Student Project

SCENARIO

Congratulations on your promotion to Manager Destinations Media and Publicity, Department of Tourism and Commerce Marketing (DTCM), Dubai, United Arab Emirates. The Destination Media & Publicity Unit assists media and industry in achieving maximum exposure of Dubai as a tourist and meetings, incentives, conference and exhibition (M.I.C.E) destination. 

 

Your responsibilities as Manager of this unit are:

  1. Provide assistance in the preparation of travel and tourism stories. 

  2. Create monthly media releases on tourism developments and happenings in Dubai. 

  3. Create Dubai's official tourist Internet site with ever-changing information the tourism product. 

  4. Provide assistance with travel and accommodation for selected media. 

 

Your first major task as Manager Destinations Media and Publicity is to construct the official tourist Internet. The Director-General of the DTCM is wants the site to primarily promote the components of Dubai's Tourist Product. The Web site will evolve over time to :

  1. be interactive

  2. include multimedia

  3. facilitate online hotel reservations

  4. contain a database of information on hotels and tour operators

  5. take requests for travel brochures to be sent.

 

At this stage you are only required to produce an informational site that includes general information useful to travellers to the UAE and specific information about Dubai's tourist product. The Director-General expects you to learn from best and worst practices of existing online destination marketing sites. You will be required to seek use primary and secondary research to gather information about the tourist product and web publishing. You have four weeks to provide a draft version of your Web site to the Director-General.

Brainstorming 

Write down the ideas brought about by:

brainstorming all possible images and information about Dubai

include as many cultural elements such as Arabic dance and dress

include as many well-known and obscure images as possible

include built and natural attractions

include land and water-based activities

include urban and rural locations

include group, family and solo activities and sightseeing

include various types and standards of accommodation

include various dining options including multinational companies

include people; residents and other visitors

include evidence that Dubai is developing into a modern city

include elements that link Dubai with its past

include elements of Dubai's business environment

include well-known special events

other ideas you think are relevant

Research

  There are many places to find information about the components of the tourist product that need to be promoted.

the current version of the Dubai explorer, an annual guide to life and leisure in Dubai

printed promotion material published for tour companies, travel agents, and Emirates airline.

published books and guides 

our college Travel Shop

local newspapers

Internet 

Quantity of Information and Images

 No more or less of page page content for each of the tourist product and components.

No less than one page of content for 'visitor information'

Good luck.

note: This is a learning exercise. You are not required to develop a Web site to the depth that real-life ones are. In the content of the 'Tourist Product' you will be advised about the quantity required for developing the content of the Web page.

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