La construction d’une marque-pays : stéréotypes et représentations dans la promotion touristique et économique du pays de Galles
The Construction of Nation Branding: Stereotypes and Representations of Wales in Tourism and Economic Promotion

Summary/Abstract: Stereotypes and representations play a crucial role in the study of human interactions as they help understand how individuals and groups perceive each other. Countries and national groups are thus seen through a variety of positive and negative stereotypes. Many countries or regions now develop specific policies and strategies to reinforce their identities and promote their nation brand so as to attract visitors and investors. Based on a content analysis of a sample of promotional brochures, this article examines how the nation-brand« Wales » is presented in the tourism and business sectors and to what extent stereotypes are used to differentiate the country at the international level.

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