Foundation (FCG) and by Portuguese Foundation for Science and Technology (FCT). Since 2018, she has been lecturing on the Bachelors of Tourism and Hospitality Management and Master in Tourism and Hospitality at the Department of Tourism, Heritage, and Culture of UPT. She was responsible for the coordination of the degree in Tourism (2019/2020), and she is a curricular traineeship supervisor, fostering a set of partnerships with several stakeholders in the sector. As a researcher, she is an integrated member of the ‘Territory and Development Research Group’ of REMIT – Research on Economics, Management, and Information Technologies (UPT) and a member of the Research Group ‘Tourism and Development’ of GOVCOPP – Research Unit in Governance, Competitiveness and Public Policies (University of Aveiro) (2010-2022). Over the past decade, she has participated in several international conferences since 2009 and she has been publishing scientific papers in refereed international journals, book chapters, and opinion articles on specialized tourism publications. She is also a member of the editorial and scientific boards of academic journals, as well as a guest editor. Her research interests focus on tourism and hospitality, service quality, health, and wellness tourism, with an emphasis on marketing, sustainability, happiness, and quality of life. Over the last few years, she has participated as a coordinator and researcher of several ERASMUS + projects.