Dubai as a Tourist Destination: Raising the Profile

Running head:DESTINATION MANAGEMENT
DESTINATION MANAGEMENT

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Executive summary
The main aim of this report is to raise the profile of Dubai city as a tourist destination. This
report discusses that Dubai is situated in north-east of UAE and on Persian Gulf. It is also
illustrated that Dubai is the second largest emirates urban area of 3885 square km and city is
roughly 35 square km. It is evaluated thiscity hosts the tallest building ofworld, biggest shopping
mall, the largest indoor theme park and magnificent man-made islands in the world.
It is evaluated that there are three A’s model is used for developing Dubai as a successful
tourism destination. These are awareness, appearance, and availability. It is found that there are
different key stakeholders involved in tourism development of Dubai and these stakeholders
have their different responsibilities. These stakeholders involve local companies, local residents,
media, employees, government, tourists, competitors, activists, business liaisons, and tourism
developers. There are different strategy that Dubai should use to raise its profile such as product,
price, place, and promotion. It is illustrated that the government should promote Dubai city by
using digital media such as social media, SEO, and pay per click.

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Table of Contents
Executive summary.....................................................................................................................................2
Introduction of assessment..........................................................................................................................4
Background of Dubai..................................................................................................................................4
A’s model of Successful Tourism Destination.............................................................................................5
Awareness...............................................................................................................................................5
Appearance..............................................................................................................................................6
Availability..............................................................................................................................................7
Key stakeholders involved in tourism development in Dubai and their responsibilities..............................8
Marketing mix of Dubai............................................................................................................................14
PRODUCT............................................................................................................................................14
PRICE...................................................................................................................................................14
PLACE..................................................................................................................................................15
PROMOTION.......................................................................................................................................16
Set of recommendations to raise the profile of Dubai as a tourist destination............................................18
References.................................................................................................................................................20

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Introduction of assessment
This report presents the background of Dubai. It also discusses three A’s model of successful
tourism destination such as awareness, appearance, and availability. It also explains the key
stakeholders involved in tourism development in Dubai and their responsibilities. This report
discusses the marketing mix in Dubai. It also illustrates the set of recommendation for raising the
profile of Dubai as a tourist destination.
Background of Dubai
From the initial time to one of the world’s most innovative place, Dubai has always been unique
and continues to grow more attractive. InDubai, culture is originated in Islamic traditions that
that creates UAE national lifestyle. It can be highly significant when tourists visit at Dubai and
they respect and behave appropriately because fewer amounts of Emirates are very securing over
the tradition and culture. The most religious time in Dubai comes in the fast of Ramadan times
that duration is for one month. In this time, Muslims fast during daylight hours for attaining the
fourth pillar of Islam (Dubai.com, 2019).
(Dubai.com, 2019).

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(The world bust, 2019).
A’s model of Successful Tourism Destination
The 10 As” as a useful set of attributes for judging the success of tourism destinations.
Awareness
Awareness attribute is associated withthe level of understanding of tourism about a particular
destination and is affected by the amount and nature of data they receive (Dutt, &Ninov,
2016).Dubai has ranked 1st in image as well as awareness inArabian Peninsula. It is relied on the
survey for carrying out among international travelers(Abodeeb, Wilson, & Moyle, 2015).
TCI research reports demonstrate that Dubai get higher score both in consciousness and
favorable image as compared to other targets such as Arabian Peninsula. It is assessed that about
93% of prompted responsiveness and 3 travelers out of 4 were having favorable picture of Dubai.
The Emirates exceeds its rivalry in area(Khan, Woo, Nam, &Chathoth, 2017).
But, Abu Dhabi and Qatar are enjoying the strong level of awareness but still, there is a need to
enhance the image to rival Dubai, particularly on female travelers. There are different emerging
destinations in the region such as Ajman and Sharjah i.e. known by around 1 traveler of 4 and

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still have the chance to develop the stronger awareness as well as consolidate their image among
potential travelers(Dutt, &Ninov, 2016).
Appearance
Appearance feature of a successful tourism destination is used to measure the impressions that
the destination creates on tourists, both when they first arrive and then all through their stays in
the destination (Khan, Woo, Nam, &Chathoth, 2017). It is assessed that Dubai is like a diamond
in the mid of the desert. A metropolis created right in the middle of nowhere. In Dubai,
everything is systematically and orderly planned as well as applied(Khan, Woo, Nam,
&Chathoth, 2017). The given below things create a good first impression of the destination. It
also develops a positive and lasting impression:
People:
The local Arab population in Dubai is a minority. However, despite this, they are highly kind and
good people as well as pretty rich.
Civic sense:
The population of Dubai feels proud of their city and follows all the guidelines not only for
keeping the city clean but also prove as an example for outsiders in order to strictly follow
them(Martens &Reiser, 2019).
Infrastructure:
Infrastructure of Dubai is outstanding hence; this destination makes a good first impression
among tourists. The high-rise building, advanced road monitoring system, souqs, corniche,
parks, 8-lane roads, and world-class malls and marts are a sight to observe. Thus, this destination
makes a positive and lasting impression(Kotsi, Pike, & Gottlieb, 2018).
Lifestyle: