From desert to destination: conceptual insights into the growth of events tourism in the United Arab Emirates.

This paper presents case study findings of exploratory research on the growth of Event Tourism in Dubai, UAE. Dubai targeted tourism as a growth industry in the 1990s and is now emerging as a world-class event destination. The research takes an epistemological approach in exploring theoretical knowledge of tourism events along with practical knowledge of their development and delivery. Utilizing a typology of Dubai events and a narrative of their growth, a conceptual framework is developed to guide related research into the behaviour of event tourists. Findings show Dubai has applied a diverse strategic approach in developing a strong brand image and events have significantly contributed to this as a brand extension, a key brand element, and as a co-branding partner. [ABSTRACT FROM PUBLISHER]