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CASE STUDY – DEFINITELY DUBAI • a City of Many Faces, Dubai Is One of the Most Popular Tourist Destinations in the World

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CASE STUDY – DEFINITELY DUBAI • a City of Many Faces, Dubai Is One of the Most Popular Tourist Destinations in the World DESTINATION DEVELOPMENT & MANAGEMENT - Unit 3 DESTINATION IMAGE Destination image is defined as ‘the sum of beliefs, ideas and impressions that a person has of a destination’. ‘A destination’s image is a composite of various products (attractions) and attributes woven into a total impression’. It is not only the perceptions of individual destination attributes but also the holistic impression made by the destination. It consists of functional and psychological characteristics and the images can be arranged on a continuum ranging from common to unique traits. FORMATION PROCESS – The seven Stage Theory 1. Accumulating the mental images of a destination in daily life, then the organic image is formed. (Organic Image) 2. Modifying the initial images through searching more information about destination on tourist’s initiative, thus the induced image is formed (Induced Image) 3. Deciding to have a trip to the destination. 4. Traveling to the destination. 5. Experiencing the destination. 6. Return to home. 7. Modifying the image of destination based on tourist’s own experience. (Modified-Induced Image). • This seven stages theory sets up three levels of destination image forms in tourists’ minds: ✓Organic image ✓Induced image and ✓Modified-induced image. The organic image is formed through the accumulation of information about destination in one’s daily life such as from school education (e.g. geography course), mass general media (e.g. news, books, movies) and the opinions of relatives or friends. The induced image is developed through the commercial promotions, such as advertising and brochures from tourism services. The modified-induced image is formed from the result and evaluation of tourist’s actual experience of the destination. ➢For the organic and induced image, destination image is mainly formed based upon the secondary information sources. ➢The modified-induced image is formed from the tourist’s actual first-hand experience and individual evaluation of a destination. MEASUREMENT OF DESTINATION IMAGE DESTINATION BRANDING Destination branding is the management process which leads to a strategic plan to build brand identity based upon destination attributes selected on the basis of competitiveness, uniqueness and desired identity. ➢Difficulties in destination branding : ✓Destinations are far more multidimensional than consumer goods and other types of services. ✓The market interests of the diverse group of active stakeholders are heterogeneous. ✓The issues of who decides the brand theme, and how they are held accountable, are critical. At the level of DMO governance and decision-making, politics arises through inequality between tourism organisations. ✓Funding is often a continuous problem for DMOs, in both scale and consistency and ✓Brand loyalty. CASE STUDY – GOD’s OWN COUNTRY (KERALA) • Kerala is blessed with a unique set of geographical features that have made it one of the most sought after tourist destinations in Asia. A long shoreline with serene beaches, tranquil stretches of emerald backwaters, lush hill stations and exotic wildlife, are just a few of the wonders that await you once you crossover to the other side. And what's more, each of these charming destinations is only a two hour drive from the other - a singular advantage no other place on the planet can offer. • Hundred percent literacy, world-class health care systems, India's lowest infant mortality and highest life expectancy rates are among a few of the milestones that the people of the state are extremely proud of. SMALL MAP OF KERALA STATE (INDIA) Major Cities in Kerala Thiruvananthapuram Kollam Kochi Thrissur Kozhikode • Kerala has an endless list of tourist destinations that will interest any traveller. Renowned for its scenic locations and natural beauty, Kerala is sure to enchant any nature lover with its hills, backwaters, beaches, waterfalls and wildlife. The state also has a rich heritage and thriving culture one can explore by visiting the various forts, palaces, museums, monuments and pilgrim centres. Both natural and manmade brilliance await you at every turn. MAJOR TOURIST ATTRACTIONS IN KERALA 1. Backwater : The scenic backwaters of Kerala comprise serene stretches of lakes, canals and lagoons located parallel to the coast of the Arabian Sea. The backwater regions of Kerala are one of the most popular tourist destinations in the world. The tranquil backwater cruises are a once in a lifetime experience. Alappuzha, known as the 'Venice of the East', is especially popular for its houseboat cruises where one can soak in nature at its finest form. 2. Beaches : Kerala is home to a number of spectacular beaches that will take your breath away. As Kerala is a coastal state, some of the most popular tourist destinations in Kerala are beaches like Kovalam, Varkala, Chowara, Chavakkad, Nattika, Cherai, Kizhunna, Poovar etc. The Kerala coast is replete with exotic resorts and hotels where travellers can spend their time sunbathing, swimming or simply enjoying the stunning view. 3. Monuments : Kerala monuments are relics of a past that the state is extremely proud of. These indicate some of the finest gifts left for us by the ancestors. They are storehouses of information and contain stories regarding the glorious history of Kerala. They stand as proud testaments of our architectural prowess. Example : Bekal fort, Dutch cemetery, vizhinjam rock cut cave etc. 4. Hills and Hill stations : Kerala brings one to a magical tryst with nature through its various hills and hill stations. A majority of these places in Kerala are situated on the windward side of the majestic Western Ghats. One can enjoy the long chain of lush mist-clad hill stations of Kerala and explore the various plantations, wildlife, flora and fauna that comprise an integral part of this experience like Munnar, Gavi, Wayanad, Idukki etc. 5. Wildlife : There are a number of popular wildlife sanctuaries in Kerala housing exotic and rare species of flora and fauna. Nestled in the elaborate forest of the majestic Western Ghats or Sahyadri Ranges in Kerala are fourteen wildlife sanctuaries and two tiger reserves. Kerala also has six national parks containing protected and endangered species like the Indian Sloth-Bear, Lion-Tailed Macaque, Indian Bison, Bengal Tiger, Nilgiri Tahr etc. CASE STUDY – DEFINITELY DUBAI • A city of many faces, Dubai is one of the most popular tourist destinations in the world. Home to the tallest tower in the world, the Burj Khalifa, this global city is known for its lavish architecture, incredible skylines and a plethora of tourist attractions that break records to be the tallest, longest and biggest. Dubai has abundant opportunities when it comes to adventure activities like Desert Safaris through golden Arabian Dunes, Skydiving over the beautiful Palm Islands, Reef and wreck diving, kite surfing, wakeboarding, etc. • Flaunting its glittering infrastructure amid the glorious Arabian desert, the city of Dubai was once known to be a barren land. Today, this man-made miracle is filled with shimmering skyscrapers, fancy hotels, shopping malls and restaurants. Burj Khalifa - the tallest manmade building, Dubai Fountain with jets and lights choreographed to music, Atlantis, the Palm and an aquarium resort are among the top tourist destinations in Dubai. With the biggest population of all the seven emirates and the second largest in size, Dubai will overwhelm you with its amalgamation of futuristic marvel and ancient Arabian traditions. DUBAI MAP TOP PLACES TO VISIT IN DUBAI 1. Burj Khalifa : Towering at a height of 2,700 feet, the Burj Khalifa is currently the tallest tower in the world. With two observation decks, a Las Vegas-inspired fountain, nine of the city's best luxury hotels and multiple restaurants, this 21st-century architectural marvel must be everyone’s number one place to visit when in Dubai or even the UAE. 2. Palm Jumeirah : Palm Jumeirah, Dubai's magnificent artificial archipelago, is the epitome of beauty created by land reclamation, extending into the Persian Gulf. The archipelago resembles a palm tree with a circle when you take an overhead view of it. It was one of the first major tourism projects in the UAE and currently houses some of Dubai’s top tourist destinations like Atlantis, the Palm, Aquaventure Waterpark and the Lost Chambers Aquarium. 3. The Dubai Mall : The Dubai Mall, also known as the home of the Dubai shopping festival, is one of the world's largest shopping malls with an area of over 500,000 square meters! With more than 1200 stores, a large walk-through aquarium, a world-class IC rink, 14,000 parking spaces and more exciting experiences for shoppers, the mall was voted the best shopping experience in the world by Grazia Magazine in 2010. 4. Burj AL Arab : Established in the year 1999, Burj Al Arab is one of the premium hotels of Dubai located on an artificial island off Jumeirah Road. Designed in the shape of a sail of a dhow, this iconic landmark houses an array of shiny chauffeur-driven limousines and a private helipad. Talking of luxury, the hotel features an attractive fountain, an admirable lobby and richness induced 203 suites. Standing tall at a height of 180 meters, the royalty factor of the hotel is brought out by its may interior elements adorned in real gold! A prior reservation (on its website) is required to get past the lobby security to visit its restaurant if you are not staying there. 5. Dubai Aquarium and Underwater Zoo : Located on the ground floor of the Dubai Mall, the Dubai Aquarium & Underwater Zoo houses over 33,000 marine life occupying the 10 million litres of water within the tank. A unique underwater zoo occupies the level above the tank showcasing a plethora of underwater life that can be found inhabiting the oceans, rivers and other water bodies across the planet. The VR Zoo makes up the third section offering thrilling wildlife adventures via realistically created virtual tours.
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