Esther Groenendaal

Esther Groenendaal is a Lecturer at the Academy for Tourism, part of NHTV Breda University of Applied Sciences. Her research focuses on tourism consumer behavior, entrepreneurship in tourism sectors, and sustainable travel practices. She has contributed to studies on vacation decision-making, travel reviews' impact, and slow tourism initiatives in France.

Her work explores how lifestyle entrepreneurs shape tourism experiences, particularly in alternative destinations like France. Notable projects include analyzing Dutch travelers' choices and the future of vacation accommodations. She has also engaged in public discourse through media contributions like the 2015 article on identity-driven innovation in tourism.

Professional activities include a 2009 guest lecture on global tourism power dynamics. Her research outputs span reports, book chapters, and peer-reviewed articles, reflecting interdisciplinary approaches to contemporary tourism challenges.