Branding Heritage Tourism in Dubai: A Qualitative Study

• Published in: Advances in Hospitality and Tourism Research (AHTR) Vol. 9; no. 2; pp. 243 - 267
• Main Authors: HAQ, Farooq, SERAPHİM, Joanna, MEDHEKAR, Anita
• Format: Journal Article
• Language: English
• Published: 01.01.2021

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...