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Abstract
Abu Dhabi has become a leading tourist destination in the Middle East. Abu Dhabi is one of the most populous and developed cities in the United Arab Emirates. Destination branding is a powerful concept that can improve business tourism in Abu Dhabi. Some strategies such as promoting security, creating the best destination brand, and designing a memorable slogan can improve business tourism in Abu Dhabi. This paper explains how destination branding can make improve business tourism in Abu Dhabi.
Introduction
Destination branding helps societies, nations, and communities differentiate themselves from other countries offering similar attractions. The concept improves the way consumers perceive various destinations. Destination marketers “should create the best destination logos or names in order to achieve their goals” (Qu, Kim, & Im, 2010, p. 468). Destination branding can make a city or location memorable. This paper explains how destination branding can improve business tourism in Abu Dhabi.
Using Destination Branding to Improve Business Tourism in Abu Dhabi
Business tourism is becoming a common practice in many societies across the globe (Qu et al., 2010). Some of “the common activities associated with business tourism include exhibitions, meetings, and conferences” (Low, 2012, p. 18). Business tourists work for various government agencies or organizations. The Middle East is currently becoming one of the best business destinations in the world. Business tourism is a major industrial practice in many parts of the globe. Most of “the targeted tourists tend to have different motivations” (Baker, 2012, p. 28).
Destination branding is a powerful tool that can make Abu Dhabi the center of business tourism in the region. The first approach “towards successful destination branding is creating a unique name for the city” (Qu et al., 2010, p. 261). The destination marketers in Abu Dhabi should “inform the world about the services, transportation networks, accommodation facilities, and sea harbors in the city” (Low, 2012, p. 47). The approach will also differentiate Abu Dhabi from its rivals across the Middle East. Abu Dhabi offers the best environment for international meetings. The marketers should inform people about these facilities and services in order to improve the level of business tourism.
Destination branding entails the use of every aspect associated with a location. The approach informs every person about the city’s unique features. Abu Dhabi offers “some of the best archeological evidences and artifacts to different visitors” (Low, 2012, p. 38). The islands of Abu Dhabi continue to attract more tourists. The city also offers the best landscapes and sceneries. Abu Dhabi’s mountains and caves can attract more tourists from different parts of the world. These features should be part of the city’s branding strategy.
The marketers should use various methods to differentiate Abu Dhabi from every other city in the United Arab Emirates. Abu Dhabi boasts of many economic activities and industrial practices. Abu Dhabi offers educational opportunities to individuals from every part of the world. Abu Dhabi hosts various sporting events and arts (Low, 2012). The marketers should use these features to inform more people about the strengths of this city. This practice will make Abu Dhabi a leading business tourist destination.
The marketers should use a powerful symbol or slogan to improve the level of business tourism in Abu Dhabi. The slogan should portray every unique image associated with this city. The marketers can use this slogan: “Abu Dhabi: The City Where Every Good Business Happens”. This slogan will ensure every visitor remembers this city (Baker, 2012). A city logo will also ensure the marketers achieve their goals. The logo should portray every good aspect associated with Abu Dhabi.
Abu Dhabi cannot become a successful tourist destination without the required facilities. Some of these facilities include airports, road infrastructures, and seaports. Abu Dhabi International Airport (AUH) connects the city to the world. The city should “expand its public transport in order to support every location in Abu Dhabi” (Low, 2012, p. 58). This approach will promote the level of business tourism in Abu Dhabi (Baker, 2012).
The internet can play a significant role towards improving business tourism in Abu Dhabi. Social networks can promote the idea of destination branding for Abu Dhabi. Such social networks inform more individuals about the features, hotels, services, and attractants that make Abu Dhabi an outstanding tourist destination. This practice will ensure every person is aware of these features. The approach “will increase the level of brand preference and make Abu Dhabi the best tourist destination” (Low, 2012, p. 98). The marketers should monitor the effectiveness of their branding strategies.
Destination branding goes together with security. The Middle East is always associated with insecurity and terrorism. The United Arab Emirates should embrace every security measure to attract more visitors. The marketers “should consider the concept of place-making through the best urban design” (Qu et al., 2010, p. 472).
Conclusion
The above recommendations will make Abu Dhabi one of the best business destinations in the United Arab Emirates. The personality of Abu Dhabi as a tourist destination will establish the best relationship with every business tourist. The strategies “will make Abu Dhabi a delightful, friendly, cozy, and attractive city in the Middle East” (Low, 2012, p. 57). The marketers should welcome new tourists from different parts of the globe. These marketers should consider the above proposals in order to improve business tourism in Abu Dhabi. The approach will make Abu Dhabi one of the best destinations in the region.
Reference List
Baker, B. (2012). Destination Branding for Small Cities. New York: Creative Leap Books.
Low, L. (2012). Abu Dhabi’s Vision 2030: An Ongoing Journey of Economic Development. New York: World Scientific Publishing Company.
Qu, H., Kim, L., & Im, H. (2010). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(1), 465-476.
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