Dr Julian Ayeh

PhD, CHE, MPhil, BSc (Hons)

Senior Lecturer and Subject Coordinator in Hospitality Management

Oxford Brookes Business School

Role

Subject Coordinator, Hospitality and Tourism Management UG Programmes

Teaching and supervision

Courses

Modules taught

Marketing Experiences in Global Tourism
Hospitality and Events
Principles of Management in Tourism
Hospitality and Events
Destination Product Development
Hospitality Experience
Tourism Destination Development

Julian has multidisciplinary teaching experience across a range of hospitality and tourism-related modules, including marketing and customer experience management, research methods, cultural tourism, technology management and destination development. He has also been involved in several cross-cultural experiential learning programmes.

Supervision

Julian has supervised PhD, DCM, MPhil and MSc dissertations across a diverse range of topics, including tourist behaviour, innovation, social media and marketing communications.

Research

Julian’s principal research interests lie in the fields of innovation and technology management, travel consumer behaviour and marketing communications. He has researched and published on a range of topics, including technology adoption, social media, entrepreneurship, food tourism marketing and the influence of emerging technological trends on tourist behaviour. His current research focuses on smart technologies and technology-facilitated consumer behaviour, as well as innovations in hospitality management.

Research impact

The quality and impact of his research have been recognised through several prestigious awards, including two Emerald Citation of Excellence Awards and the International Council on Hotel, Restaurant, and Institutional Education (ICHRIE) 2023 JHTE Article of the Year Award. Some of his publications have also been recognised among the most read and highly cited papers in the field, reflecting their scholarly impact and relevance.

Publications

Nguyen VT, Altinay L, Alrawadieh Z, Ayeh J, Activating pro-environmental behavior in hospitality settings: A multi-level communication framework
International Journal of Hospitality Management 140 (2026) ISSN: 0278-4319 eISSN: 1873-4693 Activating pro-environmental behavior in hospitality settings: A multi-level communication framework Open Access version on RADAR
Ayeh JK, Bondzi-Simpson A, Baah NG, Predicting Students’ Response to Entrepreneurship in Hospitality and Tourism Education: An Application of the Theory of Planned Behavior
Journal of Hospitality and Tourism Education 35 (3) (2022) pp.265-276 ISSN: 1096-3758 eISSN: 2325-6540 Predicting Students’ Response to Entrepreneurship in Hospitality and Tourism Education: An Application of the Theory of Planned Behavior Open Access version on RADAR
Ayeh JK, Bondzi-Simpson A, Baah NG, Predicting Students’ Response to Entrepreneurship in Hospitality and Tourism Education: An Application of the Theory of Planned Behavior
Journal of Hospitality and Tourism Education 35 (3) (2022) pp.265-276 ISSN: 1096-3758 eISSN: 2325-6540 Predicting Students’ Response to Entrepreneurship in Hospitality and Tourism Education: An Application of the Theory of Planned Behavior Open Access version on RADAR
Baah NG, Bondzi-Simpson A, Ayeh JK, How neophilia drives international tourists' acceptance of local cuisine
Current Issues in Tourism 23 (18) (2020) pp.2302-2318 ISSN: 1368-3500 eISSN: 1747-7603
Bondzi-Simpson A, Ayeh JK, Assessing hotel readiness to offer local cuisines: a clustering approach
International Journal of Contemporary Hospitality Management 31 (2) (2019) pp.998-1020 ISSN: 0959-6119 eISSN: 1757-1049
Mariani M, Styven ME, Ayeh JK, Using Facebook for travel decision-making: an international study of antecedents
International Journal of Contemporary Hospitality Management 31 (2) (2019) pp.1021-1044 ISSN: 0959-6119 eISSN: 1757-1049
Ayeh JK, Distracted gaze: Problematic use of mobile technologies in vacation contexts
Tourism Management Perspectives 26 (2018) pp.31-38 ISSN: 2211-9736 eISSN: 2211-9744
Bondzi-Simpson A, Ayeh JK, Serving indigenous dishes in hotels: An inquiry into the conative response of menu decision makers
International Journal of Hospitality Management 67 (2017) pp.115-124 ISSN: 0278-4319 eISSN: 1873-4693
Ayeh JK, Au N, Law R, Investigating cross-national heterogeneity in the adoption of online hotel reviews
International Journal of Hospitality Management 55 (2016) pp.142-153 ISSN: 0278-4319 eISSN: 1873-4693
Ayeh JK, Travellers' acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories
Computers in Human Behavior 48 (2015) pp.173-180 ISSN: 0747-5632 eISSN: 1873-7692
Ayeh JK, Au N, Law R, "Do We Believe in TripAdvisor?" Examining Credibility Perceptions and Online Travelers' Attitude toward Using User-Generated Content
Journal of Travel Research 52 (4) (2013) pp.437-452 ISSN: 0047-2875 eISSN: 1552-6763
Ayeh JK, Au N, Law R, Predicting the intention to use consumer-generated media for travel planning
Tourism Management 35 (2013) pp.132-143 ISSN: 0261-5177 eISSN: 1879-3193
Ayeh JK, Chen RX, "How's the Service?" A Study of Service Quality Perceptions across Sectors and Source Markets
International Journal of Tourism Research 15 (3) (2013) pp.241-260 ISSN: 1099-2340 eISSN: 1522-1970
Ayeh JK, Lin S, "Estimating tomorrow's tourist arrivals": Forecasting the demand for China's tourism using the general-to-specific approach
Tourism and Hospitality Research 11 (3) (2011) pp.197-206 ISSN: 1467-3584 eISSN: 1742-9692
Ayeh JK, Information Communications Technology and Global Education: the challenges of the African Virtual University Learning Centres in Ghana
Information Development 24 (4) (2008) pp.266-274 ISSN: 0266-6669 eISSN: 1741-6469
Ayeh J, Determinants of Internet Usage in Ghanaian Hotels:
Journal of Hospitality & Leisure Marketing 15 (3) (2007) pp.87-109 ISSN: 1050-7051

Ayeh JK, Information Communication Technology and Tourism Promotion in Africa
in Novelli M, Adu-Ampong EA, Ribeiro MA (ed.), Routledge Handbook of Tourism in Africa, Routledge (2020) eISBN: 9781351022545
Ayeh JK, Cell phones and international travel
in Lowry L (ed.), Cell phones and international travel, SAGE Publications Ltd (2017)
Ayeh JK, Travel trends in the Middle East
in Lowry L (ed.), Travel trends in the Middle East, SAGE Publications Ltd (2017)
Ayeh JK, Ghana, tourism
in Jafari J, Xiao H (ed.), Ghana, Springer, Cham (2016) eISBN: 9783319016696
Ayeh JK, Au N, Law R, Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors
in Cantoni L, Xiang Z (ed.), Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors, Springer-Verlag (2013) ISBN: 978-3-642-36308-5
Ayeh JK, Leung D, Au N, Law R, Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study
in Fuchs M, Ricci F, Cantoni L (ed.), Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study, Springer Nature (2012) ISBN: 978-3-7091-1141-3 eISBN: 978-3-7091-1142-0

Guan J-J, Xia M, Ayeh J-K, The Design of Disease Monitoring System for Chinese Outbound Tourism: A Discussion from Public Management Perspective
107 (2014) pp.370-376 ISSN: 1951-6851
Ayeh JK, Leung D, Au N, Law R, Perceptions and Strategies of Hospitality and Tourism Practitioners on Social Media: An Exploratory Study
(2012) ISBN: 9783709111413

Articles in Refereed Journals

Baah, N. G., Bondzi-Simpson, A., & *Ayeh, J. K. (2020). How Neophilia drives international tourists’ acceptance of local cuisine. Current Issues in Tourism, 23(18), 2302-2318.
Bondzi-Simpson, A., & *Ayeh, J. K. (2019). Assessing hotel readiness to offer local cuisines: A clustering approach. International Journal of Contemporary Hospitality Management, 31(2), 998-1020.
*Mariani, M., Styven, M. E., & Ayeh, J. K. (2019). Using Facebook for travel decision making: An international study of antecedents. International Journal of Contemporary Hospitality Management, 31(2), 1021-1044.
*Ayeh, J. K. (2018). Distracted Gaze: Problematic use of mobile technologies in the holiday context. Tourism Management Perspectives, 26C, 31-38.
Bondzi-Simpson, A., & *Ayeh, J. K. (2017). Serving indigenous dishes in hotels: An inquiry into the conative response of menu decision makers. International Journal of Hospitality Management, 67, 115–124.
*Ayeh, J. K., Au, N., & Law, R. (2016). Investigating cross-national heterogeneity in the adoption of online hotel reviews. International Journal of Hospitality Management, 55, 142-153.
*Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of Technology Acceptance and Source Credibility Theories. Computers in Human Behaviour, 48, 173-180.
*Ayeh, J. K., Au, N., & Law, R. (2013). ‘Do we believe in TripAdvisor?’ Examining credibility perceptions and online travellers’ attitudes toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
*Ayeh, J. K., Au, N., & Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132-143.
*Ayeh, J. K. & Chen, R. X. (2013). 'How's the Service?' A Study of service quality perceptions across sectors and source markets. International Journal of Tourism Research, 15(3), 241-260.
*Ayeh, J. K. & Lin, S. (2011). Estimating tomorrow’s tourist arrivals: Forecasting the demand for China’s tourism using the General-to-Specific Approach. Tourism and Hospitality Research, 11(3), 197 - 206.
*Ayeh, J. K. (2008). ICT and global education: The challenges of the African Virtual University learning centres in Ghana. Information Development, 24(4), 266-274.
*Ayeh, J. K. (2007). Determinants of Internet usage in Ghanaian hotels: The case of Greater Accra Region. Journal for Hospitality Marketing and Management (formerly known as Journal of Hospitality & Leisure Marketing), 15(3), 87-109.

Chapters in Edited Books

*Ayeh, J. K. (2020). Information Communication Technology and Tourism Promotion in Africa. In M. Novelli, E. A. Adu-Ampong and M. A. Ribeiro (Editors) Routledge Handbook of Tourism in Africa (pp. 52-68). Routledge, an imprint of Taylor and Francis Books Ltd.
*Ayeh, J. K. (2017). Travel trends in the Middle East. In L. Lowry (Ed.), The SAGE International Encyclopaedia of Travel and Tourism (Vol. 4, pp. 1349-1353). Thousand Oaks, CA: SAGE Publications Ltd.
*Ayeh, J. K. (2017). Cell phones and international travel. In L. Lowry (Ed.), The SAGE International Encyclopaedia of Travel and Tourism (Vol. 4, pp. 250-251). Thousand Oaks, CA: SAGE Publications Ltd.
*Ayeh, J. K. (2015). Ghana, tourism. In J. Jafari, & H. Xiao (Eds.), Encyclopaedia of Tourism, Berlin-Heidelberg: Springer.
*Guan, J-J, Xia, M., & Ayeh, J. K. (2014). The design of disease monitoring system for Chinese outbound tourism: A discussion from public management perspective. In M. Wang (Ed.), Proceedings of the 2014 International Conference on Economic Management and Trade Cooperation (EMTC 2014) (Vol. 107, pp. 370-376). Paris: Atlantis Press.
*Ayeh, J. K., Au, N., & Law, R. (2013). Towards an understanding of online travellers’ acceptance of consumer-generated media for travel planning: Integrating technology acceptance and source credibility factors. In L. Cantoni, & Z. Xiang (Eds.), Information and Communication Technologies in Tourism 2013 (pp. 254-267). Berlin-Heidelberg: Springer.
*Ayeh, J. K., Leung, D., Au, N., & Law, R. (2012). Perceptions and strategies of hospitality and tourism practitioners on social media: An exploratory study. In M. Fuchs, F. Ricci, & L. Cantoni (Eds.), Information and Communication Technologies in Tourism 2012 (pp. 1-12). Vienna, Austria: Springer-Verlag.
*Ayeh, J. K. (2008). Adoption of information and communication technologies in hotels: A Case study of Greater Accra Region. In O. Akyeampong, & A. B. Asiedu, (Eds.) Tourism in Ghana: A Modern Synthesis (pp. 177-195). Accra: AGLC.

Forthcoming

Ayeh, J. K.,* Bondzi-Simpson, A., & Baah, N. G. (In press). Predicting Students’ Response to Entrepreneurship in Hospitality and Tourism Education: An Application of the Theory of Planned Behaviour. Journal of Hospitality & Tourism Education.
*Ayeh, J. K. (In Press). Ghana, tourism. In J. Jafari, & H. Xiao (Eds.), Encyclopaedia of Tourism (2nd edition), Berlin-Heidelberg: Springer.

Professional information

Memberships of professional bodies

Certified Management & Business Educator (CMBE) – Chartered Association of Business Schools
Fellow, Higher Education Academy (Advance HE)
Certified Hospitality Educator - American Hotel and Lodging Association
British Academy of Management
International Council on Hotel, Restaurant, and Institutional Education
Travel and Tourism Research Association (TTRA)

Conferences

[Selected Conference Presentations]
• Ayeh, J. K. (2024). Profiling Food Neophobic Tourists. 2024 INTOCUS International Conference; Tourism and Cultural Heritage: Resilience, Sustainability and Transformation, March 8-9, Athens, Greece. https://www.tourismheritage.hua.gr/intocus/
• Ayeh, J. K. (2019). User Segmentation Based on Perceived Richness of Consumer-Generated Media. 2019 International Conference of the Travel and Tourism Research Association: Advancing Tourism Research Globally (TTRA 2019), June 25-27, Melbourne, Victoria, Australia. https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=2305&context=ttra
• Ayeh, J. K. (2017). The multitasking tourist: Exploring social and psychological determinants of behaviour. 2017 International Conference of the Travel and Tourism Research Association: Advancing Tourism Research Globally (TTRA 2017), June 20-22, Quebec City, Quebec, Canada. https://scholarworks.umass.edu/ttra/2017/Academic_Papers_Oral/5/
• Ayeh, J. K. (2016). Googling for “Safe” Tourism: An analysis of travel-related queries on safety. Travel and Tourism Research Association – Asia Pacific Region Conference 2016 (TTRA APac 2016), December 2-4, Dubai, UAE. https://www.mdx.ac.ae/about-us/news/news-detail/2016/12/05/mdx-dubai-successfully-hosts-the-4th-annual-travel-and-tourism-conference
• Ayeh, J. K. (2015). Digital Distraction: What does multitasking with Socially Interactive Technologies take away from the tourist experience? IIBA 2015: 5th International Interdisciplinary Business-Economics Advancement Conference, November 16-21, Florida, USA. https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1005&context=anaheipublishing • Ayeh, J. K., Au, N., & Law, R. (2013). Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors. ENTER 2013: eTourism - Opportunities and challenges for the next 20 years, January 23-25, Innsbruck, Austria. https://link.springer.com/book/10.1007/978-3-642-36309-2
• Ayeh, J. K., Leung, D., Au, N., & Law, R. (2012). Perceptions and Strategies of hospitality and tourism practitioners on social media: An exploratory study. ENTER 2012: eTourism - Present and Future Services and Applications, January 24-27, Helsingborg, Sweden. https://link.springer.com/book/10.1007/978-3-7091-1142-0
• Ayeh, J. K., Au, N. & Law, R. (2011). Critical Determinants of Travellers’ Use of User-Generated Content for Travel Planning. World Research Summit for Tourism and Hospitality (WRSTH), December 10-13, Hong Kong. http://ira.lib.polyu.edu.hk/handle/10397/52905
• Ayeh, J. K., Au, N. & Law, R. (2011). Social Media and User-Generated Content: Towards a Model of UGC Adoption for Travel Planning, Proceedings of the 9th Asia Pacific CHRIE (APac-CHRIE) Conference, June 2-5, Hong Kong. http://ira.lib.polyu.edu.hk/handle/10397/38277
• Ayeh, J. K. (2007). ICT and Global Education: The Challenges of the African Virtual University learning centres in Ghana. Proceedings of the Second Biennial International Workshop on Global Perspectives in Education: Emerging Challenges, Opportunities and Innovative Approaches, October 1-5, Cape Town, South Africa.

Consultancy

Julian has played a key role in delivering several consultancy projects in hospitality and tourism management, e-learning, web analysis and events management. His work with non-profit organisations has included a World Vision International project focused on child trafficking in coastal communities.

Further details

Google Scholar Profile
Twitter: twitter.com/julian_ayeh?lang=en
LinkedIn: uk.linkedin.com/in/julian-ayeh-2a82921a
Publons: https://publons.com/author/526399/julian-k-ayeh#profile
Kudos: https://www.growkudos.com/profile/julian_ayeh
Mendeley: https://www.mendeley.com/profiles/julian-ayeh2/
ResearchGate: https://www.researchgate.net/profile/Julian_Ayeh/publications
Academia.edu: http://dubaimonsters.academia.edu/JulianAyeh
Scopus Author ID: 21233479800
ORCID: orcid.org/0000-0001-9886-543X
Researcher ID: P-1639-2017