Noel Scott is Professor of Tourism Management, University of the Sunshine Coast, Australia. Noel has 25 years of tourism experience and is currently using cognitive psychology theory and psychophysiological methods to understand tourist experiences. He has over 300 academic articles published including 16 books. He is a Fellow of the Council of Australian University Tourism and Hospitality Educators, and a member of the International Association of China Tourism Scholars. nscott1@usc.edu.au