Yasemin Oruc

Yasemin, born and raised in an Amsterdam hospitality family, is an alumna of Hotelschool the Hague. She took her Amsterdam hospitality heart to New York holding a management position at Mandarin Oriental. She continued her journey in the luxury hotel industry through pre-opening and marketing management positions in Istanbul at Four Seasons and Gloria Hotels & Resorts, and at PPHE Hotel Group the Netherlands. Her aspirations to expand knowledge made her return to Amsterdam allowing her to successfully complete her MBA MSc. Degree at the Amsterdam Business School- University of Amsterdam, where she currently is a Doctorate student.

City hospitality, and more specifically understanding how to contribute to responsible city tourism, is Yasemin her main research interest. Her extensive experience within the field of hospitality marketing and customer experience allows her to successfully contribute to the City Hospitality research line. She currently works on her Ph.D. – Regenerating City Tourism – where she has launched several relevant projects connecting to the HTH promise to ‘deliver a unique combination of theory, practice and research’. One of these is the yearly Extra-Curricular MBA Course on Reinventing City Tourism experimenting with developing research in an actual city (Amsterdam) with industry partners like Reinventing Tourism, amsterdam&partners and Heineken Experience.

“As a mindful marketing professional, I like to co-create meaningful experiences and work towards value creation for stakeholders involved. I see every day as a new opportunity to learn and challenge myself further. This purpose led me to contribute to a project of ‘dissemination of knowledge’ where the insights gained through my awarded Comenius Teaching Fellow are of great value. The educational innovation around student well-being – out of the Comenius Grant- made me realize living my purpose inspires me to motivate students, practitioners and researchers disseminating knowledge.’

Yasemin’s current research interest are customer experience, urban tourism and inclusive destination communities.