Can a nation brand be built with an online tourism brand?

Abstract

Purpose

Nation branding efforts are carried out by means of communication. The element, which is the object of communication tools, must have an analogical connection with nation branding. The object of analogy should have attractive features that will strengthen the nation brand. Online tourism content, which has the quality to add value to nation branding, can produce a strong analogy. Online tourism content can easily be internalized in a positive way, as it creates attractive connotations such as memories, entertainment, holidays, etc. in the mind of the audience. In this direction, the research aims to reveal that the online tourism brand is a strategic transmission tool of nation branding.

Design/methodology/approach

The research study was carried out with the semiotics method. Content analysis has been made for the videos of GoTürkiye, Turkey's tourism brand, on YouTube.

Findings

Research findings show that content covering a large part of Turkey has been created. Messages to be given in the content; it is that Turkey has authentic and attractive elements and hosts international events. The content on GoTürkiye's YouTube has reached a significant number of views.

Practical implications

The research aims to reveal how to build an online nation brand through online tourism brands. In this respect, it is thought that the results can guide the politicians or marketers responsible for nation branding.

Originality/value

The idea of how to build an online nation branding through online tourism brands remains unclear. In this respect, the research demonstrates its original value in proposing a model that will contribute to online nation branding.

Citation

Sarı, Ö. and Meydan Uygur, S. (2023), "Can a nation brand be built with an online tourism brand?", Journal of Contemporary Marketing Science, Vol. 6 No. 2, pp. 128-147. https://doi.org/10.1108/JCMARS-03-2023-0006