A Study of Sales Promotions during Dubai Shopping Festival

Sangeeta Peter; Victor Anandkumar

doi:10.12816/0026079

Article Details

A Study of Sales Promotions during Dubai Shopping Festival

Authors:

Sangeeta Peter | Victor Anandkumar

Publisher:

Hamdan Bin Mohammed e-University

Main Topics:

Economics and Finance

Journal:

International Journal of Excellence in Tourism, Hospitality and Catering 2013 Vol.5 Issue 1-2, pp.1-12

Document Type:

Article

Publication Date:

9/2013

Document Language:

English

Document ID (Org No.):

86424

Frequency:

Bi-Annual

eISSN:

19938683

DOI:

10.12816/0026079

Descriptors:

Keywords:

Abstract:

 Purpose – The paper proposes to augment the understanding of the role of retail sales promotions during a shopping festival based on the study of the Dubai Shopping Festival in the United Arab Emirates (UAE).
Methodology/approach – The paper is a fact-finding, descriptive study based on secondary data which provide information about the sales promotions used by individual brands, retailers, malls and Destination Marketing Organization (DMO).
Findings –Dubai has been hosting events like the Dubai Shopping Festival with the aim of positioning the emirates as a preferred shopping destination in the Middle East. The finding suggests that each stakeholder rolls out promotions which not only results in huge savings for the customer but also increases his chances of winning in various raffles and draws which are conducted during the festival. 
Practical implications – The paper will be of interest to DMOs who seek to promote shopping tourism.
Research limitation- This study is based on secondary data and primary information collected through personal observation. The non-availability of data in the region adds to the research limitation.
Originality/value – The paper focuses on retail sales promotions in shopping tourism in the context of Dubai Shopping Festival.
Paper Classification: Case Study

Article Details

A Study of Sales Promotions during Dubai Shopping Festival

Authors:

Sangeeta Peter | Victor Anandkumar

Publisher:

Hamdan Bin Mohammed e-University

Main Topics:

Economics and Finance

Journal:

International Journal of Excellence in Tourism, Hospitality and Catering 2013 Vol.5 Issue 1-2, pp.1-12

Document Type:

Article

Publication Date:

9/2013

Document Language:

English

Document ID (Org No.):

86424

Frequency:

Bi-Annual

eISSN:

19938683

DOI:

10.12816/0026079

Descriptors:

TOURISM

TOURISM DEVELOPMENT

MARKETING

SALES MANAGEMENT

SALES PROMOTION

UNITED ARAB EMIRATES

Dubai Shopping Festival

Retail

Sales Promotion

Shopping

Tourism

Issues

Article Details

Authors: Sangeeta Peter | Victor Anandkumar

Publisher: Hamdan Bin Mohammed e-University

Main Topics: Economics and Finance

Journal: International Journal of Excellence in Tourism, Hospitality and Catering 2013 Vol.5 Issue 1-2, pp.1-12

Document Type: Article

Publication Date: 9/2013

Document Language: English

Document ID (Org No.): 86424

Frequency: Bi-Annual

eISSN: 19938683

DOI: 10.12816/0026079

Descriptors:

Issues

Authors:

Sangeeta Peter | Victor Anandkumar

Publisher:

Hamdan Bin Mohammed e-University

Main Topics:

Economics and Finance

Journal:

International Journal of Excellence in Tourism, Hospitality and Catering 2013 Vol.5 Issue 1-2, pp.1-12

Document Type:

Article

Publication Date:

9/2013

Document Language:

English

Document ID (Org No.):

86424

Frequency:

Bi-Annual

eISSN:

19938683

DOI:

10.12816/0026079