Jha to present on cross-cultural marketing in Dubai Nov. 26

12 Nov 2013    

Dipra Jha, assistant professor of practice in Hospitality, Restaurant and Tourism Management has been invited by the Emirates Academy of Hospitality Management to deliver a lecture on cross-cultural marketing in hospitality and tourism. Jha will be traveling to Dubai during Thanksgiving week to deliver his presentation on Nov. 26.

Jha’s presentation will focus on challenges and opportunities of marketing hospitality brands across cultures. Using examples, he will be emphasizing the need for systemic understanding of cultural factors as hospitality providers plan their marketing strategy.  

Located on the shores of the Arabian Gulf, Dubai is the business and cultural hub of the Middle East. A cosmopolitan city with the world’s largest concentration of five-star hotels, it is a top destination for business as well as leisure travelers. In the last two decades, Dubai has made a conscious effort to move away from its traditional petroleum-based economy and position itself as an international destination for commerce and tourism. Massive investments in infrastructure followed, and the city now boasts the world’s largest airport, world’s tallest skyscraper, and the most luxurious hotel in the world.

Emirates Academy of Hospitality Management is the only institution of its kind in the Middle East. Part of international hospitality conglomerate Jumeirah Group, the institution is modeled after European hotel schools like Ecole hoteliere de Lausanne, focusing on the luxury segment. It enrolls a diverse student body from around the world. The Academy will be hosting the Euro CHRIE conference on hospitality education next year. Jha plans to lead a study tour of HRTM students to Dubai coinciding with this conference in October 2014.