Curriculum Vitae
Personal Information
Surname:
Other name:
Place and date of Birth:
Nationality:
Sex:
Martial status:
Correspondence Address:
AL-Hamiary
Moufak Adnan Abdul-Jabbar
Baghdad 1951
Iraqi
Male
Married
Philadelphia University
Amman-Jordan
Postal Code: 19392 P.O Box: 8
Tel: 065349099
Mobil: 0776697590
E-mail: tohora_86@yahoo.com
Have an experience for over 25 years in teaching, researching and
training programms in the field of Tourism and Hotel Management
and has published over fifteen articles and five books on different area
of hospitality management.
Educational Qualifications
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Awarded the Ph.D in Tourism Regional Planning and Development
from the Victorian University of Manchester – England. 1985
Higher Diploma in Hotel and Tourism Business Management\ The
International School for Tourism and Hotel Management Science.
Rome\Italy.
Master Degree in Tourism Planning\ Baghdad University. Baghdad
– Iraq.
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Scientific Degrees
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Assist Teacher \ Department of Tourism and Hotel Management AlMustansiriyah University Baghdad – Iraq. 1978 -1981
Teacher \ Department of Tourism and Hotel Management AlMustansiriyah University Baghdad – Iraq. 1986 -1991
Assist–Prof. \ Department of Tourism and Hotel Management. ALMustansiriyah University Baghdad – Iraq.1992 – 1999.
Associated Prof. \ Department of Hotel and Tourism Management.
Amman – Jordan from 1999 up to recent date.
Teaching Experiences
Have been engaged in teaching, researching and training programms
for the following modules:
B.A module
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Tourism Legislations and Laws.
Resort Management.
Planning for Tourism Development.
Tourism public Relation Management.
Tourism correspondence.
Tourism site analysis.
The Management of travel and tourism agencies.
The Hotel Front Office Management.
Banquet and conferences Management.
M.A module
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The Business of tour operator.
Marketing of Tourism.
Spatial analysis for Tourism sites.
Planning and development of Tourism.
Front Office Management.
 Restaurant Management.
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Accomplishing Training Programms
Various training program have been accomplished in different
countries formally and informally under the following headings:
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Package Holidays and package Tours Regulations.
The Art of guiding.
Negotiation, principles and practice in tourism sector.
Financial Analysis and control Techniques used in Travel Trade.
How to develop an effective itinerary plan.
Total quality management for Hospitality industry.
Scientific Activities
Several papers were accomplished and discussed in several
scientific conferences such as:
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Analyzing personal need to Tourism experience.
Public relation techniques and its impact on the achievement of
operational plan of five star hotels.
Evaluation the existing recreational and tourism sites for tourist attraction.
Applying the quantitative techniques in determining the size of tourism
demand.
The Impact of Global Financial Crises Against Level of Satisfaction (A
Case Study of Employee in Five Stars Hotel in Jordan)
Evaluation tour operator's product.
Marketing strategies for tour operator business.
Data- Bank in Tourism sector. Attitude and applications.
Books
 The Geography of Tourism. Dar al-Hmmed Amman 2005
 Tourism Resort Management. Al-Waraq-pub-com. Amman 2008
 Fundamentals of Finance for Tourism Industry. Al-Waraq-pub-com.
Amman 2010.
 Human Resource Architecture for Hotel Industry. Athraa for publishing
and distribution 2011.
 Fundamentals of Public Relations for Hotel Industry. Athraa for publishing
and distribution 2011.
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Job Experience and Responsibilities
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Faculty representative at the Board of director / Philadelphia
University.
 Member of scientific research evaluation committee / Hotel &Tourism
Management Department – Philadelphia University.
 Member of Scientific and higher education committee / Department of
Tourism and Hotel Management – AL-Mustansiriyah University.
 Several Participations in Tourism scientific seminars and conferences.
Postgraduates Supervisor
Supervised several M.A thesis such as:
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Analyzing the quality of Tourism product.
Basic tools for Tourism training programmers .
Total quality Management in Tourism sector.
Variables affecting the quality of Tourism demand for deluxe Hotels.
The importance of Islamic cities for Tourism development.
Dr. Moufak Adnan Abdul – Jabbar
Associated Prof. in Tourism & Hotel Management
Philadelphia University
Amman – Jordan
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Applying the quantitative techniques in determining the size of
tourism demand
Abstract
This analysis provides an example of how statistical models could
be used to forecast the future tourist demand to the region, and how
the latter can be used to assess the influence of attraction profile of the
region on the tourism flows towards it. Previous studies have
considered environmental amenities as one of the determinants of
tourism destination choice. The central hypothesis of this paper is that
the distance profile can be considered as a key component to
determine size of flow from different towns to the region. The main
objective of this paper is to propose different proxy variables,
considering the role of travel time and cost of travel of the tourists’
choice of destination and duration of stay. Domestic Iraqi tourist flows
have been chosen as a case study. The first step of the analysis
required the construction of indicators suitable for developing a
statistical model. Subsequently, a model was developed so as to
explain the total number of nights spent in any location as a function
of a set of explanatory variables including information about the
socio-demographic characteristics of respondents, attraction profile of
the county of destination and features of the trip. Results show that the
most important factor is cost of travel and landscape indicators
included in the analysis turn out to be statistically significant in
determining the size of tourist flow. As a result, policies pursuing
biodiversity conservation appear to have a positive impact on the
revenue of regional tourism.
Keywords: tourist attraction, landscape diversity, trip demand.
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Public Relation Techniques and its Impact on the Achievement
of Operational Plan of Five Star Hotel
Abstract
Traditionally the hospitality industry depends largely on Public
Relation (PR) programs and techniques to ensure that the general
public receives a clear, attractive thought of the tourism product image
and service develop. However, the reliance on PR in the process of
operational plan for any tourism project or resort shows that managers
have a general familiarity with the concept of PR, but the majority of
them are still unaware of how to operate the system of PR on both
internal and external levels. For example, at an external level, tourism
PR calls for more than developing a good tourism product and
facilities, it is seen as interactive channel of communication between
the tourism producer and guests. For this reason many tourism
producers depend on PR campaign as a mean to help them to increase
the tourism establishment's revenue by giving massages via
newspapers, Internet, television or radio which attract a profitable or
identified market to their establishment. The emphasis of the paper
lies on the exchange of theoretical insights and practical experiences
with tourism PR programs. Tourism PR program is unique, and the
options for the future need should be studied in the shared context of
dynamic and competitive Tourism and recreation market. The paper
also aims to examine the advantages of PR program and its function,
and explain the different stages in developing the effective programs
for the successful relationship between the guests and hosts. The paper
also highlights the difficulties that managers faced in understanding
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and applying PR programs, and to find adequate answer to the
following questions:
1. To what extent can PR helps to improve organization mission?
2. How we can distinguish between the public relations programs
and sales or marketing programs of organizations?
3. To what extent can PR programs assist to sponsorship?
4. What are the techniques which could deal with negative
publicity and 'crises management' situations?
Keywords: hospitality industry, public relation, publicity, tourism
sales, marketing program.
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The Impact of Global Financial Crises Against Level of
Satisfaction (A Case Study of Employee in Five Stars Hotel in
Jordan)
Dr.Moufak Al-Hamiary
Dr. Ameen Al-Momanny
Department of Hotel and Tourism Management,
Administration and Financial College,
Philadelphia University,
Amman - Jordan
Abstract
The human element plays a major part in the overall success of the
hospitality industry, especially in hotels. Many members of the work
force in the hotel are in direct contact with the guest and are seen as
being involved in achieving the objectives of the operational plan of
the hotel. On the other side, employees considered as a part of the
hotel assets existence.
The purpose of this paper is to examine the factors that make up
employee satisfaction during the global financial crisis. Previous
researchers see motivation and performance are separate variables that
shape employee satisfaction level. This study attempts to explain the
complex relationship among the variables that formulate employee
level of satisfaction and indicates that the amount of the Tips could be
considered not only a dominant factor for level of employee
satisfaction for those working in five stars hotels in Jordan, but also as
an indicator to performance .
A questionnaire has implemented to collect the required data.
Correlation coefficient and regression analysis applied to determine
which of the motivation elements were more influential in the overall
satisfaction of the hotel employee. Administrative motivation
elements seem to be of limited importance to structure employee
satisfaction during the global financial crisis. Uncontrolled motivation
that not related to administrative policy and decision (i.e. the amount
of Tips and employee personality) were found to be significantly
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related to the overall satisfaction of a hotel employee and the
Increasing of Performance during the global financial crisis.
Keywords: global financial crisis, hotel employee’s satisfaction,
employee’s motivation.
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Fundamentals of Public Relations for Hotel Industry
By:
Dr. Mwaffak Al-Hamairy,
Dr. Rami Al-Taweel
Preface
Traditionally the tourism and hospitality industry depends largely
on PR programmes and techniques to ensure that the general public
receives a clear, attractive impression of the tourism product image
and services. However, the reliance on PR in the process of
operational plan for any tourism project or resort showing that
managers have a general familiarity with the concept and the functions
of PR; the majority of them are still unaware of how to operate the
system of PR on both internal and external levels. A flourishing PR
campaign can help to increase the tourism establishment's revenue by
giving massages via newspapers, Internet, television or radio which
attract a profitable or identified market to the tourism establishment.
Today, Public Relations in the tourism and hospitality industry
calls for more than developing a good tourism product and facilities; it
is seen as interactive channel of communication between the tourism
producer and guests that takes place during the pre-selling, selling,
participation, and post involvement stages.
It is worth mentioning that public relations is becoming a very
popular academic theme of study taught around the world as a career
field; it is estimated that almost 200 universities in the United Sates
and over 80 European universities are teaching and offering studies in
the subject (Wilcox and Cameron, 2006).
The book considers what the business of public relations is and
what it does, and why it is such an important business for the tourism
and hospitality industry in particular and management in general. It is
edited and written using various public relations and marketing
textbooks as well as academic journals and web sources. It offers a
comprehensive yet easy to understand introduction to the business of
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public relations aimed for tourism and hospitality management
students and anyone else who is interested in marketing and
management in general.
Book Structure
This book is written and edited in a simple and plain language to
introduce the term public relations within the tourism and hospitality
field. It offers many insights into an interesting marketing and
business technique that has been so influential throughout history and
looks at what the business of public relations is and does? And why it
is such an important business for the tourism and hospitality industry
in particular and management in general? It is edited and written from
various public relations and marketing textbooks as well as academic
journals and web sources, it is comprehensive in a way that it gives a
simple and easy introduction to the business of public relations aimed
for tourism and hospitality management students and anyone who are
interested in marketing and management in general.
The book is presented in seven chapters. The structure is designed to
follow an easy and logical development of the subject with the
intention that students can fit the chapters into whatever pattern the
logic of their courses suggests.
Chapter one: highlights the background and history of public
relations and its importance as a marketing tool and points out the
various stages or periods according to their historical developments
and progress.
Chapter Two: Introduces and explains what the term tourism public
relations is and does, as well as discussing a number of operational
definitions in general and within the industry. The chapter also
explores the concept and methods of practicing tourism public
relations to come to a fuller understanding of the subject.
Chapter Three: This chapter discusses and explores the different
subdivisions of the various publics and their characteristics for any
tourism and hospitality establishment. It examine the importance of
local community and their role in public relations successful
programmes.
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Chapter Four: This chapter discusses the audience targeting process
in the business of public relations. Publics of the major subgroups
have been discussed. Understanding the different stages in selecting
the target audience for public relations has been given special
emphases.
Chapter Five: In this chapter, the relationship between public
relations and marketing is being introduced. It also examines a variety
of public relations methods and tools used within the industry and
how to plan a successful public relations programme and campaign.
Chapter Six: This chapter details the primary communication and
marketing tools and their impacts on the business of public relations.
Media, press agents, publicity, lobbying, investor relations, and
sponsorship will all be discussed and explored in order to emphasise
their significance and relationship with public relations.
Chapter Seven: This Chapter highlights a range of effective tourism
public relations case studies used within the industry. The majority of
these case studies were taken from leading global public relations
companies and organisations such as Ogilvy Public Relations
Worldwide, Council of Public Relations Firms, and various authors
and consultants, in order to work towards a clearer understanding of
the business of public relations.
Chapter Eight: This chapter gives a briefly detailed explanation of
the various terms and expressions used within the industry.
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