Emiratization and hospitality sector destination branding of Dubai: An impact analysis

Abstract

This study examines how the Emiratization program designed by the United Arab Emirates (UAE) government affected the hotel and hospitality sector. A qualitative research approach was adopted, in which in-depth interviews were conducted to collect data from HR managers at four- and five-star hotels in Dubai, UAE. The results showed different sub-variables associated with the role of HR management, motivational strategies, and the Emiratization of labor force. While Emiratization of the workplace poses several challenges, it can capitalize on benefits in brand building, such as using natives as brand ambassadors.

Keywords:

• Destination branding
• Dubai
• emiratization
• hospitality
• UAE

Subject classification codes:

• include these here if the journal requires them

Disclosure statement

No potential conflict of interest was reported by the author(s).