Branding heritage tourism in Dubai: A qualitative study

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dc.contributor.authorHaq, Farooq
dc.contributor.authorSeraphim, Joanna
dc.contributor.authorMedhekar, Anita
dc.date.accessioned2021-12-27T13:49:44Z
dc.date.available2021-12-27T13:49:44Z
dc.date.copyright© 2021
dc.date.issued2021
dc.description.abstractThis 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. © 2021 Akdeniz University Publishing House. All rights reserved.en_US
dc.identifier.citationHaq, F., Seraphim, J., & Medhekar, A. (2021). Branding heritage tourism in Dubai: A qualitative study. Advances in Hospitality and Tourism Research, 9(2), 243-267. https://doi.org/10.30519/ahtr.782679en_US
dc.identifier.issn21479100
dc.identifier.urihttps://doi.org/10.30519/ahtr.782679
dc.identifier.urihttp://hdl.handle.net/20.500.12519/480
dc.language.isoenen_US
dc.publisherAkdeniz University Publishing Houseen_US
dc.relationAuthors Affiliations : Haq, F., Canadian University, Dubai, United Arab Emirates; Seraphim, J., House of Co-Design, Paris, France; Medhekar, A., Central Queensland University, Australia
dc.relation.ispartofseriesAdvances in Hospitality and Tourism Research;Volume 9, Issue 2
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
dc.rights.holderCopyright : © 2021 Akdeniz University Publishing House. All rights reserved.
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBrand marketingen_US
dc.subjectDubaien_US
dc.subjectHeritage tourismen_US
dc.subjectHeritage valorizationen_US
dc.subjectQualitative researchen_US
dc.subjectTourism planningen_US
dc.titleBranding heritage tourism in Dubai: A qualitative studyen_US
dc.typeArticleen_US

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