المجلة الجزائرية للاتصال
Volume 25, Numéro 1, Pages 28-58
2023-06-01
دور الإعلام في تعزيز السياحة المحلية في دولة الإمارات العربية المتحدة خلال جائحة كوفيد-19
Authors : طالبة فاطمة أحمد سعيد .
Abstract
At present, the media plays a major role in building the image and reputation of the country, as well as in highlighting the tourist destinations enjoyed by the UAE, and do not forget the role of new media and digital media in the transfer of cultures and tourism heritage among members of the community, spreading UAE tourism at the local and international level, which has led to concerted efforts and coordination between media and tourism institutions in the UAE. It is worth mentioning that the economic, cultural and social importance of tourism has made the media interested in tourism and unites the importance of the tourism sector in the basic elements of tourism supply and demand and tourism marketing, to develop the growth of tourism activity, to reveal investment opportunities in tourism, to instill a spirit of competition between tourist areas and investors, and to turn the underlying demand for tourism into active demand using marketing communication. The media are also able to influence public opinion and provide travelers with information that helps them make decisions before tourist trips, and their ability to develop a sense of identity and privacy and inform people about tourism's objectives and programs. Tourism media also serves millions of travelers from the prices of flights, means of transportation, access station, internal transportation, archaeological, tourist and recreational places, security and prevailing environmental and health conditions. This study aims to analyze local tourism in the UAE, while investigating media discourse and how it supports the marketing approach during the launch of the "World's Coolest Winter" campaign during the recovery from the Covid 19 pandemic.
Keywords
Media, Domestic Tourism, Covid 19
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