Emiratization and hospitality sector destination branding of Dubai: An impact analysis

Author First name, Last name, Institution

Noela Michael, University of Dubai
Anestis K. Fotiadis, Zayed UniversityFollow
Ian Michael, Zayed UniversityFollow

Document Type

Article

Source of Publication

Journal of Human Resources in Hospitality and Tourism

Publication Date

1-1-2023

Abstract

This study examines how the Emiratization program designed by the United Arab Emirates (UAE) government affected the hotel and hospitality sector. A qualitative research approach was adopted, in which in-depth interviews were conducted to collect data from HR managers at four- and five-star hotels in Dubai, UAE. The results showed different sub-variables associated with the role of HR management, motivational strategies, and the Emiratization of labor force. While Emiratization of the workplace poses several challenges, it can capitalize on benefits in brand building, such as using natives as brand ambassadors.

DOI Link

10.1080/15332845.2024.2282197

ISSN

1533-2845

Publisher

Informa UK Limited

Disciplines

Tourism and Travel

Keywords

Destination branding, Dubai, emiratization, hospitality, include these here if the journal requires them, UAE

Scopus ID

85177559114

Recommended Citation

Michael, Noela; Fotiadis, Anestis K.; and Michael, Ian, "Emiratization and hospitality sector destination branding of Dubai: An impact analysis" (2023). All Works. 6195.
https://zuscholars.zu.ac.ae/works/6195

Indexed in Scopus

yes

Open Access

no