<![CDATA[This study conducts a Systematic Literature Review (SLR) to examine how border branding framed as border-as-asset and border-as-invisible shapes tourist destination choice in international border regions. Drawing on literature from cross-border place branding, destination marketing, and tourist decision-making, the review identifies two dominant framing logics. Border-as-asset positions the border as a source of uniqueness, symbolic value, and destination differentiation, whereas border-as-invisible reduces the salience of borders to construct a seamless and integrated tourism space. The synthesis shows that these framings influence destination choice, visit intention, and destination preference through several mediating mechanisms, including perceived attractiveness, regional identity, authenticity, safety, accessibility, trust, and electronic word-of-mouth. The review also demonstrates that the effectiveness of each framing is contingent upon territorial context, governance capacity, and tourism type. Border-as-asset is more effective in destinations that rely on heritage, geopolitics, or place distinctiveness, while border-as-invisible is more suitable for integrated cross-border destinations and mobility-oriented tourism. This SLR contributes to the literature by clarifying how border representation operates as a strategic branding resource and by proposing a conceptual foundation for future empirical reSearch on border tourism marketing and destination choice. Keywords: Border Branding, Border-As-Asset, Border-As-Invisible, Cross-Border Place Branding, Destination choice.]]>
Copyrights © 2026
