Michele AMBAYE

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Dr. Michele Ambaye is a Marketing Professor at Kedge Business School. She is British and has a PhD in E-Commerce (Consumer Behaviour on the Internet). Following 15 years as a Product Manager, then as a Marketing Director in the Clothing and IT industries across Europe and North Africa, she has taught in French business schools since 2005. Her research is focussed mainly on online consumer behaviour for sensory products, such as wine, fashion and perfume. She has more recently become interested in the tourism sector.

    Recent publications
    Publication Year of publication Type of publication
    LOREY, T., F. DOSQUET, F. DURRIEU, M. AMBAYE, "Phygital Innovations for Wine Tourism During the COVID-19 Pandemic: The Case of the Jurançon Wine Cooperative in South West France" in Technology Advances and Innovation in Wine Tourism New Managerial Approaches and Cases., Springer Nature Switzerland AG Ed., Springer International Publishing, pp. 251–277, 2023 2023 Book chapter
    DOSQUET, F., M. AMBAYE, S. BOURLIATAUX-LAJOINIE, T. LOREY, "Investigating the Tourism Sustainability Empowerment Potential of Kids’ Facilitators in Holiday Resorts with Mini-Clubs: A French Case", Recherches en Sciences de Gestion - Management Sciences - Ciencias de Gestión, 2022, no. 152, pp. 177-207 2022 Journal article
    BONNARDEL, V., M. AMBAYE, H. SERAPHIN, V. GOWREESUNKAR, "Empirical evaluation of the new Haiti DMO logo: Visual esthetics, identity and communication implications", Journal of Destination Marketing & Management, 2020, vol. 15, pp. 100393 2020 Journal article
    DOSQUET, F., T. LOREY, M. AMBAYE, "The role of children in marketing, a state of the art: Applications in tourism marketing" in Children in Hospitality and Tourism : Marketing and Managing Experiences., Seraphin H, Béal L., Zaman M., Gowreesunkar G. Eds, Degruyter, 2020 2020 Book chapter
    SERAPHIN , H., M. AMBAYE, A. CAPATINA, F. DOSQUET, "DRA Model and Visual Online Learning Material in Tourism", International Journal of Hospitality and Tourism Systems, 2018, vol. 11, no. 1, pp. 1-13 2018 Journal article
    SERAPHIN , H., V. GOWREESUNKAR, M. AMBAYE, "The Blakeley Model applied to improving a tourist destination: An exploratory study - The case of Haiti", Journal of Destination Marketing & Management, 2016, vol. 5, pp. 325-332 2016 Journal article
    SERAPHIN , H., V. GOWREESUNKAR, M. AMBAYE, V. BONNARDEL, "A Marketing Research Tool for Destination Management Organisations’ Logo Design", Journal of Business Research, 2016, vol. 69, no. 11, pp. 5022-5027 2016 Journal article
    Teaching domains


    Research domains

    Consumer Behavior