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Dr. Judit HIDASI The impact of country-branding on tourism industry Lingeberzins E. Use of hofstede dimensions in multi-cultural tourism product quality evaluation .., .. - .. : .. :

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Dr.Judit HIDASI, Professor of communication Director for International Relations Budapest Business School Faculty of International Management and Business, Budapest, Hungary

THE IMPACT OF COUNTRY-BRANDING ON TOURISM

INDUSTRY

Why country branding?

A brand is a mental blueprint for consumers. Virtually anything can be branded: products, people, places and mental-intellectual-artistic achievements (Potter 2003). It is about establishing a solid consistent reputation and image and then building on its success.

Nations, too, can get branded, (Gudjonsson 2005) sometimes deliberately in a planned manner (Fan 2005) but sometimes just by accident (enough to think of the global sensation of the Beatles in Britain which has incidentally become the biggest cultural export of the country for years). The former happens as a rule thanks to a particular government strategy, while the latter happens as an unforseen outcome of certain individual achievements. A nation gets a brand identity based on its consistent, systematic and consequent delivery of quality products (for instance Swiss watches) or of quality services (for instance Austrian tourism industry).

The term nation branding was first coined in 1996 by the British Simon Anholt (Anholt 1998) who drew attention to its importance by assuming that people around the world look at countries in very much the same way as we look at products and its brands. Hence it is right to say that not only quality products promote a nationss image, but also foreigners, who see the country of that particular nation in a favourable light (Hidasi 2008).

Along with the emergence of the information age and the knowledge-based economy, Joseph Nye (1990) created the concept of soft power. Soft power is an ability to shape what others want by way of attracting with cultural and/or ideological appeal. In the rapid advance of globalization it is becoming increasingly important for a country and a nation to identify ways and means to define its distinctiveness from the global pool of others by presenting its distinct national voice.



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