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Soft power and place branding in the United Arab Emirates: examples of the tourism and film industries

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  • Donya Saberi
  • Cody Morris Paris
  • Belisa Marochi

Abstract

A state's global influence can be systematically and strategically developed through policies and planning of a carefully crafted national brand and soft power strategies. The United Arab Emirates has actively employed policies and strategies to create a positive brand image of the country to increase its regional and global standing as an emerging regional power. The country's progress strong international brand has attracted significant foreign investment, international tourists, and a reputation as a great place to work and live. The purpose of this article is to explore the relationship between soft power, place branding, and diplomacy, and to illustrate this relationship through a description of the film and tourism industries in the UAE.

Suggested Citation

  • Donya Saberi & Cody Morris Paris & Belisa Marochi, 2018. "Soft power and place branding in the United Arab Emirates: examples of the tourism and film industries," International Journal of Diplomacy and Economy, Inderscience Enterprises Ltd, vol. 4(1), pages 44-58.
    • Handle: RePEc:ids:ijdipe:v:4:y:2018:i:1:p:44-58
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    Citations

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    Cited by:

    1. Hanafi Hussin, 2018. "Gastronomy, Tourism, and the Soft Power of Malaysia," SAGE Open, , vol. 8(4), pages 21582440188, October.
    2. Sudipa Majumdar & Cody Morris Paris, 2022. "Environmental Impact of Urbanization, Bank Credits, and Energy Use in the UAE—A Tourism-Induced EKC Model," Sustainability, MDPI, vol. 14(13), pages 1-14, June.
    3. Nicholas Wise & Maurício Polidoro & Gareth Hall & Ricardo Ricci Uvinha, 2019. "User-generated insight of Rio’s Rocinha favela tour: Authentic attraction or vulnerable living environment?," Local Economy, London South Bank University, vol. 34(7), pages 680-698, November.

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