“…These are the main factors affecting the economic level of a tourist destination country. Additionally, recent studies have shown that country branding is important for inbound tourism (Lozynskyy and Kushniruk, 2020; Papp-Váry, 2019). To attract more international visitors, many countries, such as the United States (U.S.) (Zavattaro and Fay, 2019), New Zealand (Lodge, 2002; Vatsa, 2020), Spain (Fiona, 2002; Vicens-Colom et al, 2021), Finland (Aho, 2014; Vento et al, 2020), and Scotland (Melis and Chambers, 2021; Olins, 2000), not only promote their natural attractions but also distinguish their destinations through branding strategies that establish their unique positions.…”