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Experience Marketing in Country Branding: Theoretical Developments and an Estonian Case Study

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  • Siiri Same

    (Tallinn University of Technology)

Abstract

Country branding activities are driven by the need for differentiation and for this purpose experience marketing could become an efficient tool to sustain competitiveness in tourism, particularly in the case of small countries. This article advances the theoretical understanding in the field by proposing a conceptual model explaining the interconnections between experience marketing, country branding, authentic experiences, and image. Semi-structured interviews were conducted with foreigners and branding experts closely acquainted with Estonia. The methodological approach included qualitative content analysis and the use of secondary data. A categorization system of country-based experiences was created and then compared with the current official marketing strategies. In addition, the findings show the Estonian experiences that are perceived as most authentic, and recommend the use of experience marketing based on research from the cognitive, affective, and conative perspectives. This research could assist countries in brand management by emphasizing the need for comprehensive analysis of experience marketing in country branding.

Suggested Citation

  • Siiri Same, 2014. "Experience Marketing in Country Branding: Theoretical Developments and an Estonian Case Study," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).
    • Handle: RePEc:ttu:rebcee:55
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    References listed on IDEAS

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    2. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    3. Dr Michael Boakye Yiadom & Madéle Tait, 2022. "Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning," Information Management and Business Review, AMH International, vol. 14(1), pages 1-15.
    4. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.

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