Abstract:
Purpose – Despite the recognisable importance of nation brand websites, they have seemingly not been the
focus of dialogic communication interrogations of marketing and communications scholars. This paper is one
of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the
Brand South Africa website and its effect on the country’s image, as well as the impact of this image on
consumers’ (tourists) visiting intentions.
Design/methodology/approach – Drawing from the dialogic communication and impression
management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to
analyse data solicited from 672 participants via an electronic survey.
Findings – This paper demonstrates that the dialogic communication principles of the Brand South Africa
website have positive influences on the image impression of South Africa. Country image impression was also
found to have a significant effect on intentions to visit.
Practical implications – This study is of potential benefit to researchers, government agencies and those
responsible for nation branding.
Originality/value – This study contributes to marketing and tourism literatures, by drawing on theories
of dialogic communication principles and impression management, to fill the gap regarding the effect of
nation brand websites on country image impression and visiting intention of consumers (tourists).
