Tourism and nation branding: the case study of Turkmenistan

The present study will examine the relationship between tourism and nation branding, with a specific focus on Turkmenistan. It will begin by analysing the concept of place branding and its development within the Central Asian region, as well as its intersections with tourism. The research then will explore the Turkmen case in depth, employing a thematic analysis of both official discourse and open-ended responses collected through qualitative questionnaires. The themes derived from the dual dataset will then be interpreted in light of the research aim.