Biography

Dr. Samar Billi Noaman is an Assistant Professor at Canadian University Dubai, in the disciplines of marketing and events and tourism management. A certified trainer by the Knowledge and Human Development Authority, her academic skills are oriented to consumer behavior, customer satisfaction and retention, tourist motivation, sustainable tourism planning, destination marketing, and medical tourism.

Academic Publications

  • Yasin, N., Hafeez, K., Haq, M., Haq, F., Zahoor, N., & Noaman, S. B. (2026). Take a break: a typology of immigrant enterprise growth strategies in non-traditional entrepreneurship settings. Journal of Entrepreneurship in Emerging Economies, 18(3), 766-792. https://doi.org/10.1108/JEEE-09-2025-0568
  • Noaman, S. B., & Chapuis, J. M. (2026). Medical tourists' motivations, quality perceptions, and satisfaction: A perceived experience quality model. International Journal of Spa and Wellness, 9(1), 190–213. https://doi.org/10.1080/24721735.2025.2524277
  • Noaman, S., & Askri, S. (2025). Attainment of internship outcomes amidst challenges and support systems: Reflections from university students in the UAE. In Technology and innovative management as drivers of sustainable progress (pp. 413–447). IGI Global. https://doi.org/10.4018/979-8-3373-2858-4.ch015
  • Bhatia, T., Noaman, S., & Agarwal, S. (2025). Greening the luxury experience: Sustainability in UAE's luxury hospitality. In Technology and innovative management as drivers of sustainable progress (pp. 163–193). IGI Global. https://doi.org/10.4018/979-8-3373-2858-4.ch007
  • Yasin, N., Noaman, S. B., & Sarwar, M. (2025). The Entrepreneurial Resilience of Sufi Artists in Pakistan during the COVID-19 Pandemic. In N. Yasin (Ed.). Entrepreneurship in the Creative Industries: Contemporary Perspectives from the Arabian Gulf and Asia (pp. pp. 50–68). https://doi.org/10.4324/9781003410188-4
  • Noaman, S. B., Mamoghli, I. L., & Tangri, K. (2025). Sustainable baby care from day one: A case study of clean bamboo diapers. In Sustainable innovation in the Middle East and North Africa (MENA) Region (pp. 345–371). IGI Global. https://doi.org/10.4018/979-8-3373-0908-8.ch013
  • Noaman, S. B., & Nair, G. (2025). Embracing failures: Advancing the entrepreneurial education pedagogy through design science approach. In Contributions to management science (Vol. Part F455, pp. 173–197). Springer. https://doi.org/10.1007/978-3-031-82251-3_7
  • Yasin, N., Samhouri, D., Haq, F., Salamzadeh, A., Noaman, S. B., & Zaheer, M. (2025). The Persian rug story: A case study of immigrant entrepreneurship in Canada. Asian Journal of Management Cases. Advance online publication. https://doi.org/10.1177/09728201251356003
  • Askri, S., Noaman, S. B., & Tangri, K. (2024). Corporate social responsibility and sustainability in luxury food restaurants in the UAE market: A case study. In Corporate social responsibility in the practice and in the classroom: The Middle East and North Africa region perspective (pp. 167–179). Emerald Group Publishing Ltd.
  • Noaman, S. B., Syed, A., Elshenawi, A., & De Souza, S. (2024). Can luxury hotel pioneer the ‘third wave’ in hospitality sustainability: The case study of Jumeirah Group. In Corporate social responsibility in the practice and in the classroom: The Middle East and North Africa region perspective (pp. 207–224). Emerald Group Publishing Ltd.
  • Yasin, N., Noaman, S., Gilani, S., & Askri, S. (2024). Revolutionizing fitness on the go! A case study of MAXPRO Fitness. Asian Journal of Management Cases. https://doi.org/10.1177/09728201241271501
  • Askri, S., & Noaman, S. B. (2024). The impact of internship on corporate social responsibility: The case study of university–industry collaboration in Dubai. In Corporate Social Responsibility in the Practice and in the Classroom: the Middle East and North Africa Region Perspective (pp. 81–96). Emerald Group Publishing Ltd.
  • Noaman, S. B. (2024). Estimating the impact of the sustainable development goals on Lebanese society: A micro-CSR approach. In Corporate Social Responsibility in the Practice and in the Classroom: the Middle East and North Africa Region Perspective (pp. 253–268). Emerald Group Publishing Ltd.
  • Noaman, S.B., Jabbour, M., Range, D. & Mataruna-Dos-Santos, L. (2023). Data-Driven Market Segmentation: The Case of Medical Tourists in Lebanon. Market-Tržište, 35 (1), 57-75. https://doi.org/10.22598/mt/2023.35.1.57
  • Noaman, S., & Montargot, N. (2023). Understanding Interactions Between Providers of Cosmetic Tourism and Tourists: The Lebanon Experience. Tourism Culture & Communication, 23(1), 45-60. https://doi.org/10.3727/109830422X16510695152055
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