The Influence of the Resident's Identification with a Tourism Destination Brand on their Behavior
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.
Hyungsuk Choo and Sun-Young Park, "The Influence of the Resident’s Identification with a Tourism Destination Brand on Their Behavior" ( July 29, 2009). International CHRIE Conference-Refereed Track. Paper 5. http://scholarworks.umass.edu/refereed/Sessions/Wednesday/5