Please write the first two points in the Main Body Structure:
– Introduction
– Statement of the Problem which must include: (i) Management Decision Problem; (ii) Marketing Research Problem (broad
statement and the specific components), (iii) Research Questions, and (iv) Hypotheses
please use the research proposal as a guide to write.
Introduction
Since the emergence of modern tourism, Dubai has always been a hub of visitors, coming from other countries to visit numerous attraction sites. While tourism is one of the main sources of foreign exchange for Dubai, the COVID-19 pandemic hit the sector hard due to social distancing and travel restrictions that reduced the number of people visiting Dubai. Tourism has been economically and socially affected by the pandemic due to the policies implemented to curtail the spreading of the new coronavirus (Yas et al. 2020). Sigala (2020) revealed a decline by 78% of global tourism and a related loss of $1.2 trillion and 120 million jobs since the beginning of the pandemic. However, the Dubai Department of Tourism and Commerce Marketing felt the need to reopen the sector to prevent further negative impact on the economy.
As the world struggles to find what works during the pandemic, actors in the Dubai tourism sector should understand the factors that could impact their success during uncertain times. Managers in tourism organizations should establish the drivers of tourists’ intention to visit the country during the pandemic. They should find out whether they can make strategic decisions to overcome the impact of the pandemic and increase the feeling of safety to attract more tourists regardless of the ongoing risk of infections. Organizations and stakeholders operating in the industry should prepare to make major changes to overcome the impact of COVID-19, which has entered the second wave in many regions including Dubai.
Statement of the Problem
The safety and security of a tourism destination plays a critical role in the tourist’s decision and intention to visit a place. Bae and Chang (2020) established that individuals investigate the safety and security of a destination as part of their decision-making when travelling. Thus, the management decision problem revealed in the current research is ensuring that tourists can perceive Dubai as safe and secure during the ongoing COVID-19 pandemic. The management faces the challenge of making decisions to ensure that tourist destinations are safe during the pandemic. At the same time, they have to comply with local and international guidelines, such as social distancing and travel restrictions to control the pandemic.
The pandemic also causes a marketing research problem, including the inadequacy of data on the status of the pandemic since it is an ongoing problem. The current information about the pandemic and its impact on the tourism market, in Dubai and globally, remains insufficient, causing a challenge for marketers to decide strategically when targeting local and international tourists to visit Dubai. For example, the face the challenge regarding how to convince potential tourists about the region’s safety in the wake of the second wave of the pandemic. Thus, research is necessary to collect adequate data about the status of the pandemic, the relative safety of Dubai, and the factors that influence tourists’ intentions to visit various destinations in the region.
Research Questions:
- What role does perceived COVID-19 related safety in Dubai play in tourists’ intentions to visit destinations?
- How has the government’s marketing campaigns affected tourists’ intentions to travel to the city?
- What measures has tourist organizations’ management adopted to improve tourism in the city during the COVID-19 pandemic?
- How much market research has been conducted in the country regarding the impact of COVID-19 on tourism in Dubai?
H01: Perceived COVID-19 related safety in Dubai positively impacts tourists’ intention to travel to Dubai.
H02: The government’s marketing campaign has affected tourists’ intentions to travel to the city.
H03: The government has adopted adequate measures to improve COVID-19 related safety in Dubai and attract domestic and international tourist.
H04: adequate market research and information sharing has accelerated the reopening of the tourist industry in Dubai.
References
Bae, S. and Chang, P., 2020. The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, pp.1-19.
Sigala, M 2020, ‘Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research’, Journal of Business Research, pp.1-22.
Yas, H, Mardani, A, Albayati, YK, Lootah, SE & Streimikiene, D 2020, ‘The Positive Role of the Tourism Industry for Dubai City in the United Arab Emirates’ Contemporary Economics, vol. 14, no.4, p. 601.
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