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6 pages/≈1650 words
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Business & Marketing
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Dubai Parks And Resort: Strategic Hospitality Marketing


1650 WORDS
This paper is based upon hospitality marketing. I have chosen the
topic of a tourism-related company which is Dubai Parks and Resorts.
You will have to analyze the company's current, or generate new,
services to cater to the tourists visiting their chosen destination.
It is important that you describe the tourism in the destination and
link the current or new service back to these descriptions to justify
the service. You can be as creative as they wish in designing the
service and/or creating potential marketing collateral, provided these
are justified and explained. You are encouraged to provide examples of
how the company fulfils all the above criteria (e.g. examples of the
company's advertisements). This is a business report, and must be
written as such. All references must follow Harvard standard, so
UPLOADED FOR YOU. This report should be 2,500 words (not including
references, executive summary, and appendices). The report is to be
written in Times New Roman, size 12, and 1.5 LINE SPACING. PLEASE
use trusted peer reviewed sources from any websites, books, or the
sources that I have given below.
Required Readings/s
1. Kotler, P., Bowen, J., & Makens, J., (2013). Marketing for
Hospitality and Tourism. (6th ed.) New York: Pearson.
Case Studies
1. Fisher & Ryans (2001) Nintendo - The launch of Game Boy color, Ivey
2. Deighton & Kindley (2013) Olympic rent-a-car US - Customer loyalty
battles, Harvard Business School
Suggested Reading/s
1. Chaffey, D. & Smith, P. R. (2013) Emarketing excellence: Planning
and optimizing your digital marketing (4th ed). New York: Routledge


Strategic hospitality marketing
Hospitality marketing is a branch of marketing where efforts are usually directed towards the increase of income in the hospitality industry. It takes a look at how sections of the hospitality industry, such as resorts, restraint, amusement parks and hotels, employ marketing skills to promote their products and services.
Brief overview of Dubai Parks and Resorts
The eight star hotel, Dubai Parks and Resorts was launched under directives of His Highness Sheikh Mohammed, who is the Vice-President and Prime Minister of the United Arab Emirates and also the Ruler of Dubai. It’s designed as a great vacation and entertainment destination to attend the areas that are within Dubai.
The resort main vision is that it will develop a premier year-round international entertainment destination, serving a wide variety of visitor sections from the Middle East.
Their mission is to build high growth and return, family entertainment business built on internationally-recognized products and services with long-term demand. Dubai parks and resort mission is making consistent and cost-efficient investments in each of their theme park destinations which are intended to uphold the quality and safety of their attractions and to increase visitor figures.
Their short-term marketing technique is to focus on finishing the building of the Project and ensuring the execution of an operative public relations and marketing plan.
Dubai Parks and Resorts marketing techniques include: Building a destination management team that will strive to increase destination revenues and incomes by keenly observing their pricing, period of visit and in-park spend and modifying pricing to maximize their profits as well as crafting new plans and packages to interest additional market sections. Furthermore, continuing to emphasis on promotion tactics, including on-line, e-commerce and social media initiatives. Also, Focus their marketing energies on precise areas, including main markets such as local appearance from the UAE, regional guests from the top tourist markets for Dubai such as the United Kingdom, the United States, Russia and China.
The tourism in the destination
The tourism destination in Dubai Parks & Resorts is mostly characterized by a wide range of tourists ranging from adventure tourists, business tourists, incentive tourists, leisure tourists, and recreation visitors. It is expected to attract an estimation of 6.7 million visitors by 2017 and start giving profits from 2018. This will mean that the hotel will generate revenue of Dh 2.4 billion. Dubai’s department of tourism and commerce marketing said that the number of overnight visitor stay had increased by 7.5 percent to a record of 14.2 million.
The activities in this hotel that mostly attract tourists: the cinematic ride of sensations, fascination and adventure, fantasy world for the Bollywood lov...
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