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Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote evangelism creation as part of their skill set. Yet the existence customer evangelism and its effects remain unsupported by empirical evidence. The purpose of this paper is to quantitatively explore customer evangelism.

This paper takes one of the first steps towards empirical analysis of customer evangelism by using a formative composite latent variable model to identify customer evangelists from a survey population. The authors then compare customer evangelists against non-customer evangelists on key characteristics, as per the claims in the qualitative literature, to verify the accuracy of the selection model.

The analysis demonstrates that key claims in the qualitative literature in regard to customer evangelists are supported by quantitative data in this study, namely that customer evangelists are focused on authenticity, cultishness and sharing knowledge, and have a deep emotional and spiritual connection to the brand. They also have higher intentions to purchase the product in future than do non-customer evangelists. However, other claims in the qualitative literature – such as that customer evangelists are more socially oriented, knowledge-seeking, experientially oriented or idealistic than are non-customer evangelists – are not supported by the data in this study, or are inconclusive.

This study is one of the first to attempt to empirically identify customer evangelists, and is part of a movement to study consumer religiosity in an empirical context. This study paves the way for further empirical research into customer evangelism, consumer religiosity and consumer collectivism.

Purpose: The chapter aims to discuss the importance of economic development tourism in the United Arab Emirates and the role of entrepreneurship in financial growth, as it is an important aspect in the business environment of tourism. Having said that, the UAE has made remarkable progress in sustaining its economic growth and tourism development over the past decades.

Methodology: To review the importance of the economic development tourism in the United Arab Emirates and the role of entrepreneurship in financial growth, the authors have explored journals from the Scopus, Science direct, Google scholar, and EBSCOHost databases. Furthermore, the Latest reports from UNO and UAE are also examined to find the tourism statistics of past years.

Findings: This study explored the contribution of the tourism industry in enhancing the economic development of the country. This chapter highlighted the past and current trends in tourism in the UAE. Entrepreneurship is considered to be one of the major important outcomes of increased tourism in the country. UAE has also focused on every subject linked to tourism. Furthermore, the country has noted entrepreneurship as a driving factor for tourism. Therefore, various steps have been taken to encourage tourism and entrepreneurship, such as developing infrastructure, along with the implementation of tourism and entrepreneurial education.

Limitations: Like other research studies, this study also has some limitations. The latest reports available were of 2017 to 2019; therefore, current year trends are not explored extensively. Also, due to the scarcity of literature on entrepreneurial tourism in the UAE, this study has reviewed limited articles from UAE.

Social Implications: A more “integrative destination-marketing” process should be promoted with a concerted focus on social identity, cultural sustainability, and religiosity. The overall objective would, therefore, be to develop positive perceptions of destinations such as Dubai that are consistent with its Islamic roots, indigenous peoples, and social and cultural bases.

Originality: To the best of the authors’ knowledge, this chapter is one of its own kind. There are no similar studies have been conducted in the context of the UAE. This study has opened the gates for future research in the tourism sector in UAE.