The Impact of Travel and Tourism Sustainability on a Country’s Image and as the Most Important Factor in the Global Competitive Index: Building Brands Based on Fogel, Schultz, and Schumpeter

Two economic metrics demonstrate the actual, practical judgment of a country: on the one hand, the number of arriving tourists and overnight stays and their share within the GDP; on the other hand, the increase in FDI arriving in the country. The impact of macroenvironmental elements is becoming more and more intense in the life of each country. How a country deals with the issue of sustainability greatly influences the perception of a given destination among travelers. In other words, sustainability has become a serious element of a country’s image. Impressions of a country formulated by others build on the image the country authentically reflects about itself. This image, if successful, boosts countries’ competitiveness in all sectors. This study focuses on the liaison between tourism and a country’s brand. Researchers examined the body of networks and the interactions thereof. For this reason, the authors established a model to explain the relationship and coaction of a country’s brand and tourism. To build up research models, the authors used data from publicly available international public databases. The researchers detected areas where the improvement achieved increases the value of the country’s brand in addition to its competitiveness in tourism.