PROSPECTS FOR THE DEVELOPMENT OF TOURISM BRAND MARKETING IN MODERN CONDITIONS (UAE: DUBAI ON THE EXAMPLE OF A CITY)
DOI:
https://doi.org/10.5281/zenodo.17846993Keywords:
tourism; brand marketing; territory; region; city; image; territorial brandingAbstract
This article provides a scientific analysis of the impact of brand marketing and tourism development on the
socio-political and economic progress of a country. It examines the concept and essence of brand marketing, identifying
the key factors influencing its effective implementation. Using the example of Dubai in the United Arab Emirates, the study
highlights strategic territorial branding approaches, innovative tourism-development practices, and mechanisms aimed at
enhancing national attractiveness. The findings demonstrate the crucial role of brand marketing in strengthening regional
competitiveness and shaping a sustainable tourism environment
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