Envisioning the Future of Heritage Tourism in the Creative Industries in Dubai: An Exploratory Study of Post COVID-19 Strategies for Sustainable Recovery

Abstract

This exploratory study investigates the challenges for the heritage tourism industries in the UAE by focusing on the strategies and policies adopted during the COVID-19 pandemic. This study aims to identify the business strategies, analyze the contextual challenges for service providers, and explore how providers managed these challenges during the COVID-19 pandemic. A multi-case study approach is adopted with 12 renowned and leading heritage tourism providers (CEOc, managers, and relationship managers) Additionally, four tourism academics interviewed through qualitative semi-structured interviews. The data were obtained during the post-COVID-19 economic recovery period from January 2022 to November 2022. The protocols of the Delphi technique and the Template Analysis (TA) approach were combined to develop richer insights. Initially, the challenges discovered were thematically categorized under two levels, which were (i) Inconsistencies for Heritage Tourism and (ii) Appreciation for Heritage Tourism. As a result, subsequently, four multi-tiered themes (macro, meso, and micro level) emerged as a response to the current challenges: (i) Repackaging heritage tourism, (ii) Long-term safety measures for tourists, (iii) Organizational adaptation and innovation, and (iv) Creative recommendations. The novelty of this study is inherent in its contextualization of an under-explored area, concurrent analysis of a dynamic and lucrative sector, and methodological advancement through the embellishment of techniques. Based on the findings of this research, a contextualized framework is proposed that complements tourism theory and delivers credible implications for researchers, government planners, and tourism providers.

Assessing the Long-COVID Impact on Heritage Organisations

“…The pandemic restrictions caused loss of tourism income for heritage sites, tour operators, hotels, wider communities [13,29,34,64], and for many other industries that rely on tourism [75]. The tourism sector is more vulnerable than other business sectors [76] as is all physical heritage that relies on displays and events [19].…”

“…[18] (p. 298). Documentation, information leaflets, ticketing, membership subscription, and payment became contactless [13,75,124]. The lockdowns interrupted but not stopped long-term development projects [44] nor quinquennial inspections [131].…”

“…Social media has been upgraded from a distraction to main stream engagement [23] and overall digital media has become a necessary public communication method [34]. Haq and co-authors see digital engagement of virtual tours and online interactions as an extensive multisensory experience, an online tourism sector [75]. An increase in digital engagement is expected, for a lasting hybrid visitation [77].…”

“…Most impacted were the already marginalised and vulnerable, particularly of the south hemisphere [23], also impacted by inequality in distribution of vaccines around the world [12]. The economic impact has been highlighted more prominently than the human loss [75]. The use of digital engagement by heritage organisations increased the barrier for already disadvantaged communities [31].…”

Econometric Modeling of Creative Industries Concentration Process in the Siberian and the Urals Single-Industry Towns

“…However, in his 2017 book, The New Urban Crisis, he points out that only the creative class itself will benefit from the economic growth of the creative economy, and that economic growth transfers the problems of cities to the periphery, increasing spatial inequalities. Nevertheless, as of 2020, using the UAE as an example, the contribution of creative industries to the Gross domestic product (GDP) of individual countries has already reached 12% [2].…”