Tourism Dissertation Sample Paper on Content Analysis

Content Analysis

Qatar’s Cultural Heritage and Tourism Analysis

Theme 1: Current stand of Qatar in Cultural Tourism industry.

The tourism industry in Qatar is generally improving at present; however there is no particular indication from this research about the current performance of cultural tourism. The tourist interviewed by the researcher (see Appendix II, interview 1) has made an observation on the improvement of Qatar’s tourism industry but she does not know anything about cultural tourism. None of the other interviewees has given any information concerning cultural tourism even if they feel the tourism industry is picking up. The Qatari resident is of the idea that the government is taking initiatives to help continuous expansion of this industry, he cites that mission 2030 has played a key role in this growth (see Appendix II interview I). The researcher feels that, considering the current increase in the revenues received from tourism industry in Qatar, it is evident that there are significant efforts being put forward by the government to ensure even better revenues come from cultural tourism (Çalışkan, 2010). There are also a lot of cultural events as well as cultural heritages that are in Qatar such that if the present trending growth continues, the country will be able to see cultural tourism industry as a major contributor in the economy (Çalışkan, 2010). The student interviewee agrees with this strongly that the government needs to put more efforts in this (see Appendix II, interview 5). The tourist from Philippines also considers Qatar as a developing country (see Appendix II, Interview 1) a fact that heightens the fact that more can be done in this industry as the country grows.

Theme 2: Marketing and promotion strategy that Qatar can utilize in developing these forts.

Qatar has at its disposal various strategies which can be utilized in marketing and promotion of its cultural attractions. Each of these strategies majorly relate to advertising of these sites through a number of platforms (Peterson, 2006).The interviewee who is a foreign resident and employee in the hospitality sector suggest that people should be made aware of the existence of these sites through television adverts (see Appendix II, Interview 2). The researcher is of the view that during this era of advancement in technology, social networks would also be very appropriate for marketing since a huge population in the world has access to internet and social networks. This has also been suggested by the tourist (see Appendix II, Interview 1). Domestically, a number of methods can be used to market the sites such as the banners and street Ads mentioned ( see Appendix II, Interview 3) as well as teaching about them in institutions of learning (see Appendix II, interview 5). These methods can be used collaboratively to promote both domestic and international tourism (Akkawi, 2010).

Theme 3: Marketing frameworks that can be used for the forts to market themselves.

The marketing frameworks that the forts can use to market themselves are also quite a number. These are necessary in reaching a wider target of tourists both domestically and internationally. Some of the methods utilized would also be used for a longer time periods unlike the adverts that may be seasonally placed or would require constant changes (Peterson, 2006). For instance as mentioned by the interviewees’ documentary movies and journal articles that are produced and written by skilled journalists are items that can be produced and distributed locally and globally ( see Appendix II, Interview 2,3 and 4). They can also be stored in libraries where generations to come can be able to review them and learn about these sites. The government can also plough back some of the incomes generated from these sites to buy tour buses that take tourists round these sites, school trips would also enhance the learning experiences of students as they also participate in domestic tourism (Akkawi, 2010). These frameworks would work well in promoting these sites; however the researcher feels that it would require proper government policies and investments for these to be successful.

Theme 4: Challenges Qatar facing in promoting AlRakayat fort and Thaghab fort.

It is unlikely that challenges are not experienced in the efforts to promote AlRakayat Fort and Thaghab Fort. The reasons for these challenges is that cultural tourism is still a new phenomenon in Qatar and a lot of progress has not been made in learning the needs of targeted tourists as well as those visiting. There is also a challenge in finding out the most appropriate way to package these sites to tourists when advertising them (Timothy, 2011). Both the tourist and foreign resident believe that cultural tourism is not a well known industry for Qatar; this could be due to its focus on other areas of tourism such as sports tourism (see Appendix II, interview 1 and 3). The resident Qatari and student also believe that Qatar needs a lot of time to build this kind of tourism in Qatar since it is something that was not introduced long ago (see Appendix II, Interview 2 and 4). The researcher also thinks that this is the truth of the matter, considering a lot of unfamiliarity that are related with the new cultural tourism industry, the government as well as all those bodies involved require more time to learn everything pertaining to the industry. This includes tourists tastes, the manner in which to package different products as well as how to retain the group of clients that visit these sites for the first time (Timothy, 2011).

Theme 5: Strength and weakness of marketing and promoting cultural heritage attractions in Qatar.

There are significant advantages and disadvantages that will be derived from the government’s efforts to promote cultural heritage attractions in Qatar. In the research, the tourist is of the view that these efforts will ensure more tourists will come to the country and there is actually no weakness that will be derived from these efforts (see Appendix II, interview I). This partly true since there is a high likely hood that well directed efforts will ensure that more tourists are visiting. As cited by the resident Qatari man, the student and employee in the hospitality industry, these efforts will definitely have some disadvantages too. This is because despite making the country well known out there in other countries which will increase the flow of tourists in to Qatar, a lot of costs are likely to be incurred in these efforts. The efforts will help the country’s economy to also improve and create a lot of job opportunities. However it may also result to a lot of capital funds diversions to tourism industry which may leave other sectors of the economy ailing. It may also lead to erosion of the same culture of the Qatar people due to interferences from the cultures of different people from the whole world that would be visiting Qatar (Timothy, 2011).

Theme 6: Reactions and attitude of Qatar residence towards cultural heritage attractions.

The Qatar residence may not only imply those who permanently reside there in this case, but those who may be there for various reasons such as business, visiting families or seeking job opportunities (Timothy, 2011). In this research the population sample selected represent of different groups who are in Qatar for a number of reasons but all their attitudes towards cultural heritage attractions are positive. There is the tourist who says that she would like to visit such places to experience the cultural events and activities that may be happening there. The man from Qatar not only takes those places to be good to visit for leisure but also as a source of learning experiences like history and other stories. The foreigner who is an employee in Qatar as well as the Engineering student also would like to visit these particular attractions to experience the various cultural events that may be available. This depicts how much cultural heritage attractions are important in the tourism industry in Qatar and the government should go on in doing everything possible to ensure there is more growth in it (Timothy, 2011).

References

Akkawi, M. (2010). Resident attitudes towards tourism development in conservative cultures: The case of Qatar.

Çalışkan, V. (2010). Examining Cultural Tourism Attractions for Foreign Visitors: The Case of Camel Wrestling in Selçuk (Ephesus). Turizam–International Scientific Journal14(1), 22-40.

Peterson, J. E. (2006). Qatar and the world: Branding for a micro-state. The Middle East Journal, 732-748.

Timothy, D. J. (2011). Cultural heritage and tourism. Channel View Publications.