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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2021 / Cilt: 9 - Sayı: 2

Branding Heritage Tourism in Dubai: A Qualitative Study

Farooq HAQ
Joanna SERAPHIM
Anita MEDHEKAR
Pages
243–267
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This qualitative paper explores tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism.
📊
Key Findings & Data:Research outcomes present a strategy for brand marketing Emirati heritage tourism as new strategic advances in tourism management.
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Conclusion & Impact:This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This qualitative paper explores tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism. Data was collected through direct interviews with relevant tourists and tourism experts. The paradigm of critical realism was adapted to analyze the data with thematic analysis by extracting related themes. Five emerging themes have been identified: perception of brand authenticity in heritage tourism, Dubai’s tourism offerings, heritage branding, marketing suggestions, and heritage tourism valorization. Research outcomes present a strategy for brand marketing Emirati heritage tourism as new strategic advances in tourism management. Practical implications suggest that heritage tourism can achieve brand differentiation among heritage tourism destinations by leveraging authenticity and modernity. This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies.

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Cite This Article

HAQ, F., SERAPHIM, J., MEDHEKAR, A. (2022). Branding Heritage Tourism in Dubai: A Qualitative Study. Advances in Hospitality and Tourism Research (AHTR), Cilt: 9 - Sayı: 2, 243–267. https://ajindex.com/articles/429428

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