바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

logo

  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

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

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

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2021, v.19 no.12, pp.33-43
https://doi.org/https://doi.org/10.15722/jds.19.12.202112.33
STRYZHAK, Olena (Tourism Department, Simon Kuznets Kharkiv National University of Economics)
AKHMEDOVA, Olena (Tourism Department, Simon Kuznets Kharkiv National University of Economics)
POSTUPNA, Olena (Department of Management, National University of Civil Defence)
SHCHEPANSKIY, Eduard (Department of Public Administration, Leonid Yuzkov Khmelnytskyi University of Management and Law)
TIURINA, Dina (Department of Management, National University of Civil Defence)

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.

keywords
National Tourist Brand, Human Resources Development, Brand Strength Index (BSI), Travel &amp, Tourism Competitiveness Index (TTCI), Human Development Index (HDI), Relationship And Distribution Between Indicators

참고문헌

1.

Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.

2.

Aaker, D. A. (2004). Leveraging the corporate brand. California management review, 46(3), 6-18.

3.

Aitken, R. & Campelo, A. (2011). The four Rs of place branding. Journal of Marketing Management, 27(9-10), 913-933. doi:10.1080/0267257X.2011.560718

4.

Almeyda-Ibáñez, M. & George, B. P. (2017). Place branding in tourism: A review of theoretical approaches and management practices. Tourism & Management Studies, 13(4), 10-19. doi:10.18089/tms.2017.13402

5.

Andrei, A. G. (2017). The impact of nation branding campaigns on country image. Case study: Romania. Management &Marketing. Challenge for the Knowledge Society, 12(2), 222-236. doi: 10.1515/mmcks-2017-0014

6.

Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. New York: Basingstoke.

7.

Bell, C. (2005). Branding New Zealand: The national green-wash. British Review of New Zealand Studies, 15. 13-27.

8.

Biagi, B., Ladu, M. G. & Royuela, V. (2016). Human development and tourism specialization. Evidence from a panel of developed and developing countries. International Journal of Tourism Research, 19. 160-178. doi: doi.org/10.1002/jtr.2094

9.

Brand Finance (2019). Nation Brands 2019. The annual report on the most valuable and strongest nation brands. Retrieved October 15, 2021 (actual access date), from https://brandirectory.com/download-report/brand-financenation-brands-2019-preview.pdf

10.

Borges, A. P., Vieira, E. & Rodrigues, P. (2018). Branding Porto: A Case Study of the ‘Essence of Wine’. In M. A. Camilleri (Ed.), The Branding of Tourist Destinations: Theoretical and Empirical Insights (pp. 129-146). Bingley: Emerald Publishing Limited.

11.

Chan, C.-S. & Marafa, L. M. (2018). Branding Places and Tourist Destinations: A Conceptualisation and Review. In M. A. Camilleri (Ed.), The Branding of Tourist Destinations:Theoretical and Empirical Insights (pp. 15-42). Bingley:Emerald Publishing Limited.

12.

Chattopadhyay, M., Kumar, A., Ali, S. & Mitra, S. K. (2021). Human development and tourism growth’s relationship across countries: a panel threshold analysis, Journal of Sustainable Tourism, doi: 10.1080/09669582.2021.1949017

13.

Croes, R., Ridderstaat, J. & Shapoval, V. (2020). Extending tourism competitiveness to human development. Annals of Tourism Research, 80, 102825. doi:doi.org/10.1016/j.annals.2019.102825

14.

Dinnie, K. (2008). Nation Branding. Concepts, Issues, Practice. Oxford: Butterworth-Heinemann.

15.

Durmaz, Y. & Yaşar, H. V. (2016). Brand and Brand Strategies. International Business Research., 9(5), 48-56. doi:10.5539/ibr.v9n5p48

16.

Eswar S. Prasad (2014). "Distributional Effects of Macroeconomic Policy Choices in Emerging Market Economies, IMF Economic Review, Palgrave Macmillan; International Monetary Fund, 62(3), 409-429.

17.

Fahimi, A., Akadiri, S. S., Seraj, M. & Akadiri, A. C. (2018). Testing the role of tourism and human capital development in economic growth. A panel causality study of micro states. Tourism Management Perspectives, 28, 62-70. doi:https://doi.org/10.1016/j.tmp.2018.08.004

18.

Fetscherin, M. (2010). The determinants and measurement of a country brand: the country brand strength index. International Marketing Review, 27(4), 466-479. doi:https://doi.org/10.1108/02651331011058617

19.

Hassan, S. & Mahrous, A. A. (2019). Nation branding: the strategic imperative for sustainable market competitiveness. Journal of Humanities and Applied Social Sciences, 1(2), 146-158. doi:10.1108/JHASS-08-2019-0025

20.

Isdarmanto, S. W., Dwiatmadja, C., Sunarto, H. & Abdi, A. S.(2020). 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, 298-303. doi:https://doi.org/10.2991/aebmr.k.200915.067

21.

Katunian, A. (2019). Sustainability as a new approach for the human resource development in tourism sector. Public policy and administration, 18(4), 405-417.

22.

Keller, K. L., Parameswaran, M. G. & Jacob I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, India: Pearson Education.

23.

Khan, A., Bibi, S., Lorenzo, A., Lyu J. & Babar, Z. U. (2020). Tourism and Development in Developing Economies: A Policy Implication Perspective. Sustainability, 12, 16-18. doi:10.3390/su12041618

24.

Kim, H. (2012). The Importance of Nation Brand. Retrieved from http://www.culturaldiplomacy.org/pdf/casestudies/Hwajung_Kim_The_Importance_of_Nation_Brand.pdf

25.

Kotler, P. & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Brand Management, 9(4-5), 249-261. doi:10.1057/palgrave.bm.2540076

26.

Kotler, P. & Keller, K. L. (2016). Framework for Marketing Management. Boston: Pearson.

27.

Lemma, A. F. (2014). Tourism Impacts: Evidence of Impacts on employment, gender, income EPS PEAKS, Helpdesk Request. July. Retrieved from: https://assets.publishing.service.gov.uk/media/57a089f2ed915d622c000495/Tourism_Impacts_empl oyment_gender_income_A_Lemma.pdf

28.

Manhas, P. S. Manrai, L. A., Manrai A. K. (2016). Journal of Economics, Finance and Administrative Science, 21, 25-29.

29.

Mariutti, F. & Tench, R. (2015). Are we talking the same language? Challenging complexity in country brand models. Athens Journal of Business and Economics, 1(1), 49-62. doi:https://doi.org/10.30958/ajbe.1-1-3

30.

Meckling, J. (2015). Oppose, Support, or Hedge? Distributional Effects, Regulatory Pressure, and Business Strategy in Environmental Politics. Global Environmental Politics, 15(2), 19-37. doi: https://doi.org/10.1162/GLEP_a_00296

31.

Moilanen, T., & Rainisto, S. (2009). How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. London: Palgrave Macmillan.

32.

Nana, A. E. (2017). Tourism: A Promoter of Human Development. UJAH: Unizik Journal of Arts and Humanities, 18(2), 192-210. doi: http://dx.doi./org/10.4314/ujah.v18i2.11

33.

Pistor, K. & Cafaggi, F. (2013). Regulatory Capabilities: A Normative Framework for Assessing the Distributional Effects of Regulation, Columbia law school public law &legal theory, working paper no. 13-354. Retrieved from https://scholarship.law.columbia.edu/faculty_scholarship/2281

34.

Pop, N. Al., Baba, C. A., Anysz, R. N. & Tohanean, D. (2020). National branding strategy and its effects on business and tourism. Proceedings of the 14th International Conference on Business Excellence, 14(1), 1005-1013, ISSN 2558-9652, doi:https://doi.org/10.2478/picbe-2020-0095

35.

Rekha, Y. C., & Reddy, S. (2013). Human Resource Development in Tourism Industry. Development Economics:Microeconomic Issues in Developing Economies eJournal. Available at SSRN: https://ssrn.com/abstract=2365729

36.

Rivera, M. A. (2017). 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), 221-232. doi:https://doi.org/10.1016/j.jdmm.2016.04.002

37.

Rodrigues, C. (2018). The Destination Branding through Multisensory Experiences: Case Studies from Sweden. In M. A. Camilleri (Ed.), The Branding of Tourist Destinations:Theoretical and Empirical Insights (pp. 61-82). Bingley:Emerald Publishing Limited.

38.

Rojaz-Méndez, J. I. (2013). Nation Brand Molecule – NBM. Journal of Product & Brand Management, 22(7), 462-472. doi: http://dx.doi.org/10.1108/JPBM-09-2013-0385

39.

Schoeppen, B. (2017). Measurement of a Country Brand. The country brand strength index. (Master Thesis). Retrieved from https://repositorio.ucp.pt/bitstream/10400.14/23603/1/TFM_B%C3%A1rbara%20Schoeppen%20de%20Magalh%C3%A 3es%20%C3%81lvares%20Ribeiro.pdf

40.

Sharma, M., Mohapatra, G. & Giri, K. A. (2020). Beyond Growth:Does Tourism Promote Human Development in India? Evidence from Time Series Analysis. Journal of Asian Finance, Economics and Business, 7(12), 693-702. doi:10.13106/jafeb.2020.vol7.no12.693

41.

Soh, J. K. M. (2008). Human Resource Development in the Tourism Sector in Asia. Perspectives in Asian Leisure and Tourism, 1(7), 1-7. doi:https://scholarworks.umass.edu/palat/vol1/iss1/7

42.

Stauvermann, P. J. & Kumar, R. R. (2017). Productivity growth and income in the tourism sector: Role of tourism demand and human capital investment. Tourism Management, 61, 426-433. doi: https://doi.org/10.1016/j.tourman.2017.03.006

43.

Stryzhak, O., Akhmedova, O., Leonenko, N., Lopatchenko, I. & Hrabar, N. (2021). Transformation of human capital strategies in the tourism industry under the influence of Economy 4.0. Problems and Perspectives in Management, 19(2), 145-156. doi: http://dx.doi.org/10.21511/ppm.19(2).2021.12

44.

Sugiyarto, G., Sinclair, M. & Blake A. (2001). 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, Asian Development Bank. Retrieved from https://www.researchgate.net/publication/254948526

45.

Szondi, G. (2006). The role and challenges of country branding in transition countries: The Central and Eastern European experience. Place Branding and Public Diplomacy, 3(1), 8-20.

46.

Tan, Y.-T., Gan, P.-T., Hussin, M. Y. M. & Ramli, N. (2019). The Relationship Between Human Development, Tourism and Economic Growth: Evidence from Malaysia. Research in World Economy, 10(5), 96-103. doi:https://doi.org/10.5430/rwe.v10n5p96

47.

United Nations Development Programme (2020). Human Development Report: The next frontier. Human development and the Anthropocene. New York. Retrieved October 15, 2021(actual access date), from https://report.hdr.undp.org/

48.

World Economic Forum (2019). Travel & Tourism Competitiveness Report 2019. Retrieved October 15, 2019(actual access date), from https://www.weforum.org/reports/the-travel-tourismcompetitiveness-report-2019

49.

Youssef, K. B., Friel, M. & Giaccardi, G. (2018). Using the Destination’s Heritage, Language, Lifestyle and ‘Made in Italy’ as a Tourism Development Model. In M. A. Camilleri (Ed.), The Branding of Tourist Destinations: Theoretical and Empirical Insights (pp. 97-111). Bingley: Emerald Publishing Limited.

The Journal of Distribution Science(JDS)