Signature Case Dubai: Research Conclusions

Robert Govers () and Frank Go ()

Chapter Chapter 15 in Place Branding, 2009, pp 250-253 from Palgrave Macmillan

Abstract: Abstract From an applied perspective, the analysis of projected and perceived images has allowed us to identify several aspects concerning the nature of the gaps in the place brand strategy of Dubai. Three main issues have been identified that are relevant to this strategy,. First, while the public sector, and in particular the destination marketing organization, aims to project the uniqueness, culture and heritage of Dubai, the private sector is focusing on promoting modern tourism and business facilities. In many cases, we even suspect a denial of the existence of local people and a removal of the relationships between the guests and the local culture. Hence, the various players are working at cross purposes and should realize that public and private interests are more connected than they have appreciated thus far. The interrelationship of strategic challenges and place branding, particularly as far as the need to project consistent images is concerned, has become more important with the expansion of global media and the proliferation of ICT (Magala 2001). Convergence of the two will only accelerate this process.

Keywords: Research Conclusion; Global Medium; Consistent Image; Place Brand; Dominant Image (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24702-4_15

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230247024

DOI: 10.1007/978-0-230-24702-4_15

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().