THE FERRARI WORLD TOURISM EXPERIENCE in ABU DHABI Esekong Andrew-Essien, Ph.D Depart
International Journal of Humanitatis Theoreticus. Vol. 3. (Issue: 1); May, 2020 ARTS & TECHNOLOGY IN THE MARKETING MIX: THE FERRARI WORLD TOURISM EXPERIENCE IN ABU DHABI Esekong Andrew-Essien, Ph.D Department of Theatre, Film & Carnival Studies University of Calabar, Calabar, Nigeria Abstract The functions of arts have long grown beyond the realm of aesthetics to diversified utilitarian roles. In some parts, this evolution was fast-tracked and has been sustained by technology, which is often engaged to simplify processes of production and to enhance value and access to artistic products. In this paper, the art and technology binary are evaluated in the context of marketing of products to tourists at Ferrari World, a popular tourist attraction in Abu Dhabi, United Arab Emirates. To theorize the use of art and technology in tourism marketing, the paper uses Butler’s Tourism Area Life Cycle Theory, which illustrates the stages of development of tourism products, and from the domain of Marketing, the paper uses Michael Porter’s Five Forces Model to evaluate the intensity of competition, profitability and attractiveness of products and ideas. Case studies are drawn from the architectural layout, products on display, service schedule and the performances at Ferrari World. Analysis is done towards finding the exact points of connection between the arts and other elements of the marketing mix; the subsisting strength and weaknesses of the Ferrari World concept, the impact on patronage, and the sustainability of the art and technology marketing plan. Key Words: Arts, Technology, Marketing Mix & Tourism. Introduction Quite often, the ultimate aim of production, whether of goods, services or ideas is to make profit, which could be monetary or otherwise.
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