SHR037-6 Marketing Management: Tourism and Prospects in Oman

This essay provides an analysis of tourism in Oman, focusing on the article "Sea turtles tourism in Oman: Current status and future prospects." It delves into the potential of nature-based tourism, particularly concerning sea turtles, and identifies key issues hindering its growth, such as inadequate marketing strategies, lack of integrated eco-tourism approaches, insufficient market research, underdeveloped HR strategies, and challenges in managing accommodation facilities. The essay argues that the Omani government needs to implement concrete policies and investments to address these issues, emphasizing the importance of brand promotion, conservation efforts, and employee training to enhance the tourism sector's sustainability and revenue generation. The analysis also highlights the need for comprehensive marketing to expand the tourism industry and increase tourist numbers, ultimately ensuring the future sustenance of nature-based tourism in Oman. Desklib offers a variety of solved assignments and past papers for students.

Running head: MANAGEMENT
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Introduction
Aiming to comprehend the various future prospects related to the tourism based on the
natural enterprises in the Sultanate of Oman, this essay will endeavor to take into consideration
the article “Sea turtles tourism in Oman: Current status and future prospects”. Through a holistic
analysis of the ideas presented in the article, this essay will delve deeper into the tourism aspects
in relation to the prevalent trends in the Oman market. The following paragraphs will endeavor
to argue that the department needs to inculcate concrete policies.
Summary of the Article
A closer look at the above-mentioned article will reveal that various governmental
measures have served to enhance the sea based tourism (Busaidi et al. 2018). However, there are
certain issues as well as challenges that need to be erased to enhance the future prospects. The
article also sheds light on the idea that the Gross Domestic Product of Oman can be accentuated
by increasing the sustainability of the natural aspects, such as the sea turtle. The article also
suggests that the arena of Oman tourism can be accentuated and improved with the regular
adoption of proper marketing tools and strategies. It is mentioned that though the percentage of
tourists has increased, the industry needs to adopt certain comprehensive measures. Employing
the methodology based on data analysis dependent on the arrival of tourists and other
quantitative factors, the article sheds light on the nature tourism that is related to the conservation
of the sea turtles. Employing statistical data, the authors have elaborated upon the increase in
tourists. The article also serves to portray the various strengths, weaknesses, opportunities and
threats in the context of nature tourism. In conclusion, the article mentions that though the
country possess the ability to harbor nature based tourism, the government needs to consider the

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various limitations such as employment of local labors and the adoption of proper management
policies.
The key issues that are identified in this article point towards the ideas that the sea-turtle
and nature based tourism at Oman needs to improve upon the areas of proper marketing planning
for the tourism sector. Proper marketing strategies can help in understanding and enhancing the
future prospects of sea-turtle tourism. Another issue that is identified is the adoption of
marketing strategies for the amalgamation of the myriad eco-tourism groups. The third issue that
is identified is the market research that is concentrated on the behavior of the tourists. Fourthly,
the issue that is traced is the development of the HR strategy to train and increase the number of
people engaged in the department. Lastly, the prominent issue of managing the accommodation
facilities of tourists is identified.
Analysis of the Article
According to the concepts presented in the above-mentioned article, it can be mentioned
that the authors have presented the fact that despite the presence of concrete potential in the
tourism industry of Oman, there are issues that need to be addressed and erased for a better
future (Busaidi et al. 2018). Recent studies reveal that the tourism sector based on sustainable
sea-turtles is a major issue in the market of Oman. It has been found that the coastal regions in
this country has been the source of tourist attraction (Choudri, Baawain and Ahmed 2016). The
above-mentioned article has simply mentioned about the adoption of management techniques,
other articles serve to broaden the perspective. In order to accentuate the prospect of natural
tourism, the Oman government has to adopt concrete strategies such as tools to measure the
economic valuation, which would help in avoiding the environmental problems (Choudri,
Baawain and Ahmed 2016).

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In addition to this, it can be mentioned that the parent article mentions certain integral
concepts that needs to be evaluated. The prominent concept of the need to adopt concrete
management policies is deeply interlinked to the sustainability of the tourism industry based on
sea-turtles. Recent studies are emblematic of the fact that the Omanian government had failed to
market about the tourism sector to different countries (PAUCEANU, 2014). Not much is known
about the tourism sector in Oman. This is reflective of the areas that need improvement. Proper
management related to brand promotion can assist in the generating proper advertising of the
tourism industry. The marketing concept of brand promotion is an integral concept. Brand
promotion refers to the theoretical practice of promoting products to garner the needed customer
support (Huang and Sarigöllü 2014).Government investments can assist in the marketing of the
tourism industry (PAUCEANU, 2014). The above-mentioned article serves to introduce the
issues that needs to be erased. In a very elaborate yet concise manner, the article throws light on
the issues and challenges. However, the article does not try to elaborate upon the suggested
measures.
The article also sheds light on the aspect of the adoption of the marketing strategy of
providing accommodation facilities to the tourists. It has to be accepted that the article ushers the
important notion of inclusive brand promotion. Providing adequate accommodation facilities can
assure the greater marketing of the areas of tourist interest. This in turn, can lead to the greater
generation of revenue. Studies have projected that the hotel industry in Oman harbors the
potential to cater to the needs of the tourists (Oukil, Channouf and Al-Zaidi 2016). This can yield
a positive influence upon the development of the tourism industry with respect to the sea-turtles.
Studies also reveal that the increase in the number of tourist, it is essential to accentuate and
improve the hotel industries to match to enhance the various aspects of tourism marketing.

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The strength of the article rests in the fact that it plunges into an in-depth analysis of the
environmental aspect of the sustainability of the sea-turtles. The authors discuss about the
various species of sea turtle and the pressing need to conserve them to maintain the ecology and
to attract the tourists (Busaidi et al. 2018). Recent studies project the notion that loggerhead sea
turtles need to be conserved to maintain the bio-diversity of Oman (Perez et al. 2016). The
conservation of sea turtles is one of the most pressing issues that seem to act as impediment in
the process of increasing the prospect of tourism based on nature. Another study projects that the
protection and conservation of the nesting zones of the sea turtles can prove to be effective in
sustaining the species of the sea turtles, which is a major source of tourist attraction (Mazaris et
al. 2014). Therefore, it can be mentioned that the article presents as well as introduces many
crucial ideas that define and trace the issues that need proper attention to ensure a bright future
for the nature based tourism in Oman.
Application of the Evaluation
After taking into consideration the points and ideas arrived at the previous section, it can
be mentioned that the findings can be applied to the prevalent scenario in the market of Oman. A
closer look at the government data and statistics will reveal that the nature based tourism market
in Oman is reflective of the idea that the country offers a plethora of options for tourism
(Omantourism.gov.om 2019). However, a proper evaluation depicts that the department of nature
based tourism in Oman needs to be revamped to ensure a happening and blooming tourism
industry in the future. In addition, the Oman market scenario also reflects that the sector needs
proper and comprehensive investments on the part of the government. Governmental
intervention and investments can assist in the deletion of various issues that are being faced by
the Omani government. Governmental investment in the Oman sector of Nature based tourism

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can accentuate the future prospects of the department. Further, proper governmental investments
can allow the tourism department to develop upon the existing areas by incorporating the
necessary changes. Further, the idea of the lack of proper marketing can be traced in the
prevalent scenario of Oman market. The government data and statistics are emblematic of the
new as well as innovative strategies that are included for promotion of the tourism industry in
Oman (Omantourism.gov.om 2019). However, without proper marketing of the tourism industry,
it is not possible for the department to spread its boundaries and to expand the number of
tourists. It has to be accepted that proper and expansive marketing is one of the crucial
requirements for the overall development of the tourism industry. Comprehensive marketing can
also ensure the perpetration of proper knowledge about the tourism department, which in turn,
will lead to the increase in the number of tourists. Comprehensive measures need to be adopted
for the future sustenance. The need of the hour is to amalgamate the strategies. In addition to
this, the issue of training the employees in the tourism department is a crucial issues. In the
context of the market of Oman, it is essential to inculcate training (Omantourism.gov.om 2019).
Training the existing employee and incorporating the training for the new employees can ensure
the perpetration of the skilled workers amidst the workforce. This can pave the way for the
regular implementation of the ideas and strategies for the realization of the goals and objectives
of the Oman tourism department.
Conclusion
After analyzing the above-discussed ideas, it can be concluded that the nature based and
tourism focused on the sea turtles is a major area that attracts tourists and helps in the generation
of revenue. It can be concluded that this department and the various aspects need improvement
and proper inculcation of the policies for the future sustenance of the department. In conclusion,

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it can be mentioned that the innumerable issues that have been identified in the article need to be
addressed in a proper manner.
References
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.

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Choudri, B.S., Baawain, M. and Ahmed, M., 2016. An overview of coastal and marine resources
and their management in sultanate of Oman. ASER.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Mazaris, A.D., Almpanidou, V., Wallace, B.P., Pantis, J.D. and Schofield, G., 2014. A global
gap analysis of sea turtle protection coverage. Biological conservation, 173, pp.17-23.
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http://www.omantourism.gov.om/wps/portal/mot/tourism/oman/newsdetails/!ut/p/
a0/04_Sj9CPykssy0xPLMnMz0vMAfGjzOLdTb28woIDTQwMXJ2cDDwdA5wCXbxDjQ2CDf
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Omantourism.gov.om (2019). Travel to Oman, Visit Muscat through Oman Travel Guide for
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Omantourism.gov.om. Available at:
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Oukil, A., Channouf, N. and Al-Zaidi, A., 2016. Performance evaluation of the hotel industry in
an emerging tourism destination: The case of Oman. Journal of Hospitality and Tourism
Management, 29, pp.60-68.
PAUCEANU, A.M., 2014. Strategies for improving the performance of firms operating in Oman
tourism industry. Journal of Contemporary Management Sciences, 3(1), pp.1-11.
Perez, E.A., Marco, A., Martins, S. and Hawkes, L.A., 2016. Is this what a climate change-
resilient population of marine turtles looks like?. Biological Conservation, 193, pp.124-132.