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PhD, MSc in Accounting and Finance, PGDP in Business Administration, Certified Hospitality Educator (CHE)
The Oxford School of Hospitality Management
Oxford Brookes Business School
CLC.2.31, Clerici Building, Headington Campus
Broorkes Union Teaching Awawrds 2019, nominated for 'Best Research/ Dissertaion Supervisor' and 'Best Taught Module'.
P58927 Revenue Management
P58900 Strategic Financial Management
U54022 Financial Management in Hospitality and Tourism
U54029 Revenue Management and Pricing
U54071 Financial Decision Making for Hospitality and Tourism
I have supervised several MSc students on the topics regarding revenue management and destination marketing.
I currently co-supervise two PhD students. One investigates the travel behaviour of Chinese female solo tourists. The other invesigates the use of social media and postmodern travel experiences.
My research interest is related to tourist behaviour including behavioural modelling, price perception, embodied experience and the spatial patterns.
This research draws on the geographical concept of situated lay-knowledge to highlight how the formation of tourists’ attitudes to travel destinations challenges the theoretical foundation of theory of planned behaviour (TPB). It suggests that situated lay knowledge is dynamic as opposed to static which is the accepted basis of TPB and subsequently proposes ‘Situated Lay-Knowledge Travel Behaviour Model’ (SLKTB). The model was tested in a mixed methods approach where Chinese tourists, who knew little about Portugal, encountered Portuguese culture and cuisine in Macau. The overall results demonstrate that the formation of tourists’ attitudes about travel destinations is not pre-existing or static but dynamic and created from their ongoing encounters.
Road construction offers a unique lens through which to investigate tourism mobility. To date, research has focused on the socio-cultural effects of road construction, such as its influence on tourists’ movements and its hindrance to tourism development, with less use of systematic methods to analyze road construction-related conflicts. Accordingly, this study comprised a systematic analysis of road construction-related conflicts in Yubeng, China, and potential strategies to solve the underlying mobility dilemmas. A geo-historical trajectory of conflicts was examined, and road construction conflicts were categorized as involving resource competition, tourism dilemma, modern anxiety, or protection paradox. Then, formal conflict analysis and an evolutionary game model were used to analyze these different conflict categories and develop a general pattern of strategies by which the dilemmas might be resolved. The theoretical implications and practical insights of the findings for tourism development, as well as other social conflict contexts, were also investigated.
‘Tourism’ has been regarded as an essential driving force behind destination changes. On reflection, it is essentially not tourism, but the mechanisms underlying destination development process that lead to the changes. However, very few studies have explored these mechanisms with the majority of work simply comparing the pre- and post-tourism stages to conclude the effects of tourism on destinations. The current study builds on Lefebvre’s social space production epistemology to establish a conceptual framework to decipher the mechanisms. It was illustrated using the context of the Muslim community in Sanya, Hainan Province, China. Results demonstrate that the dynamic relationship between capital, culture and power initiated the production of the community space. Capital facilitated the production of ‘spatial practices’, which interacted with the ‘representations of space’ dominated by the (administrative) power and the ‘representational space’ produced by the Muslim culture. Theoretical implications of the framework for social changes are also discussed.
This paper discussed the major development stages of social enterprises (SEs) in rural island tourism in China. The authors established a conceptual framework with which to analyze the key factors affecting development under the context of Chinese social and economic institution. Informed by the SE life cycle model, the study adopted a case study approach with the Boxue Eco Village on Hainan Island as the case. Data were collected through in-depth interviews, focus group interviews, and observations. Institutional characteristics at every stage, including entrepreneurial, collectivity, standardization, and refinement, were analyzed. Based on the specificity of SE of rural tourism in this case, the authors summarized the influencing factors that shaped the development process of the enterprises. First-hand data were collected through interviews with entrepreneurs, management staff, villagers, and other stakeholders. The model was modified according to the research results, and provides a more integrated model suitable for SEs in Chinese islands. This study established a conceptual framework with which to analyze the development process of SEs in rural tourism within the institutional context of China. This framework could be applied to understand the substantial development of emerging SEs in China. = 本文讨论了中国海岛的乡村旅游中，社会企业发展的主要阶段。作者构建了一个概念模型，分析在中国社会经济制度条件下，影响社会企业的发展因素。结合社会企业生命周期模型，本研究以海南岛博学生态村为案例，通过深度访谈，焦点小组访和实地观察采集数据，展开分析。分析了包括创业、集体、标准化、精细化每个阶段的制度性特征。根据案例中的乡村旅游社会企业的特殊性，作者归纳了影响社会企业发展进程的影响因素。本研究通过对企业家、管理者、村民和其他利益相关者的访谈采集了一手数据。根据研究结果调整了理论模型并且提出了更加适合中国海岛乡村旅游社会企业的整合模型。本项研究为中国制度环境下的乡村旅游中，社会企业的发展建立了一个概念框架。该框架可以帮助人们理解新兴的中国社会企业的发展本质。
Prior to my academic position, I worked in PricewaterhouseCoopers as a senior auditor. My professional expertise is auditing, accounting and applied finance. After that I have been lecturing Finance and Revenue Management in Hotel and Tourism Management schools at Macau University of Science and Technology (2010-2014), Hong Kong Polytechnic University (2014-2017) and Brookes University (2017 - present).
I am an editorial board member of The Service Industries Journal; and a review referee of International Journal of Contemporary Hospitality Management, The Service Industries Journal, and Journal of Vacation Marketing.
Ji, M., & B. King (2018). Investigating the Embodied Experience Using ZMET. Presented at 27th CHME conference, Bournemouth, University of Bournemouth, May 2018.
Ji, M., Wong, Ip-Kin, & A. Eves (2017). Dining Experience Co-creation: Presence of Others, Regional Economy and Behavioral Outcomes. Presented at 26th CHME conference, Aaborg, Demark, 14-20 May 2017.
Ji, M., Li, M., & King, B. (2017). Tourist emotional encounters in the dining context. The 27th Annual CAUTHE conference, Dunedin, New Zealand, 7-10 February.
Ji, M., Eves, A., & Scarles, C. (2016). Rethinking the theory of planned behaviour in tourism context: A modification of the original framework, paper presented at the School of Hospitality and Tourism Management, University of Surrey, Guilford, England, 19-22 Jul 2016.
Ji, M., King, B., & Li, M. (2016). Tourist imaginings and dining experiences, paper presented at the 2nd Annual Conference of the Euro-Asia Tourism Studies Association (EATSA 2016), Lisbon, Peniche & Coimbra, Portugal, 26-30 Jun 2016.
Ji, M., Wong, I- K., Eves, A., & Scarles, C. (2016). Tourist food consumption: Interactive effect of novelty seeking and personality traits, paper to be presented at the 25th Council for Hospitality Management Education Conference, Belfast, 4-6 May 2016.
Ji,M. & Li. M. (2015). To decide or to be decided? — Dilemmas of parents travelling with children, paper presented at 3rdTTRAAPac Conference, Tokyo, Japan, 4-6 Dec 2015.
Ji,M. & Wong, Y-K. (2015). Understanding the supportive environment and authenticity in event services, paper presented at the 3rdInternational Conference on Events: Making Waves in Macau, 7-9 Sep 2015.
Ji,M. (2015). Restaurant experiences and an imagined place, paper presented in Tourism Salon, Sun Yat-sen University, 13-14 Jun 2015.
Ji,M. & Li, M. (2015). Tourist emotions: A netnography analysis of Chinese tourists travelling in Japan, paper presented at the International Conference on Sustainable Tourism and Resilient Communities, Hong Kong, 6-8 May 2015.
Ji, M., Li, M., & Liu. T. (2014). Chinese tourists’ preference for food: The cultural concern for health, paper presented at 2ndTTRA Asia Pacific conference, Melbourne, Australia, 4-5 Dec 2014.
Ji, M., Li, M., & Zhang, M. (2014). Tourism development ethics in less developed countries: The postcolonial perspective, paper presented at International Conference on Experiential Learning, Macau, May 2014.
Ji, M. & Li, M. (2014). The competitiveness of Hong Kong: Under the rise of Shanghai Free-trade Zone, paper presented at Global 2014 11th ATF, Hong Kong, May 2014.
Ji, M., Park, S. H., & Hitchcock, M. (2013). Macau’s Lusofonia Festival: The perception of tourists and locals, paper presented at World Conference on Hospitality, Tourism and Event Research & International Convention and Expo Summit 2013, Bangkok, Thailand, May 2013.
Ji, M. & Park, S. H. (2013). An examination of the perceived festival quality and visitors’ satisfaction, paper presented at the 11th Asia Pacific CHRIE 2013, Macau, May 2013.
Ji, M. & Zhang, Y. (2012). The IPA analysis of Macao Portuguese snacks, paper presented at Annual International Conference on Tourism and Hospitality Research 2012, Singapore, Jul 2012.
Ji, M. & Zhang, Y. (2012). Macanese cuisine images in Chinese visitors’ blog: A thematic analysis, paper presented at Asia Pacific Tourism Association (APTA) 2012 Taipei Conference, Taipei, Jun 2012.
Kate joined the team at the Oxford School of Hospitality Management in January 2017 as a senior lecturer. Her research interests include many aspects of tourism and hospitality particularly those involved with tourist dinning and embodied experience. She has published a number of papers relating to dining experience co-creation, modeling tourist dining behaviour and emotions aspects of tourist experience. Her study on tourist behaviour won Best Paper Award and Best Overall Research Paper Award at the 25th CHME Conference 2016.
Kate attained an MSc in Accounting and Finance from The University of Birmingham, and Ph.D degree in Tourism Management from Hong Kong Polytechnic University. She was also a Visiting Research Fellow with the University of Surrey. She taught Finance and Accounting at the Macau University of Science and Technology and Hong Kong Polytechnic University while completing her doctorate study. Prior to her teaching experience in higher education she worked at PricewaterhouseCoopers in PR China as a senior auditor.