Michele AMBAYE

Michele AMBAYE is a Professor of Marketing at Kedge Business School. She holds a PhD in E-commerce with a focus on consumer behavior on the Internet. Prior to academia, she worked for 15 years as a product manager and marketing director in the textile industry across Europe and North Africa. She has taught at French business schools since 2005.

• Research highlights: Consumer behavior on the Internet, sensory product marketing (wine, clothing, perfume), and tourism marketing.
• Recent publications address topics like phygital innovations in wine tourism, sustainability empowerment through child facilitators in resorts, and Haiti destination management.

Publications (2016–2023): Contributions include studies on logo design for destination management organizations, online learning materials in tourism, and post-pandemic wine tourism strategies.