Dubai has emerged as one of the most attractive tourism destinations in the world with the help of an excellent marketing strategy, which gives the city a unique identity in relation with its origins. Dubai has chosen to invest in tourism as the ruling power had the foresight to realize that oil is not an unlimited resource. Sooner or later, these black gold resources will run dry and therefore, it would be foolhardy to base the country's development on it.
Not benefiting from a very rich cultural heritage, the government of Dubai chose to develop luxury tourism. The basic concept was not confined only to the beach, the sun and luxury; Dubai wanted to offer something special that would make the country a leading contender of the tourism world. The government of Dubai chose an offer which had not existed in the world before: inhabitable artificial islands representing each country of the world and the Burj Al Arab Sailboat Hotel - the only seven-star hotel in the world. The offer features only magnificent products, some more extraordinary than the others.
The purpose was to target rich tourists who were on the lookout for something different with regards to the classic tourism offers such as Monaco or the Maldive islands.
[...] Methodology This chapter explains the methods I adopted in my dissertation and especially to collect data and analyze them in order to answer the question: Why is Dubai tourism marketing a success? I conducted a mixed analysis using qualitative and quantitative approach; I began the research by collecting quantitative data as a base for collecting and interpreting qualitative data. In order to explain the tourism marketing of Dubai, it is necessary to base my approach on measurements, statistics and graphics and compare them with general world tourism data to highlight those domains where Dubai surpasses other destinations. [...]
[...] Trouvin, luxury brands are interested to extend operations in an opening-up market; it means that the tourism marketing of Dubai is a success as luxury brands look for rich customers that they normally cannot find everywhere. Dubai knew how to attract rich customers by proposing them customized unique offers and strengthened this offer by welcoming luxury brands. Jean-Guillaume Trouvin said Dubai could be one of the most important tourism destinations in the world due to location on the map, the sun, the shopping, the hotels, infrastructures, the beaches.” Dubai is “less cultural” than other countries but offer luxury holidays. [...]
[...] Nevertheless all these attributes do not ensure the success of a marketing plan. A solid strategy and coherent mix marketing are needed to ensure success. The Department of Tourism and Commerce Marketing of Dubai knew how to define a clear strategy and value it to arrive at the current level of success. This strategy was based on a simple concept: Everything is possible in Dubai. Today, the intentions of this incredible emirate are clear; the government has just defined the new strategy to be followed until 2015. [...]
[...] There are seven main kinds of tourism in Dubai: Seaside tourism: As Dubai lies next to the sea, the pristine sandy beaches, emerald waters and the temperatures which can soar up to 40°C make this emirate a seaside destination. Nevertheless, competition for this type of tourism is strong as there are some others destinations on the same market like Maldive islands or Dominican Republic. Shopping tourism: Dubai knows how to manage its advantage in comparison with the other tourist destinations. [...]
[...] There are three scenarios: If the marketing is oriented towards mass tourism, then the concept of tourism demand has to show a high percentage of the first category which shall give us low prices (according to the law of supply and demand) resulting from high quantities of product as shown on the following graph. In that case, the quality of products will be low. In the second scenario, the marketing targets are much smaller and more precise; we show the customers that the selected tourist destination is exactly the one they need. [...]
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