Nations as brands: Cinema's place in the branding role

This paper contributes to the literature on nation branding. We investigate how a country's attributes, as reflected by its cinema, built travel destination attractiveness for consumers. Our field study adds to the literature on the role of cinema in consumer place branding. The research model analysis results show that a country's infrastructural, cultural, political, social and environmental attributes influence nation branding. Travellers' personal traits act as moderators, and travellers positively view these country attributes through the lenses of their own experiences. As practical implications, the findings are valuable to country managers whose responsibility is building the brand image of their nations.