Country branding activities are driven by the need for differentiation and for this purpose experience marketing could become an efficient tool to sustain competitiveness in tourism, particularly in the case of small countries. This article advances the theoretical understanding in the field by...

Gaining understanding about customers ’mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known...