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Article
Publication date: 10 June 2019

Giuliana Giardina

The purpose of this study is to know about the recent environmental changes that have impacted society worldwide have led to increased interest in and attention to the topic of…

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Abstract

Purpose

The purpose of this study is to know about the recent environmental changes that have impacted society worldwide have led to increased interest in and attention to the topic of sustainability. A good example of this new trend is provided by the Expo 2020, which is focussing on sustainability as one of the key sub-themes of the event.

Design/methodology/approach

This study explores guests’ and employees’ perspectives on the deployment of sustainable practices in hotels. Particular attention is placed on the identification of challenges and drivers of sustainable practices in luxury hotel properties in Dubai.

Findings

The discoveries made during the study hold meaningful implications for industry professionals and provide insightful recommendations for the upcoming Expo 2020, which can be leveraged as a tool to increase awareness and drive education on effective sustainable practices.

Originality/value

With 35 different nationalities contributing to the data collection, the present study provides a diverse sample, enabling the researcher to shed light on the previously identified literature contradictions.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 10 June 2019

Sunitha K. Haneef and Zakiya Ansari

The purpose of this study is to discuss the phases and kinds of marketing strategies being employed during the conduct of mega events such as expos. The study also aims to…

2309

Abstract

Purpose

The purpose of this study is to discuss the phases and kinds of marketing strategies being employed during the conduct of mega events such as expos. The study also aims to familiarize the reader with the detailed marketing strategies used by Dubai Expo 2020 and the marketing strategies adopted by tour operators in Dubai, alongside their most used digital channels of communication and marketing. Further, an attempt has been made to understand how the marketing methods for Expo 2020 can be integrated with the marketing of general travel products in Dubai.

Design/methodology/approach

Short, unstructured interviews with open-ended questions were conducted as part of the data-collection method over a period of two weeks. The interviewees are a core group of officials from the marketing and IT sections of Dubai Expo 2020. The data were recorded for later retrieval and analysis. Also, a survey of 150 tour operators and travel agents was conducted over a period of five weeks. This garnered a comprehensive set of data on the preferred marketing strategies to promote tourism products.

Findings

The marketing strategies used for Dubai Expo 2020 have been attractive, varied and innovative. Digital marketing is the most opted-for channel of communication for marketing purposes by both Expo 2020 officials and tour operators and travel agents in Dubai. Maximum popularity in terms of usage by tour operators and travel agents is reflected in social media channels of marketing, especially Facebook. There is a need to evolve a distinctly separate digital marketing strategy that will create more tailored marketing campaigns based on the characteristics affecting the consumer behavior of people engaged in Expo 2020.

Research limitations/implications

This study could have incorporated more varied data if other stakeholders, e.g. hoteliers, had been included. More varied data would certainly have been useful in arriving at well-founded observations about the ideal marketing strategies that could be adopted for an event of this magnitude. Another limitation is that interviews with a greater cross-section of the officials of Dubai Expo 2020 would have rendered a more detailed and finer description of the marketing methods used in promoting Dubai Expo 2020.

Practical implications

Dubai is being equipped as a world-class venue for large-scale conferences and conventions rivaling Las Vegas for meetings, incentives, conferences and exhibitions. Further, Dubai will be able to position itself as a favored location for hosting a wide array of events with global participation.

Social implications

Based on this study, it is reasonable to conclude that there is a need to rethink and innovate ways of marketing by customizing the marketing strategies according to the market structure and consumer behavior, without abandoning any particular marketing channel.

Originality/value

This research on the marketing strategies of Dubai Expo 2020 is of interest to industry, government agencies and other stakeholders. The observations drawn from this study on marketing strategies can be used by other nations hosting similar events in similar geographical areas to provide a basis to design or redesign their tourism and marketing strategies.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 10 June 2019

Sanjay Nadkarni

Expo 2020 is scheduled to open on October 20, 2020, and will be the largest mega-event to-date in the Middle East and North Africa (MENA) region, drawing in up to 300,000 visitors…

Abstract

Purpose

Expo 2020 is scheduled to open on October 20, 2020, and will be the largest mega-event to-date in the Middle East and North Africa (MENA) region, drawing in up to 300,000 visitors a day, half of them from abroad, in its six months of operation. The purpose of this paper is to provide an overview on how the story has evolved in terms of preparation for the event since Dubai won the bid to host Expo 2020 in 2013.

Design/methodology/approach

Content analysis of the existing literature was undertaken and industry white papers and government portals were consulted to assimilate knowledge sources and to formulate an informed opinion about the impact of Expo 2020 on Dubai.

Findings

The backdrop to Expo 2020 is outlined, followed by an overview of events with the support of literature. The pre-event buildup in terms of policies and infrastructure is assessed and an impact analysis is performed based on the framework of the triple bottom line model. The framework is used to explore post-event challenges, and the steps that will need to be taken by stakeholders and policymakers are also discussed.

Originality/value

There is a dearth of academic literature on Dubai as a destination. This paper brings into focus the importance of Expo 2020 to Dubai's sustainable development and, thus, addresses a critical gap in literature.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 10 June 2019

Alma Au Yeung and Sharihan Al Mashary

This paper aims to outline Emaar Hospitality Group’s (EHG’s) role as the official hotel and hospitality partner for Dubai Expo 2020.

400

Abstract

Purpose

This paper aims to outline Emaar Hospitality Group’s (EHG’s) role as the official hotel and hospitality partner for Dubai Expo 2020.

Design/methodology/approach

This paper draws on personal insights from an industry and trend perspective, aligned with the Expo 2020 Dubai theme, “Connecting minds, creating the future,” and its three sub-themes: mobility, sustainability and opportunity.

Findings

As an outcome, EHG’s commitment to Dubai Expo 2020 encompasses the provision of rooms and hospitality, meeting and events venues including outside catering, a hotel of the future innovation stand that reflects the company’s commitment to innovation in the Middle East, gender parity (female-male ratio) employment of women and youth, support to small- and medium-sized enterprise and global apprenticeships for six months during the Expo 2020 event an a commitment to sustainable economic growth.

Originality/value

This is an original, experience-based piece that focuses on an Expo 2020 operator’s viewpoint.

Book part
Publication date: 16 January 2024

Ruggero Sainaghi and Aurelio G. Mauri

This study explores the short- and medium-term effects generated by the Milan Expo 2015, adopting a microeconomic approach. The focus is on the hospitality sector. The study…

Abstract

This study explores the short- and medium-term effects generated by the Milan Expo 2015, adopting a microeconomic approach. The focus is on the hospitality sector. The study embraces nine years, identifying three intervals: pre- (2011–2014), during- (2015) and post-Expo (2016–2019). The time span does not include the Covid-19 pandemic period, which started in 2020. The dataset is composed of daily data. Three research questions are explored. First, an overall evaluation of the short- and medium-term effects is performed. Second, the seasonal effects are measured. Finally, the impacts for different classes of hotels are considered. The findings are supportive for the legacy generated by the Milan Expo. The results confirm the ability of the Milan Expo to strengthen the leisure segment. Positive results have been observed for all classes of hotels, relevantly augmenting the real revenue per available room (RevPAR). Luxury hotels achieved the highest increase of RevPAR, while economy class hotels registered the highest percentage of increase of RevPAR.

Details

Tourism Planning and Destination Marketing, 2nd Edition
Type: Book
ISBN: 978-1-80455-888-1

Keywords

Open Access
Article
Publication date: 14 March 2016

Stephanie Morris and Scolah Kazi

The purpose of this paper is to provide an understanding of the accessibility laws currently in effect in the United Arab Emirates and, specifically, Dubai. Further, it recommends…

4050

Abstract

Purpose

The purpose of this paper is to provide an understanding of the accessibility laws currently in effect in the United Arab Emirates and, specifically, Dubai. Further, it recommends methods of integrating accessible hospitality and tourism in Dubai with core legal and ethical direction in preparation for EXPO 2020.

Design/methodology/approach

Review of current legislation and analysis of interpretation by industry providers was used to illustrate the impact on the current accessibility environment in Dubai and to recommend a revised regulatory scheme.

Findings

The paper explains how legal and ethical issues have influenced the planning and building of 5 star hotels in Dubai, and offers recommendations for amendments and additions to the region’s current laws that address needs of people with disabilities (PwD).

Originality/value

Little research has been conducted in the region concerning the rights and needs of PwD. The paper significantly contributes by demonstrating how an ethical and legal framework will address the needs of PwD thereby aiding in Dubai’s successful hosting of EXPO 2020. This contribution is notably opportune in view of the anticipated changes in applicable legislation.

Details

Journal of Tourism Futures, vol. 2 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

Expert briefing
Publication date: 22 May 2020

It is now scheduled to run from October 1, 2021 to March 31, 2022. The economic blow to the United Arab Emirates (UAE) coincides with other severe consequences of the pandemic…

Book part
Publication date: 25 September 2012

Ilaria Beretta

Purpose – This chapter shows the politics, plans, strategies, initiatives Municipality of Milan is putting in place, in the European Union context, in order to reduce its green…

Abstract

Purpose – This chapter shows the politics, plans, strategies, initiatives Municipality of Milan is putting in place, in the European Union context, in order to reduce its green gas emissions and to mitigate the negative effects of climate change.

Design/methodology/approach – The study was conducted on the basis of primary and secondary sources, in particular the analysis of municipal official documents.

Findings – The city of Milan structured its strategy against climate change in two branches: on one hand Milan takes part of national and international networks, on the other hand it acts at local level through the adoption of an ad hoc plan (called ‘Piano Clima’).

Originality/value – Among other things, this study shows the relevance of cooperation with different and similar urban areas. In fact, in order – both – to plan and to implement the most part of its initiatives against climate change, the contacts, exchanges, relations with other cities have been and will be of vital relevance for the city of Milan. From the experiences of peers, you can learn, for example, what measures are most effective, what measures are the easiest to implement and most accepted by citizens, how to implement measures.

Details

Urban Areas and Global Climate Change
Type: Book
ISBN: 978-1-78190-037-6

Keywords

Article
Publication date: 10 June 2019

Florian Kriechbaumer

This paper aims to provide an overview of how trends encompassing SOLOMO (social, local, mobile) factors impact marketing activities in small and medium-sized hospitality…

Abstract

Purpose

This paper aims to provide an overview of how trends encompassing SOLOMO (social, local, mobile) factors impact marketing activities in small and medium-sized hospitality enterprises (SMEs). It explores the relevancy of these factors and their application in the industry and synthesizes them in the context of Dubai’s path toward Expo 2020 by collecting practitioner input.

Design/methodology/approach

This paper provides continuity with the author’s previous WHATT article exploring SME website implementation by expanding its scope by analyzing literature on SOLOMO adoption in the hospitality industry, drawing from a range of journals and applicable industry sources. It collects informal commentary from practitioners with relevant local experience to contextualize the findings within Dubai’s digital roadmap.

Findings

Several aspects of SOLOMO in the context of hospitality have been examined by researchers; however, their successful applicability to the SME sector (which is still struggling with the fundamentals of website implementation) lacks comprehensive consideration. There is a dearth of academic and governmental guidance for industry executives. At the same time, trends beyond SOLOMO, particularly around data analytics, are emerging and require incorporation into a digital SME roadmap.

Practical implications

Executives in the hospitality SME domain are encouraged to continue focusing on the fundamentals of website implementation while they take into consideration the trends around SOLOMO identified in the study. A holistic, result-driven view of digital marketing is required to ensure focused resource usage. Closer collaboration between private sector, policymakers and academia will support Dubai’s initiatives to leverage its high degree of technological readiness for marketing innovation in the SME sector.

Originality/value

This manuscript provides a practically oriented and engaging overview of the applicability of SOLOMO concepts for hospitality SMEs, with a local focus on the Dubai ecosystem.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 3
Type: Research Article
ISSN: 1755-4217

Keywords

Book part
Publication date: 8 August 2022

Diana Adela Martin, Christian Herzog, Kyriaki Papageorgiou and Gunter Bombaerts

The chapter presents the implementation of ethics education via challenge-based learning (CBL) in three European settings. At TU Eindhoven (the Netherlands), a mandatory…

Abstract

The chapter presents the implementation of ethics education via challenge-based learning (CBL) in three European settings. At TU Eindhoven (the Netherlands), a mandatory first-year User, Society, and Enterprise course on the ethics and history of technology offers a CBL alternative on ethics and data analytics in collaboration with internal student and research teams. The University of Lübeck (Germany) initiated the project CREATE – Challenge-based Learning for Robotics Students by Engaging Start-Ups in Technology Ethics, which enables 60 students in Robotics and Autonomous Systems to integrate ethical and societal considerations into technological development processes, in cooperation with start-ups from a local accelerator. In Spain, CBI-Fusion Point brings together 40 students from business and law (ESADE), engineering and technology (Polytechnic University of Catalonia), and design (IED Barcelona Design University) for an innovation course focused on the application of CERN-developed technologies to real-world problems. The chapter documents the process of setting up three CBL courses that engage students with grand societal topics which require the integration of ethical concerns from the design stage of technological development. The authors also reflect on the challenges of teaching ethics via CBL and the lessons they learned by delivering experiential learning activities rooted in real-life challenges and contexts marked by high epistemic uncertainty. The contribution reflects the transition to remote teaching and presents strategies employed to enhance online communication and collaboration. The chapter thus provides guidance for instructors interested in teaching ethics via CBL and recommends further lines for action and research.

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