Within the following chapter, the author provides an insight into the planned research methodology in an empirical aspect. In the first and theoretical part of this master thesis the author has set up the overall research question:
“To what extent are the strategies of image developers in the United Arab Emirates interrelated with the traditional cultural background of the Arabian culture when developing the image as a tourist destination brand?”
. Additionally, a detailed theoretical foundation is built, including information about developing the image of a tourist destination brand focusing on the United Arab Emirates, basic facts about the United Arab Emirates in general, cultural background information about the Arabian culture and corresponding theoretical models in both aspects, as well as about media and communication. Afterwards, the second and empirical part of the master thesis can be initiated and the explorative propositions can be built as listed in subchapter 7.5. Propositions are required to generate characteristic research categories and the respective interview guidelines and to provide milestones in answering the overall research question.