Purpose In recent years, network science has become a dynamic and promising discipline. This study aims to provide a brief summary of the subject and the application to the tourism domain. Design/methodology/approach This paper is based on a non-exhaustive survey of the literature. Findings The...

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...