“…Additionally, recent studies have shown that country branding is important for inbound tourism (Lozynskyy and Kushniruk, 2020; Papp-Váry, 2019). To attract more international visitors, many countries, such as the United States (U.S.) (Zavattaro and Fay, 2019), New Zealand (Lodge, 2002; Vatsa, 2020), Spain (Fiona, 2002; Vicens-Colom et al, 2021), Finland (Aho, 2014; Vento et al, 2020), and Scotland (Melis and Chambers, 2021; Olins, 2000), not only promote their natural attractions but also distinguish their destinations through branding strategies that establish their unique positions. A few developing countries, such as Romania (Platon et al, 2021), Iran (Hakimipour and Bozorgkho, 2012), Malaysia (Chi et al, 2018), and Brazil (Ferreira et al, 2022), are actively exploring strategies for building national tourism brands.…”