文章基本信息

标题：Residents’ Engagement Behavior in Destination Branding
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作者：Yuzong Zhao ; Xiaotian Cui ; Yongrui Guo 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：10
页码：5852
DOI：10.3390/su14105852
语种：English
出版社：MDPI, Open Access Journal
摘要：Residents play an important role in the destination branding process. Extant studies have not yet integrated analyses of residents’ engagement behavior and the factors that affect it. In this study, we investigated the influence of place identity, place brand identity, place brand commitment, and perceived benefits of tourism on residents’ engagement behavior (brand ambassadorship behavior, brand citizenship behavior) in destination branding. Derived from a sample of 380 residents of Zhouzhuang, one of China’s most important tourism destinations, the data for this research were analyzed using partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.3.2. The findings reveal that residents’ emotions towards destinations and brands and the perceived benefits of tourism significantly positively influence brand ambassadorship behavior and brand citizenship behavior. Residents’ engagement behavior in destination branding is influenced by mechanisms of social identity and social exchange. This study reveals the antecedents that affect residents’ engagement behavior in destination branding. The results also provide comprehensive insight into residents’ engagement behavior in destination branding based on social identity and social exchange theories.