文章基本信息

标题：Constructing a nation branding model: The case of Serbia
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作者：Branka Novčić Korać ; Aleksandra Bradić-Martinović ; Branislav Miletić 等
期刊名称：Geographica Pannonica
印刷版ISSN：0354-8724
电子版ISSN：1820-7138
出版年度：2020
卷号：24
期号：4
页码：311-324
DOI：10.5937/gp24-28279
语种：English
出版社：University of Novi Sad, Department of Geography, Tourism and Hotel Management
摘要：This paper aims to understand the concept and fundamental terms related to nation branding as a strategic tool for improving Serbia's international market position, a post-Communist and former Yugoslav country. The author intends to gain insight into Serbia's current brand perception as a developing country that can find an opportunity for rebirth and parting with the legacy implementation of the nation branding concept. The quantitative research methods were applied in this paper, and the questionnaire developed for the research investigated the perception of brand Serbia by leaning on Risitano's framework. Our analysis finds that national treasury, people, tourism and business destination were recognized as the most important points for country and nation positioning.
关键词：nation brand;Serbia;nation branding model;tourism