I am a Professor of Management (Tourism and Hospitality) at the Copenhagen Business School (CBS) and Director of the Center for Tourism and Hospitality Management (THM) at CBS. I utilize insights from psychology, biology, and marketing to understand and enhance human behavior within one of the largest and most intricate industries: tourism and hospitality (travel and mobility, leisure, hotels, restaurants, events, sports). I collaborate with international hospitality/tourism companies and institutions in both Europe and overseas and I am an experienced expert for large-scale international arbitrations.In my research, I strive to help managers, students, and researchers to understand the behavior of tourists, guests and consumers, with the goal of creating better and more sustainable experiences. My research appears in the leading international journals, has been recognized with international and national awards (Tietgen Award 2022 or Desmond Slattery Award 2018) and is featured in seminal media outlets (Time Magazine, FAZ, DIE ZEIT, Politiken, DR, TV2, BBC). I serve on the editorial boards of the discipline's premier journals (Annals of Tourism Research, Journal of Travel Research and Tourism Management) and as a referee for various national research organizations (Denmark, Norway, Israel, Germany).