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Tourism branding and nation building in China

Tourism branding and nation building in China 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Culture, Tourism and Hospitality Research Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6182
DOI
10.1108/17506181111156925
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Culture, Tourism and Hospitality ResearchEmerald Publishing

Published: Aug 9, 2011

Keywords: China; Image; Brand identity; Brand management; Destination management

References