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despite the fact that even the Arabs themselves are
from different corners of the Arab world. Against
such a backdrop, UAE appears to be a benefici-
ary to the convenience to air travel which has con-
tributed towards the significantly increased the
number of visitors (DTCM, 2011).
In line with the above notion, tourism industry
has contributed a steadily increasing percentage of
the United Arab Emirates GDP (Gross domestic
product) which according to some estimates at
20 per cent (United Arab Emirates Tourism Report,
2012). Some views are mind-boggling when they
claim tourism is expected to similarly important as
oil exports as a major source of revenue in the near
future for UAE. Although this only a prediction,
trends showing that despite recession the arrivals
of tourists are still increase with unrelenting cam-
paign by UAE Department of Tourism and Com-
merce Marketing (DTCM, 2011) and hotels are
willing to slash their rate.
Since January 1997, subsequent to the Depart-
ment of Tourism and Commerce Marketing
(DTCM, 2009) taking over from the Tourism and
Trade Promotion Council, there has been renewed
focus on worldwide promotion of UAE as an ideal
tourist destination apart from being a thriving
commercial and business centre and very attrac-
tive for Dubai property investors. What followed
after the takeover was the setting up of the DTCM
representative offices in many countries across the
globe as well as participation in numerous interna-
tional tourism fairs to promote the country.
UAE as a country is also rich with culture and
history and exciting place to visit with numerous
events held throughout the year. Dubai Shopping
festival and Dubai Desert Classic are unique to
the city and UAE with other national festivals are
vibrant for the tourists. The Dubai Desert Clas-
sic is normally takes place at the Emirates Golf
Club and this is one of the main golf tournaments
not only attracting golfers but visitors around the
world (Sharpley, 2002).
Emirates also is renowned as one of the largest
horse races in the entire world with US6 million
of the winning price. Besides these, catchphrase
of the event is also “shop, save and celebrate” and
most of the city's malls and other outlets offer
massive discounts on their products while the
activities held during this time are divided into cat-
egories such as arts, food, nature and adventure. In
addition, apart from being a thriving commercial
and business centre and very attractive for prop-
erty investors, Dubai, Abu Dhabi and Fujairah are
three major cities and district are influx with local
and international tourists, ideal tourist destination
and creating its own images.
According to (DTCM, 2009), 3.95 million visi-
tors visited UEA in the first 6 months of 2009
compared to 1 million visitors annually in the last
10 years and only 600 thousands during 80's. Simi-
larly, the demand for hotel room tremendously
increased with 255 international hotels in the city
of Dubai alone with a total of 17,253 rooms com-
pared to less than 100 in the last decade. Not to
exaggerate with a strong marketing efforts, UAE
not only considered successfully attract the foreign
investors but becoming the most popular tourism
destination in the Arab region and the developed it
tourism image.
Despite the above developments, to what extent
tourist experience on promotion, price, core prod-
ucts, facilities and frontline employees provide by
the UEA tourism organizations, hotels, destina-
tions and others and the impact of their level of
satisfaction, commitment toward revisit intention
are not known. In other words, can the visit of the
international tourists' to UEA, Dubai, Abu Dhabi
and Fujairah in particular and their experience
with promotion, price, core products, facilities
and frontline employees) together with country,
destination and hotel image along with their sat-
isfaction, commitment be translated into revisit
intention?. In short, four questions are posted
which also related to the problem statement of this
proposed study.
1. Does total tourist experience whose underlying
dimensions are promotion, price, core products,
facilities and frontline employees have a posi-
tive relationship with the tourism images which
comprises of country image, destination image
and hotel image?
2. How do tourism images affect tourist satisfac-
tion, commitment most and importantly their
revisit intention in the face of the unfavorable
occupancy rate and declining revenue per avail-
able hotel?
3. To what extent does the total tourist experi-
ence is able to create tourist satisfaction and
commitment?
4. How can the hotel operators, the Department of
Tourism and Commerce Marketing (DTMC) of
UAE and travel agencies ensure that the country
image, destination image and hotel image are
sustained to generate tourist responses which
will develop into positive revisit intention?
All those questions warrant an empirical investi-
gation. In addition, the influence of the individual
underlying dimensions of the total tourist experi-
ence (promotion, price, core products, facilities
and frontline employees) on tourism images (coun-
try, destination and hotel) and tourists responses
(satisfaction and commitment) and the impact of
these attributes on tourist revisit intention need
holistically be investigated.
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