Branding Al Ain as a tourist destination

Al Ain, part of the UNESCO-listed Cultural Sites of Al Ain in the UAE, holds significant potential to grow as a tourist destination, contributing to the nation's brand and aligning with Sustainable Development Goals for economic growth. A study using quantitative marketing research techniques, including Discrete Choice Analysis and Max-Diff, analyzed preferences from 178 online questionnaires out of 350 respondents. The findings suggest that Al Ain can be strategically positioned within Abu Dhabi Emirate or the UAE nation brand, clarifying its brand associations and identity. This research provides actionable insights for organizations like the Abu Dhabi Department of Tourism and Culture to refine promotional strategies and destination positioning.

Longart, P., & Iankova, K. (2022). Branding Al Ain as a tourist destination. Transnational Marketing Journal, 10(1), 5–25. https://doi.org/10.33182/tmj.v10i1.2032