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Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. Straipsnyje pagrindžiama idėja, kad nacionalinio įvaizdžio sukūrimas ir įtvirtinimas geopolitinėje erdvėje priklauso nuo šalies ženklodaros ir viešosios diplomatijos simbiozės, kuri, autorių nuomone, atskleidžia šių skirtingų procesų veikimą laiku ir komplementarumą.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes.

Each country seeks to create a unique national brand that discloses its identity and image, and helps other nations to uncode its economic, cultural, political and other strengths. Nation branding is one of the processes for image formation and development, and the aim of image is to stimulate exports, attract tourism flows and investments, and create positive perception in international level. Nation branding is important not only for popularization of nation brand externally, but also for formation of residents' attitudes towards the country, for internal image and reputation. In other words the effect of nation branding is dual. The intensifying interest of scholars and practitioners from different fields in nation branding conditions the emergence of interdisciplinary studies that leads to a better understanding of this phenomenon. The idea that nation image creation and strengthening in geopolitical space depends on synergy of nation branding and public diplomacy is reasoned in this paper. The synergy of nation branding and public diplomacy disclose a contemporary effect and complementary of these different processes. DOI: http://dx.doi.org/10.5755/j01.ppaa.12.3.4252 ; Kiekviena šalis siekia sukurti unikalų nacionalinį ženklą, rodantį jos identitetą ir įvaizdį, padedantį kitoms pasaulio šalims atkoduoti jos stiprybes ekonominiu, kultūriniu, politiniu ir kt. požiūriais. Šalies ženklodara yra vienas iš įvaizdžio formavimo ir vystymo procesų, o įvaizdžio tikslas – stimuliuoti eksportą, pritraukti turizmo srautus, investicijas ir sukurti teigiamą šalies suvokimą tarptautiniu lygmeniu. Šalies ženklodara svarbi ne tik šalies ženklui populiarinti išorėje, bet ir šalies gyventojų nuostatoms valstybės atžvilgiu formuoti, taip pat jos vidiniam įvaizdžiui ir jos reputacijai atskleisti. Kitaip tariant, šalies ženklodaros efektas yra dvilypis. Įvairių sričių mokslininkams ir praktikams labiau domintis šalies ženklodara, sąlygojami tarpdisciplininiai tyrimai, kurių rezultatai leidžia geriau suprasti šį fenomeną. ...

This study was designed to explore the relationship between destination brand personality, self-congruity and the behavioral intentions of tourists at a local spa resort. The findings indicate that domestic tourists (N=232) of the spa resort attribute personal characteristics to the destination, and the brand personality of this resort is a combination of five dimensions which positively correlate with the tourists' intentions to return to and recommend the location. The results of the study also confirm that the self-congruity theory can be applied to a spa destination, as positive relationships between all four self-congruity dimensions and intentions to recommend were found. However, our research reveals that there is negative though insignificant correlation between social self-congruity and intention to return.