Branding Al Ain as a tourist destination

Pedro Longart and Katia Iankova
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Pedro Longart: Higher Colleges of Technology, United Arab Emirates
Katia Iankova: Higher Colleges of Technology, United Arab Emirates

Transnational Marketing Journal, 2022, vol. 10, issue 1, 5-25

Abstract: This paper focuses ondeveloping a tourist destination in the UAE, alongside the Sustainable Development Goals of increasing work opportunities and economic growth. The UAE has long recognised the importance of tourism for developing its economy. Abu Dhabi registered five sites in the UNESCOlist of global heritage in 2011, and one of these sites isin the Oasis city of Al Ain. There is a potential for Al Ain to grow as a tourist destination, as part of the UAE nation brand. The research approach is mainly quantitative, using marketing research techniques such as Discrete Choice Analysis and Max-Diff to ascertain consumer preferences. The presentstudy uses the 178online questionnaires completedout of about 350 respondents. The findings of thisstudy pose several practical implications. In the first place, it will determine how Al Ain can fit within a brand architecture ofthe Abu Dhabi Emirate or the UAE nation brand. Secondly, it can shed light on brand associations and the brand identity that Al Ain must pursue. It is considered that this piece of research can contribute to the development of Al Ain as a tourist destination and help organisations such as Abu Dhabi Department ofTourism and Cultural withthe promotional messages and the positioning ofAl Ain.

Keywords: Destination branding; Al Ain; tourism; UAE (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:10:y:2022:i:1:p:5-25

DOI: 10.33182/tmj.v10i1.2032

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