Staff Directory

F181212jm1035   aaron yankholmes

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PhD Tourism Management, The Hong Kong Polytechnic University
MA Leisure, Culture, Tourism, Sport and Recreation Project Management, University of Deusto
MPhil Tourism Management, University of Cape Coast
BSc (Hons) Tourism Management, University of Cape Coast


Dr. Yankholmes’ varied educational background in tourism management, plays significantly into his advantage in teaching and research. His international education and research pursuits have provided widespread experiences in Ghana, Spain, Hong Kong, Macau, United Kingdom, United States and the Netherlands. He has authored or co-authored over a dozen scholarly papers and reports.


Senior Lecturer/ Researcher in Sustainable Experience Design, Breda University of Applied Sciences
Lecturer in Events & Leisure Marketing, Bournemouth University
Visiting Assistant Professor in Tourism Marketing Management, Institute for Tourism Studies, Macau SAR China
Assistant Professor in Hospitality & Tourism Management, Macao University of Science and Technology, Macau SAR China


Course Leader, International Events Management
Book Reviews Editor, Journal of Heritage Tourism July 2016 to date


Yankholmes, A., & McKercher, B. (2019). The impact of self‐concept and place attachment on migrants’ travel. International Journal of Tourism Research, 1-13, DOI: 10.1002/jtr.2267

McKercher, B., Yankholmes, A. (2018). Travel as learned behaviour: Western migrants in Hong Kong and Macau. Tourism Management, 67:191-200

Yankholmes, A. (2018). Tourism development as an exercise in three-dimensional power: Evidence from Ghana. Tourism Management Perspectives, 25: 1-12

Yankholmes, A., & Timothy, D.J. (2017). Social distance between local residents and African-American expatriates in the context of Ghana’s slavery-based heritage tourism. International Journal of Tourism Research, 1-10

Akyeampong, O., & Yankholmes, A. (2016). Profiling masquerading festival attendees in Ghana. Event Management, 20: 285-296

Yankholmes, A. (2016). A look at the consumption behaviours along Ghana’s Slave Routes. Tourism Recreation Research, 41: 1-11

Yankholmes, A., & McKercher B. (2015). Understanding visitors to slavery heritage sites in Ghana. Tourism Management, 51: 22-32

Yankholmes, A., & McKercher (2015). Rethinking slavery heritage tourism. Journal of Heritage Tourism, 10: 233-247

Yankholmes, A. (2014). Publish or perish: African scholarship in the field of tourism and hospitality studies. Tourism and Hospitality Research, 14: 97-107

Yankholmes, A. (2013). Residents’ stated preference for scale of tourism development in Danish-Osu, Ghana. Cities, 31: 267-275

Yankholmes, A.K.B.& Shanshan L. (2012). Leisure and education in Ghana: an exploratory study of university students’ leisure lifestyles. World Leisure Journal, 54: 58-68

Yankholmes, A., Boakye, KAA., & Wellington, HNA. (2010). ‘Awusai Atso’: community attachment to the use of Transatlantic Slave Trade resources in Danish-Osu, Ghana. Journal of Heritage Tourism, 5: 49-67

Yankholmes, A. (2010). Residents’ perceptions of tourism impact in Danish-Osu, Ghana. Journal of Educational Travel, 1: 33-50

Yankholmes, A., & Akyeampong, OA. (2010). Tourists’ perceptions of heritage tourism development in Danish-Osu, Ghana. International Journal of Tourism Research, 12: 603- 616.

Yankholmes, A (2018). Leisure in Ghana: Whence and Whither? In K.A Henderson and Sivan, A, Leisure from International voices (pp.53-62). Sagamore Venture, Urbana, IL

Yankholmes, A (2017). The articulation of collective slave memories and ‘home’ among expatriate diasporan Africans in Ghana. In S. Marschall, Tourism and Memories of Home: Migrants, displaced people, exiles and diasporic communities (pp.222-245). Channel View Publications Ltd, Bristol, UK

Yankholmes, A. (2016) “Publish or perish” – Academic productivity of Africa-based scholars in tourism and hospitality. In M. Novelli (ed.), Tourism and development in Sub-Sahara Africa: Current issues and realities (pp.85-89 [online]). Contemporary geographies of leisure, tourism and mobility. London and New York: Routledge.

del Valle Doistua, R.S., & Yankholmes, A.K.B. (2011). Valor del ocio en los jóvenes universitarios: un análisis desde las practicas. In A. M. Ortuzar & J.C. Amigo (eds.), Los valores del ocio: cambio, choque e innovación (pp. 137-157). Bilbao: Universidad de Deusto

Yankholmes, A., Akyeampong, OA. & Dei, LA. (2009). Residents’ perceptions of Transatlantic Slave Trade attractions for tourism development in Danish-Osu, Ghana. Journal of Heritage Tourism, 4: 315-329.

Yankholmes, A. (2017). Rethinking indigenous knowledge in (African) tourism studies. Proceedings of the 7th Critical Tourism Studies conference. Palma de Majorca, Spain.
ISBN: 978-0-9916871-2-1.

McKercher, B. and Yankholmes, A., (2017). A comparison of travel by western professional migrants in Hong Kong and Macau. In: The 3rd Global Tourism & Hospitality Conference 5-7 June 2017 Hong Kong

Li, Z., Yankholmes, A., & McKercher, B., (2017). Exploring the pleasure travel experiences of expatriates in Macao: Some Preliminary Results. In: 27th Annual CAUTHE 2017 Conference 7-10 February 2017 Dunedin, New Zealand.

Yankholmes, A. (2010). Heritage tourism development preference among residents in Danish-Osu, Ghana. In R. Amoeda, S. Lira & C. Pinheiro, Heritage 2010: Heritage and sustainable development (683−689). Proceedings of the 2nd International Conference on heritage and sustainable development, Volume 1. Green Line Institute for Sustainable Development: Barcelos Portugal


The Tourism Society
Leisure Studies Association
Travel and Tourism Research Association (TTRA)-Asia Pacific Chapter
World Leisure Organization


Advisory Council Member, Fanimal (


Cultural heritage tourism and its management and marketing
International Events Management
Tourist behaviour
Sustainable tourist experience
Visitor experience management
Tourism & hospitality marketing
Strategic marketing
Regional tourism development
Special interest markets
Cross-cultural marketing in tourism and hospitality contexts

Areas of Expertise

Cultural heritage tourism
Events management
Tourism theories and practice
Sociology of tourism
Strategic marketing and product development



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