Branding Heritage Tourism in Dubai: A Qualitative Study
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 th...
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Published in | Advances in Hospitality and Tourism Research (AHTR) Vol. 9; no. 2; pp. 243 - 267 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
01.01.2021
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Online Access | Get full text |
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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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AbstractList | 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. |
Author | SERAPHİM, Joanna MEDHEKAR, Anita HAQ, Farooq |
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Cites_doi | 10.1177/1470593118790636 10.1108/03090560010331298 10.1080/00131720709335022 10.1016/j.tourman.2015.06.010 10.1108/03090560910935578 10.1080/1743873X.2014.994637 10.1016/j.tmp.2017.11.018 10.1177/135676670300900307 10.1016/S0160-7383(99)00094-8 10.1080/17438730903469813 10.1108/13522750510575462 10.4018/978-1-5225-6283-2.ch006 10.2478/ers-2018-0032 10.1504/IJSOM.2011.037441 10.4324/9780429203916-17 10.1080/10548408.2020.1740141 10.1080/10941669708721976 10.1108/QMR-02-2016-0012 10.1080/1743873X.2013.767818 10.1080/10548408.2012.691395 10.1057/s41262-017-0087-8 10.1080/10548408.2019.1658034 10.30519/ahtr.536303 10.1080/1743873X.2019.1604714 10.1016/j.tmp.2018.09.003 10.1016/j.tmp.2019.06.001 10.1108/17538330810865345 10.4135/9781412986274 10.1002/jtr.1993 10.1057/s41262-018-0119-z 10.1016/j.tmp.2019.100567 10.1080/13683500.2014.982520 |
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