Destination Management Report: Enhancing Dubai's Tourism Profile

This report analyzes Dubai as a tourist destination, highlighting its unique features and potential for growth. It discusses the city's geographical location, tourism facts, and figures. The report utilizes the three A's model (awareness, appearance, and availability) to assess Dubai's current standing and identify areas for improvement. Key stakeholders involved in Dubai's tourism development are identified, along with their respective responsibilities. Furthermore, the report explores the marketing mix (product, price, place, and promotion) and provides recommendations for raising Dubai's profile as a tourist destination through digital media and strategic initiatives. The analysis emphasizes the importance of understanding local culture and traditions to create a positive tourist experience.

Running head:DESTINATION MANAGEMENT
DESTINATION MANAGEMENT

DESTINATION MANAGEMENT 2
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:

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Dubai may address all types of human beings. For instance, Filthy rich Arab kidsprogressing in a
Porsche area such as Sheikh Zayed Road together with, middle-agedSouth Asian employees are
walking on the roadway. It is also stated that the standard of living is living followed by the
highamount of locals. In addition, wealthy immigrants are moderately high. The non-existent tax
system should focus on this to create a good first impression among tourists(Mason, 2015).
Availability
Availability is assessed by the ease with which reservations, booking could be made for this
destination, and the number of reservation and booking channels are available. Availability term
defines the distribution channels and different platforms and method by which booking for a
hotel is made (Kotsi, Pike, & Gottlieb, 2018). A channel related to hotel booking in Dubai
destination could be direct phone reservation or particular stream of revenue like 3rd party
website (Kotsi, Pike, & Gottlieb, 2018). For maintaining, the track of channel is significant to
maximize the revenue by marketing. For instance, when a customer is aware that the main
channel of particular hotel booking is voice, hence Dubai destination hotels can focus on that and
can provide specific phone call training to reservation agent, launch particular campaigns, hire
additional call centre agent as well as invests in phone technology(Michael, Reisinger, & Hayes,
2019).
Along with this, the diversifying channel is significant for hotels to maximize the potential
revenues. By diversification,the hotel can arrive at larger demographic and customers. Along
with this, there isa high amount of multiple channels in Dubai destination, which could be
advantageous in low season when bookings need to be pushed. The key to the success of Dubai
destination is to have the feasible channel for bookings and reservations and to manage them
accurately(Morrison, 2013).

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The top 15 revenue generated booking channels for hotels in Dubai are Booking.com, Mr & Mrs
Smith, Expedia, GTA, Agoda, Hotelbeds, Hotels Combined, Global distribution systems, HRS -
Hotel Reservation Service, Hotel websites (direct bookings), SunhotelsPrestigia, Lots of Hotels,
Epoque Hotels, and Lastminute.com(Nadkarni, &Heyes, 2016).
Key stakeholders involved in tourism development in Dubai and their responsibilities
The contributionrelated to stakeholders involved in decision making procedure is significant
related to sustainable tourism development. As per UNWTO, high amount of stakeholders may
directly affect in tourism planning as well as development. They play wider roles to complete the
main aim and objectives of the company.There are different key stakeholders involved in tourism
development in Dubai(Peter, &Anandkumar, 2016). These stakeholders are discussed as given
below:
Stakeholder analysis matrix
Stakeholder Stakeholder
interest
Assessment of
impact
Potential strategies
(Strategies that the
Destination
Management
Organizations
(DMO) can use to
keep these
Stakeholders which
make them interested
in tourism
development)

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National governments High Positive The UK government
is announcing on
about £40 million
investment in order
to provide new
tourism outside
London as well as,
ease travel in around
Britain.
Local Governments High Positive Councils endorse the
local tourist
fascinations;
facilitate
infrastructure as well
asservices in order to
support the tourism
with manages
tourism impact.
Tourism developments
and enterprises
(Khalifa Fund For
Enterprise Development,
High Unfavourable DMO should focus
on different tourism
organization such as
travel agencies, tour

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Airtravel enterprises ,
Dubai, UAE, and Sharjah
Commerce & Tourism
Development Authority
(SCTDA) )
operators, as well as
tourist information
centres come in such
category. Hence,
stakeholders would
be interested in
tourism
development.
Tourists High Positive Tourists can visit
attraction,
spendsmoney, as
well ascanendorse
attraction via word of
mouth with social
media when their
experience is
positive.
Local people
(Emiratis where, The
men wear white colour
Khandura and the women
wear black colour burkha
and hijab)
Low Positive Local people who
have distinct cultures
as well as, values can
add value to tourist
destinations.

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Employees and
professionals
Travel Consultant,Cruise
Manager, Sales and
Marketing
Consultant/Manager,Tour
Guide,Event Manager
and Visitor Information
Manager)
High Unfavourable There is a shortage of
skilled personnel in
different areas of
hospitality such as
hotels, restaurants,
trains, airlines, and
buses (Stephenson,
2017).Tourism
should support
approximate 3.8
million of job that is
about 11% of total
UK number by the
year of 2025.
Others High Favourable The institution
should engage in
financing tourism
projects,
professionals
working in tourism,
trade unions of
workforces, tourism

DESTINATION MANAGEMENT 12
educational centres.
The roles of stakeholders in tourism development
National governments
National governments play a significant role in development of tourism. They plan tourism
practices at a nation-wide level. Furthermore, planning at the national level requires feasible
policies to implement and design. The role of a national government involves in tourism
development but it is not restricted to develop and maintain infrastructures like railways, ports,
and roads, endorsing the destinations to local as well as international tourists and making sure
security and safety of tourists(Martens, &Reiser, 2019). The UK government isannouncing on
about £40 million investment in order to provide new tourism outside London as well as, ease
travel in around Britain that aims to support the local with international visitors for exploring the
wealth regarding tourism opportunities in across nation(Prideaux, 2009).
Local Governments
Local government with particular capability in tourism issue plays a significant role in the
development of tourism. In addition, councils endorse the local tourist fascinations; facilitate
infrastructure as well as services in order to support the tourism with manages tourism impact.
They are also in healthier situation for comprehending the unique features of destination as well
as, can generate an authentic experience regarding individual who wishes to visit it (Robinson,
2012).
Tourism developments and enterprises
Tourism developments and enterprise plays significant role in the tourism development. For
instance, airlines, trains, and buses transport the tourists from one residence to another as well as
restaurant offer them food and drinks together with, hotels offer accommodation. Along with