My background is in economic geography and interdisciplinary tourism research. The focus of my studies has been on tourism experience management, value co-creation, and experience value within different contexts (e.g., tourism, leisure, well-being, physical activity, and retailing). However, for the past years, I have shared my working hours between the Turku School of Economics and the Biodiversity Unit, where I now work full-time.

Our research group studies biodiversity, business, consumer behavior, science and environmental education, and science tourism. I am the deputy PI and the coordinator of the BIODIFORM, Biodiversity and systemic transformation, funded by Finnish Academy PROFI6. I also coordinate BIODIFUL, Biodiversity-respectful Leadership, funded by the Strategic Research Council. Within BIODIFUL, I lead a work package on Biodiversity-respectful consumer transformation. Finally, I am a PI in the UTU strategic funding LUMO aiming to put the strategic biodiversity issues into practice and a collaborator in the ELÄÄ project focusing on the speechless species of biodiversity and funded by the Kone Foundation.