Fulya Acikgoz

Fulya Acikgoz is an Assistant Professor of Marketing at the University of Sussex Business School, specializing in Technology Marketing and Innovation Management. She holds a PhD from the University of Bristol. Her research focuses on high-tech product obsolescence, blockchain applications in hospitality, AI-driven service innovation, and consumer behavior in digital environments. She has co-authored a book titled Blockchain for Tourism and Hospitality Industries, emphasizing technology adoption in service sectors.

Her work spans over 40 publications in journals like Technovation, R&D Management, and Journal of Hospitality and Tourism Research. Key themes include generative AI frameworks for hospitality, crisis-driven business model innovation, and blockchain-enabled transparency in tourism. She teaches courses on Innovative Technologies in Contemporary Marketing and New Product Development Strategy.

Acikgoz’s research bridges consumer behavior and technological advancements, addressing challenges like trust in AI systems, cryptocurrency adoption barriers, and sustainable innovation. Her recent work highlights the role of improvisation in R&D teams and the psychological drivers of technology curiosity.