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PurposeInnovative undertakings play a critical role in the economic value creation and wealth generation of a nation. This paper aims to contribute to the literature that positions innovation at the core of the tourism industry in the context of emerging markets.Design/methodology/approachThe authors adopt a case study approach and draw on secondary sources of data to examine how the UAE is reaping the benefits of innovation to transform itself into a leading international leisure and entertainment hub.FindingsThe strategy of significant financial investment in complex mega-projects and major infrastructure development have offered the UAE a relative advantage over other industry giants worldwide. Nonetheless, the local government should continue tapping into the multiple and diverse opportunities that product/service and process innovation has to offer if the UAE ambitions to enhance its competitiveness and acquire the status of a global tourism hub.Originality/valueWhile most research efforts to date focused on Western markets, this study contributes to the development of a knowledge base about the role of innovation in the tourism industry in emerging market settings.

PurposeThe relationships between luxury and tourism are manifested in meaningful customer experiences which are focused on exclusive products and services. This paper aims to examine the visual communication of hotels in the Middle East to identify what luxury features are represented.Design/methodology/approachThe digital communication of four luxury hotels in the United Arab Emirates was analysed based on a visual content and semiotic analysis of their Instagram’s posts (N = 1,866).FindingsResults show that customers and views of the hotel and from the hotel are the most representative features of the social media communication of luxury hotels.Originality/valueTheoretical and practical implications derived from the results are described, and opportunities for further research are identified in relation to digital marketing communication and the effect on consumers in hospitality and tourism.

Purpose The purpose of this paper is to identify dimensions of theme park quality from an Islamic perspective and develop a framework to examine the interrelationships between theme park service quality dimensions, visitor delight and visitor loyalty in theme parks in the United Arab Emirates (UAE). Design/methodology/approach The study is based on a detailed literature review and analysis of visitors’ comments on TripAdvisor.com about their experience in theme parks in the UAE. Findings Theme park service quality can be assessed across 4 main dimensions (physical environment, interaction, consumables and access) and 13 sub-dimensions. A relationship is proposed between these dimensions and visitors’ delight, with visitor loyalty a consequence of visitor delight. Nationality is proposed to have a moderating effect on the delight–loyalty relationship. Originality/value This study attempts to propose a model for theme park service quality that reflects both traditional dimensions of service quality and dimensions related to Islamic attributes. It is one of very few attempts to investigate theme park visitors’ perception of service quality and its relation to delight and loyalty in the UAE. It is also, as far as the authors are aware, the first study to investigate the moderating effect of nationality on the delight–loyalty relationship. 摘要 目的 本文的目的是从伊斯兰世界的视角识别主题公园质量的维度, 并建立一个可用以检验阿联酋主题公园服务质量维度、游客愉悦度和游客忠诚度之间的相互关系的框架。 设计/方法/办法 这项研究基于详细的文献回顾, 以及对游客在TripAdvisor.com上分享的关于阿联酋主题公园体验的评论的分析。 發現 主题公园服务质量可以从四个主要维度（物理环境、互动、消耗品和可进入性）和13个子维度进行评估。本文提出了这些维度与游客愉悦感之间的关系, 其中, 游客忠诚是游客愉悦感的结果。国籍对快乐-忠诚关系有一定的调节作用。 關鍵字 本研究试图构建一个主题公园服务品质的模型, 该模型既反映传统服务品质的维度, 又反映与伊斯兰属性相关的维度。在调查主题公园游客对服务质量的感知, 及其与阿联酋人的愉悦感和忠诚度的关系方面, 本文也是学术界为数不多的尝试之一。据我们所知, 本文也是第一个探讨国籍对快乐-忠诚关系的调节作用的研究。 关键词 主题公园, 服务质量, 快乐, 忠诚度, 伊斯兰特征, 内容分析, 猫途鹰评论, 国籍, 阿拉伯联合酋长（阿联酋） 纸张类型 概念文件 Resumen Propósito El objeto de este artículo es identificar las dimensiones en la calidad de los parques temáticos desde una perspectiva islámica y desarrollar un marco, para examinar las interrelaciones entre las dimensiones de la calidad del servicio de los parques temáticos, el disfrute de los visitantes y la lealtad de los mismos, en los parques temáticos de los Emiratos Árabes Unidos. Diseño/metodología/enfoque El estudio se basa en una detallada revisión bibliográfica y un análisis de los comentarios de los visitantes en TripAdvisor.com, sobre su experiencia en parques temáticos en los Emiratos Árabes Unidos. Resultados La calidad del servicio en los parques temáticos, se puede evaluar en cuatro dimensiones principales (entorno físico, interacción, consumibles y acceso) y 13 dimensiones secundarias. Se propone una relación entre estas dimensiones y el disfrute de los visitantes, con la lealtad del visitante como consecuencia del disfrute. Se propone que la nacionalidad tenga un efecto moderador en la relación disfrute-lealtad. Originalidad/valor Este estudio intenta proponer un modelo para la calidad del servicio en parques temáticos, que refleje tanto las dimensiones tradicionales de la calidad del servicio, como las dimensiones relacionadas con los atributos islámicos. Es uno de los pocos trabajos que intenta investigar la percepción de los visitantes de los parques temáticos, sobre la calidad del servicio y su relación con el disfrute y lealtad en los EAU. También es, por lo que sabemos, el primer estudio que investiga el efecto moderador de la nacionalidad en la relación disfrute-lealtad. Palabras clave Emiratos Árabes Unidos (EAU), Análisis de contenido, Lealtad, TripAdvisor, Nacionalidad, Delicia, Atributos islámicos, parque temático, calidad de servicio Tipo de papel Papel conceptual

This study attempts to empirically investigate the marketing practices of the small- and medium-sized hotels in the United Arab Emirates, which has not been extensively researched in the context of the accommodation sector in Arab region. Findings from the survey and semi-structured interviews with owners–operators of small- and medium-sized hotels revealed that, to remain competitive in the hotel businesses, small- and medium-sized hotels owners–operators undertaken various marketing practices in terms of positioning, product, price setting, and promotional strategies. The research reported in this paper seeks to make a contribution to the understanding of marketing strategies in small- and medium-sized hotels specifically and, more generally, to the area of small- and medium-sized enterprises or entrepreneurial marketing.

Simon Anhoit, who fathered the concept of nation branding, values the nation brand as the most important resource of a state as it contributes to obtaining a competitive advantage and a consolidated position in the international marketplace. This paper pinpoints how Anhoit's paradigm for nation branding applies in the case study of two Middle Eastern countries: the United Arab Emirates (UAE) and Qatar and its benefits for this regional context. The Middle Eastern countries operate less with the nation branding concepts when compared with the Western world. However, the UAE and Qatar used nation branding techniques quite savvy, Anhoit's model internalization being relevant. As of today, the UAE represents Middle East's most powerful brand, while one of its main cities- Dubai- has gained a reputation for its cosmopolitan vibe, whereas Doha of Qatar is consolidating its fame on the international sports circuit. Overall, the Gulf Cooperation Council (GCC) bloc - a region of great wealth positioned between the Persian Gulf and the Arabian Peninsula- has become acquainted with the advantages of nation branding. Despite the fact that these countries did not target creating a nation brand per se, they took measures for economic development that resulted in nation branding and regional differentiation. In the recent years, Qatar and the UAE have developed strategies for branding attractions that help in distinguishing themselves from their neighbors. The study uses Anholt's conceptual framework for assessing the two countries in their different development stages and from a comparative viewpoint, identifying both communalities and differentiating strategies while developing nation brands. The conclusion is that nation branding can be particularly beneficial to nations from emerging economies and that the GCC specifically can benefit from this process.

Purpose - This study was undertaken to explore obstacles to market orientation in the retail small- and medium-sized retail enterprises (SME) sector of the United Arab Emirates (UAE), a rapidly growing economy in the Gulf region. The paper aims to discuss these issues. Design/methodology/approach - The study used a triangulation data collection approach, including a case study, participant observation, and a questionnaire-based survey. Five research hypotheses were developed on context-specific impediments to market orientation, identified by means of in-depth interviews with owners/operators of SMEs, their channel partners and customers, and were tested with survey data. Findings - The study revealed a weak market orientation among UAE-based retail SMEs. An undifferentiated competition, limited resource infrastructure, and a short-term planning horizon occurred as the major impediments to the development and implementation of a market orientation. SMEs that preferred to maintain the status quo, and those who perceived UAE's commercial environment as lenient and pro-business, also expressed a lack of interest in the marketing concept and market orientation as a competitive strategy. Research limitations/implications - The study supports the contention that social-structural conditions and business practices can create formidable barriers to a market orientation in emerging markets. The findings call for shifting the current research focus from intra-organizational antecedents of market orientation to context-specific factors that may impede or facilitate market orientation. Originality/value - The study unravels a unique set of impediments to market orientation in UAE's retail sector and thus contributes to the ongoing interest of marketing scholars in expanding the range of possible antecedents of a market orientation. The findings of this study should be of special interest to foreign business firms aspiring to enter the growing retail sector of UAE and other emerging markets in the Gulf region.

Purpose - The purpose of this article is to compare past and current experience of exhibition activities in the UAE in general and in Dubai in particular, to identify the major hurdles and obstacles which had arrested the advancement of this sector, and to benchmark this activity vis-à-vis Dubai's main competitors both nationally and internationally.Design methodology approach - For each of four selected exhibitions, a systematic random sample of 1,000 visitors was selected. The data were collected via structured face-to-face interviews using a standard questionnaire on the four sites. In addition, a random sample of 100 exhibitors was selected for each of the four exhibitions. The data were collected via structured face-to-face interviews using a standard questionnaire on the four sites. Several in-depth interviews with the staff of the exhibition's organizers representing the different exhibitions under study were carried out before, during and or after the events to help identify the challenges and opportunities.Findings - The exhibition value chain can be improved in several key activities. Several important strengths and weaknesses have been identified for the Dubai exhibition industry. The best practice of facilities in Paris offers Dubai the best model for increasing sustainable competitiveness. The key for the Dubai exhibition industry is differentiating the city from the competition and value innovation in the exhibition value chain.Research limitations implications - Dubai is a rapidly expanding city, making growth in attraction difficult to predict.Practical implications - Recommendations are developed to improve Dubai exhibition facilities.Originality value - The paper provides analysis of a growing industry in a high growth diversifying economy.