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Luxury Nations: Not Just Postcards

Fois, Efstathios LU and Li, Jiayuan LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This thesis examines how luxury branding elements are integrated into nation branding within luxury tourism. Using netnographic analysis of Switzerland’s and Dubai’s official tourism Instagram accounts and applying the Luxury Nation Branding Framework (LNBF), the study reveals how these countries use co-creation, emotional engagement, and symbolism to build strong luxury nation brands. The findings highlight the central role of national identity and show how digital co-creation shapes the modern branding of high-end destinations.
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author
Fois, Efstathios LU and Li, Jiayuan LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
nation branding, luxury branding, luxury tourism
language
English
id
9201276
date added to LUP
2025-06-30 12:10:45
date last changed
2025-06-30 12:10:45
@misc{9201276,
  abstract     = {{This thesis examines how luxury branding elements are integrated into nation branding within luxury tourism. Using netnographic analysis of Switzerland’s and Dubai’s official tourism Instagram accounts and applying the Luxury Nation Branding Framework (LNBF), the study reveals how these countries use co-creation, emotional engagement, and symbolism to build strong luxury nation brands. The findings highlight the central role of national identity and show how digital co-creation shapes the modern branding of high-end destinations.}},
  author       = {{Fois, Efstathios and Li, Jiayuan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Luxury Nations: Not Just Postcards}},
  year         = {{2025}},
}