Branding heritage tourism in Dubai: A qualitative study

This qualitative paper explored tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism. Data was collected through direct interviews with related tourists and tourism experts. The paradigm of critical realism was adapted to analyze the data with thematic analysis by extracting related themes. Four emerging themes were identified: brand perception of authenticity in heritage tourism, 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 on authenticity and modernity. The paper contributes to 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.