ABSTRACT Modern Greece may be one of the first European states to be branded for touristic exploitation from its very inception. This branding resides undemocratically within its national consciousness and highlights a few select elements of Greece’s storied history and culture at the expense and deliberate exclusion of other facets, a process that skews the country's sociocultural development. The overwhelming economic reliance on tourism and the hospitality industry, as Greece’s largest by revenues and one of its biggest employers, places the country on a capricious publicity treadmill that undergirds the nation-branding project: ‘positive’ images that attract foreign tourists and ‘negative’ news that repel them and therefore severely impact its economy. This paper examines the role news publicity plays on tourist flows into Greece and discusses the degree to which positive or negative news impact the country's touristic marketplace, particularly news stories involving the extraordinary refugee crisis in Greece in 2015–16. It considers who best ‘narrates’ Greece as a socially imagined entity to the world: governing, social and business elites responsible for nation-branding’s image construction, or ordinary citizens who embody the nation-state in its quotidian reality but who have little if any stakehold in this process?

中文翻译：

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讲述希腊：旅游、新闻宣传和难民危机对希腊“民族品牌”的影响

摘要 现代希腊可能是最早从一开始就被打上旅游开发品牌的欧洲国家之一。这种品牌不民主地存在于其民族意识中，并以牺牲和故意排斥其他方面为代价，突出了希腊传奇历史和文化的一些精选元素，这一过程扭曲了该国的社会文化发展。作为希腊收入最高的国家和最大的雇主之一，经济对旅游业和酒店业的压倒性依赖使该国处于反复无常的宣传跑步机上，该项目支撑着国家品牌项目：吸引外国游客的“正面”形象和“负面”形象' 排斥他们并因此严重影响其经济的消息。本文考察了新闻宣传对希腊游客流量的影响，并讨论了正面或负面新闻对该国旅游市场的影响程度，特别是涉及 2015-16 年希腊非同寻常的难民危机的新闻报道。它认为谁最能将希腊作为一个社会想象的实体向世界“讲述”：是负责国家品牌形象建设的管理、社会和商业精英，还是在日常现实中体现民族国家但几乎没有的普通公民在这个过程中的利害关系？