This paper contributes to the literature on nation branding. We investigate how a country's attributes, as reflected by cinema, build that nation's attractiveness to consumers as a travel destination. Our field study adds to the literature on the role of cinema in consumer place branding. The research model analysis results show that a country's infrastructural, cultural, political, social and environmental attributes influence nation branding. Travellers' personal traits act as moderators, and travellers positively associate these country attributes through the lenses of their own experiences. As practical implications the findings are valuable to country managers with the responsibility of building up their nation's image as a brand.

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