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Muzzo Uysal - University of Massachusetts Amherst. Amherst, MA, US

Muzzo Uysal

Carney Family Endowed Professor of Hospitality & Tourism Management | University of Massachusetts Amherst


Muzzo Uysal is an expert on tourism demand/supply interaction, tourism marketing, and quality of life research in tourism.

Expertise (6)

Tourism & Hospitality

International Hospitality and Tourism

Tourism Impacts

Tourism Development

Tourist Demand Estimation

Quality-of-Life (QOL) Research in Hospitality and Tourism


Muzzo Uysal has extensive experience in the tourism and hospitality field, authoring or co-authoring a articles, book chapters, four monographs and nine books covering aspects of tourism and hospitality.

His research interests center on tourism demand/supply interaction, tourism marketing, and quality of life research in tourism.

Social Media






Hotel Linkage Summit | Linkage Late Show Professor Uysal’s Reflection Talk at the 2023 Travel Mart of Qatar


Education (3)

Texas A&M University: Ph.D., Recreation Resources Development

University of New Haven: M.B.A.

Gazi University: B.S., Business Administration and Accounting

Select Recent Media Coverage (1)

How the travel industry exploits the class divide

Boston.com  online


“Just being a five-star hotel is not enough,’’ said Muzzo Uysal, chair of the Department of Hospitality and Tourism Management at the University of Massachusetts, Amherst’s Isenberg School of Management (it’s added a new course called Service Experience Management that covers how to deal with the most demanding customers). “They can’t compete on that basis. So they compete on the basis of unique, engaging features. We value unique experiences, engagement, indulgence. And that costs more.’’

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Select Publications (7)

Handbook of Tourism and Quality-of-Life Research II

Book – Springer

Muzaffer Uysal, M. Joseph Sirgy, editors


This book draws upon the huge growth in the tourism industry and on QOL research in tourism.

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The consequences of self-identification: examples from–two recreation experience settings

Leisure Sciences

2023 This research examines the consequences of self-identification regarding the constructs of involvement, affective attachment, satisfaction, and loyalty as the outcome variable. Data were collected from a multisample of two experience settings (film festival and nature-based visitors) with the same construct set. Data were analyzed via PLS-SEM. The findings indicated that self-identification shows a positive relation to the experience constructs of involvement, affective attachment, and satisfaction. The construct of satisfaction in turn affects the loyalty. In addition, affective attachment significantly mediates relationships between the outcome variable of satisfaction and self-identification, Theoretical and practical implications are provided.

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Extension and Validation of A Novel Destination Brand Equity Model

Journal of Travel Research

2023 This study develops and tests a novel destination brand equity model and compares its validity with Aaker’s brand equity model, which is popular in tourism. The data were collected in Indonesia (n = 250) and the United Kingdom (n = 246). The results confirm validity and hierarchical structure of the destination brand equity model. The destination brand equity model has seven dimensions: brand awareness, physical quality, service interaction quality, brand self-congruence, brand identification, destination brand trust, and destination brand loyalty. The first five brand equity dimensions exert positive influences on destination brand trust and destination brand loyalty. The findings show that the psychometric properties of the destination brand equity model outperform Aaker’s model.

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Quality of Life and Public Policy Development for Tourism Destinations

Cornell Hospitality Quarterly

2023 The nexus between tourism and quality of life (QoL) has been widely discussed in the literature. There is an extensive research that examines the connection between tourism activities and QoL. Although the existing studies converge in that QoL and well-being should be incorporated and made a central aspect of tourism policies and strategies, the current literature lacks an integrated comprehensive approach to how QoL can be incorporated into tourism decision-making. Tourism decision-making organizations have yet to integrate QoL into the assessment of important strategy-related benchmarks (e.g., performance, tourism satellite accounts, demand, and resource integration). Thus, the objective of this article is to offer a conceptual framework integrating QoL and tourism public policy.

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Artificial intelligence-assisted mindfulness in tourism, hospitality, and events

International Journal of Contemporary Hospitality Management

2023 Purpose Following the increasing trend of artificial intelligence (AI) research in hospitality literature, this critical reflection paper aims to identify AI-assisted mindfulness as a critical yet under-investigated issue and to contribute feasible directions for future research. Design/methodology/approach The authors first conceptualize a framework explaining the effects of mindfulness design in AI interventions on improving human mindfulness. The authors then identify opportunities for interventions in AI-assisted mindfulness for the tourism, hospitality and events industries. Finally, the authors propose potential themes for AI-assisted mindfulness research.

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An investigation into the use of textual references to sunshine and fresh air in farm holiday advertising

International Hospitality Review

2023 Purpose Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements. Design/methodology/approach In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine…

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Handbook of Tourism and Quality-of-Life Research: Enhancing the Lives of Tourists and Residents of Host Communities

Book – Springer

Muzaffer Uysal, Richard Perdue, M. Joseph Sirgy, editors


his handbook brings together much of the current research on the topic to help academic researchers further develop their future research programs and practitioners to use well-being performance measures to aid in their decision making

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