Dr Ozge Yalinay

I am an Assistant Professor of Marketing at Edinburgh Business School, Heriot-Watt University. My research focuses on services marketing, consumer behaviour, heritage tourism and destination marketing, with a particular interest in visitor experience and the role of digital innovation in cultural heritage settings. I work across qualitative and quantitative research approaches, with expertise in mixed-methods research and PLS-SEM. I completed my PhD at Heriot-Watt University in 2022, focusing on tourist experiences in heritage settings, and became a Fellow of the Higher Education Academy in 2025. Alongside my research, I lead a core marketing course delivered across the University's global campuses and have led the development of a new online marketing course. I also supervise DBA and PhD students and welcome enquiries from prospective doctoral researchers interested in services, tourism and heritage marketing.