Author Bios (50 Words for each Author)

Semih Yilmaz worked for Turkish Ministry of Culture and Tourism for 4 years specializing in tourism ethics, education and certification. He has collaborated with EU and UN agencies in tourism development projects. As a PhD student, he has published in peer-reviewed journals and presented in national and international academic conferences.

Dr. Yong Jae Ko has been involved in numerous research projects that relate to the sports consumers’ decision-making process and quality of life, published numerous articles in peer-reviewed sport and marketing journals and done consulting work for a variety of national and international sports organizations and government projects.



Can “What Ifs” Improve the Average Tourist’s Sustainable Behaviors? The Utility of Counterfactual Thinking in Tourism