Muzzo Uysal

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

  • Amherst MA

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

Contact

University of Massachusetts Amherst

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Expertise

Tipping
Quality-of-Life (QOL) Research in Hospitality and Tourism
Tourist Demand Estimation
Tourism Development
Tourism Impacts
International Hospitality and Tourism
Tourism & Hospitality

Biography

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

Video

Education

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

The Best Senior Travel Insurance Companies of 2024

MarketWatch  online

2024-08-06

Muzzo Uysal, Carney Family Endowed Professor in the Department of Hospitality and Tourism Management at UMass Amherst, comments in an article on travel insurance for seniors. “Older adult travelers should consult with a health provider for necessary vaccinations needed for a given destination,” he says. “Additionally, they should check with their insurance providers to know what is covered by their [health] insurance policy while traveling overseas or if additional travel insurance coverage is needed.”

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Survey: 3 in 4 people think tipping has gotten out of hand

USA Today  print

2024-03-31

Muzzo Uysal comments about a new WalletHub survey finding that three out of four people think tipping has gotten out of control. “Businesses should increase wages so staff members do not always think that tipping or getting higher tips is the best way of making money in restaurants and bars,” Uysal says.

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How the travel industry exploits the class divide

Boston.com  online

2017-09-28

“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

Handbook of Tourism and Quality-of-Life Research II

Book – Springer

Muzaffer Uysal, M. Joseph Sirgy, editors

2023-02-21

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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