Publication Details

Vel, K., Suhail, L. & Dokhan, A. 2014, 'Events marketing model of Dubai Shopping Festival', REMark: Revista Brasileira de Marketing, vol. 13, no. 6, pp. 138-147.


Cities and places have become major destinations through taking the extra mile of creativity and offering a well-researched package of offerings through systematically planned events. One such leading example in the list of successful festivals that have earned a global reputation due to its uniqueness and creative event offerings is the Dubai Shopping Festival (DSF) in the United Arab Emirates. This paper is a case study based description of the internal and external drivers involved in planning and implementing a global event successfully and has captured the various drivers through a structured framework. The analysis serves as a good addition to the existing literature on 'Events Marketing'.