Peter Björk

Peter Björk is a Professor in the Department of Marketing at Hanken School of Economics in Helsinki, Finland. He has published extensively in the field of tourism marketing and consumer behavior, with a particular focus on memorable tourism experiences, food experiences, and wellness tourism.

His research interests include:

• Memorable tourism experiences and their determinants
• Tourist behavior and decision-making processes
• Food and culinary tourism experiences
• Wellness tourism and well-being
• Service quality in tourism and hospitality
• Value co-creation and co-destruction in tourism contexts

Professor Björk's recent research has focused on understanding how personality traits influence memorable tourism experiences, examining wellness tourism experiences, and studying value co-destruction in tourism and hospitality. His work often employs quantitative methodologies and has been published in various tourism and marketing journals. His research shows a clear trend toward understanding the psychological and emotional aspects of tourism experiences and how these translate into behavioral outcomes such as revisit intentions and positive word-of-mouth.

Notable scientific contributions include:

• Development of frameworks for understanding memorable tourism experiences
• Research on the role of food in tourism experiences and destination competitiveness
• Studies on value co-creation and co-destruction in sharing economy platforms like Airbnb and Uber
• Exploration of wellness tourism and its impact on tourist well-being

Professor Björk has collaborated extensively with researchers from various institutions globally, particularly with scholars like Erose Sthapit, Dafnis N. Coudounaris, and Hannele Kauppinen-Räisänen. His work has significant implications for tourism marketing strategies, destination management, and service design in the tourism industry.