본문 바로가기
KERD
논문KCI 등재

National Brand, Tourism and Human Development: Analysis of the Relationship and Distribution

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

초록

Purpose: This paper aims to determine features of the relationship between human development, tourism and national brand. Research design, data and methodology: ranking indicators, cluster analysis, K means method, correlation analysis. Results: The analysis covers data for 95 countries for 2019. The number of countries is justified by the availability of comparable data for calculations. A direct relationship between the indicators for the entire sample has been revealed in the result of the correlation analysis. However, this relationship has not been confirmed for the groups of countries that were formed through the cluster analysis. Spearman Rank Order and Kendall Tau Correlations have been calculated for the five obtained clusters. In two of the five clusters, the relationship between the indicators has not been found. A strong negative link between all the indicators has been detected in the cluster with average index values. A strong positive link between TTCI and BSI has been revealed in the group of countries with the best index values. A strong positive link between TTCI and HDI has been found in the group of countries with the worst index values. Conclusions: The analysis demonstrates that there is a relationship between BSI, TTCI and HDI, and while this link is observed for the sample as a whole, it is not homogeneous for groups of countries.

Abstract

Purpose: This paper aims to determine features of the relationship between human development, tourism and national brand. Research design, data and methodology: ranking indicators, cluster analysis, K means method, correlation analysis. Results: The analysis covers data for 95 countries for 2019. The number of countries is justified by the availability of comparable data for calculations. A direct relationship between the indicators for the entire sample has been revealed in the result of the correlation analysis. However, this relationship has not been confirmed for the groups of countries that were formed through the cluster analysis. Spearman Rank Order and Kendall Tau Correlations have been calculated for the five obtained clusters. In two of the five clusters, the relationship between the indicators has not been found. A strong negative link between all the indicators has been detected in the cluster with average index values. A strong positive link between TTCI and BSI has been revealed in the group of countries with the best index values. A strong positive link between TTCI and HDI has been found in the group of countries with the worst index values. Conclusions: The analysis demonstrates that there is a relationship between BSI, TTCI and HDI, and while this link is observed for the sample as a whole, it is not homogeneous for groups of countries.

참고문헌 (49)

  1. Aaker, D. A., "Building Strong Brands" (1996), The Free Press
  2. Aaker, D. A., "Leveraging the corporate brand", California management review, 46(3), pp.6~18 (2004)
  3. Aitken, R., "The four Rs of place branding", Journal of Marketing Management, 27(9-10), pp.913~933 (2011)[DOI]
  4. Almeyda-Ibáñez, M., "Place branding in tourism : A review of theoretical approaches and management practices", Tourism & Management Studies, 13(4), pp.10~19 (2017)[DOI]
  5. Andrei, A. G., "The impact of nation branding campaigns on country image. Case study: Romania", Management &Marketing. Challenge for the Knowledge Society, 12(2), pp.222~236 (2017)[DOI]
  6. Anholt, S., "Competitive identity: The new brand management for nations, cities and regions" (2007), Basingstoke
  7. Bell, C., "Branding New Zealand : The national green-wash", British Review of New Zealand Studies, 15, pp.13~27 (2005)
  8. Biagi, B., "Human development and tourism specialization. Evidence from a panel of developed and developing countries", International Journal of Tourism Research, 19, pp.160~178 (2016)[DOI]
  9. "Nation Brands 2019. The annual report on the most valuable and strongest nation brands" (2019)[URL]
  10. Borges, A. P., "The Branding of Tourist Destinations: Theoretical and Empirical Insights", pp.129~146 (2018), Emerald Publishing Limited
  11. Chan, C. -S., "The Branding of Tourist Destinations:Theoretical and Empirical Insights", pp.15~42 (2018), Emerald Publishing Limited
  12. Chattopadhyay, M., "Human development and tourism growth’s relationship across countries: a panel threshold analysis", Journal of Sustainable Tourism (2021)[DOI]
  13. Croes, R., "Extending tourism competitiveness to human development", Annals of Tourism Research, 80, pp.102825~ (2020)[DOI]
  14. Dinnie, K., "Nation Branding. Concepts, Issues, Practice" (2008), Butterworth-Heinemann
  15. Durmaz, Y., "Brand and Brand Strategies", International Business Research, 9(5), pp.48~56 (2016)[DOI]
  16. Eswar S. Prasad, ""Distributional Effects of Macroeconomic Policy Choices in Emerging Market Economies, IMF Economic Review", Palgrave Macmillan; International Monetary Fund, 62(3), pp.409~429 (2014)
  17. Fahimi, A., "Testing the role of tourism and human capital development in economic growth. A panel causality study of micro states", Tourism Management Perspectives, 28, pp.62~70 (2018)[DOI]
  18. Fetscherin, M., "The determinants and measurement of a country brand : the country brand strength index", International Marketing Review, 27(4), pp.466~479 (2010)[DOI]
  19. Hassan, S., "Nation branding : the strategic imperative for sustainable market competitiveness", Journal of Humanities and Applied Social Sciences, 1(2), pp.146~158 (2019)[DOI]
  20. Isdarmanto, S. W., "Sustainability Branding Strategy Through ICT Networking of Tourism Development", Advances in Economics, Business and Management Research (Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)), 151, pp.298~303 (2020)
  21. Katunian, A., "Sustainability as a new approach for the human resource development in tourism sector", Public policy and administration, 18(4), pp.405~417 (2019)
  22. Keller, K. L., "Strategic Brand Management: Building, Measuring, and Managing Brand Equity" (2015), Pearson Education
  23. Khan, A., "Tourism and Development in Developing Economies : A Policy Implication Perspective", Sustainability, 12, pp.16~18 (2020)[DOI]
  24. "The Importance of Nation Brand" (2012)[URL]
  25. Kotler, P., "Country as brand, product, and beyond: A place marketing and brand management perspective", Brand Management, 9(4-5), pp.249~261 (2002)[DOI]
  26. Kotler, P., "Framework for Marketing Management" (2016), Pearson
  27. "Tourism Impacts: Evidence of Impacts on employment, gender, income EPS PEAKS, Helpdesk Request" (2014)[URL]
  28. Manhas, P. S, , Journal of Economics, Finance and Administrative Science, 21, pp.25~29 (2016)
  29. Mariutti, F., "Are we talking the same language? Challenging complexity in country brand models", Athens Journal of Business and Economics, 1(1), pp.49~62 (2015)[DOI]
  30. Meckling, J., "Oppose, Support, or Hedge? Distributional Effects, Regulatory Pressure, and Business Strategy in Environmental Politics", Global Environmental Politics, 15(2), pp.19~37 (2015)[DOI]
  31. Moilanen, T., "How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding" (2009), Palgrave Macmillan
  32. Nana, A. E., "Tourism : A Promoter of Human Development", UJAH : Unizik Journal of Arts and Humanities, 18(2), pp.192~210 (2017)[DOI]
  33. Regulatory Capabilities: A Normative Framework for Assessing the Distributional Effects of Regulation, Columbia law school public law &legal theory, "Pistor, K", ~, pp.working paper no. 13-354 (2013)
  34. Pop, N. Al., "National branding strategy and its effects on business and tourism", Proceedings of the 14th International Conference on Business Excellence, 14(1), pp.1005~1013 (2020)
  35. Rekha, Y. C., "Human Resource Development in Tourism Industry", Development Economics:Microeconomic Issues in Developing Economies eJournal (2013)[DOI]
  36. Rivera, M. A., "The synergies between human development, economic growth, and tourism within a developing country : An empirical model for Ecuador", Journal of Destination Marketing & Management, 6(3), pp.221~232 (2017)[DOI]
  37. Rodrigues, C., "The Branding of Tourist Destinations:Theoretical and Empirical Insights", pp.61~82 (2018), Emerald Publishing Limited
  38. Rojaz-Méndez, J. I., "Nation Brand Molecule – NBM", Journal of Product & Brand Management, 22(7), pp.462~472 (2013)[DOI]
  39. Schoeppen, B., "Measurement of a Country Brand. The country brand strength index", Master, pp.2017
  40. Manu SHARMA, "Beyond Growth: Does Tourism Promote Human Development in India? Evidence from Time Series Analysis", The Journal of Asian Finance, Economics and Business, 7(12), pp.693~702 (2020), 한국유통과학회
  41. Soh, J. K. M., "Human Resource Development in the Tourism Sector in Asia", Perspectives in Asian Leisure and Tourism, 1(7), pp.1~7 (2008)
  42. Stauvermann, P. J., "Productivity growth and income in the tourism sector : Role of tourism demand and human capital investment", Tourism Management, 61, pp.426~433 (2017)[DOI]
  43. Olena Stryzhak, "Transformation of human capital strategies in the tourism industry under the influence of Economy 4.0", Problems and Perspectives in Management, 19(2), pp.145~156 (2021), LLC CPC Business Perspectives[DOI]
  44. "The Economic Effects and Distributional Implications of Globalisation and Foreign Tourism Boom in the Indonesian Economy: A CGE Assessment. Asian Development Outlook Update: Theme chapter -Broadening openness for a resilient Asia" (2001)[URL]
  45. Szondi, G., "The role and challenges of country branding in transition countries : The Central and Eastern European experience", Place Branding and Public Diplomacy, 3(1), pp.8~20 (2006)
  46. Tan, Y. -T., "The Relationship Between Human Development, Tourism and Economic Growth : Evidence from Malaysia", Research in World Economy, 10(5), pp.96~103 (2019)[DOI]
  47. "Human Development Report: The next frontier. Human development and the Anthropocene" (2020)[URL]
  48. "Travel & Tourism Competitiveness Report 2019" (2019)[URL]
  49. Youssef, K. B., "The Branding of Tourist Destinations: Theoretical and Empirical Insights", pp.97~111 (2018), Emerald Publishing Limited

관련 논문AI추천

이 간행물의 다른 논문 (9건)