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Nation Branding: Unveiling Factors that Affect the Image of Colombia from a Foreign Perspective

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dc.creatorEcheverri Cañas, Lina Maríaspa
dc.creatorter Horst E.spa
dc.creatorMolina G.spa
dc.creatorMohamad Z.spa
dc.date.accessioned2020-05-26T00:01:36Z
dc.date.available2020-05-26T00:01:36Z
dc.date.created2019spa
dc.description.abstractMost countries are concerned about the image they project in international markets. They have adopted and implemented differentiation strategies in order to stimulate tourism and economic investment. In the case of Colombia's reputation, it has been built on unplanned positioning, interests and views of a few opinion leaders, political and economic instability and transformations in the productive sector. This paper outlines, using a Bayesian variable selection approach, the perception of foreign visitors and prospects on Colombia's country image, and proposes a methodological framework for unvailing those driving factors. Findings of this research demonstrate that countries may be seen positively from the point of view of visitors while prospects may have a negative image of them. The results validate the hypothesis that the symbolic elements associated with a country's image, in this case with Colombia's image, should be included in the communication activities of a country branding strategy. © 2017, © 2017 Informa UK Limited, trading as Taylor and Francis Group.eng
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.1080/21568316.2017.1362031
dc.identifier.issn21568324
dc.identifier.issn21568316
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/23387
dc.language.isoengspa
dc.publisherRoutledgespa
dc.relation.citationEndPage21
dc.relation.citationIssueNo. 1
dc.relation.citationStartPage1
dc.relation.citationTitleTourism Planning and Development
dc.relation.citationVolumeVol. 16
dc.relation.ispartofTourism Planning and Development, ISSN:21568324, 21568316, Vol.16, No.1 (2019); pp. 1-21spa
dc.relation.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85028547388&doi=10.1080%2f21568316.2017.1362031&partnerID=40&md5=ae816d5b665cdd701953b9563147c2d8spa
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)spa
dc.source.instnameinstname:Universidad del Rosariospa
dc.source.reponamereponame:Repositorio Institucional EdocURspa
dc.subject.keywordBayesian model selectionspa
dc.subject.keywordBrandingspa
dc.subject.keywordCountry imagespa
dc.subject.keywordModel averagingspa
dc.subject.keywordProspectsspa
dc.subject.keywordVisitorsspa
dc.titleNation Branding: Unveiling Factors that Affect the Image of Colombia from a Foreign Perspectivespa
dc.typearticleeng
dc.type.hasVersioninfo:eu-repo/semantics/publishedVersion
dc.type.spaArtículospa
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