senior management team and employees of the Jumeirah group working in the UAE branches

 senior management team and employees of the Jumeirah group working in the UAE branches

Scope of The Study

This study will only focus on the UAE operations; therefore, the study will only involve the senior management team and employees of the Jumeirah group working in the UAE branches.

Justification of The Study

The Jumeirah group is successful in many respects. From winning a streak of international awards to employing thousands of people and maintaining impressive profit levels, the company is a hallmark of success and resilience. Therefore, a study that aims to establish the key factors that lead to its success would help to bring to light the critical interventions, decisions,, and activities that can enhance success in the tourism and hospitality sector. Such information would be of great benefit not just to policymakers, but also to other operators in the hospitality sector in the middle east and those in the different parts of the world. The Jumeirah Group also has a lot to benefit from this study. For instance, the research will examine and advise the company on how best it can leverage marketing to enhance its brand. Therefore, the outcome of the study will be essential in augmenting the company’s marketing strategy and ultimately help in pushing its brand.

Literature Review

The hospitality sector has come out as one of the most lucrative industries in the contemporary world. The fortunes of the industry are fuelled by increased earnings, which consequently allow people to go for leisure activities that they would otherwise forgo with limited income. The culture of exploration is also growing at an unprecedented pace. More than ever before, people are traveling to different places for site seeing and other leisure activities, a trend that has contributed significantly towards the growth and profitability of the hospitality sector and other support industries. The increased events and relevance of this industry have attracted the attention of the research community, with many studies focused on establishing the factors that lead to its success, the marketing methods employed to attract customers amidst stiff competition, and the challenges faced by operators in the industry.

The study by Abdulla et al. (2019) is one of the studies that have been conducted in this respect. In the study, the author focuses primarily on the impact of destination service quality on customer satisfaction, and the marketing methods that players in the industry employ in order to meet the high standards required by customers. The study notes that increased fortunes have attracted new players, therefore pushing up the level of competition. To stay relevant and competitive, the study notes, industrial players have embarked on the use of sophisticated marketing and promotion methods that can help to capture the attention of new customers. At the same time, firms are enhancing their service delivery strategies in order to nurture loyalty among existing clients.

The study by Rather & Sharma (2016) dramatically corresponds with Abdulla et al. (2019), mainly on the competition aspect within the tourism and hospitality sector. In the study, Rather & Sharma examines the customer engagement strategies that operators in the hospitality sector employ to attract and retain customers in a highly competitive market. The study notes that hoteliers use a combination of modern marketing methods, particularly the use of technology to push their brands and services. The research indicates that marketing and service quality are the two most important factors that determine the success operators. Consequently, operators spend considerable amounts of money in marketing and enhance their service delivery skills in a bid to stay relevant and competitive.

Abdulla, S. A. M., Khalifa, G. S., Abuelhassan, A. E., & Ghosh, A. (2019). Antecedents of Dubai Revisit Intention: The Role of Destination Service Quality and Tourist Satisfaction. Restaur. Bus, 118(10), 307-316.

Rather, R. A., & Sharma, J. Y. O. T. I. (2016). Customer engagement in strengthening customer loyalty in hospitality sector. South Asian Journal of Tourism and Heritage, 9(2), 62-81.