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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Autores principales:	Farooq HAQ, Joanna SERAPHİM, Anita MEDHEKAR
Formato:	article
Lenguaje:	EN
Publicado:	Akdeniz University Tourism Faculty 2021
Materias:	heritage tourism qualitative research brand marketing dubai tourism planning heritage valorization Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922
Acceso en línea:	https://doaj.org/article/e465dbde51ad4bb7bb3b0202979c5ee2
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id	oai:doaj.org-article:e465dbde51ad4bb7bb3b0202979c5ee2
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spelling	oai:doaj.org-article:e465dbde51ad4bb7bb3b0202979c5ee22021-12-01T13:15:32ZBranding Heritage Tourism in Dubai: A Qualitative Study10.30519/ahtr.7826792147-91002148-7316https://doaj.org/article/e465dbde51ad4bb7bb3b0202979c5ee22021-06-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/ahtr/issue/66016/782679https://doaj.org/toc/2147-9100https://doaj.org/toc/2148-7316This 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.Farooq HAQ Joanna SERAPHİM Anita MEDHEKARAkdeniz University Tourism Faculty articleheritage tourismqualitative researchbrand marketingdubaitourism planningheritage valorizationHospitality industry. Hotels, clubs, restaurants, etc. Food serviceTX901-946.5Geography (General)G1-922ENAdvances in Hospitality and Tourism Research, Vol 9, Iss 2, Pp 243-267 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	heritage tourism qualitative research brand marketing dubai tourism planning heritage valorization Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922
spellingShingle	heritage tourism qualitative research brand marketing dubai tourism planning heritage valorization Hospitality industry. Hotels, clubs, restaurants, etc. Food service TX901-946.5 Geography (General) G1-922 Farooq HAQ Joanna SERAPHİM Anita MEDHEKAR Branding Heritage Tourism in Dubai: A Qualitative Study
description	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.
format	article
author	Farooq HAQ Joanna SERAPHİM Anita MEDHEKAR
author_facet	Farooq HAQ Joanna SERAPHİM Anita MEDHEKAR
author_sort	Farooq HAQ
title	Branding Heritage Tourism in Dubai: A Qualitative Study
title_short	Branding Heritage Tourism in Dubai: A Qualitative Study
title_full	Branding Heritage Tourism in Dubai: A Qualitative Study
title_fullStr	Branding Heritage Tourism in Dubai: A Qualitative Study
title_full_unstemmed	Branding Heritage Tourism in Dubai: A Qualitative Study
title_sort	branding heritage tourism in dubai: a qualitative study
publisher	Akdeniz University Tourism Faculty
publishDate	2021
url	https://doaj.org/article/e465dbde51ad4bb7bb3b0202979c5ee2
work_keys_str_mv	AT farooqhaq brandingheritagetourismindubaiaqualitativestudy AT joannaseraphim brandingheritagetourismindubaiaqualitativestudy AT anitamedhekar brandingheritagetourismindubaiaqualitativestudy
_version_	1718405146039287808

Branding Heritage Tourism in Dubai: A Qualitative Study

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