Propelling Country Image Research Forward: Evolutionary Characteristics and Prospects of Global Country Image Studies

Country image, an established yet dynamically evolving interdisciplinary field within commercial and media studies, profoundly influences global marketing and management. Despite its long-standing significance, a lack of systematic academic understanding has impeded both theoretical advancements and practical applications. This article addresses this gap by employing SciMAT to conduct a comprehensive analysis of 584 publications on country image over the past 30 years, mapping its research evolution. Findings reveal increasing thematic diversity, albeit with relatively low stability. Four core research clusters were identified: marketing in multinational business, destination studies in tourism management, diplomacy in public relations, and media studies in communication. Drawing on current research characteristics and challenges, this study proposes three key future research directions. This work aims to enhance both theoretical development and practical utility in country image research, thereby making a meaningful contribution to a field that has faced developmental obstacles.