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This chapter covers many angles of the role national identity plays in the production, consumption, and reception of sport via social media channels. More specifically, it explores what sociology specifically brings to the equation regarding theories of group identity, identifies the core studies that represent what we currently know about national identification in the social mediated sports world, and determines fruitful themes and paths for subsequent investigation.

The approach to the chapter largely involves the synthesis of a diverse set of literatures in the academic spaces of nationalism, fan behavior, and social media.

The chapter advances the argument that only a handful of investigations in social media content focus on how national identity is forged within sport. Global events (Olympics, World Cup) seem to be the current areas of investigation, with social media facilitating various forms of BIRGing and CORFing depending largely on real-time results.

Relevant and understudied areas for future investigation on the nexus of sport, social media, and national identity include gendered correlates, GORFing (Glory Out of Reflected Failure), redefinitions of sport fandom, eSports, and the application of new technologies, applications and platforms in the social media space.

The chapter establishes a foundation of knowledge triangulating sport, social media, and national identity while creating warrants for key scholarly agenda advancement in the future.

This study aims to examine the empirical linkages among emotional experiences, national identity and behavioural intentions for red tourism in China.

Partial least squares structural equation modelling was applied to data from two rounds of surveys of 1,095 on-site visitors to Zunyi and Yan’an, two well-known red tourism cities in China.

Emotional experiences significantly affect national identity, with positive emotions significantly affecting national identity. Positive emotions also significantly influenced behavioural intentions, national identity positively influenced behavioural intentions and national pride mediated the relationship of “positive emotion → behavioural intentions”. In addition, previous experience played a moderating role in the relationship of “positive emotion → national pride”.

This research produced new insights on red tourism emotional experiences by clarifying its types, connotations and influences. It contributes to a better understanding of national identity antecedents and outcomes in red tourism. Findings revealed the significant role of red tourism in cultivating national identity and provide implications for academic research and practical development of red tourism.

本研究旨在考察中国红色旅游者的情绪体验、国家认同和行为意向之间的影响关系及其作用机制。

采用偏最小二乘法结构方程模型(PLS-SEM), 对来自中国红色旅游圣地——遵义和延安的1095名现场游客的问卷调查数据进行了统计分析。

情绪体验对国家认同会产生显著影响。其中, 积极情感会显著正向影响国家认同。同时, 积极情感也会对行为意向产生显著正向影响。此外, 国家认同对行为意向具有积极影响, 且国家自豪感在“积极情感→行为意图”的影响关系中充当中介作用。最后, 研究还发现旅游经历在“积极情感→国家自豪感”的影响关系中具有显著的调节作用。

本研究通过阐明红色旅游情绪体验的类型、内涵及其影响关系, 为深入理解红色旅游情绪体验提供了一个全新的视角。同时, 文章还进一步厘清了红色旅游情境中国家认同感的形成前因和影响结果的作用机理。研究结论揭示了红色旅游在培育国家认同感方面的重要价值, 并为红色旅游的学术研究和实践发展提供了重要启示。

Esta investigación examinó los vínculos empíricos entre las experiencias emocionales, la identidad nacional y las intenciones de comportamiento para del turismo rojo en China.

Se aplicó el análisis de ecuaciones estructurales basado en mínimos cuadrados parciales (PLS - SEM) a los datos recogidos mediante dos rondas de encuestas realizadasa 1.095 visitantes in situ en Zunyi y Yan'an, dos conocidas ciudades de turismo rojo de China.

Las experiencias emocionales afectan significativamente a la identidad nacional, y las emociones positivas influyen significativamente en la identidad nacional. Las emociones positivas también influyeron significativamente en las intenciones de comportamiento; la identidad nacional influyó positivamente en las intenciones de comportamiento y el orgullo nacional medió la relación “emoción positiva → intenciones de comportamiento”. Además, la experiencia previa desempeñó un papel moderador en la relación “emoción positiva → orgullo nacional”.

Esta investigación aportó nuevos hallazgos sobre las experiencias emocionales del turismo rojo al aclarar sus tipos, connotaciones e influencias. Contribuye a una mejor comprensión de los antecedentes y resultados de la identidad nacional en el turismo rojo. Los resultados de la investigación revelan el importante papel del turismo rojo en el cultivo de la identidad nacional y ofrecen implicaciones para la investigación académica y el desarrollo práctico del turismo rojo.

This qualitative multiple-case study research attempts to examine controversies associated with national education and national identity by exploring the perceptions of national identity of Hong Kong secondary school teachers. Since the resumption of Hong Kong's sovereignty by China in 1997, national identification with Chinese has been a policy priority. Hong Kong has seen an increase of national education, which aims at cultivating a Chinese national identity.

The study was conducted with case study method with a convenient sampling method on ten purposively chosen sample of Hong Kong secondary school teachers, who are responsible for citizenship education in their schools. It is a qualitative research design with each teacher interviewed twice to obtain in-depth interview data.

The findings reveal that teachers perceive their national identity with different emphases, which include both elements of civic and ethnic nationalism. Also, Hong Kong teachers showed a diversified perception of their national identity both before and after 1997, and it was found that political, social and personal events exerted influences upon their national identification. These have implication for understanding identity issue and teaching citizenship education in Hong Kong.

This paper attempts to make a contribution towards understanding teachers’ perceptions of national identity by revealing that Hong Kong teachers perceive their national identity with both elements of civic and ethnic nationalism, and their perceptions are mediated by political, social and personal events. Furthermore, multiple levels of identities, namely, local, national, and global levels, should be observed.

This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature.

A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing.

The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity.

For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands.

Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands.

This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.

This study aims to investigate the influences of two facets of Vietnamese consumers' cultural identities (i.e. global and national) on their intent to consume Korean lifestyle products and services via attitudes toward Korea. The difference between generations (Generation Z vs. X) is examined.

Data are collected through an online survey firm. The participants are Vietnamese consumers residing in Vietnam, varying in age from teens to those in their 50s (n = 500). The collected data are analyzed by SPSS 21.0 for the descriptive statistics, frequency analysis, and reliability analysis. AMOS 21.0 is employed for confirmatory factor analysis and structural equation modeling (SEM) analysis.

This study reveals that global identity affects Vietnamese consumers' attitudes toward Korea and their intent to consume Korean lifestyle products and services. Results show that only global identity affects attitudes and behavioral intention toward Korea among generation Xers, while national identity has no effect. For Generation Z (Gen Z), both global and national identities have a positive effect on attitudes toward Korea, which also increases the intent to consume Korean lifestyle products and services.

Measuring individuals' global and national identities will allow brands and retailers to better understand international consumers of various generations and develop global marketing strategies.

This study bridges gaps in the literature on globalized consumption in a non-Western context by identifying how consumers in emerging markets become involved in cross-cultural consumption.

This paper presents research that sought to understand how the National Library of Australia engages with soft power in its Annual Report 2019–20. Driving the analysis was the research question: How is soft power discourse reproduced and enacted in the National Library of Australia's Annual Report 2019–20? The research recognises the significance of Australia's soft power, cultural diplomacy, and regional relationships to national interest in the context of a library's contributions to these areas.

The study employs a qualitative discourse analysis, with constructivist and interpretivist perspectives. A critical discourse analysis was undertaken that applied a discourse-historical approach.

The findings suggest that the National Library of Australia primarily engages with soft power discourse through the construction and preservation of an Australian national identity. National identity is framed as key to the Library's collection development, with Australian knowledge prioritised.

This study extends on research addressing the roles of galleries, archives, and museums in cultural diplomacy, but rarely examines soft power and libraries explicitly or in a contemporary context. It contributes to broader understandings of libraries in international relations and the role they can play in soft power attraction and cultural diplomacy.

The purpose of this paper is to explore whether there are any effects on Hong Kong university students’ national identity after short-term study abroad. If so, what sources of influence from the short-term study abroad programme contribute to the students’ change in national identity?

Using the case study approach, 85 students completed a questionnaire, and a small group of 12 students were invited to individual interviews for further investigation.

Results show that the students’ perceptions of national identity are multiple and complicated through the lens of four components of national identity. The responses of students’ perceptions of change in identity were pointed to three statements: “feeling prouder of being Chinese”, “Hongkongers are very different from mainland Chinese” and “no change in my views of national identity”. The influences of study abroad experiences on national identity varied, dependent on the students’ interaction with the local and non-local people, and reflection on their own identity, whether on the cultural or political differences or on national achievements.

The findings of this study can inform educators and administrators to enhance profound short-term study abroad experience for the students. The limitation of this case study is that it is concerned with understanding how small numbers of students construct meaning from their individual experience. It is recommended that studies with larger sampling sizes be conducted to investigate students’ perceptions of their national identity before and after studying abroad.

Considering the increasing number of Hong Kong youths who have participated in these short-term study-abroad programmes in higher education, the findings of this study are significant in terms of awakening the students’ taken-for-granted national identity, if any. The programme serves as a means of triggering the students’ feelings and emotions regarding their identity in different national, social and cultural contexts. This can inform policy makers, educational administrators and teachers to formulate an appropriate national education curriculum for the youth.

Based on the intra-national diversity view, this research aims to employ the concept of national identity to explain the consumer's evaluation of foreign product with local brand and the extent of consumer ethnocentrism. It then investigates how product evaluation and consumer ethnocentrism are capable of explaining consumer's perceived value of the product. Finally, it tests the impact of consumer perceived value on consumer willingness to buy.

A sample of 251 consumers of local wine in Vietnam was analysed using structural equation modelling technique.

National identity has positive impacts on product evaluation and consumer ethnocentrism. These two factors together can explain 58 percent variance of consumer's perceived value, which is the key predictor of willingness to buy. Additionally, emotional and social values are found to be important motivators of local wine consumption in Vietnam.

The three reflective first-order components of national identity might be alternatively modelled as formative ones. Moderating effect of consumption occasions, consumer knowledge and other social demographics should be investigated. Finally, to compare Vietnamese consumers towards local wine vs foreign wine.

Among very few empirical studies about the effects of national identity on consumer's value of foreign product with local brand under a mixed effects of the perceived inferior quality of locally made product and status-oriented consumption behavior, via the full mediation of product evaluation and consumer ethnocentrism. This study also suggests a conceptual distinction between ethnocentrism and consumer ethnocentrism in studies of national identity.

A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the potential to substantially affect international operations or how to make comparisons within a framework which allows some measure of flexibility across nations and cultures. The objectives of this study were twofold: (1) to develop and measure the national identify of several different cultures in order to establish a means by which similarities and differences can be placed into a practically applicable context for international marketing decision making; and (2) to establish initial generalizable national identity norms for making broad cross‐cultural/cross‐national comparisons. The results based on a five‐country sample (i.e. the USA, Mexico, Japan, Sweden and Hong Kong) show that, within the theoretical framework of national identity it is possible to identify such differences. Implications for both academic research as well as managerial decision making in an international marketing context are presented.