He also teaches marketing and leisure at the Tilburg University and is member of the European Education committee of IAAPA. Previously, he worked as research director at the theme park Efteling in Holland. Pieter is currently finalizing his Ph.D about ‘attraction accountability: the impact of new attractions on the performance of (European) theme parks’. He strongly believes in the contextual impact of new attractions and has therefore developed an Attraction Response Matrix. He is an expert in the research area of ‘unconscious processing of information’ and is a certified ZMET-researcher. His ultimate goal is to develop a research and strategy tool box for better investments in new attractions. This year, three of Pieter's articles have been published in leading academic journals.