From the desert to the city: how is Dubai branding itself through sustainable sport events?

dc.contributor.author Swart, Kamilla
dc.contributor.author Milla, Asli Cazorla
dc.contributor.author Mataruna-Dos-Santos, Leonardo Jose
dc.date.accessioned 2021-04-06T12:03:43Z
dc.date.available 2021-04-06T12:03:43Z
dc.date.copyright © 2021
dc.date.issued 2021
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Worldwide Hospitality and Tourism Themes (2021), available online at: https://doi.org/10.1108/WHATT-08-2020-0101 en_US
dc.description.abstract Purpose: The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach: The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings: Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications: Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications: It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications: The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value: This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai. © 2021, Emerald Publishing Limited. en_US
dc.identifier.citation Swart, K., Cazorla Milla, A., & Mataruna-Dos-Santos, L. J. (2021). From the desert to the city: How is Dubai branding itself through sustainable sport events? Worldwide Hospitality and Tourism Themes, 13(1), 34-48. https://doi.org/10.1108/WHATT-08-2020-0101 en_US
dc.identifier.issn 17554217
dc.identifier.uri https://doi.org/10.1108/WHATT-08-2020-0101
dc.identifier.uri http://hdl.handle.net/20.500.12519/373
dc.language.iso en en_US
dc.relation Authors Affiliations : Swart, K., Division of Engineering Management and Decision Sciences, College of Science and Engineering, Hamad Bin Khalifa University, Doha, Qatar, School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa; Cazorla Milla, A., Department of Management, Marketing and Logistics, College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates; Mataruna-Dos-Santos, L.J., Department of Sport Management, Faculty of Management, Canadian University of Dubai, Dubai, United Arab Emirates
dc.relation.ispartofseries Worldwide Hospitality and Tourism Themes;
dc.rights Permission to reuse abstract has been secured from Emerald Group Holdings Ltd.
dc.rights.holder Copyright : © 2021, Emerald Publishing Limited.
dc.subject Dubai en_US
dc.subject Event portfolio en_US
dc.subject Major sport events en_US
dc.subject Place event marketing en_US
dc.subject Sustainability en_US
dc.title From the desert to the city: how is Dubai branding itself through sustainable sport events? en_US
dc.type Article en_US
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