Can a nation brand be built with an online tourism brand?
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 25 July 2023
Issue publication date: 5 September 2023
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.
Keywords
Acknowledgements
Conflict of interest: Authors have no conflicts of interests to disclose. Furthermore, the authors received no economic funding or support from any organization for this research.
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
Publisher
:Emerald Publishing Limited
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