Asli D.A. Tasci is the interim chair of the department of tourism, events and attractions and an associate professor in the field of tourism and hospitality marketing at UCF Rosen College of Hospitality Management. After receiving her doctorate degree (destination marketing) from Michigan State University in 2003, she worked in Turkey, Hong Kong and the United States. Tasci has authored over 70 journal articles and presented many research papers at conferences. She has served as a reviewer for journals such as International Journal of Culture, Journal of Destination Management and Marketing, and Tourism Review. Her research focus is on consumer behavior, image and branding, and tourism and culture. She has completed studies in different countries and has explored consumer behavior in multicultural settings. Her research contributes to the theory of consumer-based brand equity in tourism and hospitality context, for different products, geographies, and cultures.