Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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City Brand Image of Dubai Using Big Data Analytics : Application of Interpretation Methods

빅데이터를 활용한 도시 브랜드 이미지 분석과 응용 해석

  • 우미나 (서강대학교 경영전문대학원)
  • Received : 2017.11.29
  • Accepted : 2017.12.27
  • Published : 2018.03.31
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Abstract

The city image is considered one of important symbolic and important factors in selecting the travel destination. Many cities are trying to be an attractive and popular city to tourists through the construction of a good brand image by utilizing their representative characteristics. This study measures the city brand image by applying a big data analytic method. In addition, the big data measurement results were rearranged and analyzed to identify further detailed city images by utilizing several previous interpretation methods. Our study has chosen Dubai since this city has the diverse images due to its regional as well as economic characteristics. In particular, nowadays Dubai has been recognized as one of the most important touristic places in the Middle East region for its modern and innovative images in spite of the limitations of location, weather, religion, and even political issues of neighbor countries. Founded on a big data analysis rather than a questionnaire-based survey, the presented interpretation methods are evaluated to improve the understanding of Dubai's diverse city images. In addition, based on the results of this research, it is expected to have a practical impact on establishing the effective marketing strategies to build and implement the valuable city brand image.

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