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Akkad, Dima (2008) Branding Syria As A Spiritual Destination. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Tourism is considered as the main pillar of the Syrian national economy. It is expected to match the hard currency earnings generated by the diminishing oil exports. Syria is very rich in its spiritual offerings, however the tourism sector in still in its early stages of development. Syria�¢â�¬â�¢s investment in promoting tourism has been very limited relative to what Syria has to offer in tourism and branding is relatively a new term to the Syrian society that needs to be carefully exploited. As spiritual tourism is the fastest growing travel segment within the international market, Syria needs to seize this opportunity to brand itself as a spiritual destination.

This research focuses on the significance of branding Syria as a spiritual destination. A list of key stakeholders in the tourism industry was interviewed to enhance the research with information that could not be obtained through the survey. Additionally, a survey was conducted that collected information regarding such issues as the image of Syria, its strengths and weaknesses, its competitors and the potential of spiritual tourism within Syria.

The results from this research shows that Syria enjoys a valuable potential for tourism that is still unknown to some, misconceived by many, and currently appreciated by only a few. With strongly distorted images of Syria in Western countries due to political and regional considerations, it is in reality a safe destination adored by those who experience it. Syria has a very solid background to build on such as a wealth of monuments and sites, an abundance of religious temples, diversified virgin landscapes, and uniquely hospitable people. More importantly, it is a land that has carefully held on to its genuine authenticity, and where a true tolerance and brotherhood of religious diversity resides. With a carefully planned branding strategy, efficient marketing, and a serious attentiveness to weaknesses of the sector, Syria can definitely become a top spiritual destination visited by millions of avid spirituality seekers.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	Syria, spiritual destination, spirituality, branding nations, branding destination, spiritual tourism, Syrian brand, holistic tourism, Middle East, spiritual product, government strategy, tourism and politics, pilgrimage
Depositing User:	EP, Services
Date Deposited:	06 Jan 2009
Last Modified:	05 Feb 2018 00:00
URI:	https://eprints.nottingham.ac.uk/id/eprint/22558

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