Michael Lever is currently pursuing his Ph.D. in services management at the University of Guelph, where he intends to incorporate his background in consumer behavior, marketing, and human geography and apply it to tourism destination image and place branding. He has industry experience working at Nielsen Company as a Market Analyst and is a graduate of the Master of Science in Management program at the University of Ottawa, where he examined the variability in modern cross-border shopping occasions for his final thesis. The recipient of numerous scholarships and awards, Michael is passionate about all things that make the modern tourist “tick.”