Same same but different: the destination image of Dubai and Abu Dhabi on YouTube
by Russell B. Williams
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 4, 2022

Abstract: Dubai and Abu Dhabi are striving for a unique destination image that will differentiate each and attract visitors. The projected destination images of Abu Dhabi and Dubai found on YouTube are examined in this paper. On the explicit level, six of nine attributes are similar in the portrayals of the two destinations. Dubai is shown to be a place where there is more action plus sun, sea and sand. Abu Dhabi is shown to have more opportunity for social experiences. At the implicit level, Dubai is shown to emphasise more pop culture and more globalised experiences. Abu Dhabi has slightly greater emphasis on folk and high culture and portrays its visitors as travellers more than tourists and interactors rather than isolates. The two destinations are seen as same-same but different rather than being completely different or similar. The implications of these contrasts and similarities are discussed.

Online publication date: Tue, 18-Oct-2022

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