Maja Turnšek is an Associate Professor & Vice Dean for Research at University of Maribor, Faculty of Tourism, Slovenia. Her background is in media and communication studies. She lectures on communication, psychology and marketing in tourism. Her main research interests cover political economy of new media, travel related platform work, storytelling and humour in tourism and experience economy. Together with prof. Adele Ladkin (Bournemouth University) she recently published a paper on Changing Employment in the Sharing Economy: The Case of Airbnb.