Scott, Noel; Suwaree Ashton, Ann; Ding, Peiyi; Xu, Honggang - In: International Journal of Culture, Tourism and … 5 (2011) 3, pp. 227-234
Purpose – The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations...