Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
Author(s):  
Evinc Dogan ◽  
Goran Petkovic
Keyword(s):  
Nation Branding ◽  
Place Marketing ◽  
Brand Positioning ◽  
Country Branding ◽  
Tourism Marketing ◽  
Nation Brand ◽  
Emerging Themes ◽  
Tourism Organization ◽  
The Impact ◽  
People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning.  The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

Electronic Games as a Touristic Promotional Tool

2020 ◽  
pp. 389-418
Author(s):  
Fábia Esteves ◽  
Pedro Quelhas Brito
Keyword(s):  
Video Games ◽  
Video Game ◽  
Primary Sources ◽  
Digital Platforms ◽  
Tourism Marketing ◽  
Tourist Destinations ◽  
World Tourism Organization ◽  
Electronic Games ◽  
Tourism Organization ◽  
The Impact

According to the World Tourism Organization (UNWTO), in 2017 tourism had the greatest international growth in seven years, and in 2018, international tourism grew 5% reaching the mark of 1.4 billion, a figure reached two years earlier than predicted. At the same time, in the last 40 years, the video game industry has grown steadily, with games beginning to be seen as one of the primary sources of entertainment. However, there are still few studies analyzing the impact of advertising tourist destinations on digital platforms such as video games. The use of video games in the tourist context may be an inspirational tool, supporting the development of new advertising strategies for tourism marketing. Although the connection between tourism and cinema is widely documented, little research has demonstrated a credible correlation between video games and tourists' attitude towards destinations.

scholarly journals Nation branding, cultural identity and political polarization – an exploratory framework

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alessandra Vecchi ◽  
Emmanuel Sirimal Silva ◽  
Lina Maria Jimenez Angel
Keyword(s):  
Cultural Identity ◽  
Multidisciplinary Approach ◽  
Nation Branding ◽  
Political Polarization ◽  
Policy Makers ◽  
Content Type ◽  
Country Branding ◽  
The Impact ◽  
Method Approach ◽  
Practical Implications

PurposeThe objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization.Design/methodology/approachBy relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization.FindingsFrom the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity.Research limitations/implicationsThe study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues.Practical implicationsThe research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders.Originality/valueWhile country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.

Dialogic features of brand South Africa’s website and tourists’ intentions to visit

2019 ◽  
Vol 31 (5) ◽  
pp. 569-584 ◽  
Author(s):  
Robert E. Hinson ◽  
John Paul Basewe Kosiba ◽  
Henry Boateng ◽  
Raphael Odoom ◽  
Ransford Edward Gyampo
Keyword(s):  
South Africa ◽  
Impression Management ◽  
Structural Equation ◽  
Nation Branding ◽  
Country Image ◽  
Dialogic Communication ◽  
Content Type ◽  
Nation Brand ◽  
Analyse Data ◽  
The Impact

Purpose Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions. Design/methodology/approach Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey. Findings This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit. Practical implications This study is of potential benefit to researchers, government agencies and those responsible for nation branding. Originality/value This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).

Soft power and nation rebranding

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eric Ping Hung Li ◽  
Hyun Jeong Min ◽  
Somin Lee
Keyword(s):  
Soft Power ◽  
Medical Tourism ◽  
Global Market ◽  
Tourism Industry ◽  
Nation Branding ◽  
Global Marketplace ◽  
Content Type ◽  
Nation Brand ◽  
The Impact

Purpose The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the investigation of the transformation of Korea’s beauty industry, the authors seek to illustrate the inter-relationship of the market systems and national identification practices. Design/methodology/approach This study employed the qualitative case study approach to examine the latest development of Korea’s medical tourism. Through analysing a variety of secondary data that associated to the latest development of cosmetic tourism, this paper presents the impact of the transformation and reconfiguration of Korea’s beauty industry on the country’s nation branding strategy and the development of Korea’s soft power in the global marketplace. Findings The findings highlight how Korea’s new cosmetic tourism industry contributed to the renewal of Korea’s nation brand in the global market. The findings also illustrate the interconnection of the emerging Korean popular cultural products (K-pop and K-beauty) in the regional and global marketplace. Research limitations/implications The findings demonstrate the role of market in re-defining a nation’s brand and identity. The findings also illustrate how market-driven strategy influences the development of a nation’s soft power in the regional and/or global marketplace. Practical implications The study shows that practitioners can be active agents in nation branding. Through highlighting strategies to develop soft power within and beyond the country boundary, this study shows how market agents, governments and other stakeholders can co-create a market system that transform and reconfigure the nation brand in the global marketplace. Social implications In additional to explore the transformation of the beauty industry in Korea, this paper also presents the history and transformation of the beauty standards in Korea and other Asian cultures. Such dialogue invites marketing and consumer researchers to further explore the role of history and culture in guiding the production and consumption of new (consumption) standards. Originality/value This is the first paper that connects the theory of soft power in nation branding and country-of-origin literature. The case analysis of the socio-historical development of K-beauty also demonstrates how non-Western cultural goods enter the international marketplace. In summary, this paper provides new conceptual framework that illustrates a new collaborative mechanism that engages government and practitioners to co-create new cultural norms and standards to the local and international markets.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

The Impact of Extraversion and Sensation Seeking on Tourist Role

2015 ◽  
Vol 43 (1) ◽  
pp. 75-84 ◽  
Author(s):  
Cheng-Yu Li ◽  
Shiao-Yuan Lu ◽  
Bi-Kun Tsai ◽  
Keh-Yuan Yu
Keyword(s):  
Logistic Regression ◽  
Regression Analysis ◽  
Logistic Regression Analysis ◽  
Sensation Seeking ◽  
Large Scale ◽  
Personality Variables ◽  
Tourism Marketing ◽  
Large Scale Survey ◽  
And Behaviors ◽  
The Impact

In recent years, personality variables, such as extraversion and sensation seeking, have been used to investigate tourist preferences and behaviors. For this study, we classified tourist roles into three types: the familiarized mass tourist, the organized mass tourist, and the independent tourist. We investigated the impact of extraversion and sensation seeking on tourist roles in a large-scale survey of Taiwanese citizens (N = 1,249) aged 20 years and older. Using logistic regression analysis, the results indicated that sensation seeking was a significant predictor of tourist role, but extraversion was not. Compared to familiarized mass tourists, people who are sensation-seeking are more likely to become independent tourists rather than organized mass tourists. We provide suggestions for tourism marketing.

scholarly journals Housing with support for older people: a mixed-methods systematic review protocol

2020 ◽  
Vol 3 ◽  
pp. 64
Author(s):  
Camille Coyle ◽  
Sarah Buggy ◽  
Olivia Cagney ◽  
Louise Farragher ◽  
Caitriona Lee ◽  
...  
Keyword(s):  
Quality Of Life ◽  
Systematic Review ◽  
Mixed Methods ◽  
Older People ◽  
Grey Literature ◽  
Qualitative And Quantitative ◽  
Ovid Medline ◽  
The Impact ◽  
People’S Perceptions

Background: The implementation of housing with support is rapidly expanding, particularly as life expectancy is increasing throughout the world. This expansion is likely to intensify in the context of coronavirus disease 2019 (COVID-19), which has revealed the risks of relying primarily on nursing homes. This mixed-methods systematic review aims to: 1) explore older people’s perceptions and experiences of housing with support and 2) examine the impact of providing housing with support for older people on their quality of life. Methods: The databases Ovid Medline, Ovid Social Policy & Practice, EBSCO CINAHL, and EBSCO SOCIndex will be searched, and grey literature will also be identified. Quality assessment will be carried out using Joanna Briggs Institute’s Critical Appraisal Checklist for Qualitative Research as well as a tool from the National Institutes of Health for observational cohort studies. This review will employ convergent parallel design; as such, qualitative and quantitative findings will be synthesised separately in the initial stage of analysis. The results from the qualitative and quantitative syntheses will then be integrated in the final stage of the analysis. Conclusion: This systematic review will synthesise the evidence regarding older people’s perceptions and experiences of housing with support and the impact of providing housing with support for older people on their quality of life.

scholarly journals The role of tourism in the economy. The formation of tourist flows to the ASEAN countries

2021 ◽  
Vol 42 (18) ◽  
pp. 66-77
Author(s):  
Sazhida S. SAFINA ◽  
◽  
Irina G. TETERKINA ◽  
Keyword(s):  
Asia Pacific ◽  
Tourist Flows ◽  
The World ◽  
World Tourism Organization ◽  
Asean Countries ◽  
Tourist Demand ◽  
Tourism Organization ◽  
Statistical Yearbook ◽  
The Impact

In the presented article on the base of statistical data from the World Tourism and Travel Council, the World Tourism Organization, the ASEAN Statistical Yearbook, and the official websites of national tourism organizations of the ASEAN countries the impact of tourism on the economy of the ASEAN countries is assessed. The region’s tourist demand and supply are analyzed. The factors of the formation of the main tourist flows from Asia-Pacific, European, American and Australia and Oceania macroregions are studied.

scholarly journals Impact of Periodontal Disease on the Quality of Life of Older People in Indonesia: A Qualitative Study

2021 ◽  
pp. 238008442110419
Author(s):  
M. Hijryana ◽  
M. MacDougall ◽  
N. Ariani ◽  
L.S. Kusdhany ◽  
A.W.G. Walls
Keyword(s):  
Quality Of Life ◽  
Oral Health ◽  
Environmental Factors ◽  
Periodontal Disease ◽  
Older People ◽  
Structured Interviews ◽  
Research Perspective ◽  
The Impact ◽  
People’S Perceptions

Introduction: The impact of periodontal disease on oral health–related quality of life (OHRQoL) has often been investigated from a quantitative research perspective, which is based on clinical findings and an OHRQoL questionnaire. Very few studies have examined the issue from the view of qualitative research. To our knowledge, there have been no previous qualitative studies focusing the effect of periodontal disease on OHRQoL in Indonesian older people. Objectives: To explore and understand the impact of periodontal disease on the OHRQoL of older people as a subjective reflection in relation to periodontal disease experiences. Methods: Semi-structured interviews were conducted in a sample of 31 older people with generalized chronic periodontitis. Thematic analysis was used to identify the key issues in participants’ accounts. The analysis was undertaken by 2 independent coders to ensure reliability. To achieve thematic saturation, successive interviews were undertaken until 5 sequential interviews did not bring new themes. Results: Participants reported the negative effects likely related to periodontal disease. The impacts of periodontal disease were described by these older people as affecting more than pain, physical discomfort, and physical function restrictions. Periodontal disease also affected their psychological and social aspects of daily living. In addition, this study identified themes related to individual and environmental factors that may modify and personalize periodontal disease experiences. Furthermore, this study identified a misleading belief that problems related to periodontal disease were a normal part of aging, which might influence individuals’ expectations toward oral health. Relatedly, participants frequently reported that the progression of tooth mobility to tooth loss was an inevitable part of the aging process. Conclusions: Periodontal disease negatively affected participants’ OHRQoL. It is fundamental to understand older people’s perceptions toward their periodontal disease as well as individual and environmental factors that may have an influence on their periodontal disease experiences. Knowledge Transfer Statement: This study is a reflection of Indonesian older people’s subjective periodontal disease experiences. Therefore, the present study can be used to understand older people’s perceptions, attitudes, behaviors, and experiences toward periodontal disease and how this disease may affect their quality of life. This study also highlights a widespread and misleading belief that oral problems related to periodontal disease are an inevitable part of aging in this study population.

scholarly journals The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Hoang Thi Phuong Thao ◽  
Lu Van Bao Long ◽  
Nguyen Le Thai Hoa
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Brand Positioning ◽  
Brand Knowledge ◽  
Organic Rice ◽  
The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

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