Description
The Abu Dhabi Tourism department has embarked on a journey to transform the city into a world-class tourist destination, leveraging the city’s heritage, culture, and tourism assets. Despite the challenges posed by the COVID-19 pandemic, Abu Dhabi remains committed to attracting tourists worldwide by prioritizing safety and security measures to instill confidence in visitors. The Department of Tourism collaborates closely with stakeholders to deliver guidance on best practices to exceed global service excellence standards. The case study examines the various strategies adopted by the Abu Dhabi Department of Tourism to position the city as a preferred destination on the world tourism map.
TEACHING OBJECTIVES
The case study is intended to qualify students to:
- Evaluate the concept of destination branding in the context of the tourism industry
- Appraise the significance of destination marketing in promoting tourism destinations
- Analyze the service marketing mix and its role in creating customer value in the tourism industry
Themes: Marketing advertising; Communication strategies; Destination branding; Place marketing; Tourism; Marketing mix; Service marketing; Service marketing strategies
UN SDGS: Decent work and economic growth (8); Sustainable cities and communities (11)
