Senthilkumaran Piramanaygam, Ph.D., is a Professor of Hospitality and Tourism in Welcomgroup Graduate School of Hotel Administration, Manipal, India. He holds a PhD in Services Marketing and an MBA, with dual specialization in Marketing and Human Resource Management. He has diverse experience in teaching hospitality, business management, tourism, business research methods and statistics. His research interests include strategic management in hospitality, consumer behavior, the experience economy, and behavioral economics. He holds more than 20 years of experience in teaching hospitality, business management and tourism to both undergraduate and post graduate students. He has contributed many research works to peer reviewed books and international journals.