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Residents’ Engagement Behavior in Destination Branding

Author

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  • Yuzong Zhao

    (School of Tourism and Geography Science, Qingdao University, 308 Ningxia Road, Qingdao 266071, China)

  • Xiaotian Cui

    (School of Tourism and Geography Science, Qingdao University, 308 Ningxia Road, Qingdao 266071, China)

  • Yongrui Guo

    (School of Tourism and Geography Science, Qingdao University, 308 Ningxia Road, Qingdao 266071, China)

Abstract

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.

Suggested Citation

  • Yuzong Zhao & Xiaotian Cui & Yongrui Guo, 2022. "Residents’ Engagement Behavior in Destination Branding," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5852-:d:813760
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    References listed on IDEAS

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    Cited by:

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    2. Yuzong Zhao & Hui Wang & Zhen Guo & Mingli Huang & Yongtao Pan & Yongrui Guo, 2022. "Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    3. Wei Han & Yuwei Tang & Jiayu Wang, 2022. "The Effect of Identity Salience on Residents’ Engagement with Place Branding during and Post COVID-19 Pandemic," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    4. Ebru Gozen & Aylin Aktas Alan & Emel Celep & Gozde Seval Ergun & Ozgur Yayla & Huseyin Keles & Arif Aytekin, 2023. "How Does Destination Experience Value Affect Brand Value and Behavioral Intention? The Moderator Role of Self Congruity," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    5. Sooyoung Choi & Alisa Kazakova & Kijung Choi & Yong-Seok Choi & Insin Kim, 2023. "Effects of Residents’ Empowerment on Citizenship Behavior and Support for Convention Development: Moderation of Innovativeness," Sustainability, MDPI, vol. 15(18), pages 1-14, September.
    6. Mahaganapathy Dass & Puvaneswaran Kunasekaran & Charanjit Kaur & Sarjit S. Gill, 2022. "Exploring the Role of Community Empowerment in Urban Poverty Eradication in Kuala Lumpur, Malaysia," Sustainability, MDPI, vol. 14(18), pages 1-9, September.

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