Natasa Slak Valek

Nataša Slak Valek is an Associate Professor in the department of Management. She studied Sport Sciences at the University of Ljubljana (BSc, 2001), and continued to a Master study in Business. Following the criteria, after concluded all Master courses her GPA allowed her of being promoted directly to a doctoral (PhD) study in Business at the University of Ljubljana (2008). She has delivered her lectures at the graduate and undergraduate courses at the University of Ljubljana, University of Maribor (both Slovenia), I-Shou University in Taiwan R.O.C. and now at Zayed University in the UAE. She also worked for ten years at the National Tourism Office in Slovenia (Slovenian Tourist Board) first as a Professional researcher, and later as a Marketing Manager.

Her most recent publications appear in international peer reviewed academic journals such as Journal of Destination Marketing and Management, Event Management, Tourism Management Perspectives, Journal of Tourism and Cultural Changes and Journal of International Consumer Marketing.

Teaching Areas

Management, Business Leadership

Research and Professional Activities

Tourism Management, Destination Marketing, Sustainability, Gentrification

Education

• 2001 Bachelor in Sport Science, Faculty of Sport, University of Ljubljana, Slovenia
• 2008 PhD in Business Administration, Faculty of Economics, University of Ljubljana, Slovenia

Academic Experience

• 2009-2012 University of Maribor, Slovenia, Faculty of Tourism Assistant Professor and Member of College Senate
• 2012-2013 I-Shou University, Kaohsiung, Taiwan R.O.C., International College, Assistant Professor
• 2014 – 2017 Zayed University, United Arab Emirates, College of Communication and Media Sciences, Assistant Professor
• 2017-2020 Zayed University, United Arab Emirates, College of Communication and Media Sciences, Associate Professor
• 2020 -> Zayed University, United Arab Emirates, College of Business, Associate Professor

Professional Experience

Slovenian Tourist Board

• 2004-2009 Professional Researcher of Tourism
• 2009-2012 Marketing Manager
• 2013-2014 Head of Marketing and Foreign PR

Golf club Barje, Ljubljana, Slovenia

• 2009 – 2014 Assistant to the president

Professional Affiliations and Activities

• Member of Association for Marketing of Slovenia (2014 - 2016)
• Member of IRNIST – International Research Network in Sport Tourism (2014 -> 2017)
• Member of TTRA – Travel and Tourism Research Association 2017 - > still
• Member of ATLAS – The Association for Tourism and Leisure Education (2017 - >)
• Registered researcher at Slovenian Research Agency (2008 - > 2016)
• Member of Statistical office of the Republic of Slovenia for Tourism statistics (2006-2013)
• Member of ETC – European Travel Commission (2008-2014)
• Member of the Association of Sport Managers Slovenia (2012-2014)
• Member of the Committee for writing a National Program of Sport of Slovenia (2013)

Honors and Awards

• Slak Valek, N. (2018). Word-of-art: Contribution of artists-in-residence to a creative tourism destination. 4th International Conference on Emerging Research Paradigms in Business and Social Sciences (ERPBSS-2018), January 2018, Dubai. - Best paper award.

• Slak Valek, N. (2015). Abu Dhabi tourism brand between "yes" and "no". In: Wanninayake, M. C. Bandara (Ed.). Book of abstracts. Sri Lanka, Colombo: TIIKM. (pp. 12) - Best presentation award.

Graduate Courses Taught at Zayed University

• COM 551 and COM 552 – Advanced Research Project I and II
• COM 550 – Applied Research Seminar
• COM 525 – Tourism in MENA region
• COM 522 – Tourism Communication

Publications

Slak Valek, N. (2021). Art tourism: definitions, opportunities, and discussions based on a case study from Abu Dhabi. Journal of Tourism and Cultural Change, 1-15. (Scopus, Q1, SSCI, B).

Slak Valek, N. (2020). Drawing a destination logo from memory and its influence on the destination perception. Journal of Destination Marketing & Management, 16 (2). (Scopus, Q1, SSCI, A)

Slak Valek, N., & Picherit-Duthler, G. (2020). Pushing for Gender Equality in Advertising: Gender Role Stereotypes in the United Arab Emirates. Journal of International Consumer Marketing, 1-14. (Scopus, Q2, B)

Williams, R. B., & Slak-Valek, N. (2019). Pokémon GO is serious leisure that increases the touristic engagement, physical activity and sense of happiness of players. Information Technology & Tourism, 21(4), 515-533. (Scopus, Q1, B)

Slak Valek, N., & Fotiadis, A. (2019). Happiness as a value of event organizers in Abu Dhabi. International Journal of Event and Festival Management, in press. (Scopus, Q2, B).

Slak Valek, N. (2019). Distinction in locals’ support for a major and mega event-the case of Expo2020 and Grand Prix F1. Event Management, 23 (6). (Scopus, Q2, A)

Slak Valek, N. (2018). Word-of-art: contribution of artists-in-residence to a creative tourism destination. Journal of Tourism and Cultural Change, in press. (Scopus, SSCI, Q1, B)

Slak Valek, N. & Williams, R. (2018). One place, two perspectives: Destination image for tourists and nationals in Abu Dhabi. Tourism Management Perspectives, 3(27), 152-161. (SSCI, Scopus, Q1, A)

Kotsi, F., & Slak Valek, N. (2018). Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’ influence on brand personality. Journal of Travel & Tourism Marketing, 35(3), 365-376. (Scopus, SSCI, Q1, A)

Slak Valek, N. (2018). The relationship between community sporting event participants and the media. The case of Abu Dhabi. Journal of Sport & Tourism, 3 (22). (Scopus, Q1, B)

Book

Slak Valek, N. & Al Muhrzi, H. (2021) Women in Tourism in Asian Muslim Countries. Springer Nature. https://www.springer.com/gp/book/9789813347564