Bruno Sousa is an Adjunct Professor of Marketing at Polytechnic Institute of Cávado and Ave (IPCA), Portugal and holds a PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa is also Head of Masters Program - Tourism Management and Marketing Tourism (IPCA); CiTUR – Center for Tourism Research, Development and Innovation and UNIAG research member. He’s teaching fields include marketing and strategy. His research areas include brand management and consumer behavior, strategy implementation, niche marketing, niche tourism and brand attachment. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.