BRANDING PAKISTAN AS A TOURIST DESTINATION BRAND

Abstract

Travel and tourism industry is an important economic activity globally. This is one of the largest world industries with a high global economic contribution. This industry is highly competitive and because of the direct economic impact of the industry, countries are emerging as a tourist destination to keep up with the trend. Branding plays a vital role in the competitiveness of this industry. This paper aims to study the concepts of branding, nation brand, place and destination branding and to explore the issues and perceptions of Pakistan as a nation brand and what factors make an impact on the development of positive brand image of Pakistan as tourist destination. Nation branding molecule has been used as a model to understand and explore the components and complexities involved in building a nation brand.