@phdthesis{theses_frw1717,
          author = {Umberto Musico'},
            year = {2015},
           title = {Strategies and Tools for Branding Luxury Destinations - The Case of Dubai},
             url = {https://frw.studenttheses.ub.rug.nl/1717/},
        abstract = {The concepts of branding and luxury have been around for a long time. This master thesis aims at contributing to bridge the gap in the literature and practice of place branding for luxury destinations. The theoretical exploration of this thesis is developed by detailing relevant findings from an example of luxury destination, the emirate city of Dubai. The case study helps paving the way towards an understanding of how branding strategies can be applied to luxury destinations, even in those cases where spatial (urban) planning is also arguably required. This thesis aims at shedding some light on what strategies and tools can be applied to the branding process of luxury destinations. It also aims to debate whether or not it is possible to create a brand for a luxury destination that is at the same time socially responsible and environmentally sustainable.}
}