Marketing Management (Oman) - Article Evaluation and Analysis Report

This report provides a comprehensive evaluation of the journal article "Sea turtles tourism in Oman: Current status and future prospects." The analysis examines the current state and future potential of nature-based tourism in Oman, with a focus on sea turtles. The report reviews the article's overview, highlighting marketing issues such as insufficient attention to stakeholder cost distribution, lack of understanding of tourism's impact on local communities, and limited recognition of tourism growth limitations. The evaluation incorporates a systematic research approach, including SWOT analysis, to identify threats and opportunities within the Omani tourism market. The study also compares the article with two others, "Destination Branding: A case study of Oman’s tourism branding campaign “Oman: beauty has an address" and "Embracing Sustainable Tourism in Oman: Case Study of Mirbat Settlement," to provide a comprehensive view of Oman's tourism marketing strategies and challenges. The report concludes with recommendations for the Omani tourism market, including developing niche markets, promoting marine tourism, and building on its reputation for exceptional luxury and responsible tourism.

Running head: ARTICLE EVALUATION
Evaluation of Article "Sea Turtles Tourism in Oman: Current Status and Future Prospects"
Name of the University:
Name of the Student:
Authors Note:

1ARTICLE EVALUATION
Introduction
The essay will consider detailed article evaluation of the selected journal article “Sea
turtles tourism in Oman: Current status and future prospects” along with explaining the
marketing issues explained within the article. Moreover, comparison of this article with other
two selected articles will be conducted in order to critically analyze the Omani tourism market.
Based on the article review linking or arguments in the selected articles will be demonstrated
based on Omani market tourism. Based on the analysis the conclusion will be drawn focused on
the results of the critical evaluations.
Overview or Summary of Article
The article “Sea turtles tourism in Oman: Current status and future prospects” provided
an overview of recent status along with future prospects of nature based tourism practice within
Oman with increased focus on sea turtles at (Ras Al Hadd Busaidi, Bose, Claereboudt and Tiwari
2018). The article explained that the concept of sustainable tourism deal with certain criticism
related without guaranteed sustainable flow of tourist demand particularly in the spot’s level and
it has also been revealed that there is lack of understanding of the complexity of resources by the
users. The article also revealed certain marketing issues related with insufficient attention to fair
distribution of costs and advantages among the stakeholders and lack of suitable understanding
of likely invasive effects of tourism on the culture along with social structure of communities.
From analyzing the article certain marketing issues has also been observed related with
limited success in recognizing the limitations of tourism growth along with increasing ambiguity
in any tourism form to attain the targets of attaining sustainable tourism growth. Considering

2ARTICLE EVALUATION
such marketing issues identified in this article it has been recognized that there is an economic
potential for the sea turtle tourism that might enhance management efforts (Ras Al Hadd Busaidi,
Bose, Claereboudt and Tiwari 2018). For the same, it is also argued in the article that certain
adapted practices are important to sustain and realize such economic potential. However, the
development intentions are different and are driven by identical socioeconomic objectives like
earning revenues from foreign exchange along with generating employment for the locals, which
will support in community empowerment. The article explained the recognition of environment
economy interdependency along with potential negative impacts on tourism that necessitated
persuasive call for explaining the symbiotic relationship between environment, tourism and the
local community was made through sustainable tourism development concept by UNWTO (Ras
Al Hadd Busaidi, Bose, Claereboudt and Tiwari 2018).
Article Evaluation Employing Other Articles
The article “Sea turtles tourism in Oman: Current status and future prospects” applied the
method of systematic research approach based on which the article focused on collecting data on
the global tourism indicators from the national data on inbound tourists. In analyzing the season
ability within the Oman tourism sector is observed to have a growing pattern of tourist visits
along with natural turtle occurrence relied on the published data. In the article SWOT analysis
was carried out in order to reveal the threats faced by Oman in its tourism market. The
opportunities existing within the Oman market is identified in the article through the
enumeration of SWOT analysis. The assessment helped indentifying the globally acclaimed
populations of several turtle species that can attract tourists from all over the world. The article
indicated that growth in the number of tourists in Oman for visiting sea turtles is indicating the
growth of tourism in the nation. Busaidi, Bose, Claereboudt and Tiwari (2018) also identified

3ARTICLE EVALUATION
that effective strategies are required to be developed in making tourism employment attractive
for the local visitors that is the main strategic objective of tourism in Oman.
The article “Destination Branding: A case study of Oman’s tourism branding
campaign “Oman: beauty has an address” has employed the systematic research approach in
explaining the competitive advantage that can be gained by the tourism market through
differentiating itself and its offerings from its competitors (Julanda 2018). The article offered an
integrated view presented in the other two articles and elaborated that “Prism Six Facets”
theoretical framework was employed in analyzing the brand image and identity of Omani
tourism market those are indicated below:
 Physique: This represents Oman tourism market’s physical features such as sea turtles,
forts, beaches and snorkeling that can attract niche tourism
 Personality, relationship and culture: Oman is not focused on mass tourism and is a
very peaceful destination and visitors are welcomed as per Omani hospitality culture
customs.
 Reflection and Self Image: These aspects of the prism were not explained in the article
which served as a limitation factor in the article which is intended to be addressed in
future articles (Julanda 2018).
The article “Embracing Sustainable Tourism in Oman: Case Study of Mirbat Settlement”
explained the marketing issues faced by the Oman tourism market along with explaining the
current trends followed in the tourism industry of the nation. From analyzing the article it has
been revealed regarding the tourism marketing campaign of Oman through carrying out a case
study approach acudit.org. (2019) elucidated in this article that in sustaining the growth of

4ARTICLE EVALUATION
tourism in Oman market destination banding can act as a marketing strategy that can reduce
search costs along with decreased consumer perceived risks. The article is also deemed to be
aligned with the Omani tourism market marketing trends and issues explained by the other two
articles. acudit.org. (2019) indicated in the article that Oman market has several tourist
destinations such as leisure, investments, landscape, forts, seaside turtles and castles that can be
promoted in attracting visitors. The article provided a detailed elaboration on the importance of
heritage tourism that is motivated by a desire of consumers to experience authentic natural and
cultural resources of the nation. The article conducted in-depth research on the tourism
development trends of Oman through focusing on each tourism spot tourist visit rate along with
marketing strategies to promote the regions.
Evaluation Application in Omani Tourism Market
Through analysis of the selected articles in the above section its application within the
Omani tourism market is carried out. From the analysis it is gathered that to avoid increased
competition on the tourism sector of Oman, the tourism market is recommended to develop niche
market dependent on the availability of resources by promotion of natural, cultural, recreational
along with entertainment attractions (Ras Al Hadd Busaidi, Bose, Claereboudt and Tiwari 2018).
The mission of the tourism market of Oman is also recommended to consider application of
economic diversification, cultural integrity diversification along with protection of environment
is responsible that can successfully promote, plan and maintain quality management in the
tourism sector of Oman. The Omani tourism market must consider the strategies of marketing its
tourist destinations through promoting its marine tourism activities such as turtle and dolphin
visiting, snorkeling along with diving activities by several operators distributed along the overall
coastline (Julanda 2018).

5ARTICLE EVALUATION
The marketing strategies those can be recommended to improve the tourism of Oman
includes building on effective reputation as a provider of exceptional luxury through promoting
responsible tourism by development of green lodges along with heritage homes. The country
must also make enough attempts in developing niche markets based on the nation’s strategic
resources through promoting Omani recreational, culture, nature along with entertainment
attractions (acudit.org. 2019). For instance, as explained in the evaluated articles, a strategic plan
must be developed by Oman tourism market in addressing the impacts of the threats faced
regarding the nesting populations through increasing awareness, patrolling by rangers along with
enforcement of legislation along with protection measures. Tourism opportunity must be
developed and the mega fauna marine specifies must be promoted among the target visitors in
supporting the tourism activities of the nation. The marketing strategies those can be
recommended to improve the tourism of Oman includes building on effective reputation as a
provider of exceptional luxury through promoting responsible tourism by development of green
lodges along with heritage homes (acudit.org. 2019).
Conclusion
The essay considered comparison of a selected article with other two selected articles will
be conducted in order to critically analyze the Omani tourism market. Based on the article review
linking or arguments in the selected articles was demonstrated based on Omani market tourism.
It was gathered from the explanations that there are certain marketing issues related with
insufficient attention to fair distribution of costs and advantages among the concerned
stakeholders and lack of suitable understanding of likely invasive effects of tourism on the
culture along with social structure of host communities. The report also stated that increased
competition on the tourism sector of Oman might be avoided through the development of niche

6ARTICLE EVALUATION
markets. The identification and allocation of the strategic resources would help in promoting
natural, cultural, recreational along with entertainment attractions.

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References
acudit.org., 2019. [online] Available at:
https://www.iacudit.org/Conference2016/IACUDITprogram2016.pdf [Accessed 2 Mar. 2019].
Busaidi, M.A., Bose, S., Claereboudt, M. and Tiwari, M., 2018. Sea turtles tourism in Oman:
Current status and future prospects. Tourism and Hospitality Research, p.1467358417751026.
Julanda Y. A., 2018. Destination Branding: A case study of Oman’s tourism branding
campaign “Oman: beauty has an address. Tourism and Hospitality Research, pp. 32- 116.
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Claereboudt, M.R., 2019. Oman. World Seas: an Environmental Evaluation, pp.25-47.
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