The Influence of the Resident's Identification with a Tourism Destination Brand on Their Behavior Academic Article

abstract

• This study empirically tests the role of residents in branding tourism destinations, which has rarely been explored. Results from a survey of 371 residents in Hawaii show positive relationships between residents' identification with their destination brand and their behavior in three ways: (a) activities to help increase visitors' satisfaction with their experience, (b) intentions for positive word-of-mouth, and (c) participation in tourism and leisure activities. Results imply that destination marketing organizations and tourism service providers should understand the importance of the internal branding processes among residents, and should incorporate them into their destination branding strategy. Taylor & Francis Group, LLC.

authors

• Petrick, James

published proceedings

• JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT

author list (cited authors)

• Choo, H., Park, S., & Petrick, J. F.

citation count

• 58

complete list of authors

• Choo, Hyungsuk||Park, Sun-Young||Petrick, James F

publication date

• January 2011

publisher

• Taylor & Francis  Publisher

published in

• Journal of Hospitality Marketing & Management  Journal

keywords

• Brand Identification
• Branding
• Destination
• Internal Marketing
• Residents

Digital Object Identifier (DOI)

• 10.1080/19368623.2011.536079

start page

• 198

end page

• 216

volume

• 20

issue

• 2

URL

• http%3A%2F%2Fdx.doi.org%2F10.1080%2F19368623.2011.536079