The Tourism Branding Influence on Country Brand Strategy: The Case Study of United Kingdom Foot bal
The current age is the most prosperous for English football having a distinct culture from the UK and having a well- known and complicated league structure. In addition to being profitable, this success has assisted the economy in overcoming recent financial challenges. The influence of football teams on destination branding is still a worry despite their capacity to create income and support the faltering economy, and further study is required. Given that cities strive to have distinctive brand identities and use various branding techniques, this research investigates the function of football teams in destination branding. They are focusing on the influence of football clubs through cross-case studies and in- depth interviews in the UK. These cases of Welsh Premier League clubs and the main cities were analyzed to determine the impact of football clubs as the brand signals. Four in-depth interviews were conducted in London and Birmingham, big cities, to explore the influence of a famous fan club on the town. Upon analyzing the cases and interviews, only a few factors were identified as crucial to a successful partnership between football clubs and destinations. Therefore, it is recommended that further research be done in different cities using various research methods to examine this relationship. This additional research could assist numerous cities in developing their branding strategies around football clubs. The paper proposes that integrating modern technology is the immediate solution, which should be accompanied by an understanding the context of its application and specific effects on Asian culture and Western society. In the future, technology and business methodology should be developed with the active involvement of customers, corporations that interact with the community, institutions, and stakeholders, and the new perspective of football clubs. The paper further maintains that adopting modern technology and trends is the primary solution and latest trend for addressing the effects on Asian culture and Western society. Specifically, technology and business methodology should be developed with the active involvement of customers. These corporations interact with customers, stakeholders, communities, institutions, and an understanding of the context of their application.
Keywords: UK club, Brand League clubs, UK fan club, destination branding
