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 .

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

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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

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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

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 improving heritage tourism marketing is effective V. A Case Study of United Arab Emirates protection and conservation of historic and A. The UAE Tourism and Heritage archaeological resources. By actively identifying and The UAE is a young country, founded on 2 registering heritage places at local level and December 1971 as a Federation. Prior to the international level especially with UNESCO.Heritage formation of the UAE, the seven Emirates that now Marketers are increasingly making use of a wide comprise the Federation were ruled by the British and variety of marketing methods for target marketing in these sheikhdoms were known as the Trucial States. particular with respect to the use of marketing The two largest Emirates are and Dubai. communications. Especially in terms of marketing The other five Emirates are Ajman, , Ras al- communications, heritage marketers can use Public Khaimah, Sharjah, and Umm al-Quwain. The Relations (PR) for considerable effects.Improving discovery of oil in Abu Dhabi and the first export of service quality and visitors satisfaction is very oil in 1962 were significant in the formation and important in heritage tourism marketing. The development of the UAE. The rapid growth and marketer should try to provide an enriched modernization of infrastructure have led to noticeable experience to the tourists.The process of the changes in the Emirati way of life. The UAE holds development and creation of a heritage marketing the third rank in the world in the quality of the strategy is divided into several stages. The first stage infrastructure and the efficiency of the infrastructure relates to an analysis of external factors, including an of the ports according to the report of the World analysis of the environment, the competition, the Economic Forum 2014. The UAE has become one of market, and consumers. In the next stage, a SWOT the most competitive countries in the world according analysis indicates the strengths, weaknesses, to the World Economic Forum (WEF) Global opportunities and threats in a market and is Competitiveness Index 2016-2017 - ranking the UAE conducted to help bridge any strategic gap between 16th out of 138 economies. The UAE is a leader in the current and desired market position. This is the gulf and strives to be one of the most favorite followed by defining the mission, by setting the goals tourism destinations in the world. Global rankings on and applying suitable strategies to achieve them. In visits, spending, and employment in this industry in this case, special attention is paid precisely to the the UAE continue to rise above average. The marketing strategy to ensure the tourism valorization strategies for the Vision 2030 in the region and the of the cultural heritage presented through a top cities in UAE are expected to fuel the growth combination of marketing elements: the market further in the tourism industry. The UAE is a perfect positioning of the entire destination, the tourism place for tourism. It is situated between the east and product, in this case cultural goods, the target tourism the west, and enjoys one of the best locations in the markets, and promotion. world. It is halfway between Europe and Asia and can be reached conveniently by air, sea and land. Few

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 destinations take more than eight hours of direct its remarkable contributions in preserving, promoting flying time to or from Dubai. Emirates achieved a and disseminating culture at local, Arab and Islamic great renaissance in all fields, especially in the levels, under the guidance of His Highness Sheikh tourism sector and has become a tourist destination Dr. Sultan Bin Mohammed Al Qasimi Member of the on the world tourism map due to the safety, security, UAE Supreme Council and Ruler of Sharjah. Sharjah social & economic stability and political has been selected the Capital of Arab Tourism for infrastructure. In 2016, the direct contribution of the 2015 during the 15th session of The Arab Council of travel and tourism sector to the UAE‟s GDP was Tourism ministers in Cairo on October 18, 2012. AED 68.5 billion (USD 18.7 billion) which is Sharjah named World Book Capital 2019 because of equivalent to 5.2 per cent of the total GDP. It is the very innovative, forecast to rise by 5.1 per cent per annum from 2017 comprehensive and inclusive nature of the to 2027 to AED 116.1 billion (USD 31.6 billion) application, with a community-focused activity which would be equivalent to 5.4 per cent of the total program containing creative proposals to engage the GDP in 2027. The total contribution of travel and very large migrant population. tourism sector to employment, including jobs B.The UAE Government Efforts in Promoting the indirectly supported by the industry was 10.4 per cent Heritage of total employment which was 617,500 jobs. This is In spite of the progress and development achieved by expected to rise by 2 per cent per annum to 770,000 the UAE society in all aspects of life, the jobs in 2027 which would be 11.1 per cent of total preservation of cultural heritage represents a jobs. fundamental pillar of the modern state of the United Regarding UAE heritage, The UAE is blessed with Arab Emirates. a rich heritage that encompasses architecture, sports, Government entities have taken and continue to take occupations, traditions, arts, crafts, food, historical several measures not only to preserve the heritage but and archaeological places, lifestyle and values also to create awareness about it. It has achieved this imbibed in . Some of the distinct features of the through:- Arab and Islamic heritage are hospitality, tolerance, I. Festivals and Events family cohesion and solidarity among members of the The UAE is a thriving arts destination, with art society along with honor and pride associated with shows, music festivals and theatrical performances being part of this heritage. For example, Sharjah is held throughout the year. Annual festivals such as one of the most important Emirates that care for Qasr Al Hosn Festival, Sheikh Zayed Heritage culture and heritage, in 1998, Sharjah was named the Festival, Sultan bin Zayed Heritage Festival, Sharjah „Cultural Capital of the Arab World‟ by UNESCO, Heritage Days bring alive the UAE's heritage and an honour richly deserved. Sharjah was named the gives the chance for the new generation to experience Capital of Islamic Culture for 2014 in recognition of

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 and value it. These festivals are very popular and General Authority of Islamic Affairs and draw huge crowds. Endowments is the federal authority responsible for 1 Clubs constructing mosques in the UAE. There are about Clubs such as Emirates Heritage Club and Juma Al 4818 mosques in the UAE open all day to call for Majid Center for Culture and Heritage conduct piety, righteousness and peace. Al Bidya Mosque in research on the heritage and organize activities to Fujairah is the oldest mosque in the UAE. Sheikh promote awareness about the heritage. Zayed Grand Mosque in Abu Dhabi reflects the 2 Heritage Villages grandeur of the Mamluk, Ottoman and Fatimid Heritage villages such as in Abu Dhabi, Dubai, architectural styles. Late Sheikh Zayed bin Sultan Al Sharjah and Fujairah are a complex of structures that Nahyan, the founding President of the UAE, was laid include traditional houses, schools, markets and to rest in the complex of the mosque. Jumeirah public spaces. It is like a replica of structures in the Mosque in Dubai was built entirely from white stone olden days. All emirates have at least one heritage in the medieval Fatimid tradition, with towering twin village. The heritage villages offer a peek into the framing a large central . It can hold up different aspects of the lives of Emiratis in the olden to 1,200 worshippers. All these three mosques are times. open for visits by non-Muslims. A non-Muslim 3 Museums wishing to enter the mosque must dress Among the most famous museums in the UAE are conservatively. His/her clothes should fully cover the Sheikh Zayed Palace Museum, Sharjah Museum of shoulders, arms and knees. In addition, women would Islamic Civilization, Dubai Museum, Ajman Museum need to cover their heads. and national Museum. In addition to, Several 6 Establishing Cultural and Heritage Authorities new museums such as The Louvre Abu Dhabi, There are several cultural and heritage authorities in Guggenheim Abu Dhabi, Zayed National Museum UAE in charge of conserving and promoting the and Maritime Museum in Saadiyat Cultural District heritage and culture such as:- of Abu Dhabi. Museums in the UAE have  Ministry of Culture and Knowledge Development contributed a lot towards preservation of the culture  National Registry of Artifacts of the UAE. They display artwork, rare pictures,  Abu Dhabi Tourism & Culture Authority. utensils, armory, maritime equipment, currencies and  Dubai Culture & Arts Authority. other items from the olden times. Museums that have  Department of Culture and Information (Sharjah) opened in original structures that served as forts or  Fujairah Culture and Media Authority palaces in the olden days reflect the heritage of the 7. Cultural Centers UAE in a unique way. The Sheikh Mohammed bin Rashid Centre for 5 Constructing and Maintaining Mosques Cultural Understanding is the most famous and well- known cultural center in UAE. It is a non-profit

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049 organization to increase awareness established and and simple, but some has a valuable design.The UAE understanding between the various cultures that live has put the subject of historical buildings in Dubai. Operating under the banner "Open Doors. conservation on the top of its priorities and gave it Open Minds." the SMCCU strives to remove barriers the targeted importance in order to attain the highest between people of different nationalities and raise levels of protecting architectural heritage and awareness of the local culture, customs and religion spreading the heritage culture within the outlook of of the United Arab Emirates. There are also some comprehensive perspective that is characterized of cultural centers around the UAE such as Abu Dhabi modernity, progress and in-depth view. Cultural Center, Al Qattara Arts Centre, Islamic 10. Using Social Media Cultural Centre and Asia Cultural Centre. There are some Traditional ways of Marketing 8. Heritage Legislations Heritage sites such as: Advertisements in Abu Dhabi – October 12, 2016: His Highness Sheikh Newspapers, Printing brochures, Pamphlets, Khalifa bin Zayed Al Nahyan, President of the Purchasing advertising space in a magazine and United Arab Emirates, has issued, in his capacity of Guidebook. The Problems of Traditional modes of the Ruler of Abu Dhabi, a law on the cultural heritage Marketing of Heritage sites can be: Expensive of the Abu Dhabi Emirate. The law aims at protecting projects for small heritage sites, fast getting outdated, the cultural heritage of the Emirate, and revealing it, limited reach, Limited scope of information preserving it, managing it and promoting it, as it dissemination, One-way interaction, No scope of stipulated the enforcement of its provisions on the feedback and Return on Investment (ROI) is not cultural heritage of the Emirate, in addition to the discernible. Nowadays, the prevalence of information foreign tangible cultural heritage inside the Emirate. and communication technologies (ICTs) has major 9. Protecting the UAE Architectural Heritage marketing impacts on both the demand and the The United Arab Emirates has a diverse and supply side in cultural and heritage tourism. Social multicultural society. Emirati culture mainly revolves media, such as Facebook, Twitter, YouTube and around the religion of Islam and traditional Arab, and Instagram are used widely in the UAE by the Bedouin culture. Being a highly cosmopolitan government entities and by the public as well. H. H. society, the UAE has a diverse and vibrant culture. Sheikh Mohammed bin Rashid Al Maktoum, Vice Traditional Architecture in UAE is mainly in the President and Prime Minister of the UAE and Ruler form of vernacular style. The structure which has of Dubai actively uses social media to communicate locally existing resources or/and traditions ideas to with the people. The UAE Government avails official address the construction is called Vernacular social media accounts to communicate with public architecture. This kind of architecture show the and hear their needs. The public can use the environmental, cultural and historical context of the following feedback channels of UAE Government building in which it exists. It is usually fundamental services.

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049

The advantages of using social media in promoting unique models of success that can ultimately heritage sites can be as follows: supersede others. In our over-globalized world, the . Word of mouth marketing. first step for an emerging state that opens its borders . High reach at high speed. might be to preserve its language and culture, since . Relationship building. these two elements correlate and reflect the thought . Real-time, low-cost and personalized and identity of the nation. With a rich cultural communication with large audiences. heritage, the UAE is no different, since it seeks to . Audience members can “like,” comment, and preserve its language, history and heritage for many “share” postings and pictures. generations to come. The sense of nationalism in . Keep audience updated on construction or some cultures, symbolizes heritage as an element of renovation projects in the heritage sites. cultural development, therefore programs are usually . Share impressions and experiences with the established to preserve the language and cultural heritage site. identity in the nation. The UAE has created, since its . Social listening and Conversing with the audience establishment as a federal state in 1971, a national and gauge their mood. studies curriculum to be taught for all pupils in . Receiving and responding to the feedback surveys. primary and secondary schools. To achieve such a . Promoting and Branding a heritage site. goal effectively, the UAE has made the Emirati . Crowd source innovative ideas from the audience National Studies a compulsory subject in both public to better existing services or create new services. and private schools, but the curriculum was only 11. Preservation of National Identity designed to be taught in the Standard The historic and cultural resources associated with language. The Department of curricula at the People, events, or aspects of a community‟s past give Ministry of Education suggested the translation of that community its sense of identity and help tell its cultural references into English for bilingual students story. These resources are the most tangible to enable such students to understand and relate to reflections of a community‟s heritage. other cultural references in their own cultural Identity became a complex concept in a background; for easier intercultural communication contemporary globalized society. It is defined as with nonEmiratis. Preserving heritage is a key focus consisting of customary practice and of beliefs, in the UAE Vision 2021 plan, which states that the values, sanctions, rules, motives and satisfactions UAE strives to preserve a cohesive society proud of associated whith it. As a state, the United Arab its identity and sense of belonging. The challenge, Emirates (UAE) has opened its arms to many with more than 85% of the population hailing from cultures, languages, and people from both the East foreign countries and over 200 nationalities co- and the West. The UAE has sought to learn from the existing, is to preserve cultural values and heritage experiences and initiatives of others to create its own important to the Emirati identity.

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4th International Conference On Management Economics and Social Sciences Held on 23rd-24th March 2018, in Pattaya, Thailand ISBN: 9780998900049

12.The Collaboration with United Nations heritage is to make it more available for people to Educational, Scientific and Cultural Organization visit, appreciate and enjoy. Cultural heritage (UNESCO) marketing is distinguished by the contrary to the any Despite being a relatively young country, a rich seam other product or service that should be paid great of cultural heritage lies just below the UAE‟s 21st- attention. the comprehensive concept of heritage century fascia. In 2011, the country made the Unesco marketing is no longer limited to traditional methods World Heritage hall of fame, with the garden city of like advertisement, brochures and pamphlets because Al Ain recognized for four sites of “outstanding new elements have embedded, such as creating universal value”, including six oases, the Hafit events, festivals, initiatives to protect national Bronze Age tomb, the Hili archaeological settlements identity and preserving the architectural heritage and and the prehistoric site of Bidaa Bint Saud. In 2014, also using certain conditions in order to achieve more The Sharjah Investment and Development Authority diversification in tourism products to attract new (Shurooq) and the Department of Culture and segments of tourists and visitors.The communities‟ Information in Sharjah have announced that the Heart travel-related entities partner with public or private of Sharjah has been registered in the tentative list of organizations, the historic, cultural, and natural World Heritage Sites by the United Nations resources should be more effectively promoted to Educational, Scientific and Cultural Organization meet the heritage traveler‟s desire for an integrated (UNESCO). On 3 December, 2016, UNESCO and enriching experience and in order to make an Director-General, Irina Bokova, delivered concluding attractive heritage tourism product.In spite of the remarks at the International Conference for the progress and development achieved by the UAE Protection of Cultural Heritage in Conflict Areas, society in all aspects of life, the preservation of organized at the initiative and in the presence of cultural heritage is considered as an essential element Sheikh Mohammed bin Zayed Al Nahyan, Crown in forming the national identity.Adequate protection Prince of Abu Dhabi, and the President of France, of cultural heritage, attractive heritage presentation, Francois Hollande. This Conference, held under the and creative marketing ideas are the most important patronage of UNESCO, took place in Abu Dhabi, strategies that UAE depends on them to market its United Arab Emirates, bringing together heads of heritage sites. States and Ministers from over 40 countries, as well References: as representatives from international organizations 1.Almehairi, A., Cultural Identity and Transliteration and museums. in the UAE Educational Curriculum, Master Thesis, Conclusion Faculty of the American University of Sharjah, No doubt that sustainable tourism is very much College of Arts and Sciences, Sharjah, UAE, 2015. linked to cultural heritage because the whole point of 2. Cenderello, A., Study marketing of heritage sites, maintaining and presenting the remarkable cultural Heritage Interpretation for Senior Audiences

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