Unveiling the Impact of Nature-Based Tourism Marketing: A Phenomenological Analysis of Experiences and Emotional Engagement on Tourist Behaviour in the United Arab Emirates

Abstract

This study explores the impact of nature-based tourism marketing on traveller behaviour in the United Arab Emirates (UAE), a region primarily known for its man-made attractions. Identified through bibliometric analysis, there is a significant gap in understanding how these marketing strategies influence tourists. Grounded on the Travel Career Pattern (TCP) theory and using a qualitative phenomenological methodology approach, data were gathered through semi-structured, in-depth interviews with international tourists. Thematic analysis-based findings reveal that the success of nature-based tourism marketing, in terms of attracting tourists, increased expenditure on accommodations, guided tours or local products, hinges on the authenticity and emotional appeal of the marketing content. Furthermore, maintaining the long-term appeal and environmental integrity of nature-based destinations depends on responsible tourism practices. Despite challenges like over-tourism and environmental degradation, participants supported sustainable management practices to address these issues. The TCP model effectively explains how these factors resonate differently with tourists at various stages of their travel careers. This research illustrates the effectiveness of nature-based tourism marketing in enhancing tourist experiences and contributing to the economic and environmental sustainability of destinations.