Exploring the cultural heritage dimension of the country image: A textual analysis of web narratives across twenty-four countries
DOI:
https://doi.org/10.7433/s129.2026.05Keywords:
cultural heritage, country image, cultural heritage image, textual analysis, cross-country studyAbstract
This study examines how nations with rich cultural resources structure their institutional communication to enhance the understanding of the role of cultural heritage in promoting the country image. It investigates the role of cultural heritage within the general framework of country image and proposes an explorative categorisation of the constitutive dimensions of the “cultural heritage image”. The empirical research is based on a lexical analysis of the institutional web communication of twenty-four countries ranked in the Anholt-Ipsos Nation Brand Index 2023 (Ipsos, 2023). The textual analysis enabled the analytical identification of the constituent aspects of the cultural heritage image, revealing a network of nodes centered on three macro-dimensions (Tangible cultural heritage, intangible cultural heritage and national identity), and 13 major conceptual categories (i.e., historic sites, cultural institutions, natural environment, craftmanship, visual arts, performing arts, literature, language, gastronomy, traditions, sports, people, diversity, equity and inclusion). The study can support both policymakers and companies in defining international marketing strategies that emphasise the role of cultural heritage in shaping the perception of global audiences.
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