Tourism branding and nation building in China
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 9 August 2011
Abstract
Purpose
The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations through brand architecture.
Design/methodology/approach
Branding is a deliberate process applied to the shaping of a nation's image and reputation on the global stage, in the heightened global competition for ascendancy. The paper reviews selected literature of national identity and nation branding to identify models, techniques and prior research that informs nation branding. This paper examines national branding and nation building from the perspective of international tourism promotion and development.
Findings
The formation of the Chinese national identity is the result of a complicated historical progression, as well as current national aspirations, and the process of globalization and the introduction of the market system. Branding the nation in the globalised world is a strategy or tool in the competition for attention and wealth, as well as a tool of self‐affirmation. Nation brands are more complex to develop and less tangible than corporate brands.
Originality/value
The paper identifies that value of examining nation branding as a form of co‐branding, with the related concepts of perceived fit, brand architecture as well as existing techniques.
Keywords
Citation
Scott, N., Suwaree Ashton, A., Ding, P. and Xu, H. (2011), "Tourism branding and nation building in China", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 3, pp. 227-234. https://doi.org/10.1108/17506181111156925
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited