Dubai – a star in the east: A case study in strategic destination branding

摘要: Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making branding an important concept that still remains fragmented unplanned. Dubai, emirate of UAE Middle East has been chosen as a case study to explain some elements successful branding. This paper aims apply framework developed by Balakrishnan areas caution when international market where success is also partially dependent on macro‐environment.Design/methodology/approach The was reviewing literature destination, place, corporate, product portfolio service tested using methodology. Secondary research primarily used develop case.Findings There strong fit with model suggesting destinations can use this basis for continuity strategy even gover...