Residents’ power and trust: A road to brand ambassadorship?

Wassler, Philipp; Wang, Liang; Hung, Kam

doi:10.1016/j.jdmm.2020.100550

Cited by 23 publications

(23 citation statements)

References 75 publications

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“…Furthermore, it is necessary to include residents in the representation of the brand – which, in turn, results in the destination achieving its goals (Choo et al. , 2011; Wassler et al. , 2021).…”

Section: Need For a New Brand Visionmentioning

confidence: 99%

Including residents in the rebranding of tourist destinations to achieve sustainable development goals

Bowen

Sotomayor

2021

WHATT

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PurposeThis paper aims to indicate the importance of including residents in the rebranding of a destination.Design/methodology/approachThis article is based on a literature review.FindingsThe World Tourism Organization recently adapted the United Nations' 17 Sustainable Development Goals (SDGs) to show their relevance to tourism. The quality of life of the residents was a common theme of these goals. Through a review of literature, the paper identified the negative and positive effects of tourism on the residents' quality of life. This was done to show how destination management organizations (DMOs) could design and manage their tourism activities to avoid the negative effects on residents and maximize the positive benefits.Originality/valueAs tourist destinations strive to meet sustainability goals, we argue that many will have to be rebranded. The paper shows how through the rebranding process the destination can create brand identity elements that communicate as well as guide their sustainability efforts. Also, just as corporations need to include and have employees that believe and support the company's brand identity elements, DMOs must include residents in the branding process and gain their support of the destination's brand identity elements. As practical implications for DMOs, the paper shows the importance of developing tourism policies that will enhance the life of residents, demonstrating how this can be accomplished through a rebranding process. As research implications, there is a call for researchers to measure the results of destination's rebranding efforts including the satisfaction of residents as a construct. To accomplish this there is also a need to develop a reliable and valid scale of resident satisfaction with tourism polices.

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Section: Need For a New Brand Visionmentioning

confidence: 99%

Including residents in the rebranding of tourist destinations to achieve sustainable development goals

Bowen

Sotomayor

2021

WHATT

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“…In the tourism field research, overseas students are generally considered to be an important tourism market, and their tourist behavior and reception of friends and relatives during the study period as well as their economic contribution to the places of study has been confirmed ( Gardiner et al, 2013 ). Previous studies have determined tourist and resident’s WOM recommendations and ambassador behavioral intentions ( Lai et al, 2018 ; Wassler et al, 2021 ). However, the studies on the destination brand-building behavior of sojourners are rare.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The literature on tourism reveals that the two major components of place attachment are “place identity” and “place dependence” ( Yuksel et al, 2010 ; Lee et al, 2012 ). From another perspective, destination brand-building behavior is mainly composed of “word of mouth” ( Chen et al, 2018 ) and “ambassador behavior” ( Wassler et al, 2021 ). Therefore, the conceptual model of this study includes these four elements.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Place Attachment on Overseas Students’ Tourism Ambassador Behavior: A Mediation Role of Life Satisfactionrdrd

2021

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Life satisfaction is a research hotspot in positive psychology in recent years. This study uses overseas students as subjects and attempts to examine the effect of place attachment and student life satisfaction on Mainland Chinese students’ word-of-mouth (WOM) recommendations and their Ambassador Behavioral (AB) intention. A survey was systematically conducted in six institutions in Macao. The results of 312 valid data indicate that place dependence has a positive influence on place identity; place identity and place dependence have a positive influence on student life satisfaction; student life satisfaction mediates the influence of the two dimensions of place attachment on WOM and AB intention. Recommendations are provided to improve overseas students’ life satisfaction in the study places. It helps to improve their sense of ownership and actively participate in the construction of the study places.

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“…The focus is now on providing an “experience” to the residents by creating better quality facilities and a place to create social bonds with other residents (Sadeque et al , 2021). RAB is seen as a cost-effective and efficient way to promote a city compared to traditional advertisements (Wassler et al , 2021). Prior studies have focused on measuring SAT as a social function and also as a function of the responses to place attributes (Källström and Hultman, 2019).…”

Section: Introductionmentioning

confidence: 99%

Role of place satisfaction and residents’ ambassadorship behaviours (RAB) on place attachment to city and neighbourhood

Swapan

Sadeque

Ashikuzzaman

2021

JPMD

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Purpose This study aims to investigate how place satisfaction (SAT) and residents’ ambassadorship behaviour (RAB) are related to residents’ place attachment (PAtt). In addition, this relationship is examined at the city and the neighbourhood levels. Design/methodology/approach This study is based on a questionnaire survey of 1,160 residents from Khulna city in Bangladesh. This research model is tested using structural equation modelling. Findings The findings support the four-dimensional (place dependence, place social bonding, place identity and place affect) second-order construct of PAtt. It also highlights that RAB mediates the relationship between residents’ SAT and PAtt at the city and neighbourhood levels. Research limitations/implications Future research can investigate how RAB changes over time. In addition, the research model can be tested in multi-city and multi-country contexts. Practical implications The results from this study emphasise the need for urban planners to satisfactorily meet the needs of the residents to engender positive word-of-mouth, which can lead to greater PAtt. Originality/value This study contributes by improving the understanding of the way PAtt is influenced by SAT and RAB. Furthermore, it shows that this influence varies across city and neighbourhood levels.

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Residents’ power and trust: A road to brand ambassadorship?

Cited by 23 publications

References 75 publications

Including residents in the rebranding of tourist destinations to achieve sustainable development goals

Including residents in the rebranding of tourist destinations to achieve sustainable development goals

The Effect of Place Attachment on Overseas Students’ Tourism Ambassador Behavior: A Mediation Role of Life Satisfactionrdrd

Role of place satisfaction and residents’ ambassadorship behaviours (RAB) on place attachment to city and neighbourhood

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