Communicating national identity markers in official tourism commercials: The challenge of overrepresentation
Year: 2025
Type: article
Abstract: This study investigates the representation of national identity markers (NIMs) in national tourism commercials of six countries from the Balkan Region and aims at identifying which NIMs are most prevalent. Based on mixed-methods, the study applies four main research tools: content analysis, cross-case analysis, a star rating approach, and visualization techniques. The analysis shows that the most frequently offered NIMs are the natural landscape, national symbols, cultural heritage, and national cuisine due to their significant association with national identity. However, the frequent recurrence of these markers results in a high degree of similarity in the tourism campaigns of geographically and culturally proximate countries and finally reduces the distinctiveness of national branding efforts.
DOI: 10.30935/ojcmt/16805
Author: Teodora Kiryakova-Dineva
Institution: South-West University "Neofit Rilski"
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413370531