THE NATION BRAND IN THE TOURISM SERVICES MARKET: CONCEPT, DELIMITATION, AND ECONOMIC AND SOCIAL SIGNIFICANCE

This study presents a conceptual analysis based on the primary theoretical literature on nation branding, place branding, and destination branding, complemented by published methodologies of four principal commercial measurement instruments. The sources are systematically differentiated, with commercial indices considered separately from peer-reviewed academic literature. The article provides a clear delimitation of four closely related concepts, develops a proposition-level model linking nation brand dimensions to economic and social outcomes through brand equity, and evaluates the principal measurement instruments by specifying the dimensions they can and cannot adequately capture. The study is intended to provide a theoretical foundation for future empirical research rather than to serve as a comprehensive literature review

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