Exploring the cultural heritage dimension of the country image: A textual analysis of web narratives across twenty-four countries

Frame of the research. This study examines how nations with rich cultural resources structure their institutional communication to enhance the understanding of cultural heritage’s role within the promotion of country image. Purpose of the paper. The study investigates the role of cultural heritage within the general framework of country image and proposes an explorative categorization of the constitutive dimensions of the “cultural heritage image”. Methodology. 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). Results. 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). Research limitations. The main limit of the study is related to the size and variety of the selected documents. Managerial implications. The study can support both policy makers and companies in the definition of international marketing strategies aiming to emphasize the role of cultural heritage in the perception of international audiences. Originality of the paper. The study contributes to the international marketing literature by filling scientific gaps related to the categorization of the constituent components of cultural heritage image connected to the macro dimension of country image