Title

The Influence of the Resident's Identification with a Tourism Destination Brand on their Behavior

Document Type

Conference Proceeding

Publication Date

2009

Abstract

This study empirically tests the role of residents in branding tourism destinations, which has rarely been explored. Resuls from a survey of 371 residents in Hawaii show positive relationships between residents' identification with their destination brand and thei behavior in three ways: 1) activities to help increase visitors' satisfaction with their experience; 2) intentions for positive word-of-mouth; and 3) participation in tourism and service providers should understand the importance of the internal branding processes among residents, and should incorporate them into their destination branding strategy.

Comments

This conference paper was published as an article by Taylor & Francis and is available at: http://dx.doi.org/10.1080/19368623.2011.536079.

Citation for article published in the Journal of Hospitality Marketing & Management: CHOO, H., PARK, S., & PETRICK, J. F. (2011). The Influence of the Resident's Identification with a Tourism Destination Brand on Their Behavior. Journal of Hospitality Marketing & Management, 20(2), 198-216. doi:10.1080/19368623.2011.536079