BIO

Yuksel is Professor in Marketing and Post-Graduate Research Director for the School of Marketing and Reputation. He joined from Oxford Brookes, where he was Professor of Marketing and Research Area Leader. Previously, he was at the University of Surrey’s Business School for 7 years. His work has contributed to better understanding of brand management (brand equity, brand personality, destination personality, place branding), service quality, consumer satisfaction, scale development, online consumer behaviour (e.g. eWOM) in the service industry. Yuksel is an a active researcher as he has participated to the RAE 2001, RAE 2008 and REF 2013 in the UK. He adopts theory testing and quantitative approach in his research. He has authored and co-authored two books, several book chapters, many conference papers and peer reviewed journal articles. Yuksel has been serving on the editorial boards of eight academic journals. As an international academic, he has also a strong interest in the practical side of marketing. He is passionate about finding answers to marketing problems and challenges. He has worked on consultancy projects (IBM, Ogilvy, BSkyB, Harding & Yorke, Marketpoint, Danish Telecom) and enjoyed presenting the project findings together with clients at the practitioner conferences (The Gartner CRM Summit, The Customer Strategy Management, Conference).

Konferans Konusu: KÜLTÜRÜN TURİZM PAZARLAMASI ÜZERINDEKİ ETKİLERİ

Bu açılış konuşması, turizm pazarındaki bireysel, grup ve kurumsal davranışları şekillendiren ve etkileyen kültürel ve sosyal güçlere odaklanıyor. Sunum, kültürün temel unsurları, küresel tüketim kültürünün ve turizm pazarlamasının ortaya çıkışı hakkında genel bir tartışma ile başlar. Daha sonra, kültürü anlamak için çeşitli yararlı kavramsal çerçeveler sunulmaktadır. Açılış konuşmacısı, kültür ve toplumun hem turizm ürünlerinin hem de turistlerin davranışlarının pazarlanması üzerindeki belirli etkilerini tartışıyor. Özellikle, açılış konuşması, kültür unsurlarının turizm pazarlama stratejisi geliştirme, turizm markalaşması, turizm ürün stratejisi, turizm fiyatlandırma stratejisi, turizm dağıtım stratejisi ve turizm iletişim stratejisini nasıl etkilediği konusuna değinmektedir.

 

Keynote Speech: INFLUENCES OF CULTURE ON TOURISM MARKETING

This keynote focusses on the cultural and social forces that that shape and affect individual, group and corporate behaviour in the tourism marketplace. The presentation starts with a general discussion of the key elements of culture, the emergence of the global consumer culture and tourism marketing. Next, several useful conceptual frameworks for understanding culture are presented.  The keynote speaker discusses specific examples of the impact of culture and society on the marketing of both tourism products and tourists’ behaviour. In particular, the keynote addresses the topic around how elements of culture influence tourism marketing strategy development, tourism branding, tourism product strategy, tourism pricing strategy, tourism distribution strategy and tourism communication strategy.