This area covers: 1. The development and the latest trends of tourism, cultural heritage and hospitality; 2. The investigation of Customers’ perception and selection on tourism, hospitality services and leisure management; 3. Marketing Communication – its methods and impacts; 4. Big data analytics/experiment design; 5. Eye-tracking, facial emotion analysis, text mining, sentiment analysis, social network analysis; 6. Regression analysis (negative binomial regression, beta regression, spatial regression, ordinary least squares).