Table of Contents
1.0. Introduction 5
2.0. Location Audit / Assessment 7
3.0. Location SWOT Analysis 9
a) Strengths: 11
b) Weaknesses: 12
c) Opportunities: 13
d) Threats 14
4.0. Stakeholder Analysis 16
4.1 Identifying the Stakeholders 16
4.2 Influence of the stakeholders 18
4.3 Investigating a major Stakeholder 19
4.4 Data Analysis 21
5.0. Vision 24
5.1 Image of the destination: 24
5.2 Activities that people would be doing: 26
5.3 Value of the visit: 28
5.4 Value for the stake holders and host communities 28
6.0. Mission Statement 29
6.1 Purpose of the cultural heritage site 29
6.2 Target markets: 29
7.0. Strategies 31
7.1. Product Development: 31
7.1.1. Visitor Attractions and Activities: 31
7.1.2 Hospitality: 34
7.1.3. Access and Transport 35
7.2. Cultural Heritage Interpretation of site communicated to visitors 36
7.2.1 What to interpret? : 36
7.2.2. How you will communicate with visitors at your attraction 38
7.2.3. Training of the staff: 39
7.3. Promotion strategy 39
8.0 Sustainability – Impact Analysis 40
8.1. Environmental 41
8.2. Socio-cultural 41
8.3. Economic 42
9.0. Conclusion 43
Jebel Ali Heritage village 47
List of Figures
Figure 1: Contribution of Travel and Tourism to GDP 6
Figure 2: Location of Mina Jebel Ali 7
Figure 3: Palm Jebel Ali near Mina Jebel Ali 8
Figure 4: SWOT Analysis elements 11
Figure 5: Identification of the stakeholders 18
Figure 6: Relationship matrix between the stakeholders and project 19
Figure 7: Traditional small houses 24
Figure 8: Replica of an Ancient styled cistern in UAE 25
Figure 9: Camel riding in UAE 26
Figure 10: Holding a Falcon in hand in UAE 26
Figure 11: Power and Interest model 29
Figure 12: Traditional Housing style in UAE 30
Figure 13in UAE: Traditional store in UAE 31
Figure 14: Traditional style of shopping in the lanes in UAE 31
Figure 15: Traditional Al Dama game in UAE 32
Figure 16: Ancient art festival in UAE 32
Figure 17: Ancient style Belle dancing in UAE 33
Figure 18: Ancient style tents in the site 33
Figure 19: Traditional mode of transport design 34
Figure 20: Traditional clothing style in UAE. 35
Figure 21: Henna style of art in UAE 36
With the advancement of technology and increase in awareness among the tourists, the Tourism industry has witnessed a tremendous boost in the last decade. The interests of the tourist have been unique and specific. They significantly stress on the natural habitat, wild life and environment of the destinations while taking their decisions of travelling to these destinations. Tourists, also considered the culture of the destinations before visiting them.
There has been a great contribution of Tourism on the economy of UAE. In 2014, it has contributed about 8.5% to the overall GDP of UAE. Development of world class hotels and resorts in these regions have led to such a tremendous growth of the tourism industry in UAE. The contribution of the tourism and aviation industry in Dubai has been about 27% of its GDP. These shows the increasing importance of tourism in the economy of Dubai. This contribution is expected to increase in the coming years and the current trends in Dubai’s tourism industry show the contribution to rise up to 38% by 2020 (Henderson, 2014).
This shows that there is a tremendous scope of growth for any company which is involved in the tourism and aviation sector. It provides a promising future potential of the huge profits that has been forecasted after observing the current trends in the tourism industry of Dubai. It would therefore, be favorable and advisable to invest in the travel and tourism industry that would help in exploring the culture and heritage of Dubai to the tourists.
The statistics of the contribution of Tourism and Travel industry on the GDP of UAE in financial terms can be observed from the graph shown below. It helps in signifying the importance that would be given to our project of exploring the culture and heritage by the government.
The increase in the contribution of tourism industry towards the GDP in UAE is shown in the graph below:
Figure 1: Contribution of Travel and Tourism to GDP
The culture of UAE is very unique and authentic. It has interesting desert and night life to support these culture. The heritage of the places are retained through effective maintenance and hence, large number of tourists from across the world are interested in understanding and exploring the culture of UAE through specially visiting the places of cultural importance. This would provide large number of opportunities to the companies and hotels that are planning to develop a cultural village in Dubai which would help the tourists in exploring its authentic traditional culture and heritage through effective tourism (Henderson, 2014).
On the basis of this, we would also be proposing a location and evaluating it on various basis for establishing a cultural heritage village in Dubai and this will be discussed in the report.
2.0. Location Audit / Assessment
We would develop and forecast the potential of developing a cultural and heritage tourism in UAE. The location that has been selected by us is Mina Jebel Ali which is situated near the Jebel Ali Beach hotel as shown in the figure below:
Figure 2: Location of Mina Jebel Ali
(GOOGLE MAPS, 2015)
The location of Mina Jebel Ali, is in the heart of the city with the north side opening towards the sea near the Palm Jebel Ali Island. It has a Jebel Ali Freezone region towards its east. It has a wide network of roads and highways towards its south, which include the D53 and E11 highway, as shown in the below figure:
Figure 3: Palm Jebel Ali near Mina Jebel Ali
(GOOGLE MAPS, 2015)
This would immensely contribute to the business possibilities available in these regions as the Palm Jebel Ali island is one of the biggest investment hub of the world and it maintains the tourism to the observed level. The location could be assessed on the basis of its proximity to the sea and availability of adventurous water sports. There are also provisions for diving available in these regions in order to help the visitors explore the aquatic flora and pearls existing in the sea.
The location of UAE acts as a bridge between the east and the west countries. Hence, it tends to get visitors and tourists from both the sides of the world. There are no trade barriers and this would lead to feasibility of purchase price of the branded products and services. This would also boost the number of visitors as a large number of them would come for the purpose of shopping. It has a wide option for the tourists regarding their safety during the visits. It is due to the stability of the culture, economy, politics and administration in UAE.
There is Jebel Ali village nearby and this would help in involving the local communities from there and getting their support for the establishment of the cultural heritage site in Mina Jebel Ali. It would also ensure that the authenticity and uniqueness of the Arabian culture has been retained in the cultural heritage village. This would positively impact the decision of choosing the tourist destination by the people.
3.0. Location SWOT Analysis
SWOT analysis would help identifying the elements which hare important to be considered in the development of a project or any business model. It provides a critical evaluation of the feasibility of the project by providing the pros and con in executing the project and developing it on a large scale. It involves developing the factors in advance, and evaluate their importance for obtaining required success and growth of the project in the market. It helps in determining the potential of the project for the coming future. Carrying SWOT analysis of our project would be very important so as to obtain the feasibility of the project and develop other decisions regarding the investment of cost, time and resources in the project.
It consists of the following elements:
Figure 4: SWOT Analysis elements
(FULLESTOP.COM. , 2014)
Identifying the strengths of our project is very essential as it would help in developing a base for the marketing strategies, business model, realization of the services and products to be offered. It is also necessary to identify and evaluate the weaknesses that are present in the market, country and concept regarding the developing of a cultural heritage site in Dubai.
It is also very important to evaluate the opportunities available to the project as it would help in maximizing the efforts and utilizing of resources in the right direction towards the development of a successful project. The potential threats to the business are also to be identified. They are to be evaluated and analyzed. After that, solutions have to be developed for overcoming their effects and to minimize their potential.
The SWOT analysis of the above selected location would be carried out as follows (Ghazinoory, Esmail Zadeh, & Memariani, 2007):
• The project is very unique and is based on exploration of the culture and heritage of UAE. This is greatly appealing to the tourists across the globe.
• The stable economic and political environment in Dubai provides a huge scope for development and progress of this project.
• The geographical situation of UAE is very critical, as it is in between the east and the west. This would lead to visitors all round the world, from both the sides of UAE.
• The culture of UAS is very different form the general western culture which has not only been observed in the west, but it has also its influence on the east. This differences in culture, traditions, living styles, clothing patterns and other such factors would generate lots of interest among the tourists.
• The location of the selected site for development of the project is near Jebel Ali village. This would provide an authentic touch from the local communities present over there. It would also help in sustaining their culture for generations among the visitors who would be coming to the project.
• The proximity of the location to the Jebel palm island would boost the tourism of the Mina Jebel Ali region.
• There are many luxurious resort and interesting activities that are available in the area near the Jebel Ali beach hotel. This would attract more tourists to these regions.
• Cultural heritage tourism would help the tourists in exploring the culture of UAE and feel the privilege of its heritage.
• The tremendous boost in the tourism industry of Dubai and development of world class and state of art monuments and buildings like the Burj Khalifa Tower, The Dubai Mall and exotic hotels like the Atlantis palm, Burj Al Arab have resulted in increasing number of tourists in Dubai. It creates a great potential for our project, as the increase in the tourists base of Dubai would favoring our business and help in its growth and sustenance (Henderson, 2014).
• Dubai has been affected by recession which has resulted in slowing down of its economy. This would adversely affect the policies and government incentives to the tourism industry.
• There has been a tremendous increase in pollution observed in Dubai. Due to this, the natural touch of the destinations has been significantly affected.
• The living and travelling costs in Dubai have increased considerably and this would have negative impact on the tourist who plan to come to Dubai as it would incur very high costs to them.
• There is a very limited scope for the visitors to rent a vehicle for themselves or drive it. This is due to the strict laws and policies of the Traffic Authorities and regulations in Dubai.
• It is not very favorable for English speaking.
• There are very strict hunting and forest rules which are to be observed by the tourists.
• There are separate rules for each and every location and destination. This generates an unfavorable and confusing psychology among the visitors. This can largely affect the flow of visitors.
• There are many laws regarding the owning of the land and it does not favor the investors and buyers.
• There are huge reservations in different important sectors of the government and private companies for the local people of UAE.
• It has a huge dependence on the crude oil trade with the other parts of the world and hence, its economy is also largely affected by it.
• The other factors of infrastructure and labor are developed at a very high cost (Henderson, 2014).
• Complementing to the tremendous growth in the Tourism and travel industry, there has been a huge increase in the number of foreign visitors to UAE. The data supporting this involves increase in the contribution of tourism industry to the GDP of UAE as discussed in the earlier sections. Considering all these factors, there is a huge potential for the development of the cultural heritage site and diving village in Dubai.
• Location of Dubai attracts many tourists from all over the world, who are interested in aquatic flora and fauna and would like to indulge in the adventurous water sports and scuba diving. These services are very efficiently maintained and offered on a large scale owing to the proximity with the sea.
• The development of Dubai as a business hub across the globe has encouraged large investments from companies and entrepreneurs from the different countries of the world.
• There are many festivals and events of international importance which are celebrated and held in Dubai. This would provide large number of opportunities to the tourism industry as the number of local visitors and tourists would increase considerably.
• There are tremendous number of opportunities in Dubai for shopping as it is home to large number of global brands. There are various cultural things justifying their heritage and these traditional things are available on commercial basis. Thus, many opportunities of trading traditional games and things are available to the people involved in businesses that explore their cultural heritage.
• Dubai is extremely stable politically and hence there are many opportunities provided to the new businesses and entrepreneurs who would be interested in exploring the culture and heritage of Dubai.
• There are large number of things which are exported by Dubai.
• It has formed many unions and agreements for carrying trade with economically developed countries like U.S., Canada, UK and other countries which have huge scope as a market for UAE like South Africa.
• There are many large scale projects to develop exotic hotels and resorts that would add to the shrine of the existing state of the art infrastructure and hospitality industries.
• There are many world class infrastructure facilities proposed in Dubai like the biggest arc bridge of the world, introduction and development of moving sky scraper high rise buildings (Henderson, 2014).
• The location of UAE also poses a threat to its security and stability as it gets impacted by the conflicts between the countries in the east as well as in the west. This creates huge security and integrity issues in Dubai.
• There are unstable and insecure security conditions in the neighboring countries like Iraq, Iran. This poses a huge threat to the flow of visitors as they would not prefer to keep their security at stake for exploring the tourist destinations.
• It is observed that many visitors in these regions are not tourists and are from the local towns and nearby locations. They would be least interested in exploring the culture as they have been witnessing it throughout their whole life. This would be a threat to cultural tourism in Mina Jebel Ali area.
• There is a potential threat from many other hotels, resorts and companies who are continuously involved in developing cultural tourism parks and islands in these region. Thus, huge competition would be existing in these region.
• The authenticity of the products and services can be duplicated by other companies and hotels and they would provide the same service at lower prices. This would pose a serious threat to the business of the company and lead to decrease in the number of tourists visiting our place (Ghazinoory, Esmail Zadeh, & Memariani, 2007).
• The concept of a cultural heritage village is very unique and has requires special care regarding the services and products offered. Authenticity of the product or services has to be maintained.
• There are huge government shares in the businesses, which is collected in the form of taxes imposed on different elements of the business (Henderson, 2014).
4.0. Stakeholder Analysis
A stakeholder is a person or a group of person representing a company and holds a part in other company’s product or services, through acquisition of its shares or through partnerships (Ghazinoory, Esmail Zadeh, & Memariani, 2007).
Stakeholder analysis refers to the critical evaluation of the actions concerning the stakeholders and their behavior (Ruhanen, 2004). It helps any company in developing critical elements for a product or service that would affect the stakeholders and result in action or responses from the stakeholders. The actions from the stakeholders could be positive as well as negative depending on their attitudes and capabilities (Ghazinoory, Esmail Zadeh, & Memariani, 2007).
In our project, the stake holders need to be identified. After that, the role of the main stakeholders has to be determined. The interrelationships between the different stake holders, also has to be developed to have a proper understanding of their needs and match them with the project’s requirements.
4.1 Identifying the Stakeholders
For the development of strategies and business model of the cultural heritage village at Mina Jebel Ali, in Dubai, there are many types of stakeholders which are to be considered. There are three types of stake holders:
• Connected and
The elements and members of these three type of stakeholders are shown in the figure below:
Figure 5: Identification of the stakeholders
The identified stakeholders have different influences on the success of the cultural vilaage project. Hence, it is very necessary to consider the influence of eac hadn every element mentioned in the above types of stakeholders. The critical analysis and evaluation of this influence would help in developing strategies accordingly for the development of this project.
4.2 Influence of the stakeholders
The role of stakeholders in developing this project is very crucial. Stakeholders provide the project with the required resources and boost which would help in the growth of the business. The evaluation of the needs of the stakeholders and requirements of the project would help in developing a good model for the stakeholders. There is an inter-relationship between the stakeholders and the requirements of the project. At the same time, it would also help in developing model on the basis of the stakeholder’s requirements.
It has been shown in the matrix below:
Figure 6: Relationship matrix between the stakeholders and project
Here, the needs of the stakeholders as well as the needs of the project have been evaluated on the basis of four elements that are,
This include the critics of the project and people, companies or organizations who are against the project or any particular part of the project.
The needs and requirements of the project developed are to be identified during stack holder analysis. The team and personnel behind the development of the project would project their needs and target goals from the project.
• End Users:
The end users refers to the customers, in the form of visitors in our case. The needs and specific requirements of the customers have to be targeted while developing an analysis of the stakeholders.
Many partners would be included as it is a project involving tourism, culture and hospitality. There are many organizations and companies which are to be partnered with and their needs and requirements affect the development of the project.
4.3 Investigating a major Stakeholder
There are many stakeholders in our project which has been discussed in the above sections. However, the intensity and contribution of each and every stakeholder is different on the cultural heritage project which is to be developed by me. The major stakeholder tends to be the customers, which are tourists in our project. The role of tourists is very significant as it would help in the growth of the cultural and heritage as well as diving village that is going to be developed by me.
The major stakeholder of our project would be the host community and the local tribes. They are taken as the major stakeholders because the project involves developing a cultural heritage village in Dubai. Hence, considering the point of view of the local communities would help in developing a better business model that would attract and appeal to large number of tourists across the globe. Hosting communities would also play a significant role in the development of the project as their extensive support would be required in constructing the cultural style heritage village.
The data for understanding the behavior, culture and tradition would be collected through filling of questionnaires from the local people. There would be a questionnaire developed which would be focusing on the qualitative factors for establishing a base of the business model. There were about 50 people who were provided with these questionnaires and their responses were obtained. The questionnaire is provided in Appendix A.
It helps in focusing on the elements of the community’s culture which can be used for attracting the tourists. This would help the local communities to enrich their culture as it would be explored by millions of visitors coming in the future. The reviews from the hosting communities would help in getting their opinions regarding the structure of the cultural heritage site which is going to be developed by me. The questionnaire would stress on traditional elements involved in the development of the cultural heritage village. The traditional market and occupations would also be obtained through the questionnaire.
4.4 Data Analysis
There are various models which are available for executing stakeholder analysis in a business model. Mapping techniques are evaluated and used for carrying the analysis. There are a large number of mapping techniques available for stakeholder analysis. One of them, which is the most applicable on our project is the “Three-dimensional grouping of power, interest and attitude” mapping technique.
It helps in evaluating the elements that would add logic to the stakeholder mapping. One has to consider the elements of power and interest effectively for establishing an understanding of the interest of the stake holders in the business. Another elements to be considered together are interest and attitude. This would help in obtaining a balance between the interests of the stakeholders and their attitude towards the development of the project (Murray-Webster & Simon, 2006). All the three dimensions of the stakeholder analysis mentioned above, namely, interest, power and attitude are critically evaluated for establishing a successful stakeholder analysis of the product or service in the market.
An analysis of the collected data would be done. The collected data would be tabulated on the basis of the needs of the project and the things which the local community feel should be highlighted in the development of the village. The opinions of the local communities regarding the structure of the village is also important. The questionnaire would help in getting the traditional style of living and other regular practices of the local communities, which are being followed in their culture since ages.
The data has been collected and analyzed. There were elements obtained from the people regarding the various things that should be used to display their culture. This table was obtained on the basis of it:
Name of the elements Feedback of the people
01. Design of Cultural Village Arabian Theme: 78%
02. Strategic location of heritage Inside Jebel Ali beach hotel: 38%
Next to the hotel by the beach: 62%
03. Sustainable practices should be incorporated Recycling waste: 41%
Recycling of water: 30%
Installing new usable energy by solar panels: 29%
04. Camel riding 85%
05. Henna art activity 68%
06. Traditional culture dancing 83%
07. Diving for pearl 74%
08. Traditional culture clothing 72%
09. Traditional culture games 82%
10. Preference Tourist guide services: 71%
Touring independently: 29%
11. Social media used Instagram: 31%
12. Traditional media TV: 39%
Posters at airport: 10%
13. Will Emirati style in Heritage site help to sustain the Emirati culture Average of the responses: 3.5
14. Jebel Ali is a very good location for Expo 2020 Average of the responses: 3
15. Attracting too many tourism in Jebel Ali could be annoying the host community Average of the responses: 2.2
16. Hiring local employees within the culture heritage to provide the services to tourists, is most suitable because they know much about our culture Average of the responses: 4
17. Gender Male: 70%
18. Age-group 18 – 25: 23%
26 – 35: 32%
36 – 45: 26%
46 – 55: 14%
56 +: 5%
19. Income 7000aed-10000aed : 38%
10000aed – 20000aed : 32%
20000aed-30000aed : 21%
30000 + : 9%
20. Nationality Emirati: 30%
The table was developed after identifying the elements that would be used in the questionnaire. The questions used in the questionnaire would be including the various elements which are shown in the second column of the table. The third column describes the requirements from the local communities and the questionnaire would collect the reviews and opinions of the people regarding the support that they would be able to provide in the development of the project. The elements were developed by us and the opinion of the local communities on the designing and maintenance requirements of each and every element was collected form the questionnaires.
The vision of the company would be based on the cultural heritage of Dubai. The vision would be, “Feel and Explore the culture and heritage of Dubai”.
5.1 Image of the destination:
For achieving the vision, the destination has to be a well-maintained cultural heritage village which would help the tourist in critically understanding the culture of UAE. It would also help them to get a first-hand experience of the culture and heritage of Dubai. The destination would be looking like the image shown below:
Figure 7: Traditional small houses
There are different traditional monuments and structures which would be developed. One of such structure consists of an ancient cistern that was developed during the ancient times in UAE, for storage of rain water is shown below:
Figure 8: Replica of an Ancient styled cistern in UAE
5.2 Activities that people would be doing:
People would explore the traditions of the Arabian world, enjoy in traditional styled restaurant with Arabic Desert and similar themes, and play traditional games that were developed in UAE before many years. People would also get a chance to enjoy a camel ride which is a traditional symbol of the Arab countries as shown in the image below:
Figure 9: Camel riding in UAE
People would love their visit to this village and cultural park. They would also click pictures with Eagle (Falcon) on their forehand, which is one of the traditions since ancient times in UAE as shown in the image below:
Figure 10: Holding a Falcon in hand in UAE
5.3 Value of the visit:
This would provide a unique and ultimate experience to the tourists and they would get a feeling of the authentic culture and heritage of UAE which would be fulfilling our vision. The tourists would get an extensive first-hand experience of the traditional style of living and they would be fascinated with the sports and games which are offered in the traditional infrastructure of UAE developed by me.
5.4 Value for the stake holders and host communities
The vision would help in obtaining quick and huge returns of the investments for the stakeholders. The ideologies and concepts would also be taken from the stakeholders as their opinions and views plays an important role in the execution of this plan. The unique design of the project and its state of the art features would help in attracting large number of tourists and this would bring in other investors too.
It would also boost the reach of the community to the entire world as the park would be displaying the cultural traditions and heritage of the local communities that have been existing over there for ages. At the same time, the local communities and the hosting communities would be getting large number of job opportunities through this project as the park requires people from the community too, for ensuring that the rich culture and heritage has been maintained. The community would prosper by maintaining its culture and would not have to adopt unnecessary westernization in their culture. The high standards of living offered by Dubai would be enjoyed and afforded by the local people in the Jebel Ali village and other surrounding areas.
6.0. Mission Statement
The mission of the cultural heritage site would be, “To maximise the reach of the Arabian culture and heritage in the world”.
6.1 Purpose of the cultural heritage site
The main purpose of the cultural heritage site is to develop a tourism business that would hele the tourists in exploring the culture of UAE and also help the local communities to grow and sustain their age old traditions and culture. This is achieved through the development of a magnificent state of the art kind of heritage site in Mina Jebel Ali, which tends to be very promising location for development of the business.
6.2 Target markets:
The purpose of the cultural heritage site would be serving the local communities with growth opportunities and providing the tourists with an authentic understanding of the culture and heritage of UAE. It would help the company in developing a firm hold in the tourism market which is booming in Dubai. Company could earn huge profits and trust of the tourists for the same.
Hence, the target markets would be the local people in Dubai as well as the tourists visiting the cultural heritage sites. The needs of the community of having a secure and good job would be satisfied by the project by providing numerous opportunities to the people in these communities. The needs of the tourists are also fulfilled through the mission of helping the tourists to explore the authentic culture and heritage of UAE. Tourists would get an amazing experience of the Arabian culture and they would also get a chance to experience diving in the sea for exploring the aquatic species and pearls existing in the sea.
The needs of the communities and the tourists are developed on the basis of power and interest model as shown in the figure:
Figure 11: Power and Interest model
The target markets involve the potential tourists all over the world. The structure and design targets the young population considering the urge for adventure and the interests in exploring cultures of different countries in them. The tourists have high levels of power in the project. Hence, they have to be kept satisfied through the process. The stakeholders have high interests in the returns from the project and so, they have to be continuously informed about the growth, success and future potential of the project.
This is the structure of target markets and the needs of the tourists as well as the stakeholders in the development of the project. Understanding these relationships effectively would help the project to develop a design which would be very successful in fulfilling the needs and requirements of both the groups, including tourists and the stakeholders.
There are various strategies which are developed for the designing and structuring of the project site. The products and services that are developed involves consideration of the customs and traditions in UAE and it also inculcates the culture of UAE. The strategies and the offerings of the site are discussed below.
7.1. Product Development:
The products are developed considering different departments and details as mentioned below:
7.1.1. Visitor Attractions and Activities:
In this, ancient style of living and traditional houses would be developed as shown in the figure:
Figure 12: Traditional Housing style in UAE
(TROPICAL ISLAND. DE, 2014)
Traditional stores of street shopping style would be created as shown in the figure:
Figure 13in UAE: Traditional store in UAE
(PHIL AND KEITH PHOTOGRAPHY.COM, 2013)
Traditional style of shopping in the lanes would be created as shown in the figure:
Figure 14: Traditional style of shopping in the lanes in UAE
There will be areas where visitors would learn the traditional game of Al Dama from the local people playing it. This is shown in the figure below:
Figure 15: Traditional Al Dama game in UAE
(FATIMA AL SULAITI.WORDPRESS.COM, 2014)
The cultural festivals and arts and different forms of dancing would be displayed as shown in the figure:
Figure 16: Ancient art festival in UAE
Figure 17: Ancient style Belle dancing in UAE
The facilities of housing and accommodation would be of traditional style as shown in the figure:
Figure 18: Ancient style tents in the site
The ancient style of eating food in groups would be provided along with serving of traditional food items as shown in the figure:
7.1.3. Access and Transport
The ancient mode of transport and design would be constructed as shown in the figure below:
Figure 19: Traditional mode of transport design
7.2. Cultural Heritage Interpretation of site communicated to visitors
The interpretation of culture is very important for the tourists. Interpretation does not only contain getting information, but it also includes analysing the information and processing it through evaluation and experiencing. The cultural heritage project that is being developed by us would focus on effective tourism would always provide appropriate interpretation rather than just providing information and relying on the facts.
7.2.1 What to interpret? :
The cultural heritage village aims at not only providing information to the visitors, but to provide them with a chance to feel the culture and traditions by experiencing it themselves. It is shown in the figure below, where a family of visitors enjoys the traditional dressing style of UAE.
Figure 20: Traditional clothing style in UAE.
(Lamson, Connor, 2015)
People would get a chance to experience and interpret the traditional henna art which has been obtained in UAE before many years. It has been shown in the figure:
Figure 21: Henna style of art in UAE
(DESIGNS OF MEHNDI BLOGSPOT.IN, 2014)
The use of the henna art has been since many ages in UAE. It is an art which has been developed across many countries.
Interpretation of the culture involves effective understanding of the art too through observing different forms of art as seen in the above sections.
7.2.2. How you will communicate with visitors at your attraction
The three golden rules of heritage interpretation is used by us which involves:
Understanding of the culture:
The interpretation of the tourists regarding the customs and traditions in UAE is carried by providing well maintained and attractive tour guide handbooks, leaflets and providing of an app that has all the details of the heritage site on the mobile play store and apple store market. The unique features and elements of the Arabian culture would be explained and experienced by the tourists.
Appreciation of the culture:
The culture would be understood by the tourists and then they would be appreciating it.
Protection of the culture:
The culture is retained and protected from getting westernized by not only the communities and us, but also by the tourists, who now respect the Arabian culture after interpreting it.
We would be having easy to understand leaflets available in different languages for the convenience of the visitors. We would also provide our mobile app to the tourists without any cost, once they enter the site. Mobile app would be very effectively guiding the tourists regarding the different locations in the site and it would provide them directions to each one of them through GPRS. We would also ensure that a human touch of exploration is maintained through guides and other staff members at each and every location.
A complete and genuine interpretation of the culture would be provided by the local guides regarding the Arabian culture from the traditional point of view. A proper interpretation has various benefits on the environment, tourism industry, visitors and for the operators. Here, the authenticity of the culture ensures benefits to the environment and tourism industry. Visitors would be satisfied and the operators, that is, us, would be getting good business through the increasing number of visitors.
7.2.3. Training of the staff:
The staff would be specially trained in hospitality and maintaining the authenticity of the Arabian culture. The visitors would not only be provided with basic factual information, but there would be effective and interesting interpretation of the sources by the guides. They would help the visitors to have an experience of the culture and heritage themselves. For this purpose, many people from the local communities would be selected and trained so as to effectively guide the visitors regarding their culture. The staff would be trained on all the elements that are present and are utilized in the heritage cite.
7.3. Promotion strategy
There are various marketing strategies which are to be studied and critically evaluated for developing and promoting the product. Promotion is an element of the marketing mix and promotion mix itself has 4 elements. These elements are:
Public relations refers to maintaining of the relations with the people, organizations, various departments of the government and other advertising and financial companies across the globe.
Advertising involves the promotion of the heritage site at various places of public importance, like in the metros, TV commercials, bus stations, taxis, etc. using effective modes of advertising would help in getting the required boost for the business. This would be beneficial for the growth of the project site and it would help us in generating large profits.
Sales promotion refers to the effective selling of the products and services on the basis of its quality and authenticity. The distribution channel for the product and services are developed in this. Here, it would be very specific where the elements of the ancient tradition would be focused.
Personal selling is the form of promotion which refers to the individual promotion of the product by directly hiring the salesmen. This would involve hiring local people from the communities with efficient communications skills and train them accordingly.
8.0 Sustainability – Impact Analysis
There are various factors which are to be considered while developing the sustainability analysis and they are:
• Organising events and festivals,
• Hospitality maintenance
• Accommodation and food
• Transport Facilities
• Guides and facilities for explaining the culture in details
The above mentioned factors would have a huge impact on three elements of sustainability which are mentioned below:
The effects of our project on environment would be mostly positive. We would be restoring the culture and old practices practiced in the ancient times and this would hardly create any kind of pollution after its construction. There would be very controlled levels of air, noise or water pollution in the site. The effects of the products on the environment would be greatly looked upon and analysed. The effects of the processes involving exploration of the culture and traditions would be very authentic and carried out with minimal health hazards towards the environment.
For the henna art, we would be using scientifically proven herbal components that would not harm the individuals who use them. We would also be recycling most of the products after being used by the tourists. We would be installing garbage bins and highlight them so that they are easily visible. We would provide cleanliness guidelines to the visitors and ensure that no part of the environment gets dirty. We would be installing CCTV cameras inside the project site. This would help in curtailing all the anti-environmental activities that would pollute or harm the environment through effective monitoring of the entire project site by the team.
Establishing of a cultural heritage site would greatly influence the culture of UAE. It will spread the culture to different corners of the world through exploration by the tourists coming from different places of the world. There will be a social boom observed as the tourists would be helping the local communities to earn and share their culture. These socio-cultural benefits are a part and parcel of the cultural heritage site. The society would get more civilised as it would develop better living conditions for the communities and villages around our cultural site.
Development of the cultural heritage site would help financial growth of the local communities. They could utilize their knowledge in the best possible ways through guiding the tourists in our site and also in the construction and maintenance of the heritage site. It would provide them with a stable economic income for the coming generations.
It would also boost the contribution of tourism in Dubai through increasing the number of visitors to Dubai. The revenues collected would involve paying taxes to the government and hence, government would earn huge revenues from the site as well as from the visitors as they would be using the government’s services.
Thus, it can be concluded that development of a cultural heritage site would help in boosting the culture and spreading it to the different parts of the world. The cultural heritage site prepared by us after evaluating and implementing the above factors would help in the upliftment of the local communities. The vision of exploring the culture of Dubai and making the tourists feel it themselves will be achieved.
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Jebel Ali Heritage village
We are group of a young entrepreneurs studying in Dubai Women’s College and we are planning to develop a culture heritage attraction next to Jebel Ali Beach Hotel. There would be around 5 – 6 minutes required for completing the questionnaire. We would appreciate your thought and opinion on our development idea. We welcome your feedback and your Recommendations Thank you for your participation.
1. What design would you suggest for developing a culture Heritage
2. In your opinion the strategic location of heritage should develop
Inside Jebel Ali beach hotel
Next to the hotel by the beach
3. What sustain practices should in cooperate into our development
Recycling of water
Installing new usable energy by solar panels
4. We are planning to offer the following traditional activity, please indicate the activities that would interest you (tick as many as you can from the schedule)
camel riding Henna art activity Traditional culture dancing Diving for pearl Traditional culture clothing Traditional culture games
5. Which do you prefer to use
Tourist guide services
6. What kind of social media would you like
7. What kind of traditional media would you like
Posters at airport
Below are some other questions:
Questions Strongly Agree
2 Strongly Disagree
8. If we are offering an Emirati style in Heritage site, will it help sustain Emirati culture
9. Jebel Ali is a very good location for Expo 2020
10. Attracting too many tourism in Jebel Ali could be annoying the host community
11. Hiring local employees within the culture heritage to provide the services to tourists, is most suitable because they know much about our culture
We would like to ask some questions about you: (you have to tick the suitable option)
12. Your gender
13. Your age between
18 – 25
26 – 35
36 – 45
46 – 55
14. Your income
10000aed – 20000aed
15. Your nationality
Thank you for taking the time to fill out our survey. We rely on your kind feedback to help us improve our project. Your input is greatly appreciated.