Desiderio Gutiérrez Taño is an Assistant Professor of Marketing in the Department of Business Administration and Economic History at the University of La Laguna. He is a member of the University Institute of Business (IUDE) and a specialist in Tourist Marketing and Business Model Innovations. He holds a degree in Industrial Engineering and a PhD in Marketing. He has also worked as a consultant for both public and private organizations. His research interests include residents’ attitudes towards tourism and entrepreneurship. He belongs to the research groups “Business-Society” and “Neuromarketing”, and he is a member of the Chair of Young Entrepreneurs and the Chair of Tourism at the University of La Laguna. He has also served as the Head of Marketing and Communications at the University of La Laguna.