Visitor Attraction Management

Dubai SandSki SECTION (1)

EXECUTIVE SUMMARY

The new visitor attraction project in Dubai is for sand skiing activities and desert similar activities based on indoor resort which will be similar to open grounds in desert. The new visitor attraction project will be similar to snow skiing but new introduction with different environment artificially made.

The purpose of the Dubai SandSki is to provide entertainment and leisure activities which is unique of its kind in Dubai. It will be center of attraction for local and international customers who are traveling local during weekdays or weekends and visitors coming from abroad for vacation or holiday.

The Dubai SandSki is aimed at to provide friendly and suitable environment for their customers with expansion plans in facilities and activities every 10 years. Furthermore, the Dubai SandSki will play a vital role in boosting the economy of Dubai in travel and tourism industry.

The location of Dubai SandSki is accessible and suitable for customers from Abu Al Ain, Sharjah, Abu Dhabi, Hatta and Jebel Ali. It is also near Global Village and Mall of the Emirates as shown in figure 1.

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Figure 1: The Dubai SandSki Location

The Dubai SandSki internal climate will be suitable and better than in the desert within closed space area where the skies are not seen. It is more enjoyable than snow skiing due to demand for wearing heavy clothes and terrible climate that is sometimes not bearable by the customer.

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The sand skiing with its various sports and entertainment activities will provide more than offering by the snow skiing within warm and suitable weather. The Dubai SandSki main sports activity is sand boarding, skiing and skating on the sand artificially brought in and designed for adults.

The children will enjoy water and sand games and sports. There are also suspended cable car and electric on the other side of the SandSki. In order to provide a friendly environment for customer of Dubai SandSki facilities like restaurants, hotel apartments, washroom for female and male, prayer room for female and male, lobby for waiting and seating area.

The Dubai SandSki will provide customer service for selling entrance tickets in the games and sports area for adults and children including sales of equipments required. The customer service will also serve as for receiving complaints or problems and suggestions for their satisfaction and assuring they are having satisfied and great experience.

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The restaurants and restrooms including lobby are open area which is accessible by all and tickets are not required.

The figure 2 will present the layout of the facilities provided by the Dubai SandSki for customers, visitors, or tourists.

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Visitor Attraction Management

Dubai SandSki SECTION (2)

REPORT METHODOLOGY

The Dubai SandSki report description is prepared with the use of secondary research method which is for collecting data and summarizing it from useful references. The main area where secondary research method is used was during preparation of presentation.

While preparing this report there was enough information to continue and provide unique information with self brainstorming and discussing ideas for expansion and other related components for Dubai SandSki project.

The project idea to attract tourist is new in Dubai and there is no such project yet that is launched. However, the alternative projects that are already launched are browsed to have an idea for the contents of Dubai SandSki investment.

The primary research method is time consuming and not cost effective and due to this reason the secondary research method is adopted. The information is available by this method so it is preferred rather than primary research sources.

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Visitor Attraction Management

Dubai SandSki SECTION (3)

REPORT DESCRIPTION

1) Dubai SandSki Future Developments

The Dubai SandSki improvement and developments will be every 10 years which will be decided based upon assessments of capabilities, customer needs for demand, and financial status. By looking at Dubais activities and projects the future developments that will take place are listed below:

1) Shopping facilities for external desert activities (expansion of items for equipments sold or rented).

The customers will benefit from the equipments that are sold or rented which is sold for open customers either using in our facilities or outdoor activities. The companies providing these equipments with quality assurance and competitive quotation will only be contacted.

2) Shopping renting areas (business types and products are subject upon approval)

The shopping areas will be ranging 5-10 shops selling various items that is not affecting the environment nor unintended items that the customers might not benefit. Page 6 of 16

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The reasons are that besides just selling or renting shopping spaces we are concern about friendly environment for our customers for benefiting from it.

3) Expansion of space area and redesign of sports facilities and activities.

According to the observation that will be conducted for the number of customers visiting the expansion space area will be finalized and this is not linked with future developments 1 or 2.

4) Opening new branch in Fujairah in a location accessible by customers from Sharjah, Ajman, Umm Al Quwain, and Ras Al Khaimah.

The new branch is to expand for customers facing difficulty to access and visit Dubai SandSki. It will be launched as per demand assessment and capabilities in the future. However, once Dubai SandSki is capable the branch will open in the new market share area.

The above future developments are depending upon the objectives and will be evaluated whether it is potential development benefiting Dubais economy and Dubai SandSki profitability. Page 7 of 16

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If any of the future development is not established or achieved after 10 years it is certain that after 5 years that management of the Dubai SandSki will make sure to take benefit out of it by launching the developments.

2)Impact on Dubais Economy

The Dubai SandSki with future development opportunities such as shopping facilities and shops renting with expansion plans are targeting to increase the number of local or international visitors to our place.

There will be positive impact on the economy of Dubai due to attraction of tourism. The economy will have more space for travel and tourism industry improving the economy and activities within Dubai.

However, the new branch in the Fujairah will not have negative impact as it will be new branch with less space area in comparison and similar prices and equipments during the time of launching. The new branch will be launched with same name Dubai SandSki to proudly present new tourist attraction and impacting that its parent branch is in Dubai.

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The new branch will have positive impact on economy of Dubai as most of the customers will be likely to visit to Dubai due to its name attracting people to Dubai rather Fujairah.

Therefore, the tourism circulation will end and rest at Dubai itself. However, the expansion and improvement of facilities of main branch involves high impact for improving and developing the economy of Dubai.

3)Impact on Travel and Tourism

As the economy is being developed and improved there will be positive feedback for travel and tourism. According to this impact sponsorship is expected to gain for new future developments.

The reason is that Dubai SandSki will become leading tourist center of location for Dubai. The Dubai SandSki future developments will be integral part of tourism industry to help expanding and attracting tourists to Dubai.

Furthermore, the tourism industry will be motivated due to increase in projects which is helping them to market Dubai and attract more and more visitors on daily basis.

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The difference due to his project in Dubai:

The general impact will be creating a positive awareness about the Dubai SandSki facilities that are provided and image of travel and tourism industry collectively. The major impact will be on travel and tourism industry including the economy of Dubai which is being able to continue providing quality and amazing experience for the visitors. There will be increase in the number of reasons that they can market Dubai.

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4)Developments Funding and Sponsorship

The major funding will be required for expansion of Dubai SandSki and opening new branch in Fujairah. The return on investment will be used to pay bank loan and future developments 1 and 2.

During the 3rd year operation the Dubai SandSki will report and market earning, number of visitors and positive reports about the status of the operation by creating awareness locally and internationally. This will create market awareness about the professionalism and customer satisfaction. By this the Dubai SandSki will attract more customers and investors.

The funding and sponsorship targets in ranking are:

Attracting investors locally and globally with limited ownership. Attracting government personnel willing to sponsor partially or completely.

Attracting government officials for making investment and helping to expand.

Attracting banks for loans for funding with minimum interest or profit rate.

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Finally, attracting the government of Dubai to fund the project which is preferred in all means rather the all above. This is because it is beneficial and essential due to no interest, no payback, and etc.

During

the

marketing

activities

for

advertising

Dubai

SandSki

performance and proposed projects, when there is any sponsors will be short listed for 6 months for analysis and proceeding within the best interest.

5) Expansion Assessment - Objectives

The objectives are related to the Dubai SandSki organizational objectives listed in the below table:

FD 1)

Objective Statements for Future Developments

To increase the satisfaction of the customers with reduce of 50% complains with all possible equipments that is assuring quality and better performing than before.

2)

To cover 95% of equipments that is needed by the customers. To increase sales of equipments 50%. To provide shopping areas where the customers will shop while

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not playing which potential is selling products of 99% either related to SandSki or customer needs.

3)

To increase 20% profit area from space renting and shops. To increase 35% number of visitors. To increase revenue 10%. To increase satisfaction of customers 99% as comparison of before and after changes.

4)

To assure return on investment within 10 years. To attract new demographic region customers (increase in customers 80%.

To satisfy new branch customers with 10% complains.

6) Dubai SandSki Sustainability

The Dubai SandSki project is making sure dedication to sustainability. The factors keeping into concentration for not affecting the local community are:

Providing dress code for entering into the activities and games area.

Assuring there is no danger involved for adults or children. Providing first aid assistance by the customer service

representative. Page 13 of 16

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Respecting the culture of local people. Establishing policies and procedures for controlling issues and problems among the customers.

Avoiding and minimizing wastes from operational activities. Minimizing water wastes and managing it. Minimizing over usage of water. Assuring health and safety from the serving of the foods from the restaurants.

Assuring clean and good sand within the sports environment. Providing clean and healthy environment for children and adults.

The managing of sustainability within the management of Dubai SandSki is important to maintain friendly and appropriate playing and entertaining environment for all nationalities and culture and for all age groups. If there is no sustainability management then this might affect the concentration areas with harming the status of the organization.

Therefore, in order to increase profit and gain customers for maintaining market share sustainability is important which might lead to failure of the investment that is made.

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SECTION (4)

RECOMMENDATION

/CONCLUSION

There is no 100% profitable investment and project but the way the project is launched, marketed, and developed with improvement are essential. There are possibilities for failure even though it is unique project if the customers are not provided with facilities and environments they will be interested in experiencing.

As a result, conducting feasibility study about the requirements for setting up, management capabilities and funding available 120% are essential for any investment success in travel in tourism. The starting of the tourism attraction in Dubai rather than Fujairah is because of the fact that Dubai is vastly growing in travel and tourism where there are numerous visitors internationally. Moreover, there are local visitors traveling locally.

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