Conceição Cunha is an assistant professor at DEGEIT, University of Aveiro. She holds a PhD in Tourism (2016), and her thesis is focused on lifestyle entrepreneurship in rural tourism. She is a researcher at the GOVCOPP Research Unit and holds a degree in Marketing Management (1998) and a Master in Science, Technology and Innovation Management (2004). She lectures under graduated and graduated courses of marketing, human resources management, organizational behavior, entrepreneurship, among others. Her current research interests focuses on entrepreneurship, small business management and rural tourism.