The 10th (annual) International Conference for Consumer Behaviour and Retailing Research is hosted by the Polytechnic Institute of Viana do Castelo, Portugal, a relatively new higher education institution that has developed rapidly over the last twenty years to become a major provider of higher education in peripheral northern Portugal. The Centre engages in interdisciplinary research and consultancy projects in order to explore and examine consumer behaviour in local, regional, national or international contexts for a range of service industries including culture, events, finance, hospitality, leisure, marketing, retailing and tourism. All research activities/projects/conference proceedings are disseminated with the dual purpose of assisting managers and practitioners who work in the industry to gain a wider perspective of issues, strategies, and ideas advancing business worldwide as well as fuelling further academic study and debate in this important emerging research area. The objective of the 10th International Conference for Consumer Behaviour, Tourism and Retailing Research Conference is twofold. First is to provide an international environment for different academic/professional approaches and discussions on the comparative advantage or “added value” theory/practice in an increasingly globalised contemporary society, and to which extent they are effective. Secondly, to provide the opportunity for young scholars, practitioners and Master/PhD students to connect on a local-to-global context and have their work validated and benchmarked within the benevolent academic and professional community of colleagues from different international contexts. The young scholars, studying for their Master or PhD are invited also to their symposium and to meet with their supervisory team. All accepted papers will be published in Access Press Journals.