To read the full version of this content please select one of the options below:

Tourism branding and nation building in China

Noel Scott (Senior Lecturer based at the School of Tourism, The University of Queensland, Australia)
Ann Suwaree Ashton (Senior Tutor based at the School of Tourism, The University of Queensland, Australia)
Peiyi Ding (Senior Research Officer based at the School of Tourism, The University of Queensland, Australia)
Honggang Xu (Professor and Vice Dean at Sun Yat‐Sen University, Guangzhou, 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