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The evolving tourist: Understanding consumer behaviour and quality management in a digital, globalised market
WebinarOnline

The evolving tourist: Understanding consumer behaviour and quality management in a digital, globalised market

  • 09:00–09:55 UK time55 minutes
  • Online, on Zoom, inside ScholardemiaRegister, then join on this page from 08:50. How to join
  • Metin KozakConvened by Prof. Eugenia Wickens

Explore how digital platforms shape tourist expectations and how service quality can respond with better evidence and fairer decisions.

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About this event

Speaker update, 2 October 2026: Metin Kozak has accepted in principle, subject to his teaching timetable. The industry speaker will be announced once confirmed.
Search platforms, social media, online reviews and instant communication shape traveller expectations long before arrival. This webinar examines how consumers assess quality, risk, value and brand trust across connected digital channels. It considers how expectations move between platforms and how organisations respond when public reviews influence future demand. The session will avoid treating the evolving tourist as a single universal type by recognising differences in culture, access, digital confidence, travel experience and the resources available to make choices.
Panellists will explore service quality management, continuing feedback, bias in review systems and the challenge of interpreting cross-cultural expectations. The discussion will examine how real-time information can support service recovery while also encouraging reactive management based on incomplete or unrepresentative data. It will address privacy, consent and fairness in the collection and analysis of consumer information. Particular attention will be given to how automated personalisation affects which offers, prices and service options different users can see.
Participants will learn to connect consumer evidence with inclusive and transparent quality improvement. They will consider how to combine digital feedback with staff knowledge, direct research and operational measures. The webinar will provide questions for assessing data quality, identifying groups whose experiences may be missing and determining when a response requires human judgement. Delegates will leave able to use timely consumer insight without reducing quality to a single score or compromising privacy, accessibility and consistent service standards across diverse guest populations. This supports quality management that remains evidence based, proportionate and centred on people.

How to join

This webinar runs on Zoom. You join it here on Scholardemia, where the meeting opens inside the page with the chat, questions and polls beside it. You do not need a Zoom account or a Zoom link.

  1. RegisterFree, with your Scholardemia account.
  2. Come back on the dayThe room opens at 08:50 on Friday 30 April. We email you reminders with the Join button 24 hours and 1 hour before.
  3. Press JoinSign in with the same account. The meeting opens here, with questions, polls and the group chat beside it.

Use an up-to-date Chrome, Edge, Safari or Firefox. Allow sound when your browser asks, and use headphones if you can.

Featured speakers

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MK

Metin Kozak

Professor · Kadir Has University

Scholardemia
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The evolving tourist: Understanding consumer behaviour and quality management in a digital, globalised market

WebinarOnlineSession 21 of 29

Explore how digital platforms shape tourist expectations and how service quality can respond with better evidence and fairer decisions.

  • 09:00–09:55 UK time08:00 UTC
  • Online, on Zoom, inside Scholardemia · 55 minutesRegister, then join on this page from 08:50. How to join
  • Metin KozakConvened by Prof. Eugenia Wickens

About this webinar

Speaker update, 2 October 2026: Metin Kozak has accepted in principle, subject to his teaching timetable. The industry speaker will be announced once confirmed.
Search platforms, social media, online reviews and instant communication shape traveller expectations long before arrival. This webinar examines how consumers assess quality, risk, value and brand trust across connected digital channels. It considers how expectations move between platforms and how organisations respond when public reviews influence future demand. The session will avoid treating the evolving tourist as a single universal type by recognising differences in culture, access, digital confidence, travel experience and the resources available to make choices.
Panellists will explore service quality management, continuing feedback, bias in review systems and the challenge of interpreting cross-cultural expectations. The discussion will examine how real-time information can support service recovery while also encouraging reactive management based on incomplete or unrepresentative data. It will address privacy, consent and fairness in the collection and analysis of consumer information. Particular attention will be given to how automated personalisation affects which offers, prices and service options different users can see.
Participants will learn to connect consumer evidence with inclusive and transparent quality improvement. They will consider how to combine digital feedback with staff knowledge, direct research and operational measures. The webinar will provide questions for assessing data quality, identifying groups whose experiences may be missing and determining when a response requires human judgement. Delegates will leave able to use timely consumer insight without reducing quality to a single score or compromising privacy, accessibility and consistent service standards across diverse guest populations. This supports quality management that remains evidence based, proportionate and centred on people.

How to join

This webinar runs on Zoom. You join it here on Scholardemia, where the meeting opens inside the page with the chat, questions and polls beside it. You do not need a Zoom account or a Zoom link.

  1. RegisterFree, with your Scholardemia account.
  2. Come back on the dayThe room opens at 08:50 on Friday 30 April. We email you reminders with the Join button 24 hours and 1 hour before.
  3. Press JoinSign in with the same account. The meeting opens here, with questions, polls and the group chat beside it.

Use an up-to-date Chrome, Edge, Safari or Firefox. Allow sound when your browser asks, and use headphones if you can.

Speaker and convenor

Prof. Metin Kozak

Presenter

Kadir Has University

Scholardemia profile

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

Scholardemia profileORCIDGoogle Scholar

Organised by Scholardemia.

Committee

Organising Committee

Operational leadership and event delivery team.

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

Scholardemia profileORCIDGoogle Scholar

Scholardemia

Organizer

Event committee

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Next in this series

All 29 sessions
  1. Fri 7 May09:00Placemaking with purpose: Sustainable community planning and tourism geography in the Asian contextSession 22
  2. Fri 14 May09:00The AI-powered hotel: Balancing service delivery, consumer behaviour and sustainability in global hospitalitySession 23
  3. Fri 21 May09:00Global hospitality's path to net positive: Bridging research and reality in sustainable regional developmentSession 24
  4. Fri 28 May09:00Beyond greenwashing: Aligning consumer ethics with corporate sustainability in hospitality marketingSession 25