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It is impossible to neglect the importance of tourism development in Dubai. Many people are eager to visit the country and enjoy the beauties of its landscapes, coasts, and waters. However, the conditions under which people could visit the country vary considerably. For example, many questions about visas occur, and permission to visit the country should be got. Besides, there are cultural and traditional challenges. There are also many people, who suffer from language barriers. Finally, the financial aspect of the tourism industry plays an important role. Tourism companies have to be ready to solve all these and many other problems and offer the best possible solutions to their customers. Still, tourism is not the only sphere that undergoes considerable changes. Nowadays, the citizens of Dubai, as well as other Gulf regions, could earn a lot with the help of commerce marketing. Therefore, in Dubai, there is the Department of Tourism and Commerce Marketing that aims at building awareness of Dubai as a host country for people and companies with different goals. It is not enough for the Department to introduce Dubai as the option to consider. The task is to prove that Dubai is the only place where people could find everything they want for their business, pleasure, and personal satisfaction.
The idea to use innovation management and strategies in the field of tourism is not new. Still, the current technological achievements and opportunities available to the population of Dubai are impressive indeed. Some people are not able to grasp all peculiarities of the country. Therefore, it is necessary to investigate how such huge fields as tourism and commerce marketing could be improved with the help of innovative management in such airline companies as Emirates.
Is it possible that innovation management and such strategies as the multicultural education of workers help to improve the quality of work of the Department of Tourism and Commerce Marketing and increase the number of tourists up to 20 million?
This research question may be answered in case different methods are used in research. First, a literature search is required to review the already available materials and suggestions. It is necessary to cite the sources and explain the worth of the chosen material. Web search is the fastest approach in this study. Besides, it is necessary to cooperate with people and gather several personal points of view. A purposive sample could be used based on the interviews with the workers from local agencies and the tourists who come to Dubai. It is necessary to choose 15 managers and interview them about the quality of work and the regulations they have to follow. The interviews consist of 5 open-ended questions. There are also 20 tourists (10 males and 10 females) aged 25-45 years, who come to Dubai from different countries. They are interviewed to clarify the reasons why they choose the country among other available options. The qualitative interview data and the results of the literature search may clarify the situation and identify the options for the department.
Significance of Research
The opinions of people about the current state of tourism affairs in Dubai gathered during this study can help to clarify the strengths and weaknesses of the department’s work. Besides, the properly developed questions may provoke the interviewees to share their opinions about the values of the latest innovative strategic ideas. This research could help managers, who work in the sphere of tourism to realize what kind of work should be done in companies and in Dubai as the main host country to attract new tourists.