Destination Profile Report: Analysis of Dubai Tourism Industry

This report provides a comprehensive destination profile of Dubai's tourism industry. It begins with an introduction to destination management and its significance, followed by research on Dubai's location, regional aspects, and its appeal as a luxury destination. The report presents visitor statistics from 2017-2018 and discusses the economic contribution of tourism. The AMALGAM components (attractions, amenities, access, accommodation, and ancillary services) are examined, highlighting key attractions like the Burj Khalifa and the role of amenities. The report then delves into the role of Destination Management Organizations (DMOs), their functions, and their importance in maintaining stakeholder networks and collaboration. Challenges and issues in Dubai's tourism, such as visa issues, security concerns, and environmental challenges, are discussed. Finally, the report explores standards-based frameworks used in destination management, including the concept of acceptable change. The report concludes with a summary of the key findings and references.

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Management
Tourism and hotel management
4/14/2019
Student name

Tourism and hotel management 1
Contents
Introduction....................................................................................................................2
Research.........................................................................................................................3
AMALGAM component................................................................................................6
Destination management organisation...........................................................................7
Role of DMO’S in maintaining stakeholders networks and collaboration....................9
Challenges and issues in Dubai’s tourism industry......................................................10
Standards- based Framework-......................................................................................10
Conclusion....................................................................................................................12
References....................................................................................................................13

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Introduction
(Source: Sharpley, & Telfer, 2015)
Destination management highlights about the main point of the tourism, which states that
generation, and the delivery of the products, services and experiences to the ultimate
customer. Along with this, it considers certain aspects such as such as attraction points,
facilities, accesses and lastly ancillary services, which help in attracting more and more
customers yearly. Hence, by considering the various strategic aspects it avoid the duplicate of
efforts, works over improving the visitors experience through providing various services and
overcoming the gaps and filing them by taken corrective actions (Sharpley, & Telfer, 2015).
Destination and visitor management highlights about the experience, which a visitor gains
while considering economies of the particular visiting place. On an average if we consider
the total international visitors there may be around in million and in billion people in a year.
In addition, if we consider the most frequent visitors Australia is one of the well-known
country in which most visits are performed. Hence, over it there a bifurcation made for the
global visitors who demands more, seek quality and participates in developed world visit.
Hence, from the above information we as a visitor are experiencing Dubai (UAE) as the set
destination. In terms of visiting, visitors will consider locations, region, and the yearly
visitors’ number and in total the economic contribution (Mason, 2015).

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Research
(Source: Stephenson, 2014)
In terms of location, Dubai is the second largest Emirate after the Emirates of Abu Dhabi,
which is equivalent to 5% of the total area of the UAE economy. Hence, it is located in
between 25degree north and 55 degree east. In region aspect, Dubai lies directly within the
Arabian Desert. The tropology of Dubai is significantly different from that of the southern
portion of UAE. The region is basically comprises the emirates which is being influenced by
Persian culture which is owning to its proximity to Iran and its porous maritime borders have
for centuries which invites migrants and traders (Stephenson, 2014).
In terms of Dubai, it is treated for the sense for any tourist and experience seeker. In terms of
international luxury holiday destinations, Dubai is considered as a special place in the mind
of the visitors. As it is the city with the tallest buildings, the large indoor theme parks, the
biggest shopping malls and the most attractive and well-known manmade island of the world.
Hence, it is proven that Dubai is at the core of sprawling garden of the entire tall towers city,
which is rich in its culture and history (Khan, Woo, Nam, and Chathoth, 2017)

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.
(Source: Stephenson, 2014)
According to year 2017-2018 visitors’ statistics- Dubai, there were more than 15.8 million
visitors from all around the world. As, the sights and the delights of Dubai attracted the large
number of people, being well equipped in terms of accommodations were the reasons for the
attraction of the large audience. Dubai is well equipped with around 684 hotels with
different prices ranges, with the luxurious ambience (Stephenson, 2014)

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(Source: Stephenson, 2014)
Research in terms of economic contribution by the visitors highlights about the growing
value of the counties travel and tourism industry as it forges ahead with the various strategies
in order to further boost the tourism related infrastructure development and attract an increase
number of business and leisure all over the world.

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(Source: Stephenson, 2014)
As Dubai, UAE is one of the leading tourism destinations and it was ranked 28 out of 184
countries. As the above mentioned graph highlights about the economic contribution to the
local community from 2012 to 2028. As the graph states that with increase in year, there is
also increase in number of visits and their improvement year after year. The current statistics
score highlights that in a year 2018 there is an improvement from 2017-year economic
position. Although, the improvement are minor but it is estimated that within 10 years the
improvements in economic contribution will be doubled (Stephenson, 2014).
AMALGAM component
Amalgam aspect of travel and tourism majorly talks about the basic components in relation to
the travel. It majorly comprises of attractions points, amenities aspect, accesses or
transportation facilities, accommodation facilities and lastly ancillary services.
In terms of attraction point of Dubai, It is considered as the most spectacular playground of
the earth, which makes everything bigger, brighter, and better in terms of desire. One of the
Dubai’s main attraction focal point is the world’s tallest building named as “Burj Khilifa”
which draws millions of people attention by its view. Another attraction point is escaping to
the desserts, which is set with the rocky scrub and sand dunes that eventually merge into the
largest dessert in the world. Other than this, exploring old Dubai, hitting the Dubai mall by

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doing shopping and lastly enjoying splash at wild wadi are the most focal attraction points of
the Dubai (Baftiroska, 2017).
In terms of amenities and accommodation facilities Dubai comprises of around 684 hotels
offering more than 107717 hotel rooms with the different price ranges, catering to every
tourist and individual from the luxurious aspect to a budgeted traveller. In terms of ancillary
services like pre-bookings of flights, the various agents provide hotels; car hire, theme park
tickets, and rail travel all. Hence, by selling the ancillary services it enhances agents services
and by this they earn a lot of profits and commissions from it.
Dubai’s culture is majorly rooted in Islam, which helps them in providing strength and
inspiration in all aspects. Courtesy and hospitality are most highly prized of virtues and
visitors are charmed by the warmth and friendliness of the people behaviour over there.
Hence, by doing this they majorly emphasis over hospitality which play a major role in
Dubai. Along with this Dubai is the most open of Arab societies in its culture where the
Muslim tradition in Dubai is no different (Baftiroska, 2017).
Another aspect, which highlights about is the extra- ordinary experience are- sun set view
from Burj Khalifa, skydive over the palm of Jumeirah Island. Moreover, experiencing Zip-
line through the Dubai Fountain, skiing in the indoor ski park, experiencing the world’s
largest indoor amusement park, diving into the Dubai mall aquarium and lastly do not forget
to splash around in the largest inflatable water park. The above-mentioned are the extra
ordinary places that are to be visited by the customers for the unlimited fun. Hence, the
benefits above all are that person experiencing the best Dubai’s top sightseeing activities with
the special offers.
Likewise, there are the various budgeted, money saving tours organised such as day trips,
multi- day, extended tours, cultural and theme tour. In addition, certain customized activities
are also designed for large and small families, business travellers, couples and friends
(Zaidan, 2016).
Destination management organisation
Destination management organisation does planning, researches, implementing, controls and
lastly evaluates the set programs, which aims at satisfying the ultimate visitor needs and
wants. AS the below mentioned image highlights that destination management organisation is

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the main component which helps in leading and coordinating all the aspects of the visitor.
Likewise, they need to handle elements of destination such as facilities, prices,
accommodations amenities, transport of visitor. Along with this align activities in order to
create the sustainable environment, marketing so that to attract as many as tourist in a year
and lastly, by providing ancillary services exceeding the expectation of the visitor (Issa, & Al
Abbar, 2015).
(Source: Touq, & Ijeh, 2018)
In order to be competitive, destinations organisation should provide various visitors the
wonderful experience and benefits. Hence, such effects depend over the destination
organisations who are working together as one. Hence, destination management requires
merging the various interests of the visitors in order to achieve a common goal and they have
to ensure the vitality and integrity of the destination currently and in future too.
In current century the role of the destination management organisation is increased because
there is a growing competition all over the world and along with it, it also helps in
determining the need of change and all can be changed when destination management
organisation, will individually focus on being making their customers happy by maximizing
their level of satisfaction. Maximizing profitability of the local businesses, improving the
long term propensity of the population and lastly, in overall, they have to work accordingly
which provides the sustainable balance in between economic benefits and socio-cultural and
environmental cost in order to optimize the adverse impacts of tourism (Touq, & Ijeh, 2018).

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Role of DMO’S in maintaining stakeholders networks and
collaboration
(Source: Quinlan, Lally, & O'Donovan, 2013)
In this, managing effective stakeholder interaction within the destination management
organisation is complex and challenging tasks but the key aspect or role of effective
destination management organisation is to maintain, encourage cooperate and collaborate
activities to strengthen relation in between all the stakeholders’ networks with DMO’s. As it
is destination organisation management ability to work effectively as a team with its
stakeholders which overall improves the destination performance and earns an edge over its
competitors. Hence, it is proven that it is important to analyse the importance of the
stakeholders because it allows DMO to build a stronger links to the organisation (Fyall,
Garrod, & Wang, 2012).
Hence, it is seen that DMO and stakeholders establish collaboration to fix problems, to set a
direction for future and thirdly structuring. Likewise, in terms of fixing problem in terms of
destination and tourism performance, Stakeholders collaborate. In second phase, common
strategic goals are identified through planning process and thirdly, in structuring DMOs and
stakeholders implement strategy and institutionalized the collaboration within the DMO
(Folb, 2016).

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Challenges and issues in Dubai’s tourism industry
Current challenges and issues in the Dubai tourism industry are having a huge financial
potential but there are certain issues such as Visa issues, and lack of proper hospitality
facilities is there. Along with this, there are also certain ongoing conflicts in the region and is
also having major issue of depressing tourism (Sharpley, & Telfer, 2014). Another major
issue in concern to security is also highlighted as a major obstacle in Dubai tourism aspect.
Along with it seeking a quality experience and positive balance for tourist at destination is
also one of the major concerns. Moreover, environmental issues, sewage treatment operations
issues, water problems, waste issues were also causing hindrance in the growth of tourism in
Dubai (Duval, 2013).
Standards- based Framework-
In terms of standards, it is considered as a minimum acceptable condition, which helps in
evaluating environmental, social and managerial goals. As standards can be measured from
the different sources of information, expert judgements, public opinions especially that
derived from the visitors.
(Source: Adeyinka-Ojo, Khoo-Lattimore, & Nair, 2014)
The above-mentioned image highlights about the various frameworks, the first framework
highlights about the limit of acceptable change, which helps in building upon the recreation
opportunities spectrum concept. It is all done by follow- up monitoring which provides and
judging whether a condition is acceptable or not. The main working of the destination
management organisation is to firstly they are identifying the key issues, looking for

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upcoming opportunities, considering all the resource and social conditions, sand then
identifying various management actions for the alternatives, then, selecting preferred
alternatives and finally implement actions and monitor conditions (Adeyinka-Ojo, Khoo-
Lattimore, & Nair, 2014).
In terms of solution, Destination management organisation thinks of various strategies and
operational decisions in concern to target markets and the market positions and accordingly,
they search appropriate informational and leisure activities and various services facilities in
order to make a better follow of visitor to Dubai.
Other than this, VIM framework is also taken into consideration which major helps in
addressing the three major related issues which are concern to visitors, likewise, firstly their
an problem condition, secondly, potential casual factors and thirdly potential management
strategies are formed.
Then VERP framework the most suitable framework which helps in integrating the visitors
experience and resource protection. In this framework, the destination management
organisation describes the visitors experience and resource conditions, develop the
monitoring plan for the identified issues then, monitors resources and social indicators and
then taken action so that it should not harm the future visits of the visitors to Dubai
(Adeyinka-Ojo, Khoo-Lattimore, & Nair, 2014).
(Source: Dangi, & Jamal, 2016)