| Harnessing Nation Branding for Tourism Development in Silk Road Countries |
| کد مقاله : 1336-ITCS |
| نویسندگان |
|
محمدرضا صالحی پور * عضو هیات علمی دانشکده گردشگری دانشگاه تهران |
| چکیده مقاله |
| The ancient Silk Road, a historical network of trade routes connecting the East and West, has captured the global imagination for centuries. In the contemporary era, this legacy presents a unique opportunity for the nations along its path to leverage their shared heritage for economic development through tourism. However, many of these countries, spanning Central Asia, the Caucasus, and beyond, often suffer from vague, outdated, or negative international perceptions, hindering their tourism potential. This paper argues that a strategic and collaborative nation branding strategy is not merely beneficial but essential for Silk Road countries to overcome perceptual barriers, differentiate themselves in a competitive global market, and achieve sustainable tourism growth. By moving beyond simplistic historical narratives and developing nuanced, multi-dimensional brand identities that blend cultural heritage with modern attractions, these nations can attract higher-value tourism, stimulate local economies, and foster regional cooperation. This paper will explore the theoretical foundations of nation branding, analyze the specific challenges and opportunities faced by Silk Road nations, and propose a framework for effective brand development, concluding that a well-executed branding strategy is a critical investment in their future prosperity |
| کلیدواژه ها |
| nation branding, tourism development, silk road |
| وضعیت: پذیرفته شده |