Dr. Konstantina Zerva is a Lecturer of Marketing and Market Investigation at the University of Girona, Spain. She received her PhD from the Autonomous University of Barcelona and her PhD thesis was related to the social exchanges regarding music consumption. She has published in indexed journals, such as Tourism Management and Acta Sociologica. Her current research interests include the analysis of niche tourism market segments, social marketing and theories of social exchange, through the use of qualitative methods of data analysis.