Juho Pesonen

Juho Pesonen is a Professor at the Centre for Tourism Studies in the University of Eastern Finland’s Business School. His research focuses on the intersection of information and communication technologies (ICT) with tourism business, including digital destination marketing, tourist behavior, and peer-to-peer accommodation. He has led projects such as Metaverse meets the Experience Industry and High-skilled Internationals: Bottom-up Insights into Policy Innovation.

• Research Interests: Digital transformation, sustainable tourism, rural tourism, consumer behavior, and ICT applications.
• Editorial Roles: Co-editor-in-chief of Finnish Journal of Tourism Research, associate editor for Journal of Information Technology and Tourism, and vice-president of the International Federation for Information Technology in Travel & Tourism.
• Recent Projects: HIWE (2023–2025), New Solutions for Sustainable Tourism Business (2025–2026).

Publications highlight trends in destination image analysis, virtual tourism, and peer-to-peer accommodation. His work bridges academic research with industry applications, emphasizing data-driven strategies and digital innovation.