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Über dieses Buch

An authentic, unique and memorable destination image is of crucial importance to be competitive in the long-term. Verena Schwaighofer analyses the currently transferred image of the United Arab Emirates as a tourist destination and to what extent the traditional Arabian culture is integrated into the image strategies of image developers in this country. First of all, a detailed theoretical overview referring to various image types, the current image transfer including critical topics related to the religion of Islam, women’s role in society, behaviour, body language and dress code and the open-mindedness of the United Arab Emirates regarding local traditions related to the religion of Islam, is given. In the empirical part, a mixed method, including a qualitative media analysis (focusing on print and new media of image developers as well as newspaper articles published by journalists in the United Arab Emirates and the surrounding countries) and qualitative expert interviews are selected as appropriate research methodology.

Inhaltsverzeichnis

Frontmatter

2014 | OriginalPaper | Buchkapitel

1. Introduction

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

2. Image and destination brands

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

3. The United Arab Emirates

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

4. The image of the United Arab Emirates

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

5. A cultural perspective

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

6. Theoretical orientation

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

7. The empirical research methodology

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

8. The qualitative media analysis

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

9. The qualitative interviews

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

10. Data analysis and research findings

Verena Schwaighofer

2014 | OriginalPaper | Buchkapitel

11. Discussion and Conclusion

Verena Schwaighofer

Backmatter

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