ORCID Profile
0000-0002-2699-1135
Current Organisations
Canadian University of Dubai
,
Université de Liège
,
Self-employed
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Publisher: Advances in Hospitality and Tourism Research
Date: 12-2021
DOI: 10.30519/AHTR.782679
Abstract: This qualitative paper explores tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism. Data was collected through direct interviews with relevant tourists and tourism experts. The paradigm of critical realism was adapted to analyze the data with thematic analysis by extracting related themes. Five emerging themes have been identified: perception of brand authenticity in heritage tourism, Dubai’s tourism offerings, heritage branding, marketing suggestions, and heritage tourism valorization. Research outcomes present a strategy for brand marketing Emirati heritage tourism as new strategic advances in tourism management. Practical implications suggest that heritage tourism can achieve brand differentiation among heritage tourism destinations by leveraging authenticity and modernity. This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies.
Publisher: American Dairy Science Association
Date: 04-2020
Publisher: International Association of Management Spirituality & Religion
Date: 06-2009
DOI: 10.1080/14766080902815155
Abstract: This paper explores and examines the interesting and important phenomenon of Hajj from a marketing strategy and ethnographic perspective. There has been little academic qualitative research from a marketing strategy perspective on Hajj (once a year Muslim pilgrimage to Mecca), examining the perceptions of Muslims going on this significant spiritual journey. This paper also attempts to contribute to the theory on spiritual tourism and journeys and the marketing of spiritual tourism, by focusing on Hajj as both an outstanding spiritual journey and a product/service.This paper is part of a wider research project conducted to study marketing strategies in spiritual tourism, and focuses on the outbound markets of Australia and Pakistan. The paper presents a qualitative study of the perceptions and attitudes of Muslims towards their journey of Hajj the investigation is carried out from the perspective of two different and parallel cultures, i.e. Muslim Australians and Muslim Pakistanis. In order to gain a comparative perspective, this study concentrates on the attitudes of Pakistani Muslims residing in Pakistan and in Australia. The social surrounds of the two populations are further described within the contexts of East/West, in idualism/collectivism, and free criticism/authority acceptance. The findings of the research were further dissected and analysed to segment the customers of Hajj and to propose more effective marketing strategies for Hajj in Australia and Pakistan. It was found that the use of modern marketing concepts and tools was very helpful in giving a better perspective of the enormous business aspects of Hajj.
Publisher: IGI Global
Date: 2018
DOI: 10.4018/978-1-5225-5088-4.CH007
Abstract: The main contribution of this chapter is to critically discuss the benefits of applying geographic information systems (GIS) as a tool for management and promotion of spiritual tourism circuits (STC) and ST destinations. This research-based chapter also examines the extent to which GIS can be used in spiritual tourism management and promotion, proposes a model for the use and benefits of GIS in spiritual tourism management and promotion in India and Pakistan, and proposes GIS connected STC. This chapter identifies the socio-economic and business benefits of applying GIS to spiritual tourism circuits (STC). In this research, the spiritual tourism product is exclusively based on spiritual place, sites, or destinations, which is also called spatial or geographical data.
Publisher: IGI Global
Date: 2017
DOI: 10.4018/978-1-5225-2659-9.CH004
Abstract: This conceptual study builds on the argument that urbanisation is driving economic development and innovation in various industries including tourism. One of the recently recognised innovation in tourism is the business of spiritual tourism. This chapter is based on a study on spiritual tourism in India and Pakistan as an innovation linked with urbanisation of tourism. The aim of this chapter is to present the link between economic indicators that are associated with urbanisation of spiritual tourism based on people, places and events. The discussion analyses the economic perspectives of tourism urbanisation in literature review and provides an understanding of spiritual tourism as a tourism innovation. Findings of this research indicate five economic indicators with respect to spiritual tourism as a tourism innovation. Future research direction highlights need for an empirical study with spiritual tourists in India and Pakistan to ascertain urbanisation effect on spiritual tourism innovation.
Publisher: IGI Global
Date: 2019
DOI: 10.4018/978-1-5225-6283-2.CH002
Abstract: This chapter appreciates the growing significance of heritage tourism, even in a place well-known as a fun-based modern destination. This study is based on an exploratory research which used qualitative research to study issues related to the promotion of heritage tourism in the United Arab Emirates. The purpose of this chapter was to identify challenges faced by the public and private tourism organizers for heritage tourism in the country. This original research employed the Delphi techniques and interviewed renowned heritage and cultural experts. Critical realism ontology was applied to analyze the qualitative data where themes emerged as the key challenges. Five themes emerged from the research that could be replicated to study heritage tourism challenges in other countries. A subsequent study to identify and assess solutions and strategies for these challenges is the suggested future study for this chapter.
Publisher: IGI Global
Date: 2022
DOI: 10.4018/978-1-7998-8657-0.CH003
Abstract: This chapter presents opportunity for collaboration between Australian and Pakistani tertiary education for advanced teaching of marketing. The research presents a study suggesting innovating marketing education post COVID-19 based on class interviews with ex les from the world of politics. University students studying marketing were interviewed in this qualitative study by conducting in-class focus groups. Respondents were inquired about their opinion on using various teaching strategies with politics as a case to explain elements of the marketing mix. Recommendations to use class discussions, role-play, and cold-call engagement are contributions of this chapter, presenting learning by applying politics as a marketing challenge to explain the marketing theory. Politics as a marketing ex le can be used by academic and industrial marketing trainers and educators, leading towards a strategic opportunity for collaboration between Australian and Pakistani education planners and institutions for stablishing strong institutions for peace and justice.
Publisher: IGI Global
Date: 2018
DOI: 10.4018/978-1-5225-2659-9.CH010
Abstract: Urbanization in developing countries of Asia, Africa, and India is growing at an unprecedented rate. For the last three decades, urbanization has led to migration and concentration of population in urban cities and put pressure on public infrastructure, health, education, and transportation due to population growth. This has caused disparities between the elite and urban-poor in India in terms of shortage of human resources in the public health system, new job creation in the healthcare sector and medical tourism in India in particular and Asian economies engaged in global medical travel business of catering to local and foreign patients. The main contribution of this chapter is to critically discuss the opportunities and challenges faced by public and private hospitals for new job creation in healthcare, due to urbanization and emergence of corporate private hospitals that export health care services in India, followed by policy implications, future research directions, and conclusion.
Publisher: IGI Global
Date: 2022
DOI: 10.4018/978-1-7998-8657-0.CH011
Abstract: This chapter presents a deliberation on an opportunity for tourism marketing partnership between Australian and South Asia, with a focus on Pakistan. Tourism being the star performing industry across the globe has faced unprecedented crash due to COVID-19. Post-COVID-19 market opening relies heavily on the fundamental option of partnerships between governments and private players. The tourism demand has triggered partnerships between government and private agencies across various countries that have convergence in areas of culture, politics, and economy. Australia and Pakistan are among the countries who do not have geographical proximity, but they enjoy congruence in agriculture-based economy and sports-based entertainment. Moreover, both countries have erse tourism resources serving travelers in hedonistic, mountain, snow, spiritual, sports, and events. This chapter highlights the types of tourism marketing that could be facilitated in a post-COVID-19 environment between Australia and Pakistan and phases involved in the partnership essential for meeting United Nations SDGs.
Publisher: IGI Global
Date: 2022
DOI: 10.4018/978-1-7998-5774-7.CH009
Abstract: Spiritual tourism is one of the oldest forms of tourism. The purpose of this chapter is to review the key reasons for lack of promotion of investment and economic relations via tourism services related to Buddhist heritage and spiritual tourism circuit and sites to Southeast Asian countries as well as to domestic tourists. Sarnath, in Varanasi, is the hub of Buddhism in India, opened in 2016. There is road, rail, and air connection from Sarnath to various other Buddhist sites. This circuit can be promoted in counties of Southeast Asia and South Asia to spiritual followers of Buddhism as well as ‘New Age' Buddhists. Thailand, Japan, and Korea have invested in spiritual infrastructure in Sarnath for their citizens who visit for Buddhist pilgrimage. This chapter identifies the challenges, opportunities, and provides recommendations for the Indian government to provide a business friendly environment and to encourage foreign direct investment for state-of-the-art infrastructure development from Southeast Asian nations around the Buddhist spiritual tourism circuit.
Publisher: IGI Global
Date: 2020
DOI: 10.4018/978-1-7998-2513-5.CH010
Abstract: Cross-Border Cooperation (CBC) is described as collaboration with neighbouring countries sharing land or sea borders to cooperate to reduce poverty and inequality among people, and improve living standards for sustainable development of the regions. European Union key objective has been CBC model where bordering countries in balanced partnership, have equal say in program decision-making process for sustainable development to meet common goals. The three factors essential for CBC clearly defined goals, promotion of political transparency, and promotion of connectivity and communication are correlated with the four levels of CBC implementation and public-private-partnerships. This chapter examines the challenge and significance of cross border cooperative relationship between India and Pakistan to disarm and have peace, for achieving 17 sustainable development goals in bordering conflict regions between the two countries for socio-economic progress and prosperity of the millions of people living in South Asia.
Publisher: Emerald
Date: 25-06-2010
DOI: 10.1108/17590831011055879
Abstract: Spiritual tourism has recently been accepted as a growing segment of tourism in business and research circles. The purpose of this paper is to suggest a new dimension in Islamic marketing and investigates spiritual tourism as a new strategy for marketing Islam as a religion. In this exploratory research, convenient s ling was employed to select Muslim spiritual tourists and Islamic organisations arranging spiritual tourism in Australia. A total of 34 face‐to‐face interviews were conducted. Thematic analysis was used to identify factors relevant to the research themes regarding spiritual tourism and marketing Islam. Some religious organisations used religious gatherings and festivals as spiritual tourism products to market their religion – Islam. These organisations attracted Muslim and non‐Muslim spiritual tourists to the Islamic places, gatherings, occasions, and festivals by promoting them as spiritual tourism products. The paper identifies spiritual tourism journeys and events that could be strategically used by religious organisations for marketing Islam. This paper aims to build bridges for better understanding of Islam among the Australian public. The paper could be replicated to study the marketing of other religions in other geographical locations. The paper originates in recognising a genuinely new strategy of spiritual tourism that could be used more effectively for marketing Islam. A future quantitative study could be conducted to test the findings of this paper.
Publisher: Bentham Science Publishers Ltd.
Date: 30-12-2022
DOI: 10.2174/18749445-V15-E221209-2022-233
Abstract: A current need in journalistic frontline work is to understand the potential psychological and physical traumatic consequences that may result from on-duty appointments. Journalists are active in frontline zones to report on conflicts, crises, and natural disasters. In the Middle East and North Africa (MENA) region, reporters are not equipped or trained mentally or emotionally to handle stressful events. Most journalists suffer from certain degrees of post-traumatic mental and physical disorders associated with their frontline duties. The objective of this exploratory study is to provide comprehensive insights into challenges faced by journalists reporting in conflict zones in the MENA region. This research study is based on a qualitative research approach where data was collected by directly interviewing eight journalists who have covered frontline conflicts and disasters in the MENA region. The collected qualitative data was analysed by conducting a thematic analysis to appreciate emerging categories. The ontology of critical realism was adopted to recognise the real feelings and experiences of the responding journalists. This original study presents six themes emerging from the data and researcher triangulation. The health and social issues in MENA are found to be most critical for high-risk reporting. Amidst the psychological and physical problems, all journalists did not give up their jobs or ask for privileges. Media houses could consider a more robust training plan based on health and safety to prepare these journalists.
Publisher: MDPI AG
Date: 29-05-2023
Abstract: This exploratory study investigates the challenges for the heritage tourism industries in the UAE by focusing on the strategies and policies adopted during the COVID-19 pandemic. This study aims to identify the business strategies, analyze the contextual challenges for service providers, and explore how providers managed these challenges during the COVID-19 pandemic. A multi-case study approach is adopted with 12 renowned and leading heritage tourism providers (CEOc, managers, and relationship managers) Additionally, four tourism academics interviewed through qualitative semi-structured interviews. The data were obtained during the post-COVID-19 economic recovery period from January 2022 to November 2022. The protocols of the Delphi technique and the Template Analysis (TA) approach were combined to develop richer insights. Initially, the challenges discovered were thematically categorized under two levels, which were (i) Inconsistencies for Heritage Tourism and (ii) Appreciation for Heritage Tourism. As a result, subsequently, four multi-tiered themes (macro, meso, and micro level) emerged as a response to the current challenges: (i) Repackaging heritage tourism, (ii) Long-term safety measures for tourists, (iii) Organizational adaptation and innovation, and (iv) Creative recommendations. The novelty of this study is inherent in its contextualization of an under-explored area, concurrent analysis of a dynamic and lucrative sector, and methodological advancement through the embellishment of techniques. Based on the findings of this research, a contextualized framework is proposed that complements tourism theory and delivers credible implications for researchers, government planners, and tourism providers.
Publisher: IGI Global
Date: 2022
DOI: 10.4018/978-1-6684-3885-5.CH043
Abstract: Cross-Border Cooperation (CBC) is described as collaboration with neighbouring countries sharing land or sea borders to cooperate to reduce poverty and inequality among people, and improve living standards for sustainable development of the regions. European Union key objective has been CBC model where bordering countries in balanced partnership, have equal say in program decision-making process for sustainable development to meet common goals. The three factors essential for CBC clearly defined goals, promotion of political transparency, and promotion of connectivity and communication are correlated with the four levels of CBC implementation and public-private-partnerships. This chapter examines the challenge and significance of cross border cooperative relationship between India and Pakistan to disarm and have peace, for achieving 17 sustainable development goals in bordering conflict regions between the two countries for socio-economic progress and prosperity of the millions of people living in South Asia.
Publisher: Emerald
Date: 03-06-2014
DOI: 10.1108/JIMA-11-2013-0079
Abstract: – This paper aims to highlight the significance of partnership among stakeholders as a marketing strategy for Islamic spiritual tourism. Partnership as a marketing strategy is studied by interviewing stakeholders on the supply side of Islamic tourism. Only recently, Islamic spiritual tourism has been identified, not recognised yet, as a growing segment of Islamic tourism that needs to be effectively marketed. – Convenient s ling was used in this exploratory research to select and interview tourism operators selling in-bound and out-bound Islamic spiritual tourism in Australia and Pakistan. Cross-case content analysis was used to identify critical themes related to marketing Islamic spiritual tourism. – Three issues emerged from the content analysis in this study: political, commercial and religious. The management of these three issues is found necessary to effectively build and implement horizontal partnerships among stakeholders on the supply side in Islamic spiritual tourism. – The selected s le is not the representation of the population based in the two countries. Only few potential participants agreed to be interviewed due to the perceived threat of manipulation of their views. Findings of this research contribute to the theory of marketing Islamic tourism specifically, and tourism in general. – The three issues found in this study provide a guideline for crafting strategies to market Islamic spiritual tourism based on local and global partnerships. – The three issues found in this study provide a platform for cultural understanding and coherence. – This original study advocates partnerships among tourism operators, government bodies, destination managers and religious organisations involved in Islamic spiritual tourism. The structure and implementation of partnerships should critically consider the political, commercial and religious issues.
Publisher: IGI Global
Date: 2020
DOI: 10.4018/978-1-5225-9787-2.CH004
Abstract: Medical tourism is a growing phenomenon in the Middle East. Dubai is strategically located to competitively attract patients from Islamic backgrounds given the cultural congruence with the Middle Eastern countries for medical tourism. Dubai is famous for its shopping, sightseeing, desert safaris, state-of-the art tourism facilities, and as a melting pot for Eastern and Western civilizations. The government of United Arab Emirates is playing a key role to support the development of Dubai as a medical tourism hub of the Middle East and ersify the oil-based economy in an innovative way. It is developing various niche tourism products and services embedded in the non-oil sectors of the economy by applying the five strategic indicators required to study the role of governments in planning and supporting sustainable tourism.
Publisher: IGI Global
Date: 2014
DOI: 10.4018/978-1-4666-6272-8.CH009
Abstract: This chapter is based on a study of tourism in India and Pakistan and is associated with Islamic faith and practices in both countries. Islam-oriented destinations in both countries have been marketed as products of heritage, cultural, historical, or archaeological tourism. The aim of this chapter is to present the argument that all tourism destinations linked with Islam in India and Pakistan need to be marketed as Islamic tourism products. This chapter makes a contribution to the theory and practice of tourism, marketing, and Islamic marketing. The discussion in this chapter covers the historical perspective of Islamic tourism in literature review and provides an understanding of halal branding of Islamic tourism in the context of India and Pakistan. Recommendations are provided to governments at local, regional, and national levels, private sector, and the local population to reap benefits from opportunities arising from Islamic tourism. The findings and conclusion of this chapter also attempt to make a social and political contribution by promoting peace, mutual social harmony, and universal spiritual understanding between the people of India and Pakistan for economic prosperity.
Publisher: IGI Global
Date: 2014
DOI: 10.4018/978-1-4666-6272-8.CH008
Abstract: This chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist's cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals.
Publisher: IGI Global
Date: 2018
DOI: 10.4018/978-1-5225-5187-4.CH061
Abstract: This chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist's cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals.
Publisher: IGI Global
Date: 2019
DOI: 10.4018/978-1-5225-6283-2.CH006
Abstract: In the 21st century, tourism has become a popular economic development strategy adopted by developing countries. Among various facets of tourism, heritage tourism has been observed as the economically and commercially most viable option. Since countries with limited investment resources could invite foreign tourists to enjoy their heritage culture, history, arts, and music. However, heritage tourism in India and Pakistan has been observed as the neglected domain. The reasons for ignoring heritage tourism in India and Pakistan will be analyzed in this chapter with the purpose to identify challenges to preserve, conserve, develop, and promote built heritage tourism. Innovative transformation is suggested as the approach to develop, rejuvenate, and transform the tangible and intangible heritage tourism in India and Pakistan for reuse, social and economic prosperity of locals living around heritage sites, as well as to provide transformational experience to visitors.
No related grants have been discovered for Pauline Delhez.