Country reputation as a moderator of tourism advertising effectiveness

Fullerton, Jami A.; Kendrick, Alice

doi:10.1080/13527266.2014.973436

Cited by 24 publications

(18 citation statements)

References 19 publications

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“…For example, applying the CRI to measure South Korea’s reputation, Yang et al (2008) identified emotional appeal, physical appeal, financial appeal, leadership appeal, cultural appeal, political appeal, and global appeal as the constructs that should be used to measure a country’s image. Fullerton and Kendrick (2017) applied the index to examine the role a country’s reputation plays in moderating the effects of tourism advertising for that country as well as attitude toward its government and citizens. They found that leadership moderated the effectiveness of the tourism ad for Australians’ interest in traveling to the USA as well as for attitude toward the US government.…”

Section: Theoretical Framework and Literature Reviewmentioning

confidence: 99%

“…1 Researchers have developed a number of conceptualizations of national image and instruments to measure it, such as Anholt-GFK Roper Nation Brands Index (NBI) (Anholt, 2006) and the Fombrun - RI Country Reputation Index (CRI) (Passow et al, 2005). Such conceptualizations and instruments have been widely used in public diplomacy studies (Fullerton and Kendrick, 2017; Kang and Yang, 2010; Kiambi and Shafer, 2018; Yang et al, 2008). They may as well be applied to the research in international tourism.…”

Section: Introductionmentioning

confidence: 99%

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Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case

Zhang¹,

Adhikari

Fahmy

et al. 2020

Journal of Vacation Marketing

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The dominant paradigm on tourist behaviors depicts a sequential relationship among image, quality, satisfaction, and post-purchase behavior while the alternative view argues that consumer behaviors are better understood through perceived value. Using Nepal as a case, we tested a synthetic model of tourist behaviors and applied the Fombrun-RI Country Reputation Index (CRI) that was developed in the field of nation branding to measure destination image, an elusive concept in tourism literature since long. Structural Equation Modeling (SEM) shows that the data largely supported the model, and national image has impacts on tourist behaviors. However, service quality is not a significant predictor of tourist behaviors. This corroborates the argument that perceived value is a better way to analyze tourist behaviors. The research has practical implications for nation branding programs in the less-developed nations.

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Section: Theoretical Framework and Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case

Zhang¹,

Adhikari

Fahmy

et al. 2020

Journal of Vacation Marketing

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show abstract

“…CRI is a flexible scale and it does not need much modification to measure the general characteristics of a particular country. The multidimensionality of the scale to measure country reputation (Holtzhausen and Fullerton, 2013;Yang et al, 2008;Fullerton and Kendrick, 2014), and evidence of it being validly applied in appraising country reputation from an internal stakeholders' perspective in previous studies (e.g., Passow et al, 2005)gives good justification to employ CRI in the present study. Moreover, CRI provides valuable insights into those aspects of the respondents' perceptions that drive the overall image of a country and thus, provide governments with measurement data that can be easily translated to pragmatic action plans (Passow et al, 2005).…”

Section: Importance To Identitymentioning

confidence: 98%

Social identity, collective self esteem and country reputation: the case of Pakistan

Yousaf

2015

Journal of Product &Amp; Brand Management

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Purpose – This paper aims to show how the relative global status of a country influences its internal country reputation and resulting social cognitions of citizens. Design/methodology/approach – The theories of social identity and collective self-esteem were employed to explain how self-assessment and evaluations of a country’s reputation are regulated by social concepts and vice versa. The structural equation modeling technique was employed to estimate the conjectural relations. Findings – The groups which people belong to are their primary source of pride and self-esteem. But if a country is negatively stereotyped on the global stage, it weakens the ability of people to live their nation’s brand. A formidable nation’s brand can only be constructed if people are deeply involved and committed to it. Practical implications – The results of this study have implications for policymakers, nation’s branding experts and researchers to focus on internal branding of nations. The academicians and researchers should focus more on the internal audiences in their role as a “communication medium” to external audiences. A more purposeful internal branding will promote community strengthening and enable people to act as a mouth piece in communicating a desired experience to external audiences. Originality/value – The existing nations branding literature does not show how relative global status of a country influences self-assessment and evaluations of people’s associations with that country. The present study aims to fill this gap by drawing on the theories of social identity, self-categorization and collective self-esteem to show how people’s self-perception in negatively perceived countries is regulated in relation to their country’s relative global status and its influence on resulting social cognitions.

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“…A study examined the role of the country's reputation in moderating the influence of tourism advertising for the country as well as attitudes towards the government and its citizens. A country's reputation scale was expressed in three dimensions: leadership, investment, and culture; where leadership moderated the effectiveness of tourism advertisements for visiting a country and attitudes towards the government of that country (Fullerton & Kendrick, 2017). Power played an essential role in building an influential reputation in a cooperative network and is therefore vital in planning and decision making.…”

Section: Government Marketingmentioning

confidence: 99%

“…of a brand that was given within a specific time to the target customer or project to influence the behaviour of the target audience (Bassano et al, 2019). There were various perspectives and emphasis on Integrated Marketing Communication, for example: combining offline and online with social media in marketing communication; integrated marketing communications advertising, promotion, and other forms (Fullerton & Kendrick, 2017); and, viewing advertising and promotion from the perspective of integrated marketing communication.…”

Section: Integrated Marketing Communicationmentioning

confidence: 99%

Branding of North Sulawesi tourism through the hexagon of competitive identity

Menayang

Marta

2020

Indonesian Journal of Communications Studies

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This research was motivated by the disappointment of the North Sulawesi Provincial Government, and its people because none of the tourism destinations in the area was included in the list. Phenomenally, North Sulawesi Province in 2018 was named as the Province with best tourism performance in Indonesia, and in middle of 2019, the Likupang Tourism Special Economic Zone in North Sulawesi was designated as one of the five Super Priority Tourism Destinations. This study used the constructivist paradigm with qualitative research methodology aimed to analyse the success of a local government in tourism branding. The theoretical framework of Nation Brand Hexagon was adopted to the provincial level, i.e., the hexagon of competitive identity was used as the parameter to evaluate the outcomes of Branding North Sulawesi Tourism. The core finding of this study was the intertwining of three factors to support the success of North Sulawesi tourism branding, namely: lobbying to the central government, multi-stakeholder involvement management, and integrated marketing communication. This study aimed to understand the importance of Government Marketing for branding North Sulawesi Tourism through the Hexagon of Competitive Identity, namely: governance, investment and immigration, tourism, exports, culture and heritage, and people. From these findings, it can be concluded that the North Sulawesi Provincial Government has performed optimally and simultaneously the hexagon of competitive identity needed in branding its tourism destination, in doing its roles as a lobbyist, as a marketer, and as Catalyst of North Sulawesi Tourism Branding.

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Country reputation as a moderator of tourism advertising effectiveness

Cited by 24 publications

References 19 publications

Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case

Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case

Social identity, collective self esteem and country reputation: the case of Pakistan

Branding of North Sulawesi tourism through the hexagon of competitive identity

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