Peter Björk

Dr. Peter Björk is a Professor of Marketing at Hanken School of Economics in Vaasa, Finland. His work focuses on service marketing, consumer behavior, tourism marketing, and destination development with special emphasis on service innovation, destination branding, and tourist experiences. He serves as Associate Editor for the Scandinavian Journal of Hospitality and Tourism and the Finnish Journal of Tourism Research, and has guest-edited special issues in prominent journals like the Journal of Business Research.

Research interests span across

• Wellness tourism
• Coopetitive innovation
• Value co-creation/destruction
• Airbnb dynamics
• Halal food tourism
• Entrepreneurial competencies

Recent studies explore memorable experiences in wellness tourism, service innovation in competitive contexts, and the role of food in travel satisfaction.

Peter has authored over 100 publications, including seminal works on destination marketing, service quality frameworks (e.g., TOURQUAL scale validation), and pandemic-era hospitality challenges. His editorial work highlights commitment to advancing tourism and marketing scholarship.