AROA
COSTA FEITO

Aroa Costa Feito is an Assistant Professor at the Faculty of Economics and Business at the University of León, and holds a PhD in Consumer Neuroscience from the same institution. With over ten years of professional experience in senior management positions in the tourism and technology sectors, she focuses her research on applying neuroscience to tourism marketing and behaviour change for conservation. Her research employs advanced neurophysiological tools such as eye-tracking, electroencephalography (EEG), and galvanic skin response (GSR) to explore how people perceive, cognitively and affectively process, and respond to stimuli related to tourism and conservation. She has been part of several national research projects funded by the Spanish Ministry of Industry and Tourism, as well as international projects supported by the European Commission, all aimed at improving tourism resources, their management, and their potential to enhance the well-being of local communities and natural environments. In addition, she has led collaborative projects with private companies and public institutions that foster University–Industry knowledge transfer and create value for the society. Aroa is a member of the WWF Alto Sil group, as well as of the IUCN World Commission on Protected Areas (WCPA) - Tourism and Protected Areas specialist group (TAPAS), where she works to bridge the gap between science, tourism, and conservation practice.