Destination marketing Essay Example | Topics and Well Written Essays - 2250 words

Destination marketing - Essay Example The image of a destination should have two main components – it should be attribute-based and holistic (Grovers, Go & Kumar, 2007). Each of these components should again contain functional and psychological characteristics. The destination should have some unique features, events, aura and feelings. These are the factors that create a holistic image in the mind of the tourists and consequently influence the destination positioning. Destination branding has to be developed around three kinds of attributes – the attractions that exerts the ‘pull’ towards the destination, the tourism services that facilitate the tourist experience such as infrastructure, accommodation, sightseeing and transportation, and finally the non-tourism and other export industries that support the destination experience (Klooster, Go & Baleen, 2004). This paper evaluates Dubai as a tourist destination, its marketing and branding, and its relationship with TALC. Finally it would suggest a trajectory for the development and marketing of Dubai. Dubai, an emirate of UAE, lies at the confluence of the Middle East (ME), Asia, Western Africa and Central/Eastern Europe (Balakrishnan, 2008). The total area of Dubai is around 4114 sq km and the population is 1,241,000 (McEachern, 2006). Through visionary leadership, Dubai, a sleepy fishing and pearl diving village, used its strategic location for its growth and development. â€Å"Dubai: The hippest city in the world† thrives on newness and bigness (Katodrytis, 2006). Its natural beachfront is 45km long and artificial islands add another 1500km of beachfront where the coastline and the city merge into an island holiday resort. Everything is new about the place and everything points towards consumerism and tourism. Dubai has developed at a remarkable pace, is spectacular and has an impressive display of staged buildings and iconic complexes. The city depends on tourism, shopping and the end of public space. Dubai has been