论文目录 | |
| Abstract | 第1-6
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| INTRODUCTION | 第6-7
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| 1 COUNTRY BRANDING:WHAT IS IT? | 第7-17
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| 1.1 COUNTRY EQUITY | 第8-12
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| 1.2 ORIGINS OF COUNTRY BRANDING AND ITS CORRESPONDING SCHOOLS OF THOUGHT | 第12-13
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| 1.3 CRITICS OF NATION BRANDING | 第13-17
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| 2 GHANA-THE NATION | 第17-31
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| 2.1 MEASURINGANATION'S PRESENT BRAND IMAGE | 第20-21
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| 2.2 GHANA'S BRAND IMAGE | 第21-29
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| · People | 第21
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| · Culture | 第21-22
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| · Government | 第22-23
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| · Export | 第23-25
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| · Tourism | 第25-26
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| · Investment | 第26-27
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| · Immigration | 第27-29
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| 2.3 GHANA'S IMAGE ABROAD:A PERSONAL EXPERIENCE | 第29-31
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| 3 TOURISM IN GHANA:IDENTIFYING PROBLEM AREAS | 第31-47
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| 3.1 THE TRAVEL AND TOURISM COMPETITIVE INDEX | 第34-37
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| 3.2 ASSESSING THE FACTS:TAKING A HARD LOOK AT PROBLEM AREAS | 第37-44
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| 3.2.1 Health and hygiene(score 2.1) | 第38-39
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| 3.2.2 Air transport infrastructure(score of 2.5) | 第39-41
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| 3.2.3 Ground transport infrastructure(score of 2.9) | 第41-43
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| 3.2.4 Tourism infrastructure(score of 1.9) | 第43
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| · HIV/AIDS | 第43-44
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| 3.3 INTERPRET WITH CAUTION | 第44-45
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| 3.4 POLICYMAKING AFTER AN IMAGE ANALYSIS | 第45-47
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| 4 BRANDING GHANA:OUR COMPETITIVE ADVANTAGES ANDEXPLORING NEW FRONTIERS | 第47-61
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| 4.1 THE GOVERNMENT'S COUNTRY BRANDING INITIATIVE | 第47-48
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| 4.2 BRANDING GHANA:THE VISION,THE GOAL | 第48-49
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| 4.3 OUR COMPETITIVE ADVANTAGE | 第49-52
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| 4.3.1 Democracy and political stability | 第49-50
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| 4.3.2 Destination for Homeland Pilgrimage | 第50-51
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| · Ecotourism | 第51-52
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| 4.4 NEW VENTURES TO EXPLORE FOR COUNTRY BRANDING | 第52-61
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| · Sports | 第52-55
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| 4.4.2 Hosting of events | 第55-58
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| · Movies | 第58-61
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| 5 BRANDING GHANA TO LOCALS AND THE OUTSIDE WORLD | 第61-69
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| 5.1 BOOSTING INTERNAL TOURISM | 第62-64
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| 5.2 BRANDING GHANA TO THE OUTSIDE WORLD | 第64-66
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| 5.2.1 Promoting positive media representation or news coverage | 第64-65
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| 5.2.2 Country branding with the help of embassies | 第65-66
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| 5.3 HOW WOULD COUNTRY BRANDING CHANGE GHANA'S CURRENT STATUS? | 第66-68
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| 5.4 FUNDING FOR THE BRANDING GHANA PROJECT | 第68-69
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| CONCLUSION | 第69-70
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| ACKNOWLEDGEMENTS | 第70-72
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| BIBLIOGRAPHY | 第72-76
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