Iis Tussyadiah, Ph.D., is a Reader in Hospitality and Digital Experience in School of Hospitality and Tourism Management at the University of Surrey, where she leads the Digital Visitor Economy research group and the Digital Lab. Her research interests lie in the intersection of digital technology and consumer behavior. She investigates the roles of ICTs in transforming travelers' behavior, digging deeper into the processes of perception and emotional responses that lead to decisions and experiences. Iis served as Vice President of IFITT from 2014 to 2017 and received ITSA's Best Emerging Scholar in Tourism (BEST) Award in 2016.