The importance of heritage of the UAE

The importance of heritage of the UAE

 

Collect data using the methodology tools,
then write 15 pages (1.5 spacing) outline according to the following:
– Introduction "10 pages" (with the following elements): context of the
topic, topic chosen and justification (why this topic is interesting), first
questions raised by the topic, main question, hypothesis, methodology
chosen, presentation of the outline.

Main Question:
“how can one understand the Emirati’s passion for heritage when the whole
country is involved into deep transformations and focuses on the future?”
Hypothesis:
H1: The importance of heritage is linked with the creation of UAE, it is part
of the construction of the modern state even though it is an issue related to
past.

 

Solution

Introduction
Context of the topic
The UAE, especially Abu Dhabi and Dubai cultural heritage sites are famous as one of
the global destinations rich in tourism and cultural inheritance. Heritage and culture for years
have become central pillar towards the UAE’s national identity. Recently, there has been a
deeper awareness that is aimed at preserving the indigenous culture that defines the Emirati
society. According to Ashworth (2003, p. 98), there has been a renewed emphasis that focuses on
an aspect of the evolution of art and creativity in UAE.In the modern society, tourists have
become more interested in cultural heritage hence the need for destination areas in the world to
focus in this field. The UAE government has thus taken measures to transforms tourism in the
UAE focusing more on the cultural tourism as a strategy to diversify tourism in the country. The
young Emiratis have thus taken measures to claim their artistic future and further expressed
themselves in a unique way that significantly reflects their cultural diversity (Cameron, 2009, p.
14). For over the year, the UAE has been known widely for its civilization, rich ancient history in
addition to a richly accumulated creative cultures, heritage, and diverse tradition. Studies have
shown that the cultural heritage of the Abu Dhabi is the richest globally and has for years played
a key role towards the city’s development.
According to Dittmer (2010, p. 222), the country has not limited itself to the historical
and the archeological diverse inheritance but has ventured immensely into the creativity of the
Emiratis. Studies have further shown that cultural tourism plays a significant role in terms
enabling the citizens to showcase their rich cultures, their history, and the state’s heritage.
Cultural heritage has thus helped in shaping what can be viewed as a positive image on the
national identity and culture. To promote its cultural heritage, the country stands to benefit

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immensely from huge vacation benefits. Cultural tourism currently has shifted from the
traditional notion of visiting certain archeological sites, monuments, festivals and further
watching some unique traditional industries. According to Atkinson & Delamont, (2006, p. 169),
diversification strategy has been introduced to improve tourism and further attract new potential
tourist. Studies have shown that Abu Dhabi is one of the most vital tourist attractions globally as
a result of diverse attractions such as culture, religion, and even the Arab history. The region is
further strategically located creating a unique destination in the list of most advanced cities.
Economically, studies have also shown that Abu Dhabi has established itself among the
most advanced cities and the top ten oil producing countries. It is evident that the cultural
heritage tourism significantly focuses on the diverse elements of cultural heritage. These
components entail both the tangible and the intangible heritage that has led to the emergence of a
close relationship between tourism and culture. In order to achieve this, there is the need for the
state to activate the traditional role of archeological sites. This might entail involving the locals
in various tourism activities such as participation in festival activities such as Abu Dhabi cinema
and theater festivals. According to Boje & Hillon, (2008, p. 651), to understand the aspect of
cultural tourism in Abu Dhabi there is the need for the government to take an active participation
that will in the process activate the heritage tourism development in the UAE. There are certain
elements that are believed to have a greater influence in terms of improving tourism such as
diversity. There is also the need for the government of UAE to improve the various functional
elements that define cultural tourism such as transfer elements such as transport and travel, the
stable elements, accommodation elements and the general infrastructure. In a more general view,
these facilities entail services that in some way tends to satisfy the diverse needs of tourists such
as accommodation, transportation, and entertainment.

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Studies have shown that the notion of cultural heritage preservation taking into
consideration all the sites and landscapes is a vital activity that is fully embedded in modernity. It
is clear that cultural heritage has for many years contributed great value both for the national and
international economy. This has further given and defines a country’s identity particularly in
most of the developed states such as UAE. It might prove difficult to preserve the cultural
heritage as the result of various factors including lack of adequate public resources in addition to
total mismanagement of the already allocated resources. The ministries of culture and national
heritage have been limited in terms of their efforts to address challenges related to cultural
heritage preservation. Nevertheless, in the current days, there are numerous non-profit
organizations that have been established globally and have played a primary role concerning
enhancing cultural preservation. UNESCO is a global organization that has for many years taken
a critical position in terms of preservation of cultural heritage.

Topic chosen and justification
The topic chosen for the project is Emirati’s passion for Heritage and Cultural Tourism.
The topic will focus on the concept of heritage and cultural tourism in the UAE with an aim of
understanding the Emirati passion for heritage. Heritage among the Emiratis plays a critical role
in the economy. For instance, through preservation of heritage, the country will be able to sustain
its identity globally in addition to huge revenues generated from the tourism industry.
This topic is very interesting in the recent times because research has shown that cultural
heritage has a positive social and economic impact. In addition to this, research has shown that
cultural heritage tends to establish and further reinforce the local’s identity in addition to
building the state’s image. Cultural heritage also preserves the country’s cultural and the

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historical heritage. Evidently, culture acts as an instrument to facilitate national harmony and
enhance people’s understanding besides supporting the renewal of tourism (Graham & Howard,
2008, p. 35). Studies have there is a massive impact on both the social and economic sectors that
often are caused by revenues generated from cultural tourism which is also channeled to support
other businesses in the economy. As a result of the numerous advantages that are derived from
cultural tourism, the locals have thus seen the need to contribute their efforts to enhance it further
since it has a strong forward linkage with other branches of the economy.
Further, it is clear that the topic is interesting because cultural heritage and tourism are
one of the sectors of the economy that has been successful in terms of contributing towards
employment creation. This industry is also considered as one of the unique sectors that offer
ranges of entrainment for both the locals and the visitors (Assmann, 2004, p. 19). Cultural
tourism can thus contribute immensely towards regional development through the creation of
employment opportunities for the youths hence improving the demographic situation. In addition
to this, studies have shown that cultural heritage tourism can contribute towards infrastructural
development throughout the country and the general living environment for both the tourists and
the host community. In addition to these, cultural tourism will help in the preservation of both
the historical and the cultural heritage of the UAE by offering a means for keeping the locals
tradition and further provide finance to preserve the people’s heritage while sat the same time
improve visitor appreciation of the local culture (CHWB, 2012). In a nation that is currently
faced with conflicts and disharmony that in some way are based on a misunderstanding, research
has shown that cultural heritage will facilitate a cultural harmony in addition to understanding
among the people. Evidently, a deeper knowledge of the local’s culture is believed to have the
capability of stimulating understanding and further develop cooperation. It further has the ability

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to promote communal communication and integration. Based on this analysis, it is clear that
partnership is a strategy that will enhance cultural heritage preservation. The concept of the
partnership will entail the governments of different states, various international organizations and
global non-profit organizations. Further, the private sector has a huge role to play in enhancing
the cultural heritage and its development.
First questions raised by the topic
Main question
“How can one understand the Emirati’s passion for heritage when the whole country is
involved in deep transformations and focuses on the future?”
Hypothesis
H1: The importance of heritage is linked with the creation of UAE, it is part of the
construction of the modern state even though it is an issue related to the past.
H2: Heritage constructs the identity of UAE people who are a minority in their
multicultural country.
H3: Heritage is a key element of the cultural tourism strategy of UAE, and its effect is to
help people in showing their identity
H4: Cultural tourism is an element to diversify UAE’s economy.

Research Methodology
This study specifically aims to understand the diverse cultural monuments and tourism by
focusing on heritage and cultural tourism in the UAE with a specific focus on Dubai and Abu
Dhabi. To understand the research question and topic, the study will focus on observation,

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Semiotic analysis and interviews then use the approach to understand fully and explore these
concepts, monuments, and tourist attraction.
Interviews
The interview will be used in the data collection from the field, and this will generate
primary data to answer the research question. This information gathered from interviews will
contribute in situation analysis since it will help bring out the aspect of status quo. The
qualitative methodology will be suitable for the collection of primary data, and the instrument to
be used will be interviewed. Therefore, the researcher will adequately prepare for the interview
with the ministry of tourism in the UAE, the Ministry of Trade and the Ministry of social and
cultural heritage. These ministries have selected because they are the key ministries mandated
with the affairs of tourism in the country (Deacon et al., 2010). A clear research questionnaire
will be developed for the interviews to ensure that the respondents understand the questions
clearly. The researcher will thus develop five questions for the interviews. The respondent will
entail two individuals from the three ministries particularly the managers of the ministries above.
This will ensure that interviews are conducted with the most resourceful individuals within these
departments hence enabling generation of accurate data and information. The interviews will be
conducted face to face since this will enable the researcher to adjust the question when necessary
to suit the current situation. This method is suitable for the data collection since it is less costly
and collects accurate data directly from the respondents. In total, the respondents included in the
interview will entail a total of 6 persons.
Semiotic analysis
This approach simply is the study of meaning-making and further focuses on studying
vital sign processes in addition to meaningful communication. Therefore, this approach is

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suitable for the data collection since it focuses on the signs, designation, communication,
likeliness, metaphor, symbolism and the sign processes (Drew, Duncan & Sawyer, 2010, p.
1677). Studies have associated this approach to the field of linguistic that focuses on the analysis
of language and its structure. The image analysis further entails, focusing on the images that are
found in the tourism brochures on regions in the UAE. In the modern days, brochures have been
adopted in the field of tourism and are employed as one of the effective marketing channels that
significantly influence decisions of potential global tourists. \in the recent research conducted in
the field of tourism, technological advancement and IT, tourism has become more influenced by
diverse official and the non-official electronic marketing media, including, travel websites,
videos, and even photographs. Throughout the UAE, both the national and the regional
marketing bureaus have focused on publishing tourist brochures. The image and their context in
these brochures are treated as tests. This study will focus on the images of Dubai and Abu Dhabi
brochures, and the analysis will make use of semiotic analysis. This approach is believed to be
the most effective since it provides a holistic approach to understanding fully the meaning of
various images but studies have shown that it is dependent on the cultural background of the
researcher (Belz, & Baumbach, 2010, p. 304).
According to Convention Workshop (2012), the semiotic analysis will be applied in order
to understand how photographs have been employed to represent what exactly the tourism and
heritage in the UAE aims to represent by use of semiotic description. The semiotic analysis will,
therefore, investigate the photographs’ content and their composition and further how these have
been combined to strategically communicate a specific message through the use of signs and
various symbols. The categories of the images selected are based on key trends that have been
identified in the UAE image representation.

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Categories Aspects of interest Possible signifiers
Nature in focus calm,
passive rough,
active
wildlife human impact

still water,
meadow,
mountains, glaciers geysers,
volcanoes, waterfalls, puffins,
whales, seals, horses, fish, plants
no humans or human impact visible,
‘pristine nature’

People in focus Gender
Age

context

male, female
children, young adults, elderly
tourists,
locals

Landscapes setting,

shooting method

rural/urban landscapes, ́tiny humans
in vast nature ́
aerial photos,

Activities Passive
active

relaxing, bathing, shopping, dining
doing winter sports, hiking, rafting,
horse-riding

Cultural
heritage

Material
immaterial

hutches, monuments, artifacts
mythical or legendary characters,
Vikings

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Tourist
friendliness

tourist infrastructure
and entertainment

hotels, restaurants, bars, trails,
transport, theatres,
concerts, museums

The brochure samples for the study were gathered from several tourist sports within UAE
especially the tourist information outlets and other accommodation providers such as souvenir
shops and cafes especially in Abu Dhabi and Dubai. Additionally, special attention was focused
on the guide around Abu Dhabi destination.
Observation
Participant observation was employed in order to obtain first-hand insight into diverse
tourism experiences of visiting tourists and the tourist workers in the UAE. This approach of data
collection entailed social interaction between the informants and the researcher. This approach
allows for a systematic data collection. This approach is suitable for the data collection to answer
the research question since it is flexible throughout the entire research. However, it is often
assumed that the researcher often has a general question in mind prior to entering the field. In
order to collect data using participant observation approach, the research was conducted on
various occasions, for instance, participation in the scheduled bus tours together with the tourists.
Throughout this approach, the researcher focused on the behavior and the reactions of the
tourists. Further, the researcher accompanied the tourists throughout the local sightseeing activity
and further engaged in various informal conversations with the tourist workers and the tourists.

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The tourists were observed during their tours in Abu Dhabi and Dubai and various food-tasting
tours. During the entire participant observation, notes were taken and later used during the
application of personal reflections.
Data collection
Qualitative methodology was picked as the main approach to collect data. The researcher
chose different methods in analyzing the research. As a methodological framework, the study
employed an interpretative ethnography of various collected media text that was produced in the
UNESCO initiative (Dalbello, 2009). Competition tends to invite young people to significantly
express their ideas in a form of a storyboard which in that case they are meaningful texts. A
qualitative approach such as observation is valuable when it comes to researching of live
experiences. Using texts, it is possible to generate a meaningful insight while addressing
concepts of world heritage and its preservation. Data collected for this research was obtained
from young people about 12 and 18 years of age. The visual approach is most suitable since it
has the ability to overcome various limitations ad challenges based on the notion that the young
individuals are still developing their capability to consider and further articulate diverse,
complex understanding. Together with the use of observation, the visual approach will
significantly bring the participants experiences into a more considerable view. Using this
approach, it was possible to explore the narratives of the youngsters.

The combination of semiotic and the visual methods was the key form of triangulation in
this research. The study conducted an in-depth analysis particularly at the media text level
(Fraser, 2003, p. 300). The interview was conducted with people with individuals who
participated in the storyboard competition and the UNESCO organizers who were responsible for

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the text production then later apply a semiotic and visual analysis. While conducting the
research, the researcher had to limit the influence of his culture and let the storyboard speak.
The children who were participating in the Patrimonito initiative were asked to try and depict
their life on a storyboard. The development of a storyboard can be related to drawing a certain
comic book. It presents a story in terms of sketches that is often in a chronological sequence. The
story images were then portrayed by use of a series of frames. Drawing as a tool was employed
in this visual research and helped in engaging the participants. The study also focused
specifically on the produced text as a valuable data. The analysis thus entailed visual texts that
were developed by young participants in various geographic locations. Further, perspectives
were collected through text from global children selection.
The storyboard represented visual data that were generated as a form of engaging narrative on
heritage preservation. The research used a semiotic perspective to study Patrimonito storyboards
especially focusing on semiotic of comics (Creeber, 2006, p. 81).
The researcher therefore gathered all relevant materials from UNESCO web page.
Further, the corpus to be focused on entailed 12 storyboards totaling to about 232 frames. The
researcher therefore had to identify a winning visual story. The rules for the competition allowed
the participants to either draw in white and black or even using color and to use about a
minimum of 16 and a maximum of 24 frames. Further, they were not allowed a chance to try
inserting dialogues in these frames but only captions, and this was to be in English. Both the
frames and forms of registration in addition to the presentation with guidelines for the
competition were available on the website and could be downloaded freely.

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Research findings
The story board had to be understood simply as micro stories that were to be integrated in
the macro story of the patrimonito adventure. These adventures were formed by diverse
succession of previous episodes. This patrimonito adventure helped children learn about the
heritage site and the challenges they face. This helped in formulation of solution to address the
challenges and conserve it. The heritage represented in the story board was considered highly
valuable by the young authors. They believe that heritage is their key shared local value that
tends to allow them to be preserved for the future generation especially if they become
endangered. From the texts, the tourists were perceived to be visiting heritage sites because they
become attracted by unique historical relevance in addition to natural beauty. Thus the tourists
were viewed and visitors who are willing to explore and further experience the heritage sites.
The cameras used by the tourist were meant to take picture that they will carry with them
home. These pictures will entail images and the essence of the local heritage hence contributing
towards the local value. Diverse images and the panels used expressed unique emotional
connection to the various heritage sites and further triggered diverse emotional answers.
Focusing on the sense of empathy experienced by the visitors, this was relevant in terms of
mixing heritage preservations and various improvements throughout the livelihood of the local
communities. The heritage ownership in addition to their belonging appeared in all the texts.
This implied that there are massive calls for actions sent to various leaders and the world
stakeholders. The texts were used to raise awareness that were aimed at change in individual
behaviors and support in the policy-making solutions. Among the identity markers that were
found in the texts, the tiger for instance was used repeatedly by Indian children. Tiger is one of

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the national animals in India thus it can be easily understood why Indian children depicted them
in their story board that were related to natural heritage sites across India.
The storyboards presented tiger as being endangered. Other presents the notion that tiger
was not endangered but it is a natural threat originating from biodiversity. This implied the need
for change in behavior of the locals in order to reach a balanced preservation of the diverse
natural heritage. Nearly all the storyboards presented the need for change or the various threats to
many heritage places. Other storyboards presented the fact that the local identify was
endangered. It also showed that deforestation was a threat to diversity and heritage that could
lead to community displacement especially in Cameroon.
Observation
The researcher observed a huge number of visitors both locals and foreigners. The
foreigners had with them huge luggage meant to facilitate their stay in the country they have
visited to experience the heritage. They were thus represented as foreigners taking pictures who
were taking pictures. Most of the tourists were observed to be carrying a camera. The visitors
were seen to take much interest in the unique cultural heritage sites particularly those that
represented the traditional culture off the local. They expressed the feeling of satisfaction from
the sites they visited. The tourist destinations that entailed cultural; heritage elements were the
most toured. From the observation, it is clear that the huge number of people visiting cultural
heritage sites would only imply the importance of the heritage in tourism.
Interviews
The interview argued that there are various benefits that would accrue to the country after
the development of cultural heritage. The benefits would range from economic, social and even
physical. There would be massive job creation for the locals and foreigners opening up of

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various business opportunities. There would be also massive foreign investments and foreign
currency in the state. There would be also an increased exposure of the country to the global
nations.
There are various elements and features that could be developed as a destination
attraction site. This will range from physical infrastructure; the district’s history is also a cultural
heritage resource. There are also old traditional buildings that could be developed as a resource.
People’s culture, values and traditions can make up cultural heritage resource.
Both the locals and the foreigners will be much interested in the developed cultural
heritage resources. These two groups will contribute towards the development of the towns and
further capitalize on diverse historical sites. The private sectors will also play a key role in these
developments. There are also local and global non-governmental organizations that will be
interested in the resource development.
There is a growing interest for both the locals and the international visitors to visit the
cultural heritage sites in the country. There is thus the need for various opportunities to be
developed for both the locals and foreign visitors to enjoy them. Both the local and international
visitors aim to learn something from cultural heritage therefore they will be interested to visit
these sites. It was agreed that there is the need to involve the local residents in the development
of cultural heritage sites. Resident’s active participation is believed to be key towards the success
of the tourist industry. This will also help in the protection and prevention of any

Chapter 1:
The importance of heritage is linked with the creation of UAE
1. To identify the importance of heritage

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2. To find out how UAE has created itself
3. To find out how the heritage is linked with the creation the UAE
4. To find out how UAE has established itself in developing a modern state
5. To understand how the link between heritage and creation of UAE has enhanced tourism
A: Heritage and modern state development
1. To identify the role of heritage in regenerating modern states
2. To analyze cultural industries as one of the economic force for growth
3. To find out how culture and cultural industries have become the major economic and social
forces towards the development of modern state
4. To identify the contribution of cultural heritage towards employment creation
5. To analyze how works of art, creative thinking, cultural trends and languages have been
associated with modern states, their power, and their economic growth
This chapter will thus focus on the importance of heritage and how it is linked with the
creation of UAE. The new town development and how its development is impacted by heritage
tourism will be addressed.
Semiotic analysis to support the argument
Drawings and photos are main resources for the narrative inquiry and visual image
Theoretical references you will use
To understand the concept of modern state development and economic growth and its
relationship to heritage, Linear-stages-of-growth model was focused and evaluated. This model
will focus on accelerated capital accumulation using both local and foreign saving to spur
investment that will in the process promote economic growth and development.

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B
Model of cultural heritage-oriented growth and economic development of modern city
1. To identify endogenous forces that propels development of urban cultural cluster
2. To find out ways in which culture affects the modern state economic environment
3. To understand how consequent changes within the modern state structure feedback on the
cultural activities development
4. To identify various cultural heritages based tools for modern state development
5. To identify the management strategies of changes in the cultural heritage processes towards
the development of a modern state.
This chapter will focus on the model defining a cultural heritage and how the model can
be used to develop the modern city. The elements to be considered in this chapter will entail the
numerous endogenous forces that tend to propel economic growth and development.
Semiotic analysis to support the argument
Drawings and photos as visual image
Theoretical references you will use
Structural-change theory will be applied to understand heritage-oriented growth and
economic development. This model addresses the policies that are to be focused to change the
economic structure of the country to a modern country.

Chapter 2
Heritage constructs the identity of UAE people
1. To understand the identity of UAE people
2. To find out how heritage constructs the identity of the UAE people

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3. To understand the people of the UAE based on their culture
4. To focus on the minority aspect of the UAE people
5. To find out heritage policies that has been established to strengthen the identity of the UAE
people
A
Through heritage, the Emirates can preserve their shared common culture and national
identity despite being the minority and diverse threats in their national identity
1. To identify various common culture in the UAE
2. To understand the aspect of national identity in the UAE
3. To find out the reasons why the Nationals are the minority in the UAE
4. To identify the components of national identities of the locals such as heritage, traditions,
and even culture
5. To find out elements of national identity that are under the threat such as traditions, culture,
and even values.
This part will focus on how the Emiratis can preserve their common culture and the
national identity despite the fact being the minorities in the UAE. The elements to be focused
here will entail the common cultures and the national identity.
Semiotic analysis to support the argument
National Geographic magazine texts and photographs
Theoretical references
Cultural Identity Theory will be employed to understand the Emirati culture and ho it
builds their identity. The model thus suggests that there is a close relationship between the
cultural identity and the overall inter-cultural competence.

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B
Through the preservation of the culture, the future generation will be able to access and
further maintain their culture
1. To find out measures and policies in place to preserve the UAE culture
2. To identify the efforts that the government has made towards maintaining and enhancing the
national identity of the Emirates
3. To understand various ways the Emirates have preserved their cultures and tradition
4. To find out how language has played a role towards safeguarding the local culture
5. To find out policy measure in place to prevent the immigrants from eroding the local culture
and traditions
This chapter will focus on how cultural preservation will help maintain the cultures for
the future generation. The elements to be addressed here will entail various places where cultural
heritages and cultures have been preserved and strategies to preserve culture
Semiotic analysis to support the argument
Visual images like media and education text
Theoretical references
The identity theory will be employed to understand the concept of heritage identity and
the importance of heritage preservation for the future generation.
Chapter 3
Heritage as a key element of the cultural tourism strategy of UAE
Heritage tourism can simply be defined as a branch of the main tourism that is oriented towards
that national cultural heritage of UAE. This therefore entails traveling traveling globally to

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experience unique places, activities and the artifacts that significantly represent the people’s past
stories. This field of tourism entails natural, cultural and even historical resources.
Objectives
1. To understand the meaning of heritage
2. To analyze the importance of heritage
3. To find out how heritage is a key element in the cultural tourism strategy of UAE
4. To find out the link between heritage and cultural tourism
5. To identify how heritage helps people in showing their identity
A
Heritage entails tangible and intangible forms that are invaluable in cultural diversity and
creativity

1. To differentiate between material and the non-material heritage
2. To identify cultural heritage sites such as museum, theaters, and libraries
3. To understand how heritage can be classified as one of the tangible immovable resources
such as building and natural areas and tangible movable resources such as different objects in the
museums and the documents in the archives
4. To identify the different tangible heritage such as the customs, values, festivals and
lifestyles and their
5. To find out how tangible and intangible heritage contributes towards tourism
The analysis in this chapter will be grounded on the tangible and intangible forms of
heritage and how they have contributed towards a sustainable cultural tourism in the UAE.
Semiotic analysis to support the argument

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Visual images such as drawings and photos
Theoretical references
Diversity model will be employed to understand the notion and importance of cultural
diversity in the tourism industry.
B
Heritage tourism as a key part of the cultural tourism satisfaction based on visiting unique
places and activities that represent cultural, natural and historical resources of the area
1. To find out what cultural values are maintained for the next generation
2. To differentiate between the natural and the cultural heritage
3. To identify unique visiting places in the UAE
4. To find out the various cultural activities that are maintained
5. To analyze the historical resources that are maintained in the UAE cultural heritage
When defining the heritage tourism, it is vital to focus on the fact that it is a form of
tourism based on various heritages. This part will address various elements that are key in
heritage tourism including, cultural, natural and historical resources that define the UAE cultural
heritage.
Semiotic analysis to support the argument
Visual images such as drawings and photos
Theoretical references
Consumer behaviorism model will be focused to understand the factor of consumer
satisfaction as a function of expectations to a given attributes and performance of these attributes
in relation to cultural heritage tourism

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Chapter 4
Cultural tourism is an element to diversify UAE’s economy
1. To analyze the concept of cultural tourism
2. To understand the notion of economic diversification
3. To find out the key elements of economic diversification
4. To understand various cultural tourism aspects that are vital towards economic
diversification
5. To identify the link between cultural tourism and economic diversification
A
Economic Sustainability: Diversification through heritage tourism
1. To understand the meaning and importance of economic diversification
2. To understand the aspect of economic diversification
3. To analyze economic vision 2030 policy plan and its aims
4. To analyze the issues of sustainability in Emirate’s national economy
5. To identify cultural policies and how it has sustained tourism industry through capitalizing
on the cultural and natural heritage
This section will focus on economic sustainability issues and how the UAE have focused
on the concept of diversification in the heritage tourism. The chapter will address economic
diversification, economic vision 2030 and issues of sustainability
Semiotic analysis to support the argument
Visual images such as drawings and photos
Theoretical references

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Theories of sustainability will be focused with an aim of understanding the idea of
economic sustainability and cultural heritage issues.

B
Social Sustainability: the Ruling Bargain
1. To identify the impact of social security and political stability on economic diversification
2. To understand the relationship between the ruling bargain with the locals and the political
power in UAE
3. How heritage preservation has contributed towards to political power
4. To identify how the UAE have ensured that the local cultures and traditions are not eroded
5. To find out how investment in the local and traditional cultures have strengthened the social
fabric and further sustained a stronger linkage between the UAE history, population, and the
environment.
This chapter will deeply focus on the concept of sustainability in the UAE and further
analyze the notion of the ruling bargain and how the two have contributed to towards
diversification in terms of heritage tourism.
Semiotic analysis to support the argument
Visual images such as drawings and photos
Theoretical references
Social sustainability theoretical model will be applied in this context to understand the
social values and social capitals and their relation cultural heritage tourism.

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References

Ashworth, G. J. (2003). Heritage, Identity and Places : for Tourists and Host Communities. In S.
Singh, D.J. Timothy, & R.K. Dowling (Eds.), Tourism in Destination Communities (pp.
79-98). Wallingford, Oxon, GBR: CABI Publishing.
Assmann, A. (2004). Four formats of Memory: From Individual to Collective Constructions of
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