Nation branding: the strategic imperative for sustainable market competitiveness

Abstract

Purpose Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands. Design/methodology/approach The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand. Findings For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors. Originality/value This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.

Sustainable Tourism Recommendations: Systematic Literature Review

“…Eropa [24], [25], [20], [18] Asia [27], [30], [34], [19] Middle east [17] Asia pacific [32] Afrika [28], [31] Research methodology Quantitative [27], [30], [28], [34], [20], [17], [18], [32], [19] Qualitative [24], [18], [19] Literature review [31], [33] conceptual paper [25], [23], [26] Name of Journal Journal of tourism futures [27], [24], [25], [33], [17], [18], [32] Journal Asia Pacific journal of innovation [30] Journal International hospitality review [28], [31] Journal social responsibility [23] Journal of humanities and applied social science [26] Journal of marketing [34], [20] Journal of Asian Business and Economic studies [19]…”

“…14 [31] Mobile advertising could act as a digital marketing trends and assist to increase international tourism as well as strategy of innovation of marketing promotion. 15 [26] Sustainable tourism as a relatively new concept refers to tourism that attemps to minimize environtmental impacts and sociocultural changes and also creating unique economic opportunity for local community…”

“…[23] The essential relation between the social responsibility concept in the tourism industry and sustainability is clearly illustrated there by the interconnection of the mission, basis, perceptions, reflections, and determinants of the social responsibility concept in the tourism sector, as well as by the determination of the influencing factors to integrated the general education system and especially into tourism training and education, the social responsibility concept should be incorporated into tourism management techniques and apparatus to facilitate to the common activities of the tourism market, for example is to build Coorporate Social Responsibility or CSR [20] activities that related to nature. In the concept of sosiocultural not only build CSR but also there are several supporting factors to obtain sustainability in tourism [24] also stated that offering the uniqueness of the culture of the area of origin will be a special attraction for tourists, offer historic building [25], nation branding with showing their cultural heritage [26], and build a cultural center [24].…”

“…Beside that, sustainable promotion is also very important for the creation of sustainable tourism. According to [31] the effective promotion strategy is by using social media such as Facebook subscribers, creating creative content, and mobile advertising, [26] do the nation branding, [32] ICT (Information Communication Technology).…”

Bagaimana Mengukur Efektifitas Co-Branding Wonderful Indonesia: Studi Konseptual

“…Kerjasama ini bertujuan untuk memperluas jangkauan target pasar serta memperkuat brand equity setiap mitra yang terlibat dalam co-branding. Dari sudut pandang negara, Co-branding memang bisa digunakan sebagai pilihan strategis untuk memposisikan sebuah citra (Hassan & Mahrous, 2019), serta identitas merek suatu bangsa (Groen & Lee, 2013) dengan pertimbangan, brand yang memiliki ekuitas tinggi jika dipasangkan dengan brand lain yang ber-ekuitas tinggi pula, akan menghasilkan evaluasi konsumen yang lebih positif pada partnering brand dibandingkan dengan sebelum dipasangkan (Washburn, 2000).…”