Dr. Hien Bui, Ph.D. is a lecturer in marketing and programme director for MSc Marketing in York Business School at York St John University, United Kingdom. Her PhD research was fully funded by Leeds Beckett University and the Institute of Travel & Tourism. Her research papers have been published in high impact factor journals such as Journal of Hospitality Marketing & Management; Journal of Destination Marketing & Management; Journal of Vacation Marketing; International Journal of Consumer Studies; International Journal of Contemporary Hospitality Management. Her research interests include, but not limited to, artificial intelligence, services marketing, digital innovations, and consumer studies.