Tourism offers many benefits, both to the destinations and local communities as well as to the tourists themselves. However, it can also have many detrimental effects, especially for the natural environment regarding loss of biodiversity, pollution and as a major contributor to greenhouse gas emissions. Therefore, there is an increasing awareness among policymakers, players in the tourism and hospitality industry and tourists that more sustainable practices are required to ensure the long-term viability of tourism. This book takes a managerial perspective to outline how various functions of business in tourism and hospitality can contribute to a more sustainable tourism. Drawing on a study tour to Dubai, each chapter illustrates the various functional perspectives with good practices encountered in Dubai and offers recommendations for practice.
1.1 Sustainable Practices in Tourism and Hospitality
1.2 The Seminar and Study Tour
2 Strategies in Entrepreneurship and Intrapreneurship: Introducing Sustainable Offers
2.1.2 United Nations Sustainable Goals
2.2 Insights from the practice
2.3 Recommendations for Practice
2.4 Conclusion, Reflection, and Outlook
3.2 Theoretical Insights and Observations
3.2.1 Use of AI, IoT, and Data Analytics
3.2.2 Innovative Approaches to Energy and Green Strategies
3.2.3 Developments in Waste Management and Recycling
4 Sustainable Entrepreneurship in Dubai: Integrating Tradition, Innovation, and Environmental Stewardship
4.1 Literature Review
4.1.1 Challenges of Sustainable Entrepreneurship
4.2 Case Studies in Dubai: Practical Applications of Sustainable Entrepreneurship
4.3 Implications and Conclusion
5 Education for Sustainability in Selected Hospitality and Tourism Businesses in Dubai
5.1 Literature Review
5.1.1 Curriculum for Education on Sustainable Tourism
5.1.2 Learning and Teaching Methods for Education on Sustainable Tourism
5.2 Insights from the Practice
5.2.1 Curricula of Sustainable Education in Selected Dubai Businesses
5.2.2 Methods of Education for Sustainable Tourism in Dubai
5.3 Recommendations for Practice
5.4 Conclusion, Reflection, and Outlook
6 Creating Employment for Local Communities
6.1 Literature Review
6.1.1 Challenges in Tourism and Hospitality
6.1.2 Impact of Creating Employment for Local Communities
6.2 Practical Insights
6.3 Recommendations for Practice
6.4 Conclusion, Reflection, and Outlook
7 Global Talent Management in Dubai's Hospitality and Tourism Industry: Balancing Global Integration and Local Sustainability
7.1 Literature Review
7.2 Observations and Insights of Dubai
7.2.1 Challenges faced by the industry
7.3 Conclusion
8 Transportation and Logistics: Reducing Energy Consumption and CO2 Emissions
8.1 Literature Review
8.1.1 Key Concepts and Challenges
8.1.2 Trends and Drivers
8.1.3 Challenges
8.1.4 The Situation in Dubai
8.2 Insights from the Practice
8.2.1 Using Vegetable Oil to Run a Truck Fleet
8.2.2 Dubai's Plan to Implement Air Taxis
8.2.3 Elevating Energy Efficiency and Reducing Energy Consumption in Accommodations
8.3 Recommendations for Practice and Conclusion
9 Community Involvement and Stakeholder Engagement
9.1 Community Involvement
9.1.1 Definition of Community Involvement
9.1.2 Community Involvement in General Business Practice
9.1.3 Community Involvement in Hospitality
9.2 Stakeholder Engagement
9.2.1 Definition of Stakeholder Engagement
9.2.2 Stakeholder Engagement in General Business Practice
9.2.3 Stakeholder Engagement in Hospitality
9.3 Community Involvement insights from the practice
9.3.1 Community Involvement in Dubai
9.3.2 Insights from the Hospitality Industry
9.4 Stakeholder Engagement insights from the practice
9.4.1 Stakeholder Engagement in Dubai
9.4.2 Insights from the Hospitality Industry
9.5 Recommendations for practice
9.6 Conclusion, Reflection, and Outlook
10 Deriving Business Benefits from CSR
10.1 Definition and History of CSR
10.1.1 Main Principles and Theories
10.1.2 Different Approaches to CSR: Voluntary vs. Mandatory
10.2 CSR as Part of the Corporate Strategy
10.3 Measurement and Evaluation of CSR
10.3.1 Customer Loyalty and Retention
10.3.2 Employee Satisfaction and Motivation
10.3.3 Financial Benefits and Investor Confidence
10.4 Case Study: Dubai
10.5 Summary of Key Findings
10.6 Recommendations for Companies
10.7 Outlook
11 Sustainable Tourism in Dubai: Strategic Leadership, Government Initiatives, and Targeted Marketing
11.1 Literature Review
11.2 Case Study: Dubai
11.3 Implications and Conclusion
Editors’ Profiles
Dirk Klimkeit
He teaches international management, organization studies, strategic management, and general management. Before joining DHBW, Dr. Klimkeit spent 16 years in international management positions in various service firms, mainly at a Big Four professional service firm. His research addresses professional service firms, international management, shared services, and Global Business Services.
Caroline Wong
Her recent publications bring to the fore tropical issues relating to sustainable urban planning and economic growth, consumer purchase behavior, urbanization and well-being of the aging population, urban farming, and waste management that brought about thought leadership in the industry. Her research interest also extends into the scholarship of teaching and learning with research that explores ways of effectively engaging first-year experience students and post-graduate students in their learning. She collaborated with colleagues from other Australian higher education institutions to examine the impact of work-based/service-based learning on global citizenship. This research was conducted through an Office of Learning & Teaching (OLT) Strategic grant. The project resulted in book chapters and journal publications.
1 Introduction
Dirk Klimkeit and Caroline Wong
1.1 Sustainable Practices in Tourism and Hospitality
Tourism offers many benefits, both to the destinations and local communities as well as to the tourists themselves. It creates income, employment, and government revenues (Vanhove, 1993). It can lead to infrastructure development, urban regeneration (Kotze, 2006), and rural development (Liu et al., 2023). For the tourist, it can provide personal development through interaction with different contexts and people of different backgrounds (Alexander et al., 2010) and thereby reduce prejudices.
However, the benefits of tourism are often unequally distributed between local communities and other stakeholders and within local communities (He et al., 2008). Tourism can also have many detrimental effects, especially on the natural environment, regarding loss of biodiversity, pollution, and as a major contributor to increasing greenhouse gas emissions (Bruyn et al., 2023) and generation of waste (Niñerola et al., 2019). In some destinations, the influx of tourists leads to what has come to be called “overtourism”, ensuing discomfort among local residents due to overcrowding (Hristov et al., 2021), rising real estate prices and rents (Szromek et al., 2020) and an increase in crime rates (Recher & Rubil, 2020).
Therefore, there is an increasing awareness among policymakers, players in the tourism and hospitality (T&H) industry, and tourists that more sustainable practices are required to ensure the long-term viability of tourism. The World Tourism Organization identified sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities” (UNEP & UNWTO, 2005, p. 12). This definition highlights, on the one hand, that both the present and future impacts of tourism need to be considered and, on the other hand, that the various stakeholders need to be taken into account.
This approach eventually goes back to the general definition of sustainable development by the World Commission on Environment and Development (1987, p. 16), where sustainable development is “to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs”. In its Sustainable Development Goals (SDGs), the United Nations has operationalized how to achieve sustainable development, and the UN’s World Tourism Organization outlined how to translate these goals into goals specifically related to tourism (UNWTO, n.d.–a, see Fig. 1). Rasoolimanesh at al. (2023) emphasize the importance of measuring the achievement of sustainable tourism according to the SDGs using appropriate indicators. However, Agyeiwaah et al. (2017) point out the challenge for businesses to select indicators among the multitude of indicators that have been proposed.
Fig. 1 Sustainable Development Goals in Tourism, Source: UNWTO, n.d.
In academia, research on sustainable tourism has become well-established (Bramwell et al., 2017; Molina-Collado et al., 2022; Ruhanen et al., 2015; Zolfani et al., 2015). In this edited volume, we take a managerial perspective, focusing on what businesses that are active in the tourism and hospitality sector can do and do in terms of sustainable practices. For this, the UNWTO provides a helpful document outlining specifically what companies in the T&H industry can do in relation to each SDG. For example, under SDG # 1, “No Poverty”, T&H businesses are encouraged to recruit, train and employ members of local communities, especially from poor backgrounds. Regarding SDG # 8, “Clean Water and Sanitation”, businesses should install technology to conserve water and educate both staff and travelers about the appropriate use of water (UNWTO, n.d.–b).
This raises the question of why businesses in the T&H industry would want to engage in sustainable practices besides wanting to align with the SDGs and being good corporate citizens. Research identified various benefits. Kholijah (2024) found that by implementing energy-efficient lighting, water conservation measures, and waste reduction, businesses can achieve cost savings. Further, the study found that sustainable practices can differentiate a business in the market. In connection with eco-oriented branding and marketing, businesses can generate additional revenue and gain loyal customers as there is an increasing share of tourists who care about sustainability. Yadav and Kestwal (2024) have found that by promoting the wellbeing of local communities, engaging in fair employment practices, and preserving local culture and environment, businesses can enhance their reputation and long-term success. However, it has also been questioned how compatible growth in tourism and sustainability can really be and how sincere the sustainable agendas of representatives of the T&H industry are when they diminish economic returns, at least in the short term (Budeanu et al., 2016). Industry advocates may use sustainable language to legitimize practices that are rather unsustainable (Buckley, 2012).
We believe that most, if not all, corporate functions in a T&H business can contribute to sustainable management. In this study, we focused on the following ones:
· Strategy / Entrepreneurship and Intrapreneurship: The growing section of travelers that are sustainability-conscious provides a context where entrepreneurs can provide innovative sustainable service offerings that appeal to this market segment, such as ecotourism. Likewise, entrepreneurial managers within established T&T businesses can, as intrapreneurs, develop new sustainable business ideas.
· Talent Management / Human Resources Management: T&H businesses are service businesses, so managing human resources is essential. Businesses can offer “green” jobs that specifically address sustainable concerns. As mentioned above, training staff on sustainable practices is key to achieving sustainable behavior in the operation. To address the social aspects of sustainability, businesses would ensure they provide decent jobs that are adequately remunerated, create employment for local communities, and address diversity and inclusiveness in their workforce.
· Transportation and Logistics: Key aspects of ecological sustainability fall into the responsibility of transportation and logistics. This includes responsible sourcing of supplies, reducing energy consumption and CO2 emissions, and, if applicable, providing sustainable means of transportation to travelers.
· Marketing: To achieve the mentioned business benefits of increasing sales and customer loyalty as well as enhancing reputation, sustainable practices also need to be communicated to prospective and current customers. This can include engaging with local communities and stakeholders, marketing sustainable service offerings, and obtaining and then communicating sustainable certifications, such as the Green Key in the hospitality industry.
· Using innovative Technology: Modern technology can play an important role in enhancing operations in a sustainable manner. Green buildings, Greentech, renewable energy sources, big data analysis, smart metering, and artificial intelligence can all help businesses become more sustainable.
1.2 The Seminar and Study Tour
To investigate how sustainable practices in the tourism and hospitality industry can be implemented in practice, a study tour with 24 students from Baden-Wuerttemberg Cooperative State University (DHBW) Stuttgart, Germany, and James Cook University Singapore (JCUS) to Dubai, led by the editors of this book, was organized. Dubai is a major tourist destination in the world that has received more than 17 million international overnight visitors in 2023 (Dubai Department of Economy and Tourism, 2024). The government of Dubai has set itself the goal of turning Dubai into a leading destination of sustainable tourism and launched various initiatives in cooperation with Dubai’s T&H industry, including programs, standards, awards, and education initiatives (Dubai Department of Economy and Tourism, n.d.).
Students were grouped into five mixed teams, each addressing one of the five functions outlined above. Within the teams, each student focused further on a specific sub-topic. After four months of engagement with the extant literature, the students from the two universities met in Dubai between 27th April and 4th May. Nine businesses and institutions in Dubai were visited, including hotels, a café, a sustainable market, two alternative/eco-tour providers, an organic farm, a wildlife rehabilitation project, and a university – Canadian University Dubai. Each time, managers of the visited organizations provided a talk on the subject of the study tour, a tour of the premises, and an extensive question and answer session, which students used to obtain input for their specific topics. On the last day of the tour, the student teams presented their insights with feedback provided by the lecturers and a visiting professor from CUD. Upon returning home, students reflected on their practical learning with further insights from the literature that were then written in their term papers. The best of these were selected for inclusion in this book and went through several rounds of revision following feedback from the editors. In some cases, one of the editors joined the student as a co-author to enhance the papers.
1.3 The Papers in this Book
Within the topic of entrepreneurial and intrapreneurial strategies, Laura Wycisk draws on the concept of the Impact Value Chain to analyze how the introduction of sustainable service offerings in the T&H industry can consider both the direct economic benefits and the longer-term effects on society and the environment. She shows in a broad range of initiatives in Dubai how entrepreneurs recognize sustainable tourism as a market opportunity, as well as the challenges they face.
Examining the same topic from a slightly different angle, Chen Yuexian and Caroline Wong’s research explores the integration of new technologies and sustainable practices in entrepreneurship and intrapreneurship, emphasizing the critical role they play in addressing economic, environmental, and social challenges. The study highlights how the city of Dubai leverages technology and innovation to achieve its ambitious sustainable goals and underscores the transformative potential of sustainable practices and advanced technologies in shaping the future of businesses. It concludes that Dubai’s leadership in this area serves as a global model for balancing rapid development with environmental responsibility, suggesting the need for robust collaboration between government policies and corporate strategies to drive sustainable growth.
The paper by Rania Putri Rahmandawati and Caroline Wong provides further insights into Dubai’s initiatives in sustainable entrepreneurship through integrating tradition, innovation, and environmental stewardship. It highlights how their impact is constrained by the complexities of balancing innovation with practical implementation. The case studies in Dubai highlight successes but also underscore the dependency on government support and the risks of over-reliance on niche markets and technological solutions, questioning the broader scalability and long-term viability of these approaches.
In the context of talent management and HRM, Sandy Le investigates the issue of creating employment for local communities as an important element of sustainable practices in the T&H industry. In Dubai, this issue is particularly acute as only very few Emiratis work in this industry, as jobs in the public sector are seen as more attractive by locals. However, businesses in T&H have to meet local employment requirements set by the government. The chapter outlines how select companies in Dubai address this challenge. Recommendations for practice are derived.
Also relating to the function of HRM, Jonas Baumgart addresses the role of education for sustainability for staff in the T&H industry. Drawing on the literature, he outlines elements of a curriculum and teaching methods for staff training in sustainability. Baumgart outlines how select T&H businesses in Dubai address the education of their staff in sustainability and derives recommendations for practice, synthesizing insights from practice and literature.
The benefits and challenges of attracting and retaining international talent in Dubai's T&H industry are being examined by Thi Diep Nguyen and Caroline Wong’s research. While global talent contributes significantly to innovation, service quality, and organizational learning, it also introduces complexities such as cultural integration, workforce sustainability, and the potential for local talent marginalization. Through case studies of high-end hotels, the research underscores the need for a nuanced approach to talent management that aligns global standards with local cultural identity, emphasizing sustainable development and the integration of Emirati workers in the private sector.
In the context of marketing, Lars van Baßhuysen addresses how sustainable practices can create business benefits for businesses in the T&H sector that engage in these practices. The paper outlines business benefits identified in the literature and how various business benefits can be measured. Two hotels in Dubai, one of which hosts a wildlife rehabilitation program, are analyzed, and the business benefits that are achieved are outlined. A range of recommendations for practice are derived.
In the same context, Simon Hettler addresses the importance of T&H businesses engaging with stakeholders and local communities to build sustainable relationships that support both the business and local communities. The literature section outlines how mutually beneficial relationships between T&H businesses and their stakeholders can be achieved. The paper compares the different approaches of two hotels in Dubai and provides recommendations for community involvement and stakeholder engagement.
The research by Dheavanisya Cendikia Utami and Caroline Wong examines various initiatives, such as the Dubai Can Initiative, Dubai Desert Conservation Reserve, and the Sanctuary Experience by Hotel Group Y, which illustrate the city's strategic approach to sustainability. Through public-private partnerships, regulatory frameworks, and targeted marketing, Dubai promotes sustainable practices, enhances its global appeal, and aligns with international sustainability trends. The review underscores the importance of strategic leadership and marketing in positioning Dubai as a leader in sustainable tourism while addressing future challenges in maintaining this balance amid continued growth.
We hope you enjoy reading the papers in this edited volume and find useful inspiration from them.
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2 Strategies in Entrepreneurship and Intrapreneurship: Introducing Sustainable Offers
Laura Wycisk
The importance of sustainability in tourism is not just a current trend topic but an urgent necessity that is extensively discussed both in practice and in research. Sustainability in tourism encompasses economic, environmental, and societal aspects and is crucial for the long-term development of the industry (Shakya, 2021).
Dubai, as a leading travel destination, is becoming increasingly popular and offers 610 hotels with over 201,600 rooms as of 2022 (see Figure 1). The city on the Persian Gulf, with year-round warm temperatures, boasts the second-highest number of 5-star hotels worldwide and achieves the highest revenues from international tourism (Graefe, 2024)
Figure 1: Growth in the number of hotels in Dubai, own diagram based on data from Graefe, 2024
To remain attractive in the long term, Dubai must integrate sustainable practices in tourism, with entrepreneurship and intrapreneurship playing a crucial role.
An entrepreneur is an autonomous business operator who assumes full responsibility and risk, sourcing their own resources. Conversely, an intrapreneur is a salaried employee, typically at a senior level, with reduced responsibility and risk and access to internal resources. Both exhibit a propensity for innovation, yet they operate within distinct environments with differing resource allocations. Intrapreneurship encourages entrepreneurial behavior within the boundaries of an organization, allowing employees to innovate and drive growth from within. In contrast, corporate entrepreneurship refers to the broader strategy of fostering entrepreneurial initiatives at all levels of the company, aiming to create new business opportunities and maintain a competitive edge (Kollinger et al., 2023). Both approaches are essential for advancing the sustainability of Dubai's service industry. By promoting sustainable practices, businesses can reduce their environmental impact while also contributing to economic stability and social equity. Sustainability thus emerges not only as an ethical imperative but also as a crucial driver for ensuring the long-term success and resilience of the industry in one of the largest cities in the UAE.
This research paper, based on a trip to Dubai of DHBW Stuttgart, Germany, with James Cook University in Singapore, explores sustainable practices in tourism and hospitality. It examines challenges and opportunities, focusing on entrepreneurship's role in promoting sustainability. The analysis includes best practices and success factors, leading to recommendations for sustainable tourism strategies. The report concludes with reflections and future research needs, aiming to contribute to sustainable tourism in Dubai.
2.1 Literature Review
2.1.1 Theoretical Framework
Societies are confronted with mounting challenges, including poverty, inequality, climate change, and an annual population growth of around 70 million people. Urgent action is required to conserve resources and mitigate the escalating environmental impact. Human progress and development have historically relied on industrial activities, which often have ad-verse environmental effects (Dhingra et al., 2014)
To illuminate the research topic, it is essential to define key terms. Sustainability originates from Central European forestry and aims for long-term yields while considering environmental and social aspects. In tourism, sustainability involves integrating economic, ecological, and social considerations to meet current needs without jeopardizing opportunities for future generations. Sustainable practices in hospitality encompass energy and water efficiency, waste reduction, recycling, and promoting environmental as well as cultural awareness (Shakya, 2021).
To understand the dynamics between the economy and the environment, it is important to bear in mind that they can be both harmonious and conflictual, as the economic, ecological, and social aspects must be considered, as highlighted in Fennel and Cooper’s (2020) framework of approaches.
Companies in the tourism sector that integrate sustainability into their business strategies not only promote environmental conservation but also strive for long-term economic stability and social responsibility (Shakya, 2021). Furthermore, in this context, the concept of ecological footprint must also be mentioned. This assesses the environmental impact of companies, products, and services based on a life-cycle assessment (LCA).
The growing importance of sustainability in the tourism and hospitality sector is largely due to the industry's significant contribution to CO₂ emissions, particularly from air travel and hotel operations (Filho, et al., 2023). The CO₂ footprint, as part of the LCA, measures direct and indirect CO₂ emissions, aiding in understanding climate impacts. Both concepts are applicable to companies, organizations, products, and services (Wühle, 2020). To mitigate environmental impacts, essential measures include increasing energy efficiency, effective waste management, and the adoption of eco-friendly transportation methods. (Filho et al., 2023).
Sustainable tourism not only helps protect sensitive ecosystems and cultural sites but also promotes fair working conditions, local employment, and economic stability (Augsbach, 2020). Companies implementing sustainability programs benefit from improved organizational performance, including higher employee satisfaction, better corporate reputation, and increased stakeholder loyalty, leading to long-term competitiveness and economic success (Longoni & Cagliano, 2015). Investments in environmentally friendly practices also strengthen relationships with the public and local communities, thereby enhancing competitiveness and financial performance (Muff & Dyllick, 2017; Robin et al., 2016). Authentic and credible sustainable practices provide companies with the opportunity to differentiate themselves in the market and gain a competitive edge. Social sustainability practices positively impact market success and financial performance by boosting employee morale and engagement (Alonso-Ameida et al., 2018).
In this context, entrepreneurs play a central role, particularly in promoting sustainable tourism in rural areas. Sustainability-oriented market conditions and policies encourage the emergence of new, innovative, and resource-efficient business models that contribute to the long-term stability of social, economic, natural, and cultural environments (Andrade-Valbuena et al., 2022; Stoddard et al., 2012).
Companies that focus on sustainability benefit from the increasing consumer interest in environmentally friendly destinations are thereby securing a competitive advantage (Parmentola & Tutore, 2023). This leads to long-term improvements in economic performance, as environmentally conscious tourism companies have been shown to perform better (Blanco et al., 2009). Success in the tourism industry is based on creating a safe and attractive environment, which is why environmental protection is crucial for this sector (Chan et al., 2017). By integrating sustainability principles into corporate strategies, existing markets are trans-formed, new opportunities are created, and long-term competitiveness is strengthened (Segarra-Oña et al., 2011).
Both entrepreneurs and intrapreneurs recognize market opportunities in sustainability and are developing innovative business models that promote ecological, social, and economic sustain-ability, such as eco-friendly accommodations and sustainable tour operators (Giourgali, 2020). This responsible tourism development, supported by entrepreneurial action, plays a crucial role in advancing travel destinations.
The focus on sustainability in the tourism and hospitality sector is closely linked to value creation concepts outlined by Michael Porter and further expanded by Ebrahim and Rangan. Porter's value chain framework analyzes activities within a company that contribute to value creation, dividing them into primary activities (like logistics, production, and marketing) and supporting activities such as infrastructure and technology development (Schawel & Billing, 2012).
Porter’s model aims to achieve competitive advantages through optimizing these activities for cost reduction or product differentiation. In contrast, Ebrahim and Rangan’s Impact Value Chain (2010) broadens this concept by examining both direct and indirect effects of business activities throughout the entire value chain, including social and environmental impacts. Their model highlights how decisions at various organizational levels are interconnected and affect overall outcomes, focusing on the long-term, sustainable effects of integrating sustainable practices and entrepreneurial activities (Repp, 2013).
In sustainable tourism, incorporating eco-friendly practices—from sourcing sustainable materials to reducing waste—adds value by attracting environmentally conscious consumers and improving brand reputation. This integration reflects Ebrahim and Rangan's approach, which emphasizes the ecological and social dimensions of value creation, illustrating how sustainability can enhance competitive advantage and contribute positively to the social and environmental landscape.
Figure 2: Impact Value Chain regarding sustainability in tourism and hospitality, own illustration
Figure 2 is particularly valuable for stakeholders and decision-makers in the tour-ism sector as it illustrates not only the direct economic benefits but also the long-term social and environmental impacts of sustainable entrepreneurship. It thus supports the development and implementation of strategies that promote not only short-term profits but also long-term sustainability.
2.1.2 United Nations Sustainable Goals
Responsible development in tourism is closely linked to the United Nations Sustainable Development Goals (SDGs), in particular (see Figure 3):
Figure 3: U.N. Sustainable Goals regarding sustainability in tourism, United Nations Department for Economic and Social Affairs (n.d.)
Entrepreneur- and intrapreneurship in tourism and hospitality can make a significant contribution to these goals through sustainable practices such as energy and water conservation, waste reduction, and the use of local products: There are various measures and indicators to measure progress in sustainable tourism. These include:
· Environmental indicators: energy and water consumption, waste volumes, use of renewable energies
· Social indicators: Impact on the local community, job creation, promotion of social jus-tice
· Economic indicators: Contribution to gross domestic product (GDP), support for local businesses
Monitoring and improving the sustainability performance of tourism companies requires the precise measurement and tracking of relevant indicators. Both the Sustainable Development Goals (SDGs) and specific Sustainable Tourism Indicators (STIs) play a crucial role in this. An effective strategy integrates governance structures and the involvement of all stakeholders, including local communities. Emphasis is placed on the use of objective indicators and the consideration of regional characteristics to specifically address the diverse challenges and opportunities in tourism (Rasoolimanesh et al., 2023).
The theoretical framework will now be applied to practice by examining the implementation of the identified environmental, social and economic indicators by entrepreneur- and intrapreneurship.
2.2 Insights from the practice
Dubai as a research site offers an interesting basis for research in the field of sustainable tourism and the role of entrepreneurs and intrapreneurs. The city is a major international tourist destination that is increasingly introducing measures to integrate sustainable practices into the tourism and hospitality sector. This allows for the exploration of how entrepreneurs and employees within companies can help promote environmentally friendly initiatives and socially responsible business models that consider both environmental and economic impacts.
As part of a one-week study tour, various forms of entrepreneurship and intrapreneurship were examined, and their significance for sustainable practices in the tourism sector and the hospitality industry:
Table 1: Sustainable Tourist Activities
Table 1 shows numerous entrepreneurial and intrapreneurial initiatives regarding sustainability. Despite positive developments, there are challenges to be aware of.
The well-known outdoor market in Dubai demonstrates how sustainability can be achieved through various practices. Fresh local produce reduces transportation emissions and supports regional farmers, while artisanal crafts and clothing utilize eco-friendly materials and sustainable production methods. The small petting zoo emphasizes animal welfare and conservation education. Food trucks and cafés implement waste reduction strategies, use biodegradable packaging, and source ingredients locally. Notably, a major British cosmetics company uses paper bags instead of plastic, reducing single-use materials and promoting eco-friendly pack-aging options. Many of these practices are inspired by social media, as the entre- and intrapreneurs highlighted.
The market showcases how entrepreneurs and intrapreneurs can drive positive change through sustainable offerings. Despite the pressure to achieve quick profits and publicity, these examples highlight the importance of maintaining a focus on sustainability. Such practices not only align with ethical standards but also provide a competitive advantage, ensuring long-term success. However, businesses must also address challenges, such as ethical considerations in animal care at the petting zoo, and critically assess their environmental impact to meet sustainability goals.
Particularly noteworthy is the Desert Tour, which has evolved from intrapreneurship to entrepreneurship. The Desert Tour started as an internal project (intrapreneurship) that the founder initially proposed at his former employer. However, the idea was only partially implemented there, which led the founder to take matters into his own hands. He decided to start his own company to realize the idea fully according to his vision. This demonstrates how an internal project can evolve into an independent business (entrepreneurship) when the original plan does not receive the desired support. These tours rely on sustainable practices to protect the sensitive desert environment. For example, they not only promote eco-tourism through refillable aluminum water bottles but also raise awareness of the need to protect natural resources and support local communities. Another notable feature is that young people want to make a clear statement here, and their importance should not be underestimated. Three Australian guides who came to Dubai especially for this exciting task were introduced and reported a high level of job satisfaction. This job supports cultural enrichment and a sustainable mindset.
An organic farm, known especially through its farm shop, pursues a commendable intention with its commitment to sustainability. The farm uses homemade organic fertilizers to reduce pesticide use and promote environmentally friendly farming methods. This practice demonstrates the entrepreneurs' clear desire to support sustainable agriculture and make a positive contribution to environmental protection. Despite the challenges they face, such as high prices for their products, they make a valuable contribution to promoting healthier and more sustainable agriculture.
However, the entrepreneurs also face serious challenges. The extreme temperatures in Abu Dhabi lead to difficult working conditions that can affect employee satisfaction and safety. These challenges raise questions about the work environment and require further measures to improve working conditions. Additionally, the high prices for organic products create a barrier that makes it harder for many customers to access sustainable options. Therefore, it is crucial to address these critical aspects to ensure a balanced and equitable approach to sustainable practices.
A Cultural Tour and a Mosque Tour in Dubai adopt a sustainable and ethically responsible approach. They are part of an organization that focuses on fostering cultural understanding. Noteworthy is the openness and hospitality, as well as the willingness to answer questions, including those about religion or culture. These tours support locally produced goods, promote community economic development, preserve cultural heritage, and ensure fair working conditions and ethical standards when dealing with historical and religious sites. Additionally, early examples of "wind towers" are highlighted during the tour. Historically, these towers functioned as natural cooling systems through clever architecture that required no energy and could in-spire modern air conditioning technologies.
In terms of entrepreneurship and intrapreneurship, these tours illustrate how innovative practices can be integrated into cultural and educational initiatives. By promoting sustainable tour-ism and ethical standards, the organization sets a precedent for aligning cultural and historical preservation with modern business practices and community development. Entrepreneurs and intrapreneurs involved in such initiatives can draw inspiration from these approaches, demonstrating that sustainability and cultural respect can drive both business success and positive community impact.
In summary, the entrepreneurial and intrapreneurial initiatives illustrate how sustainability can be effectively integrated into various sectors, from markets and tours to farming. Social media has inspired many of these practices, showing that sustainability can drive both ethical standards and business success.
As part of the study tour undertaken, three hotels were visited, designated as A, B, and C (see table 2). For the hotel industry, similar sustainable practices can be applied. Hotels can adopt eco-friendly technologies, use sustainable materials, and support local communities. By focusing on these practices, hotels can gain a competitive advantage and contribute positively to the environment and society.
Table 2: List of hotels visited
Hotel A, a 5-star hotel, implements numerous environmentally friendly measures to reduce its ecological footprint. The hotel monitors energy, water, and carbon intensity and minimizes the use of chemicals. To save water, bed linen is not changed daily, and to avoid food waste, only à la carte meals are served. All rooms are non-smoking. The hotel participates in global and local environmental initiatives such as Earth Hour, clothing drives, mangrove clean-ups, and tree-planting campaigns, with proceeds donated to a foundation. Despite high guest standards, these measures illustrate the hotel's commitment to sustainability and environmental protection. These sustainable practices are driven by intrapreneurs within the hotel, who innovate and champion environmental protection while maintaining high guest standards. Their work shows how internal sustainability leaders can transform the hospitality sector by aligning operations with ecological and social responsibility.
A turtle rehabilitation center, originally started as an intrapreneurial initiative within Hotel B, has grown into a fully-fledged entrepreneurial venture. After initial treatment, the turtles are cared for at the Turtle Rehabilitation Sanctuary and eventually released. The project promotes species conservation, raises public awareness, and contributes to research through satellite monitoring. Despite challenges like the ethics of tourism and long-term funding, the center is making a significant contribution to sea turtle conservation.
Dedicated to developing and operating sustainable "green" hotels, Hotel C demonstrates a strong commitment to sustainability. This commitment is driven by both intrapreneurs and entrepreneurs within the organization. Intrapreneurs within the hotel have played a key role in innovating and implementing comprehensive strategies to reduce emissions and promote energy efficiency, including sourcing renewable energy and offsetting unavoidable emissions. These measures are part of a clear roadmap to reduce emissions intensity by 2030. Additionally, the entrepreneurial vision behind the hotel has led to a strong focus on water management and waste reduction, including cutting food waste and eliminating single-use plastics. These initiatives not only position Hotel C as a pioneer in the sustainable hotel industry but also showcase how entrepreneurial and intrapreneurial efforts can work together to introduce science-based targets for reducing greenhouse gas emissions.
Above, the urgency of sustainability in the face of global challenges such as climate change, population growth, and social inequalities was emphasized. These theoretical considerations are undoubtedly important and form the basis for the development of sustainable practices in the tourism and hospitality sector. However, the practical part, especially in the context of Dubai, presents a mixed picture. While various sustainable initiatives and business models are presented that can have a positive impact on the environment and community, challenges and potential contradictions are also evident.
For example, the Desert Tour is presented as a sustainable venture that promotes environ-mental protection and the local economy. At the same time, the question remains as to what extent such commercialized nature experiences really protect the sensitive ecosystems or whether they could rather contribute to their disruption. This holds for example for the very old jeeps used that consume a lot of gasoline or the discrepancy between the thesis of the guides of the dessert tour that presented an aluminum water bottle as the most environmentally friend-ly option, while the manager of Hotel A, on the other hand, promoted a simple plastic bottle.
The ethical challenges of animal farming in the petting zoo at the outdoor market are also mentioned, which indicates that not all sustainable practices in the tourism industry automatically have a positive impact. Companies could, for example, stipulate more socially acceptable working conditions and higher ethical standards but are often faced with the challenge of implementing and monitoring these in practice.
In addition, the role of hotels such as Hotel A and B, which are characterized by extensive sustainability strategies, is highlighted. These initiatives are commendable, but the question re-mains whether they are enough to offset the negative environmental impact of the entire tour-ism industry in a fast-growing destination like Dubai.
Air conditioning systems represent a double-edged sword in the sustainability debate in every facility visited. On the one hand, they provide comfort and quality of life, especially in hot regions or during heatwaves, which is important for people's well-being. On the other hand, air conditioning systems consume considerable amounts of energy, often from fossil fuels, and thus contribute to global warming and climate change. The challenge is to develop sustainable alternatives and technologies that reduce energy consumption and still provide the comfort we expect from air conditioning today (Rechid, 2021). This also raises the question of whether sustainable tourism can only be promoted to a certain ex-tent in a desert region like Dubai.
Overall, the critical review shows that theoretical concepts of sustainability can be translated into practical measures but that this is often associated with challenges and potential for inconsistencies. A comprehensive assessment of the actual impact of these initiatives on the environment, society, and the economy is, therefore, essential to ensure that the desired sustainability goals are achieved. In this context, the role of entrepreneurs and intrapreneurs in introducing sustainable offerings is crucial. These individuals are often the driving force behind innovative practices that seek to balance luxury with sustainability. The question arises whether Dubai, known as a luxury vacation destination, can adopt these sustainable practices without upsetting guests or compromising their high expectations, based on the hotel prices provided to us. The success of these efforts largely depends on the ability of entrepreneurs and intrapreneurs to creatively integrate sustainability into the luxury experience, ensuring that it enhances rather than detracts from the overall guest experience.
To bridge the gap between theory and practice, the Value Chain framework, according to Ebrahim and Rangan (2014), will now be applied to analyze the sustainable tourism and hospitality sector in Dubai driven by entre- and intrapreneurs:
· Inputs: The Desert Tour and various hotels in Dubai showcase strong entrepreneurial skills and significant financial investments in sustainability. For instance, hotels like Hotel B and C invest in renewable energy and waste reduction systems, while businesses at the outdoor market use social media to effectively promote their eco-friendly products. Supportive regulations in Dubai also encourage sustainable practices, enabling businesses to adopt advanced technologies that reduce environmental impact.
· Activities: Sustainable opportunities are actively identified and developed into innovative business models, as seen with the Organic Farm Shop’s focus on eco-friendly farming. Green practices are widely implemented, such as the reduction of water and energy usage in Hotel A, and continuous monitoring of these efforts ensures progress towards sustainability goals. The Desert Tour also plays a significant role in promoting eco-tourism while protecting the delicate desert environment.
· Outputs: These activities lead to tangible outputs like the creation of new sustainable ventures, including the Desert Tour, and the improvement of practices in existing businesses, such as the Turtle Rehabilitation Center at Hotel B. Enhanced operational efficiency is evident in hotels that reduce waste and energy consumption, contributing to both economic stimulation and environmental sustainability.
· Outcomes: The integration of sustainable practices in tourism increases awareness about environmental and cultural conservation, as seen in the Desert and Cultural Tours. These efforts build resilience in the tourism industry, create jobs, and improve the well-being of local communities by supporting regional businesses and reducing environmental impact.
· Impacts: The broader impacts of these initiatives include the protection of natural re-sources, such as the desert ecosystem, and the enhancement of Dubai’s global competitiveness in the sustainable tourism market. Notably, young people are the driving forces behind these changes, as they are passionate about making a difference and raising awareness of sustainability. These efforts not only promote sustainable lifestyles among consumers but also contribute significantly to achieving the Sustainable Development Goals by fostering responsible consumption and economic growth.
Dubai’s integration of sustainability into luxury tourism illustrates how entrepreneurs and intrapreneurs can effectively balance high-end experiences with environmental and social responsibilities.
2.3 Recommendations for Practice
Based on the analysis of the theoretical framework and practical experiences in sustainable tourism in Dubai, the following recommendations for entre- and intrapreneurs emerge:
Entre- and Intrapreneurs should implement robust monitoring and transparent reporting of their sustainability practices, including environmental and social indicators as well as the ecological footprint. Ethical standards must be clearly defined and enforced along the entire value chain. Investment in research and innovation, particularly in technologies such as solar and other renewable energy, should be increased to promote new sustainable business models. Animals should not be put on display, and their well-being should be taken care of, especially in the heat.
Furthermore, working conditions should be made fairer and adapted to the temperatures. Sufficient breaks and free water should be provided to employees, especially those working out-doors. Strategic partnerships between companies, governments, and NGOs should be strengthened to achieve greater sustainability effects together. Employee and community training should focus on environmental awareness and ethical standards. In addition, an increased presence and targeted communication in social media is necessary to reach a broad audience and raise awareness of sustainable tourism.
In addition, fostering community engagement through local partnerships and initiatives can enhance the cultural authenticity of sustainable tourism experiences. By integrating local traditions and practices, businesses can enrich visitor experiences while supporting community resilience and cultural heritage preservation. Moreover, continuous stakeholder engagement and feedback mechanisms are essential to ensure ongoing improvement and alignment with evolving sustainability goals.
These measures are crucial to increase the effectiveness of sustainable practices and to achieve long-term positive effects on the environment, society, and the economy through entre- and intrapreneurship.
2.4 Conclusion, Reflection, and Outlook
It is important to note that during the research in Dubai, a focus was placed on exploring existing sustainable practices and challenges on the ground. This approach was crucial in developing a sound understanding of how sustainability can be integrated into the city's tourism sector. As a leading global destination, Dubai faces the challenge of making its rapidly growing tour-ism industry sustainable. However, this growth requires a strong sustainability strategy to minimize environmental impacts and ensure long-term environmental, social, and economic stability (Shakya, 2021).
The research in Dubai provided valuable insights into existing sustainable practices and challenges in the tourism and hospitality sector; however, several limitations should be considered. The brief company visits only offered a short insight into their operations, leading to a limited understanding of the broader and more complex aspects of sustainability within these businesses. Additionally, the short duration of these visits may have restricted the ability to fully assess the long-term impacts and effectiveness of the observed initiatives. Moreover, the re-search primarily focused on visible and current practices, potentially overlooking strategic planning and behind-the-scenes efforts essential for sustainable development. The involvement of local communities, especially Emiratis, was not thoroughly explored, even though their support is crucial for the successful implementation of sustainable initiatives.
Dubai's future as a sustainable tourism destination depends largely on the initiative and innovation of both entrepreneurs and intrapreneurs. These actors play a key role in introducing and spreading sustainable practices that go beyond traditional business methods. Through their ability to develop innovative solutions within existing businesses or through independent pro-jects, they can contribute significantly to reducing the environmental footprint and promoting the U.N. Sustainable Development Goals.
The research in Dubai has provided deeper insights into the diversity of sustainable initiatives and their practical implementation. These initiatives illustrate how local actors can not only protect the environment through creative solutions but also achieve positive social and economic effects. The Collaboration with James Cook University Singapore facilitated an interdisciplinary exchange on various aspects of sustainability in tourism, discussing technological innovations and social impacts that contributed to a more comprehensive understanding of the challenges and opportunities for sustainable tourism in Dubai. The findings of the study tour largely con-firm the literature on sustainable tourism practices. However, they also show that practical implementation in a rapidly growing urban environment poses additional challenges that may not be fully addressed in the literature. Remarkably, the Emiratis were never mentioned in this regard, whose recognition and approval investors and entrepreneurs require to successfully implement sustainable initiatives.
In summary, a deeper understanding of the complexities and the necessity for a holistic approach to sustainable tourism in this global city was gained. These insights support the development of long-term strategies to establish Dubai not only as a premier tourism destination but also as a leader in sustainability. Strengthening strategic partnerships among businesses, the UAE government, and NGOs can foster collective action for sustained positive change in the region, guiding Dubai towards a more sustainable future. This research concludes with a quote from the organic farm visited in Abu Dhabi: "Go Green – There is no Planet B" (see Figure 4).
Figure 4: “Go green there is no planet B”, seen in the organic farm shop
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3 Integration of Technology and Sustainability within Entrepreneurial and Intrapreneurial Efforts: The Case of Dubai
Yuexian Chen and Caroline Wong
In today's rapidly evolving global landscape, the integration of new technologies and sustainable practices in entrepreneurship and intrapreneurship has emerged as a critical focal point for businesses striving to create lasting impact while navigating economic, environmental, and social challenges. As the world confronts pressing issues such as climate change and resource depletion, the imperative for integrating sustainable practices into entrepreneurial and intrapreneurial endeavors has never been more urgent.
Entrepreneurs and intrapreneurs are rethinking conventional approaches and driving new avenues that drive profitability and promote environmental stewardship and social responsibility. This is particularly so in the case of Dubai, which seeks to achieve its Dubai Economic Agenda (D33) to be the leading global city for business and leisure by 2033 (UAE Government, 2024a) and its aspiration to leverage technology and digital innovation to be a smart city in its Smart Dubai Strategy (UAE Government, 2024b).
Through an exploration of scholarly works, case studies, empirical research, and personal observations of Dubai, this research seeks to shed light on the intricate interplay between technological advancement and sustainable practices within entrepreneurial ventures and the corporate environment in Dubai.
In examining the insights and emerging trends in this dynamic field, this research aims to understand the opportunities and challenges that characterize entrepreneurship and intrapreneurship in the contemporary business landscape. By synthesizing diverse perspectives and empirical evidence, it seeks to shed light on the transformative potential of integrating technologies to drive positive societal change and foster sustainable development.
3.1 Literature Review
Intrapreneurship has long been practiced by companies around the world, with employees devoting time to creating innovative ideas, products, and services just like entrepreneurs who are seen as leaders and key agents of creative destruction (Casson, 2003). Intrapreneurs and entrepreneurs share common traits such as initiative, innovation, and risk necessary for the creation of added value (Cadar & Badulescu, 2015). Many of these individuals gain the capacity to create and implement not only novel goods, processes, or designs but also new operational and business models (Gündoğdu, 2012) that include new technologies and sustainable practices. From renewable energy solutions to biodegradable materials, emerging technologies are pushing the limits of what is possible. New technologies provide intriguing opportunities for companies looking to make a difference without leaving a carbon impact.
Entrepreneurs and intrapreneurs, primarily represented by small and medium-sized enterprises (SMEs), play a crucial role in Dubai's economy. In Dubai alone, they make up 95 percent of all its businesses, produce 42 percent of employment opportunities, and contribute to 40 percent of the Emirate's gross domestic product (GDP) (WAM, 2022). This significant contribution highlights the importance of entrepreneurial activities in driving economic growth, innovation, and job creation, especially with the establishment of the National Agenda for Entrepreneurship to make the UAE an entrepreneurial nation by 2031 (UAE Ministry of Economy, 2024). Besides, COP28 in Dubai provided further impetus for Dubai to consider the implementation of sustainability and green technology practices through various strategic approaches. For example, the UAE Net Zero 2050 strategic initiative, the Dubai Urban 2040 Masterplan, and the establishment of funds like the Climate Impact Response Fund and the Loss and Damage Fund highlighted the financial mechanisms necessary to support sustainability initiatives (UAE Government of Dubai Media, 2023a).
The UAE Net Zero 2050 strategic initiative, launched in October 2019, is a nationwide effort to achieve net-zero carbon emissions by 2050 that aligns with the goals of the Paris Agreement and demonstrates the UAE's commitment to global climate action (UAE Government, 2024b). This initiative, led by the Ministry of Climate Change and Environment (MOCCAE), involves collaboration with various stakeholders in key industries like energy, infrastructure, transport, waste, agriculture, and the environment to provide relevant plans, strategies, policies, and implement initiatives and projects to achieve the targets set by 2050 (UAE Government, 2024c).
The Dubai Urban 2024 Masterplan seeks to upgrade Dubai’s urban areas, improve the efficiency of resource utilization, develop vibrant, healthy, and inclusive communities and double green and leisure areas, provide a healthy environment to residents and visitors, and provide sustainable and flexible means of mobility (UAE Government, 2024d). The population of Dubai has multiplied 80 times from 40,000 in 1960 to 3.3 million in 2020, while the urban and built area of the Emirate increased 170-fold from 3.2 square km (UAE Government, 2024d). Federal and local government authorities are responsible for preparing comprehensive studies and developing plans and actions with the local businesses that align with Dubai’s strategic economic priorities and the needs of the future.
These initiatives cover a broad range of projects that include the use of modern technologies (such as Artificial Intelligence (AI), Internet of Things (IoT), and data analytics) to improve resource allocation and tracking projects, innovative approaches to energy use and green strategies, cutting-edge recycling technologies, waste management and sustainable agriculture. These projects shed light on the transformative potential of integrating cutting edge technologies and green strategies to drive positive societal change and foster sustainable development. These various aspects of the transformation are discussed in the following sections with relevant theoretical insights gleamed from literature and observations of Dubai.
3.2 Theoretical Insights and Observations
3.2.1 Use of AI, IoT, and Data Analytics
In the last decade, the introduction of innovative technologies has given rise to smart cities, which seek to offer citizens technologically advanced and efficient solutions. While smart cities aim to enhance outcomes associated with individuals, systems, and processes of governments, businesses, and other public and private sectors, their primary objective is to elevate all inhabitants' living standards (Khan et al., 2017). Dubai is positioning itself as one of the world's leading smart cities, using Artificial Intelligence (AI), the Internet of Things (IoT), and data analytics to enhance urban management and resource utilization strategies. From smart grids and water management systems to intelligent transportation networks, Dubai's innovative city initiatives prioritize environmental sustainability. For instance, the Dubai Plan 2021 aims to make Dubai a smart and sustainable city and calls for the transformation of government services in six key sectors such as transportation, infrastructure, communications, economic services, urban planning, and electricity (UAE Government, 2024e). Many of the strategies include the use of smart apps and include open and easy access to data, smart transport, optimizing energy resources, smart parks and beaches, police smartphone apps, and a new master control room (UAE Government, 2024d). This is further boosted with the launch of the Smart Dubai Strategy 2021, leveraging IoT and digital innovation to manage resources efficiently, make city experiences seamless, safe, personalized, and efficient, delivering an enhanced quality of life and ensuring sustainability (UAE Government, 2024b).
For instance, IoT (Internet of Things) gadgets and drones are examples of technology that are beneficial to agricultural businesses. On the one hand, farmers can precisely monitor the level of insect activity, soil moisture, and crop health with the equipment; on the other hand, increased yields, smaller amounts of chemical inputs, and farming methods more in sync with nature are desirable. Traditionally, agriculture has been perceived as a low-tech industry characterized by numerous small family businesses that primarily focus on improving existing practices rather than introducing new ones. However, this situation has undergone a significant transformation in recent years due to economic liberalization, reduced protection of agricultural markets, and a rapidly evolving and more discerning society. Agricultural companies now face the challenge of adapting to market fluctuations, changing consumer preferences (such as organic and locally sourced food), stricter environmental regulations, food safety and product quality concerns, biotechnology advancements, considerable data utilization, integration of value chains, sustainability requirements, and more. These changes have stimulated the entry of new players, fostered innovation, and sparked new cycles of entrepreneurship within established firms (Lans et al., 2013). As a result, businesses are becoming more resource-efficient because of the insights that are produced by data. Real-time analysis of a company's operations is now possible thanks to sophisticated software, which can identify areas of waste or inefficiency in the business. By implementing these insights, organizations can optimize their processes, reducing resource consumption and improving sustainability.
Two examples stood out from the field trip observations in Dubai:
For almost two decades, this animal rehabilitation project has been instrumental in nursing ailing and injured sea turtles back to health and releasing them into their natural habitats through collaborative efforts with Dubai's Wildlife Protection Office, the Dubai Falcon Hospital, and the Central Veterinary Research Laboratory (UAE Government of Media Office, 2023b). Since 2004, it has rescued and released more than 2,000 turtles into the sea in a bid to reverse the decline of turtle species in the emirate’s waters (Animal Rehabilitation Project website, 2024). It uses IOT and AI systems to monitor various aspects of the turtles, ranging from their health, diet, fertility, behavior, navigation routes, feeding territories, and the environment where these turtles are conserved and released.
For instance, all turtles released into the wild are microchipped, and such tagging enables immediate detection if they get washed back onto the beaches (UAE Government of Media Office, 2023b). GPS-enabled satellite tags are attached to the turtles' shells to monitor their movements in real-time, allowing for data collection and sharing with global organizations to further boost conservation efforts. By tracking the turtles after their release, the project ensures that they are adapting well to the wild and identify any potential threats they might face. The detailed data thus collected helps assess the success of rehabilitation efforts and the integration of the animals back into the wild, allowing experts to formulate conservation plans moving forward (UAE Government of Media Office, 2023b). IoT-enabled environmental sensors are also deployed in the areas where the turtles are released. These sensors collect data on water temperature, salinity, and pollution levels. The collected data is analyzed to ensure that the release environments are suitable for the turtles, contributing to their long-term survival. This technology allows the DTRP to select the best locations for release, improving the success rate of rehabilitation efforts. In viewing the rescued turtles rehabilitating in the ponds at this site, it becomes obvious the amount of care and protection that has gone into rehabilitating these injured and sick turtles, while raising awareness of the threats faced by them.
Hotel X
The adoption and use of an artificial intelligence (AI) tracking system in all its hotels has enabled Hotel X to successfully address the issue of food waste. The system provides a mechanism for monitoring and quantifying food waste, enabling cooks to make appropriate adjustments. This initiative resulted in a significant decrease of tonnes of food waste at one of its chain hotels last year. This reduction is equivalent to saving 50,000 meals. Hotel X also operates an AirOWater system that is capable of turning hot air into 500–1,000 liters of water daily. There are currently two AirOWater atmospheric water generators at the hotel, which are sufficient to provide all of the water requirements for the entire property's operations.
Moreover, in 2023, this hotel chain phased out single-use plastic bottles for drinking in support of the UAE government’s Dubai Can initiative. Hotel X aims to eliminate 1.5 million bottles, or 1,000 tonnes of plastic from its annual operations. In doing so, it seeks to promote more ecological water consumption through the introduction of reusable glass bottles and an innovative filtration system to purify local tap water for safe consumption by its guests in the rooms and restaurants.
3.2.2 Innovative Approaches to Energy and Green Strategies
Dubai has made significant strides in integrating sustainability and green technology into its strategic entrepreneurship and intrapreneurship initiatives. One of the most revolutionary scientific advances in recent years has been made in the renewable energy domain. Both solar panels and wind turbines have become more cost-effective and efficient in recent years. This has resulted in all sizes of businesses adopting these green energy sources, allowing them to reduce their carbon footprints and energy spent simultaneously. In order to ensure their existence and effectively navigate the unpredictable business landscape, firms are increasingly embracing strategies that foster intra and entrepreneurial activity. This conduct is marked by the cohesion of corporate members in pursuit of innovative solutions for organizational development and establishing a competitive edge (Morais et al., 2021). Dubai has invested heavily in renewable energy projects, including the Mohammed bin Rashid Al Maktoum Solar Park, one of the world's most significant solar energy projects (UAE Government, 2024e). The Solar Park is the most expansive solar park in the world, encompassing a single location and aiming to achieve a capacity of 5,000MW by the year 2030 and decreasing carbon dioxide emissions by more than 6.5 million tons, commencing in 2030 (UAE SDGs VNR Report, 2022).
This demonstrates the city's commitment to reducing its carbon footprint and promoting sustainability. The UAE is improving Dubai's sustainable development by boosting the renewable and clean energy sector, minimizing natural resource consumption, and exploring alternative energy sources to conventional ones (Al-Dabbagh, 2022).
Two examples stood out from observations on the field trip:
Hotel X
Hotel X is committed to sustainability by using tools such as the DST (Dubai Sustainable Tourism) Carbon Calculator to track and manage its environmental impact. The DST Carbon Calculator is an initiative by the Dubai Department of Tourism and Commerce Marketing (DTCM) to help hotels and other tourism-related businesses monitor and reduce their carbon emissions. For instance, it tracks real-time data for carbon emission sources, allowing hotels to identify and effectively manage their energy consumption. Once a month, hotels are required to submit their consumption of nine carbon emission sources, including electricity, water, cooling, liquefied petroleum gas, landfill waste, recycled waste, petrol, diesel, and refrigerants (Saltmarsh, 2023). The collective data is analyzed to calculate the industry’s collective carbon footprint. Besides, solar panels heat up the water in the guest rooms and spa of Hotel X apart from a heat pump that provides further support. The management systems clearly demonstrate their commitment to energy performance through the ways they have embraced digital solutions like e-butlers, virtual keys, and paperless check-in. E-butlers function as a digital concierge, enabling visitors to get in touch with the hotel’s teams via instant messaging for anything from spa appointment bookings to room service requests.
Company Y Heritage & Cultural Desert Tours: Dubai’s Traditional and Authentic Desert Safaris
We embarked on a heritage and cultural adventure with Company Y that took us on the Dubai Desert conservation drive showcasing the desert fauna and flora and how the Bedouin used to survive. We also interacted with local Bedouin people learning a Bedouin song and dance, as well as getting close to a Saluki dog and a falcon that enabled us to have a greater appreciation of the Bedouin culture and history. At the Bedouin camps, built out of natural wood and stone, nestled in the privacy of a royal desert reserve, we were treated to a breakfast of Emirati cuisine prepared using traditional methods by the Bedouin ladies using firewood and stove. It truly was an immersive experience of the culture and heritage of the Bedouins. In the desert camps, food scraps are composted every day and used as fertilizers for the trees, thereby reducing carbon dioxide. Every customer who gets on the desert tour gets a refillable water bottle as a gift, thereby decreasing the use of plastic water bottles. Most of the sites in the desert are equipped with solar panels, which generate electricity to achieve self-sufficiency.
3.2.3 Developments in Waste Management and Recycling
The Dubai Government has started a policy to limit and ultimately ban single-use bags in July 2022 aimed at strengthening Dubai’s sustainability objectives in line with global best practices for reducing the consumption of single-use bags. This is in line with the adoption of a green, low-carbon economy as outlined in the Dubai Waste Management Strategy 2041 and the 17 Sustainable Development Goals announced by the United Nations for 2030 (UAE Government, 2024f). The use of cutting-edge recycling technologies is bringing about a revolution in trash management. Business owners are utilizing these technological breakthroughs to establish companies that adhere to the ideas of a circular economy. This model ensures that waste is reduced, and resources are reused. In recent years, the Dubai Municipality has spearheaded sustainable food initiatives, bolstering sustainability and reinforcing food security commitment. For instance, it collaborates with recycling and waste treatment firms and collects approximately 4,000 tons of wasted food annually. In 2023, it also donated 70.5 tons of food to the Emirates Food Bank, recycled over 297 tons, and repurposed 396.7 tons of food materials into sustainable alternatives (Caterer Middle East, 2023). Apart from government initiatives that require great investment in resources and manpower, many entrepreneurial efforts are also embarking on other ways of managing their production and waste.
One example stood out from observations on the fieldtrip.
Organic Farm A
Organic Farm A, located in Abu Dhabi, is the first certified organic farm in the UAE that received a Certificate from the Food and Agriculture Organization (FAO) in appreciation of the farm's efforts in promoting sustainable agriculture and food security. Established by an entrepreneurial Emirati owner, this farm is a homegrown concept encompassing an organic farm, shop, restaurant, and cafe. The store structure is made up of 100% eco-friendly materials, and it uses recycled, degradable, and environment-friendly materials from display to packaging.
It belongs to a farm network called Integrated Green Resources UAE, which has been producing and distributing organic vegetables in the UAE since 2008. The group spearheads organic and sustainable farming methods with zero waste (Theuhntr.Com, 2024). The farm offers a host of family-friendly, wholesome, and fun activities, including animal interactions with goats, rabbits, horses, ducks, chickens, camels, burrows, and more. There is also a farm and harvest experience, inviting you to pick your own organic broccoli, cauliflower, carrots, pumpkins, potatoes, beetroot, kale, cabbage, chili, and herbs. This farm uses 100% sustainable farming methods such as crop rotation and diversity, where there is a systematic cultivation of diverse crops on the same piece of land in consecutive seasons. It deploys hydroponic farming that utilizes 90% less water than standard farming methods to produce more fresh fruits and vegetables each day, thereby increasing water use efficiency and lowering water waste for sustainable crop production, particularly in arid and semi-arid locations such as where they are located.
3.3 Conclusion
In examining the integration of technology and sustainability in entrepreneurial and intrapreneurial ventures in Dubai, this study underscores the vital role that sustainable practices and technological advancements play in shaping the future of entrepreneurship and intrapreneurship, particularly in rapidly developing regions like Dubai. It is observed that small and medium-sized enterprises (SMEs), which constitute a significant portion of Dubai’s economy, face unique challenges and opportunities in adopting sustainable practices and green technologies. The study highlights the need for tailored support and resources to help SMEs like the organic farm to navigate these challenges, ensuring that they can contribute to and benefit from sustainability-driven economic growth.
Dubai’s ambitious plans, such as the Dubai Economic Agenda (D33) and the UAE Net Zero 2050 initiative, illustrate how policy frameworks can drive corporate innovation and sustainability, provided there is engagement with experts, industry leaders, and partners across various sectors to leverage innovation and entrepreneurship to address environmental challenges and create value. The study suggests the need for a robust collaboration between government policies and corporate strategies to understand market dynamics, consumer behavior, and industry trends shaping the sustainability ecosystem. At the same time, enterprises can foster employee entrepreneurship and develop agile methods to effectively respond to the ever-changing economic landscape (Wan & Liu, 2021). For example, by harnessing the power of data-driven insights, businesses can optimize resource allocation, enhance operational efficiency, and drive sustainable growth in an increasingly competitive and dynamic environment.
Dubai’s leadership in integrating technology and sustainability into businesses can be seen as a global model for other cities aspiring to balance rapid development with environmental responsibility.
As the global community copes with pressing environmental and social challenges, integrating technology and sustainability strategies emerges as a transformative imperative, reshaping traditional paradigms of business and innovation. Moving forward, government and stakeholders across industries ought to embrace a holistic approach to sustainable entrepreneurship and intrapreneurship, forging collaborative partnerships and leveraging technological advancements to address complex societal issues and pave the way towards a more sustainable future. The field of sustainable entrepreneurship and intrapreneurship is dynamic, shaped by changing trends and ground-breaking ideas. As products, technologies, and entrepreneurial ambitions come together, the future promises a corporate landscape that is both prosperous and deeply responsible (North, 2023).
References
Al-Dabbagh, R. (2022). Dubai, the sustainable, smart city. Renewable Energy and Environmental Sustainability, 7 (3). https://doi.org/10.1051/rees/2021049
Animal Rehabilitation Project website (2024)
Cadar, O. & Badulescu, D. (2015). Entrepreneur, entrepreneurship and intrapreneurship: A literature review. MPRA Paper 78871, University Library of Munich, Germany. https://mpra.ub.uni-muenchen.de/82793/1/MPRA_paper_78871.pdf
Casson, M. (2003) The entrepreneur: An economic theory, 2nd edition, Edward Elgar.
Caterer Middle East (2023, Oct 2). Dubai municipality spearheads sustainable food Initiatives, bolstering sustainability and reinforcing food security commitment. https://www.caterermiddleeast.com/business/dubai-municipality-spearheads-sustainable-food-initiatives-bolstering-sustainability-and-reinforcing-food-security-commitment
- Quote paper
- Dirk Klimkeit (Editor), Caroline Wong (Editor), 2024, Sustainable Practices in Tourism and Hospitality, Munich, GRIN Verlag, https://www.grin.com/document/1504071
