Dr Julian Ayeh

PhD, CHE, MPhil, BSc (Hons)

Senior Lecturer in Hospitality Management

Oxford Brookes Business School

Teaching and supervision


Modules taught

  • HOTO7003 Marketing Across Cultures
  • HOTO6006 Research Project
  • HOTO5011 Tourist Behaviour

Julian has multi-disciplinary teaching experience in various hospitality and tourism related modules including marketing and customer experience management, research methods, cultural tourism, technology management, tour conducting and strategic management. He has also been involved in several cross-cultural experiential learning programmes.


Julian has supervised dissertations for several postgraduate students on a wide range of topics revolving around tourist behaviour, innovations, social media and marketing communications.


Julian’s principal research interests lie within the fields of innovation and technology management, travel consumer behaviour and marketing communications. He has researched and published on a range of subjects including technology adoption, social media, entrepreneurship, food tourism marketing and the influence of emergent 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

Some of his publications have been recognized among the most read and highly cited papers in the field and he has twice been honoured by Emerald Group Publishing with the ‘Citation of Excellence Award’ (which symbolizes not only a recognition for the high number of citations, but also an indication of the publication’s novelty, interdisciplinary interest and relevancy in today’s world).  


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Professional information

Memberships of professional bodies

  • Certified Hospitality Educator, American Hotel and Lodging Association 
  • Member, Travel and Tourism Research Association 

He is an Editorial Advisory Board Member for the International Journal of Contemporary Hospitality Management as well as the European Journal of Tourism Research and also serves as a reviewer for over 25 other reputable journals.


Selected Conference Presentations

  • *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.


He has been instrumental in the implementation of several consultancy type projects related to hospitality and tourism management, e-learning, web analysis and events management. His work with non-profit organisations includes a World Vision International project on child trafficking in coastal communities.  

Further details