Ruth Pijls

Ruth Pijls-Hoekstra is a Senior Researcher and Lecturer specializing in hospitality, customer experience, and research at Saxion University of Applied Sciences’ Hospitality Business School. She earned her PhD from the University of Twente, focusing on the experience of hospitality in service delivery. Her research interests include the psychological and environmental factors that influence customer perceptions and experiences in hospitality settings. Ruth is also involved in the Lectorenplatform Duurzaam Stedelijk Toerisme, contributing to sustainable urban tourism initiatives.