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Browsing Marketing by Subject "COVID-19"
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Item Envisioning the Future of Heritage Tourism in the Creative Industries in Dubai: An Exploratory Study of Post COVID-19 Strategies for Sustainable Recovery(MDPI, 2023-06) Haq, Farooq; Yasin, Naveed; Nair, GayatriThis 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. © 2023 by the authors.Item The Impact of COVID-19 on Luxury Consumption in Tourism to and from Dubai(Publishing India Group, 2021) Syed, Anam; Haq, FarooqThe global pandemic of COVID-19 has damaged the consumption of luxury products and services, yet the academic interest in luxury tourism shopping remains limited. The purpose of this paper is to fill the gap in tourism literature identifying the untapped potential of luxury consumption in tourism. In this exploratory research, convenient sampling was used to select and interview in-bound and out-bound tourists based in Dubai regarding their luxury shopping behaviour. Thematic analysis was applied to identify factors for comparison between emerging themes. Research findings indicated that luxury consumption is a combination of planned and experiential consumption behaviour as identified from the thematic analysis based on comparison of in-bound and out-bound tourists’luxury shopping behaviour and experiences. Findings of this research provided themes as: perception of luxury shopping in and from Dubai, luxury shopping motivation for tourists before COVID-19 and impact of COVID-19 on luxury tourism shopping. This original study attempts to highlight Dubai as a luxury shopping destination strategizing marketing to mitigate the impact of COVID-19 on luxury tourism markets. The research contributes to tourism and marketing literature by identifying comparative factors for in-bound and out-bound luxury tourism markets. © 2021 Publishing India Group. All rights reserved.Item The Economic Impact of COVID-19 on Religious Tourism to the Kartarpur Corridor(Dublin Institute of Technology, 2022) Haq, Farooq; Medhekar, AnitaThe aim of this paper is to analyse the economic impact of the COVID-19 pandemic on religious tourism in the Kartarpur Gurdwara Corridor between the Punjab States of Pakistan and India. The corridor was opened as a peace building initiative 72 years after the partition of India-Pakistan. In November 2019, thousands of Sikh pilgrims visited Kartarpur and Nankana Sahib in Punjab to celebrate the 550th birth anniversary of the founder of the Sikh religion Guru Nanakji, where he spent last 19 years of his life. The Government of Pakistan invested heavily to build the infrastructure facilities for connecting both borders for religious tourism. The two phases of development of Kartarpur created economic opportunities for the growth of bilateral trade, religious tourism, diplomacy, and peaceful relationships. However, the COVID-19 based travel lockdown caused devastating economic impacts on the Kartarpur religious tourism site and related businesses just four months after its opening. This paper highlights the importance of Kartarpur religious tourism and the devastating economic impact from COVID-19 on the niche spiritual tourism-based economy, employment, marketing, and peace associated with Kartarpur. Qualitative content analysis was adopted using quotes from internet sources to reach findings. Some opportunities are highlighted for a better understanding of global health issues, unified efforts to fight the pandemic and mutual support for spiritual tourism development among Indians and Pakistanis. Policy implications suggest that post-COVID-19, public-private partnership is needed to cooperatively plan, develop, and promote religious tourism, build awareness, and cooperate for common resource management for economic benefits. COVID-19 could be a cooperative stimulus for peaceful change through bilateral trade, travel, and tourism plans, based on responsible cross-border tourism for India and Pakistan; to create a mutually beneficial South-Asian economic success story. © 2022 Dublin Institute of Technology. All rights reserved.