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Professor of Tourism Business, University of Eastern Finland

My name is Juho Pesonen. I am the professor of tourism business at the University of Eastern Finland (UEF) Centre for Tourism Studies. We are a part of UEF Business School and focus on tourism marketing and research and development projects. I am also directing International Master’s Degree Programme in Tourism Marketing and Management at University of Eastern Finland Business School. This programme focuses on nature and wellbeing tourism, sustainable tourism and information and communication technologies in tourism, all of which I and my colleagues at the UEF have worked hard and long to build our expertise in.

I connect three topics in my research: digital business (especially strategy), tourism and research-based insights. As a university researcher, I have become accustomed to working with various datasets and data analysis tools (SPSS and R) and methods, both quantitative as well as qualitative. Through various research and development projects, I have gained considerable insights into various tourism topics, mainly tourism marketing and especially online business in tourism.

I am always looking for international and national partnerships, joint academic writing and research projects and possibilities to work with people from all over the world. The topics that especially interest me are the ones that connect tourism and technology, but I also love to work with sustainable tourism, rural and nature tourism, tourism marketing, and destination development and marketing.


  • –present
    Head of Research at the Centre for Tourism Studies, University of Eastern Finland