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The Most Effective Tourism Marketing Strategies for Promoting Cultural Heritage Attractions: a Case Study of United Arab Emirates

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The Most Effective Tourism Marketing Strategies for Promoting Cultural Heritage Attractions: a Case Study of United Arab Emirates 4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 The Most Effective Tourism Marketing Strategies for Promoting Cultural Heritage Attractions: A Case Study of United Arab Emirates. Dr. Saber Yahia Marzouki Assistant Professor, College of Tourism Sciences, University of Modern Sciences, Dubai, UAE Lecturer of Tourism Studies, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt. Abstract _ According to World Tourism significant added value to the country and local Organization (UNWTO), Tourism industry has communities. This means that marketing for grown rapidly over the last few decades, with promoting cultural heritage attractions requires a more than a billion tourists traveling to good understanding of the special nature of this international tourist destinations each year. One kind of tourist products. Over the past decades, of the main motivations of tourism is humankind's United Arab Emirates (UAE) as a very rich inherent curiosity and desire to explore cultural country of its cultural heritage has adopted some identities across the world. Cultural heritage can heritage marketing strategies in order to build or be tangible items including monuments, reinvent the national identity, and to promote archaeological or urban sites, or sites that recreational and tourist activities, together with combine the works of man and nature, while the cities’ luxurious hotels and their ultra-modern natural heritage can include natural features, shopping malls. This research will explore the geographic formations or natural sites. Intangible most recent and effective tourism marketing Heritage or “living” heritage includes oral strategies that UAE depends on them for traditions, performing arts, social practices, promoting its cultural heritage through rituals, festive events and traditional celebrations, festivals, Social media, establishing craftsmanship. In many countries, heritage numerous museums and many promotional industry supports the originality and identity in methods. globalized world. In addition, the heritage Key Words: Tourism, Marketing, Culture, Heritage, industry provides tangible economic benefits: it UAE. encourages the development of tourism, helps to I. Introduction create jobs and expand domestic business. Marketing is a relatively new academic discipline, Therefore, it is obvious that heritage industry is having emerged and developed from the general an attractive and interesting industry providing a worldwide era of production in the nineteenth 67 4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 century, through the specific sales era in the 1920s to sung and stories that can be told. Whatever shape the marketing era that has been the case since the they take, these things form part of a heritage, and 1950s when significant advances were made by this heritage requires active effort on our part in order commercial organizations. The twenty first century to safeguard it. Heritage is a true reflection of a place has been an era of increasing globalization and that enables visitors to learn about its cultural history expansion. Advances in Science, technology, and traditional values. History can and should be transportation and communication have been the used as a selling point for a community as it is one of main driving forces of globalization. Tourism the main factors of tourism, because:- marketing strategies have been affected too much by 1) It is an important method for involvement of globalization as it has opened new opportunities for tourists as acquaintance to historical and cultural tourism development and created global awareness of heritage as it is a strongest incentive tourist unexplored destinations on a larger scale. It has motivation. facilitated social and technological changes to 2) Objects of cultural and historical heritage are an establish specialized tourism market. It has provided important asset of the modern cities which can make affordable and accessible tourism opportunities to profit and significantly influence their economic millions of people. Heritage marketing strategies development. have been also developed widely because of easy 3) It has a great importance in the social sphere, Information access that has motivated people to leveling seasonal fluctuations and evenly distributing explore places having communities with unique tourist streams on the territory. customs and practices, regions with more historical 4) It creates favorable image of the region, values and opportunities for niche tourist "branding" of historical and cultural heritage which is experiences. used as the effective tool of the adoption of II. Tourism and Cultural Heritage leadership on the tourist arena. Heritage sites are Tourism is one of the best tools for human beings attractive destinations for visit in almost every who can easily quench their thirst of visiting and country for that reason. Heritage tourism can be exploring different areas and cultures. Heritage can defined as visiting historical and archaeological sites be defined as things that we regard as important to for the purpose of acquiring knowledge or preserve for future generations. They may be entertainment. Heritage tourism offers a wide range significant due to their present or possible economic of product mix that varies from monuments to a value, but also because they create a certain emotion unique way of living and, thus, gaining importance within us, or because they make us feel as though we for becoming a value proposition to market a belong to something – a country, a tradition, a way of destination. It has also generated niche market life. They might be objects that can be held and destinations for tourists due to a shift in focus from buildings that can be explored, or songs that can be recreation to self-contemplating tourism. It also 68 4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 serves as an economic revitalization strategy to cultural heritage. The „people‟ element suggests improve quality of life of residents and for placing additional value on the dimension of preservation of historic structures to support tourism experience. In this context interpretation strategies development. and tools play a key-role to get the right audience in III. Heritage Marketing Mix contact with the “product, enhancing their Marketing is an organizational function and a set of experience. processes for creating, communicating and delivering • Programming, cluster development or attraction value to customers and for managing customer bundling: this is about packaging together certain relationships in ways that benefit the organization elements of a heritage product or experience and and the stakeholders. The central idea of marketing is market them together, e.g. in to match the organization‟s capabilities with needs of a themed festival or series of events. customers in order to achieve the objectives of both • Partnerships, collaboration and network parties. If this matching process is to be achieved, development: to ensure a long-term focus among then the organization has to develop strengths, either different stakeholder groups, from community from the nature of the services it offers or from the initiatives to government associations, in order to way it exploits these services in order to provide ensure sustainability and a long-term vision in customer satisfaction. Heritage marketing means planning, development and marketing. convince and communicate with actual and potential IV.Heritage Marketing Strategies tourists so as they pay visit to the heritage Promotion is critical for successful heritage tourism destination. Heritage marketing is not really place marketing. Traditional media such as TV, newspaper, marketing. In heritage tourism marketing the place or radio, billboard can play an important role to promote destination is not the only product rather the enriched heritage destinations. Brochures Posters, leaflets and past of the place which is the main attraction. information packages about heritage destinations and According to the “The 4 Ps Model” developed by accompanying tourist‟s facilities should be produced Philip Kotler, the main elements (“Ps”) of the and distributed to key areas such as hotels, airports marketing mix are: Product, Price, Place and and foreign embassies. Emphasis should be given on Promotion. But heritage itself is a “complex Internet marketing because this is a cost effective commodity”, an experience-based product. This way to attract both domestic and foreign tourists. highlights the need to go beyond the conventional Websites of tourism related Government marketing mix. Apart from Product, Price, Place or organizations and private tour operators should be Promotion, other P‟s in heritage marketing have to be interactive and rich with photos, videos and articles added: on historical and archaeological places. Social media • People: people are a necessary ingredient to the marketing tools such as Facebook and Twitter should consumption of cultural products, especially in be used with other traditional media. Key for 69 4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 improving heritage tourism marketing
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