The economic and marketing attractiveness of countries: Measurement and positioning in terms of economic security

Abstract

The subject of the research is the territory's attractiveness. The main research activities are focused on 15 countries with different levels of development. Thus, the purpose of the study is to provide an empirical study on measuring the attractiveness of defined countries and on identifying their positions comparing with others. The study suggests measuring the territory's attractiveness from two points of view: economic and marketing attractiveness. It is proposed to measure economic attractiveness using five sub-indexes: business, production, trade & investment, environment, and logistics. At the same time marketing attractiveness consists of the following sub-indexes: social, touristic, territory's convenience, innovation, and demand. The research results allow plotting countries on a nine-cell matrix and separate three groups of countries - countries with high (group 1), medium (group 2) and low (group 3) economic and marketing attractiveness. Recommendations and strategies of further attractiveness improvement depending on countries' current position are formed.