Reflection of assignment

Tourism has improved the standard of living, the economy, and the communication in Dubai as well as the well being of the destination.
Despite the Western influence on Dubai ever since Globalisation has set foot on the destination, the strong heritage and culture that Dubai has still holds very strongly on the environment.

As the Emiratis are very hospitable, they would accept every visitor that comes to Dubai, except those who disrespect the culture and heritage of the destination (like wearing shorts when they visit Dubai).

In a way, tourism does change a destination and whether it affects the destination positively or negatively, the locals have a huge part to play. However, the positive impacts should be able to “cover” the negative impacts that the destination faces.

As show in this picture, Dubai has improved in terms of the economy, the infrastructures and this is the result of Globalisation. It has definitely improved the standard of living of the Emiratis.

“Disneyfied” Dubai?

Disneyization has aid the growth of tourism in many countries all around the world. Disneyization is the spread of principles of the theme parks on the destination itself. It has four main dimensions which are; Theming, Hybrid Consumption, Merchandising as well as Performative Labour.

The location in Dubai that has undergone Disneyization would be Atlantis, The Palm.

It is situated on Palm Jumeriah Island, which is the first man-made island. The Palm is seven star resorts which incorporates the theme of water in its destination. It offers a clear view of the Persian Gulf and structure of the destination is in the shape of a palm.

The Palm offers a water adventure theme park, Aquaventure, with thrilling water slides, an underwater aquarium, The Lost Chambers, and a chance to interact and swim with dolphins at the Dolphin Bay. The Atlantis Dive Centre is a five-star dive centre which allows visitors to dive with man-made reefs and there will be certified divers to coach non-divers.

Aquaventure

The underwater aquarium which allows visitors to dine in.

With such a concept, the theme park will be able to offer tourists the opportunity to go shopping, be entertained and at the same time, as well as to enjoy the water theme park.
Theming will transforms a destination fully as it gives a clear meaning and symbolism to the attraction that it has been applied to. The Palm is made up of homogenized, standardized fare, whereby it offers many water themed attractions and activities for the visitors. Theming is also important to a destination as it is to differentiate themselves from the other unique destinations so that more visitors will want to the destination to experience something new.

Hybrid Consumption is whereby different forms of consumption become interlinked with each other and it becomes difficult for the users to distinguish the different types of entertainment. At The Atlantis, visitors will be able to indulge in the different types of activities. There is the Dolphin Bay, where visitors are allowed to swim with the Dolphins, the Aquaventure Park, where visitors will be able to get an thrilling water slides and rides. The Lost Chambers will allow visitors to have an exciting experience where they get to have a “tour” of the underwater world. Besides from these attractions, The Atlantis also offers shopping, entertainment like pools, nightclubs, spa as well as beaches.

By having all these activities that have been mentioned, it highlights the fact that The Atlantis has adopted Hybrid Consumption in their destination. When more consumption items are linked or fused together, it allows consumers to maximise their experience there, like entertainment with shopping, consumers will be exposed to shopping and entertainment at the same time.

The ShuiQi Spa allows visitors to relax in the different treatments offered, including a personal Butler service.

Sip cocktails in Barazura and enjoy the magnificent views over Palm Jumeriah.

Merchandising is defined as promotion of goods in the form of bearing the copyright images and logos, including such products made under such license. (Bryman 2000 p.79)
The Avenues that are available for visitors to shop and purchase goods have a number of luxury boutiques to allow them to splurge and indulge in those luxury goods. Designer brands like Levant, Precise and Ondademar will be able to safisfy the shopping needs of the visitors. Apart from that, the different boutiques in Aquaventure, The Lost Chamber and Dolphin bay also sells merchandises and souvenirs for visitors to purchase. These will also be another platform for The Atlantis to generate sales revenue and also to build brand image.

Perfomative Labour refers to employees masking an emotion as if they are performing in which their workplace is similar to a stage. These employees become like an actor on a stage where they have to “fake” emotions just to ensure that the visitors will have the experience of how the destination feels like.
Dolphin expert trainers were brought in to facilitate the interactions between the visitor and the dolphin. This also ensures the safety of the visitor so that should any mishaps happen, the trainers will be there.

Interaction between trainer and visitors

Focus of Dubai's calendar of events

Date (Year 2012)	Festival/Event
1st January	New Years Day
5th January to 5th February	Dubai Shopping Festival
Whole of March	Taste of Dubai
1st April	Dubai Fashion Week Spring/Summer 2012
1st May	China Sourcing Fair
22nd to 24th May	Airport Show
1st June	Dubai International Dance Festival
15th June to 31st July	Dubai Summer 2012: Dubai Summer Surprises
15th June to 31st July	Dubai Summer 2012: Modhesh World
20th July to 18th August	Summer in Dubai: Ramadan in Dubai 2012
19th August	Summber in Dubai: Eid ul-Fitr 2012
27th to 29th September	Cityscape Global 2012
October 2012	Dubai Fashion Week Spring/Summer 2013
26th October	Eid in Dubai – Eid al Adha 2012
1st November to 3rd March	Global Village
14th November	Islamic New Year 2012
2nd December	National Day

The focus of Dubai’s calendar of events focuses strongly on exhibitions so that foreign investors can take advantage of this time to create business opportunities. It also focuses on festivals and events that showcase the strong culture and heritage of Dubai. There is also an Islamic New Year apart from the ordinary New Years Day in the calendar of Dubai as they are strong believers of Islam.

Tourism impacts on the authentic culture of this place and the indigenous group

Socio-cultural impacts of tourism are affected strongly by the host and guest relationship. Travelling will allow interaction between the host and guests and tourism will increase the understanding between people and cultures. It increases the awareness of the destination itself and it also increases the contact between the locals and the tourists.

There will also be cultural exchange between the host and guests and this increases the knowledge that tourists will have of the destination, culture as well as the Bedouins. As the Bedouins are the minority in Dubai, tourism will definitely boost the number of people who will visit the tribe as well as it increases the awareness of the Bedouins.

Tourism will definitely bring about positive economic impacts to the destination as it will increase the amount of tourists’ receipts to the destination and when tourists visit a destination, it will contribute to their economy as they will have high spending power. Tourists will have purchase souvenirs, consume food and drinks and there is a possibility that they will have a home stay with the Bedouins so that they will be able to experience the Bedouin life.

Tourism will also encourage civic involvement and pride in the destination as well as among the Bedouins. Bedouins are very hospitable people and they will not hesitate to showcase their authentic culture and values to tourists who wants to know more about it. This proves that the Bedouins are very proud of their own culture. This will stimulate a feeling of pride of the Bedouin heritage and this will encourage interest in conservation and sustainability of the destination.

However, tourism will also bring about negative impacts to the destination as well as the Bedouins. If the amount of tourists increases tremendously, it will cause overwhelming emotions for the Bedouins and they will have no choice to adapt to the tourists’ demands. This will then also lead to Standardization, where the Bedouins will have to customize their lifestyles and habits just for the tourists.

Authenticity of the culture from the point of view of a tourist

The authenticity of the culture of the Bedouins is rich in authenticity as it does not portray a “cooked” image of the destination. When tourists visit the Bedouin tribe, they will be able to soak in all their rich heritage and culture. There has not been a change in their culture or the way they have dressed or speak even with Western influence due to Globalisation.

A destination is not authentic when the locals are dressed or behaving differently than they normally do. However, for the Bedouins, they have to be dressed in their traditional clothes everyday as their rich culture and traditions are conservative and strict in terms of their behaviour and dressing.

Hence the tourists will be able to have an authentic experience when they visit the Bedouin tribe. The tourists will have a new and enjoyable experience as the Bedouins are hospitable people who welcome tourists with open arms and they are willing to share with the tourists about their culture.

Bedouins showcase their culture in everything they do, from their dressing, to their food, to the way they serve coffee to their guests.

Indigenous group - Bedouin

The indigenous group in the UAE comprises of descendants of the nomadic (people who move around from place to place) Bedouins of Arabia. There used to be a large population of the indigenous community, until the 18th century where the fishing of pearls has increased the standard of living of the locals and now, only 25% of the indigenous group is nomadic. The rest of the population of the Bedouin now live in urbanized residential areas. There are two classes of Bedouin – “true” Bedouin and the “fellahin”.

“True” Bedouin have been hitching rides from caravans that have crossed their path while they drive across the barren deserts. On the other hand, the “fellahin” have settled on the edge of the desert. As the land in the UAE is mostly fertile, most of the Bedouin are more of the “fellahin” type.

The word Bedu comes from an Arabic word, Badawai, which means dwellers of the desert. Bedouins are followers of Islam and Islam is deeply rooted in the Bedouins and prayers are essential in their lives. Bedouins who have Israeli citizenship will receive free education and medical services. Bedouins are extremely hospitable, be it to their fellow Bedouins or foreigners.

There are certain traditions that the Bedouins have kept from their ancestors. Examples as such would be camel racing, their dress sense, hospitality as well as the Ramadan.

In areas where there are many Bedouin tribes, they would organize camel racing and the owner of the camel that wins the race will be recognized as the most important person he is living with.

Weddings can only be organized if the groom has successfully asked for the hand of his potential bride. The bride will then be carried on a special carriage that has been specially built on a camel’s back. A traditional meal will then be prepared to celebrate the happy occasion.

As the Bedouins are strong believers of Islam, they tend to be conservative in terms of their dressing too. Ladies have to be extremely conservative and they have to be covered from head to toe; only revealing their eyes.

Bedouins are well known for their hospitality and this can be seen when they serve their guests coffee. There are three expressions:

1. El-Heif: The first cup that is poured will be tasted by the Bedouin so that the guests will feel “safe” drinking the coffee.
2. El-Keif: The second cup that is poured will be tasted by the guest.
3. El-Dheif: This will be the cup for the guest and it is to be drunk by the guest.

There is also a Bedouin Heritage museum in Abu Dhabi which will preserve the tangible and intangible heritage of the Bedouins and it promotes the Bedouin culture and its authentic values. The museum does not only offer tangible artefacts for the visitors but the museum also organizes cultural programs that are related to the Bedouins.

Culture of Dubai

Flag of the United Arab Emirates

Map of United Arab Emirates

Background information on Dubai (دبيّ) :

• One of the seven emirates and the most popular and fast-growing city in the United Arab Emirates (UAE)
• Capital of UAE: Abu Dhabi
• Official language: Arabic
• Dubai is often known as the world’s most modern city
• Has a population of more than 3.45 million
• *fun fact* There are no street addresses in Dubai!
• Built the first man-made island; Palm Island

The culture in Dubai is very conservative and it has strong Islamic traditions that forms the UAE and tourists have to be sensitive to the culture of Dubai if not would cause the Emiratis to be really upset as they would feel as if the tourists have disrespected the culture of Dubai.
Dubai is very focused on preserving its national heritage as well as building on the Arabic character. It is also important to foster the Islamic heritage and traditional assets of Dubai as it is deemed as a culturally rich destination.

Even though Dubai is very conservative, alcohol is not banned. Alcohol can be consumed in places like hotels, bars and nightclubs, as long as they are confined. Westerners and foreigners are also advised not to boast or flaunt their Western culture to the Emiratis as they find it offensive.

Foreigners have to abide to their dressing guide as if they show too much skin, it will be a sign of disrespect to them as well as to their culture. However this does not mean that they do not welcome tourists, Emiratis are actually really hospitable to their guests.

As Emiratis are conservative because of their culture, they will dress according to their traditional clothes.

Perception of Dubai

My perception of Dubai is that it is a destination that has is culturally rich but with the influence of Globalisation, it has transformed into a destination hub for tourists.

To me, it is a destination which has undergone a lot of changes, culturally, economically as well as in terms of their image. However, despite all the changes that Dubai has gone through, it has transformed into a more globalised destination whereby more tourists are attracted to.

Welcome!

Hi there! Welcome to Culturexpress!

This blog will showcase a case study of Dubai on Globalisation//Disneyization.

I hope you'll find the information useful to you and I hope you enjoy your stay here! :)

Do take a look at the videos to have more insights on Dubai!

References

1. Abu Dhabi Tourism Webpage: http://www.visitabudhabi.ae/en/our.heritage/bedouin.aspx

2. Dubai Travel Guide: http://www.dubai.com/v/history/

3. WTO Webpage: http://www.worldtourism.org

4. Douglas, N. (2001) Special Interest Tourism: Contexts & Cases. Brisbane: John Wiley

5. Gavin Eccles, Jorge Costa, International Journal of Contemporary Hospitality Management Vol8, No. 7 pp 44-51 1996

6. Hall, C. M. (2005) Tourism: Re-thinking the Social Science of Mobility. London: Pearson Prentice Hall

7. Joan C. Henderson. (March/April 2006) International Journal of Tourism Research Volume 8, Issue 2, pp 87-99

8. Jonas-Larsen, John Urry, Kay W. Axhausen Annals of Tourism Research, Vol.34, No. 1, pp 244-262 2007 Networks and tourism Mobile Social Life

9. Meethan, K. (2001) Tourism in Global Society: Place, Culture, Consumption. New York: Palgrave

10. N.A.. (January 1, 2008). UAE Interact. In A Museum for Bedouins Heritage in Abu Dhabi. Retrieved November 30, 2011, from http://www.uaeinteract.com/docs/A_Museum_for_Bedouins_Heritage_in_Abu_Dhabi/28169.htm.

11. Professor Richard Sharpley (2008) Planning for Tourism: The Case of Dubai Volume 5, Issue 1 pp 13-30