Project Description
Tourists have many possible destinations to visit. Deciding upon a place to visit can be influenced by the image they perceived from this place. Potential visitors are being attracted by unique selling points, which the destination identity and image is built around. The interplay between the marketeers and tourists can influence to what extent the place is being visited. Especially for relatively unknown destinations, like Ras al-Khaimah, destination branding is of great importance. While this destination has been developing itself into an international tourist destination over the last decade, it still has to deal with the incredible popularity of Dubai. Having a lot to offer for tourism purposes, the emirate tries on another approach. Combining the two sides of destination branding, namely the supply and demand side, the formation of a successful destination image will provide a clear idea of Ras al-Khaimah as a tourist destination.
Author: L.Van Zuilekom (2021)