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This applied neuroscience study aims to understand how direct and unconscious emotional and cognitive responses underlie travel destination preferences. State-of-the-art neuroscience tools and methods were used, including stationary eye tracking and brain scanning electroencephalography (EEG) to assess emotional and cognitive responses to destination images and assets. To the researchers’ knowledge, this study is the first applied neuroscience study in tourism research and thus opens a new path of research and enquiry to this area. This paper is an attempt to understand specific mental processes in human tourism behaviours, and it is suggest that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

To better understand consumers’ unconscious responses to possible travel destinations, a 3 × 5 factorial design was run with the factors being stimulus type (images, printed names and videos) and travel destination (Dubai, Abu Dhabi, Hong Kong, New York and London). Eye-tracking calibration was done with a nine-point fixation test and the EEG calibration was done using functional localizer tests based on the ABM B-ALERT calibration process. This calibration procedure allows reliable tracking of emotional and cognitive responses over time. Thirty Emirati (nationals of the UAE) participants, consisting of equal numbers of males and females (15) were recruited from the UAE and signed informed consent. Each participant was positioned in front of an eye tracker and computer screen, and brain-scanning equipment was mounted; then, each participant underwent eye-tracking and neuroimaging calibration procedures. A Tobii T60XL eye tracker and an ABM X-10 EEG brain scanner, both running iMotions v5.1 in a Windows 7 environment, were used.

General emotional and cognitive differences were identified between the channels through which travel destinations are presented. Words about and names of travel destinations cause higher cognitive loads, which may not be surprising, given the greater associative load that words have than images. Of particular interest is the hypothesis that images evoke stronger affective responses than verbal representations. However, as previously noted (Holmes and Mathews, 2005), empirical evidence for this assumption seems surprisingly sparse. The present study and the context provided here suggest that decisions on travel destination have an unconscious component and a direct component that may drive or affect overt preference and actual choice.

The limitations of this paper is that first, neuromarketing is not dependent on sample sizes; however, future studies could build on this paper to understand why there is a preference for cities. It is suggested that unconscious emotional and cognitive responses are natural processes that need to be studied and understood, not as special cases, but embedded as natural parts of tourism research.

Thus, tourism research may indeed be a suitable field for understanding the brain bases of complex preference formation and choice. Various researchers have found that a destination image is typically measured using cognitive, affective and behavioural components, and further stated that the cognitive image component of a destination was found to have a significant positive effect on the affective image component and overall destination image (Stylidis et al., 2017). Therefore, this research which has introduced brain scanning can be used to better understand the underlying unconscious emotional and cognitive processes that affect consumer thought and action. An understanding of what goes on in the human unconscious mind is very important for destination marketers, this can help in the integrated marketing communication process to create a destination image and brand.

Business, management and accounting (BMA) papers published from The Middle East and North Africa (MENA) region, account for less than 1 per cent of the total papers published. As nations in MENA try and compete on the national competitive index, there is a tendency to adopt performance appraisal criteria from more established research nations. MENA accounts for 6 per cent of world population, and has one of the world's highest growth rates at 3 per cent. Since over one‐third of the population is under 15, if factors that hider and encourage research are identified, the research output can be increased. As it is clear that research on this region and from researchers in MENA is low, the purpose of this paper is to focus on how to increase research on this region.

Since there is very little information from this region, the research was exploratory in nature. Interviews with academics, officers in charge or research grants, publishers and senior managers from industry using and conducting research were used as a basis to identify research barriers and methods to overcome barriers. This was triangulated with secondary data from existing academic research, industry and NGO reports and research seminars and discussions.

The barriers and strategies to overcome research can be classified into three categories based on key stakeholders: the government (or policy makers); the industry or market conditions; and the institutions. Strategies at the individual academic level are also identified, which may overcome more macro environmental limitations.

This paper is the first of its kind in this region that consolidates many aspects and helps new researchers manage and improve research productivity. The paper is of value to any researcher but especially to policy makers, academics, promotion boards and universities that have doctoral programs.

Given that there exists in the literature relatively little research into student experiences in transnational higher education, the purpose of this paper is to identify the determinants of student satisfaction at international branch campuses in the United Arab Emirates (UAE).

This quantitative study involved 247 undergraduate and postgraduate students at branch campuses in the UAE who completed a questionnaire using either hard copies or an online version.

It was found that levels of student satisfaction at UAE branch campuses were generally high. The factors that were most influential in determining whether or not a student at a UAE branch campus was satisfied overall with their institution were quality of lecturers, quality and availability of resources, and effective use of technology.

Given that cultures, customs, traditions and social contexts vary considerably in different locations, the findings of this study are not generalisable across all international branch campuses globally.

The findings indicate that there remains scope for UAE branch campuses to further increase levels of student satisfaction. Managers might use the findings to review their own institution's performance, so that areas for improvement can be identified.

Given that the logit model developed had an 87.4 per cent success rate in predicting whether or not a student at a UAE branch campus was satisfied overall with their institution, this research has demonstrated the potential usefulness of logistic regression as a predictive and explanatory tool in education management.

The paper aims to highlight common mistakes organizations make when designing loyalty programs and provides the reader some questions to ponder before spending money in the pursuit of loyalty. It is based on a review of 300 journal articles.

The paper is based on a detailed review of literature, and the author's observation in researching loyalty over the last three years.

Loyalty is of many types and the biggest mistake organizations make is thinking they all need attitudinal loyalty. This is not so and organizations should look at the industry, customers and more importantly their own goals before deciding how much money to spend.

The study prioritizes perceived value, satisfaction, behavioral loyalty and attitudinal loyalty in the context of the organizational goals and industry. It provides a simple process to relook ROI in loyalty programs.

This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take the customers' point‐of‐view in identifying those descriptors that affect consumer choice preference and create destination loyalty.

The research is exploratory. Through a detailed literature review, destination brand components are identified, simplified and then classified as symbolic or functional. They are also classified by motive. The review is followed by a quantitative study that uses open‐ended questions to find the relationship between destination brand components and the stage of decision making. This study also presents a conceptual model with taxonomy of brand components.

Functional brand components seem to play a major role in a consumer's description of place brands during the various decision making stages. This finding highlights the importance of stressing functional components in the destination's branding strategy.

This study is the first of its type and can serve as a platform for future research, practically helping destinations create more effective communication.

Travel and tourism is the second largest global industry with daily international revenues of approximately US$2 billion, and investments of 12 percent of world GDP. Though this is a highly competitive industry, there is a paucity of academic research on destination branding. This paper aims to present a branding framework for designing successful destination strategies. This exploratory study seeks to determine key factors that affect the strategic branding of destinations.

Similar fields like place marketing, destination marketing, services, product and corporate branding were reviewed along with destination case studies. Based on this review and its extrapolation to the “destination context”, a framework for strategic branding of destinations was formulated.

Successful strategic branding of destinations is dependent on several inter‐related components, which are discussed. The paper highlights key issues in destination branding and provides a platform for future research.

The value of the paper is high as it provides a practical framework for governing bodies to consider when investing time, money and effort when creating a global destination.

Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro‐environment.

The framework was developed by reviewing literature on destination, place, corporate, product portfolio and service branding. The framework was tested using case study methodology. Secondary research was primarily used to develop the case.

There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended.

Since, this study depends on secondary research there is some limitations as data in this region is not easily available.

Destination branding differs in challenges vis‐à‐vis product and service branding. This paper depicts steps essential for creating a successful branding strategy which can be applied in a real world context to maximize returns for the destination.

The purpose of this paper is to test the determinants of foreign direct investment (FDI) into countries of the Middle East North Africa (MENA) region.

The research is based on an econometric model that includes factors that potentially drive FDI flows into countries in the MENA region.

Energy endowments have a negative impact on FDI flows into a country. GDP per capita, openness to trade and oil prices have a positive impact on FDI inflows, while aggregate measures of environmental risk are not a differentiating factor among countries in the region.

This paper demonstrates that the “Dutch disease” concept applies to FDI in resource rich countries in the MENA region. Countries with large amounts of oil and gas have are more likely to have policies and institutions that inhibit FDI. Countries that value the spillover effects from FDI need to reconsider legislative and institutional hurdles that remain.

The purpose of this paper is to understand if there is a customer perceived value for shareholders in investing in Islamic stocks, by using KMI30 index of Karachi Stock Exchange as a case study. The findings are then used to devise a conceptual model, highlighting the value of an Islamic branded index and for companies included on the index for market participants, Shari'ah‐compliant firms, and governments.

This is an exploratory research paper. A detailed literature review is followed by a quantitative analysis of the return series of 18 constituents of the KMI30 index. The analysis looks at performance before and after the launch of the index, to identify if inclusion on the Islamic index has impacted the average returns and volatility of the constituents and if it is considered as value added by the investors.

Analysis reveals that the KMI30 index is marginally less volatile than the KSE100 index and has relatively better returns, even in the most volatile times at the Karachi Stock Exchange. Most of the constituents under analysis have posted better returns after inclusion on the index, with 40 per cent of them showing less volatility. Though the trends are not clearly visible, there is an indication of increased returns and reduced volatility, both in the Islamic index and its constituents.

This study is the first step in analyzing if shareholders perceive inclusion of a company on the Islamic index as value added, resulting in increased share prices, better returns, and decreased volatility. Due to the lack of literature on the subject, the nature of the study is exploratory. Further analysis is required to understand if the changes in returns and volatility are due to investor perceptions. This study has implications for the organizations to understand the perception of investors about including companies on the Islamic index. If investors attach value to this proposition then it will be worthwhile for companies to invest resources in making their organization Shari'ah compliant and marketing it from that perspective. Additionally, this study will add to the knowledge of the regulators regarding whether the Islamic index is achieving its objectives of providing investment opportunities to investors offering better returns with less risk, besides being “Halal”.

There is a lack of studies that look at Islamic investments from the marketing perspective. Also, to the best of the authors' knowledge, no studies have analyzed the KMI30 index, either from a finance or marketing perspective. This study is the authors' contribution to the interdisciplinary body of knowledge and ever‐increasing literature on emerging markets in the context of Islamic investments.