Entre el desierto y la cordillera: Estrategias de marketing de lujo intercultural de Dubái a Colombia

Abstract

This research analyzes how intercultural strategies in the luxury market of Dubai can inform and inspire marketing practices in Latin America, particularly in Colombia. Using a qualitative–descriptive approach with ethnographic components, the study integrates field observations, audiovisual analysis, and exploratory interviews conducted in iconic luxury spaces in Dubai and Abu Dhabi. The findings reveal that luxury in the United Arab Emirates transcends material consumption to become a multisensory and symbolic experience rooted in culture, architecture, and hospitality. Five key dimensions were identified: cultural adaptation, sensoriality, experiential value, innovation, and intercultural positioning. These findings validate theories of experiential luxury (Kapferer & Bastien, 2012) and intercultural marketing (Hofstede, 2001; Usunier, 2015), while also emphasizing sustainability as an emerging form of prestige. The discussion highlights the transferability of Dubai’s model through narrative, design, and service strategies adapted to Latin American contexts. It concludes that successful adaptation requires balancing local identity with global aspiration, fostering authenticity, sustainability, and emotional connection. The study contributes theoretically by proposing a South–South perspective of luxury and offers practical guidelines for Latin American brands seeking to position themselves within the global premium segment.