Country image as a nation‐branding tool

Abstract

Purpose

The purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the respondents? How is the awareness constructed in terms of dimensions? Where does the image stem from (the source)?

Design/methodology/approach

A survey was conducted among US, French and Swiss university students. Given the high number of respondents who had not visited Finland, the analysis focused on non‐visitors. Six hypotheses were formulated based on existing theory.

Findings

Awareness is a key indicator of people's knowledge about the existence of a country. Branding may be an elementary tool in enhancing awareness as well as altering or reinforcing stereotypical views. The results of this study bring out the cross‐cultural aspects.

Research limitations/implications

Including the respondents’ sources of information enhances the results of previous studies on country image. The findings contribute to the theoretical discussion on the source of the image and the factors that affect it.

Practical implications

Knowledge of the information sources and their role in image building will help destination marketers to influence potential travellers, including non‐visitors, and thereby increase the likelihood of a first or repeat visit.

Originality/value

To the authors’ knowledge, this is the first study to focus on awareness of a country among non‐visitors.

Citation

Hakala, U., Lemmetyinen, A. and Kantola, S. (2013), "Country image as a nation‐branding tool", Marketing Intelligence & Planning, Vol. 31 No. 5, pp. 538-556. https://doi.org/10.1108/MIP-04-2013-0060