Tourism Marketing in United Arab Emirates: An Empirical Study of Events

International Journal of Excellence in Tourism, Catering and Hospitality, Vol. 1 No 2, p 21-29 (2007)

23 Pages Posted: 31 Aug 2015

See all articles by M. Sadiq Sohail

M. Sadiq Sohail

King Fahd University of Petroleum & Minerals (KFUPM)

Sahel Rousan

Ajman University of Science & Technology - College of Business

Date Written: 2007

Abstract

The United Arab Emirates (UAE) has been making incessant efforts to diversify its economy. One of the policy tracks being pursued by the UAE with great emphasis to attain the avowed objective of economic diversification relates to tourism. Lessons of experience from several countries explicitly suggest that tourism has come to be recognized as a means of sustainable economic growth and development (Blaine, Mohammad and Var, 1993). A number of events including shopping festivals, conferences, cultural and trade exhibitions, and sporting events have been carefully designed as a tourism marketing strategy in the UAE. These events have been the prime movers behind tourism marketing, taking advantage of the positive international business image enjoyed by the country far and wide. In this research study, an attempt is made to examine and analyze the role of strategic events in the tourism marketing strategy of the UAE. Based on a survey exercise, the study has tried to capture the perceptions of a cross-section of tourists particularly about event tourism in the UAE. The results provide interesting insights into the perceived significance of the events for policy makers willing to expand the tourism sector in the vibrant and diversifying economy of the UAE.

Keywords: Events; UAE; Tourism Marketing Strategy.

Suggested Citation

Sohail, M. Sadiq and Rousan, Sahel, Tourism Marketing in United Arab Emirates: An Empirical Study of Events (2007). International Journal of Excellence in Tourism, Catering and Hospitality, Vol. 1 No 2, p 21-29 (2007). Available at SSRN: https://ssrn.com/abstract=2653298

M. Sadiq Sohail (Contact Author)

King Fahd University of Petroleum & Minerals (KFUPM) ( email )

Dhahran, 31261
Saudi Arabia

Sahel Rousan

Ajman University of Science & Technology - College of Business

Al-Jurf
Ajman
United Arab Emirates

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