oa Journal of Marketing - Nation branding : the next big thing

Volume 2006, Issue 04
  • ISSN : 1811-9565



Marketing South Africa as a tourist destination used to be a tough job. Perceptions the world over were that South Africa was a poverty-stricken, crime-ridden, HIV-infested country somewhere in Africa. In fact, many people were hazy on the difference between Africa and South Africa.

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