TY - GEN
T1 - Digital Use of Heritage in UAE Tourism Branding
AU - De Man, Adriaan
AU - Akram, Jawaher
AU - Mohammed, Amal
AU - Pordeli, Sarah
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
PY - 2025
Y1 - 2025
N2 - This paper aims to assess destination branding strategies in the United Arab Emirates though the specific lens of heritage. The online positioning of Destination Management Organizations is taken as a framework for interpreting national and emirate-level ambitions that connect selected branded elements with downstream activities, such as digital marketing, promotion, and storytelling. Results demonstrate the optimization of heritage in the communication of local UAE destination brands and its usability to both private and public stakeholders.
AB - This paper aims to assess destination branding strategies in the United Arab Emirates though the specific lens of heritage. The online positioning of Destination Management Organizations is taken as a framework for interpreting national and emirate-level ambitions that connect selected branded elements with downstream activities, such as digital marketing, promotion, and storytelling. Results demonstrate the optimization of heritage in the communication of local UAE destination brands and its usability to both private and public stakeholders.
KW - Content analysis
KW - Destination branding
KW - Emirates
UR - https://www.scopus.com/pages/publications/105018798279
UR - https://www.scopus.com/pages/publications/105018798279#tab=citedBy
U2 - 10.1007/978-981-96-5396-6_11
DO - 10.1007/978-981-96-5396-6_11
M3 - Conference contribution
AN - SCOPUS:105018798279
SN - 9789819653959
T3 - Smart Innovation, Systems and Technologies
SP - 125
EP - 132
BT - Advances in Tourism, Technology and Systems - Selected Papers from ICOTTS 2024
A2 - Carvalho, João Vidal
A2 - Abreu, António
A2 - Franco, Mara
A2 - Liberato, Pedro
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Tourism, Technology and Systems, ICOTTS 2024
Y2 - 30 October 2024 through 31 October 2024
ER -