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Explaining residents' attitudes towards tourism and tourists: A new approach based on brand theory

Abstract: Considering host communities as brands in the eyes of local people, our study examines how resident attitudes towards tourism and tourists are influenced by two brand factors: (a) equity perceptions related to their communities (i.e., brand equity) and (b) identification with their communities (i.e., brand identification). Our empirical results indicate that resident attitudes towards tourism are positively influenced by equity perceptions and identification, whereas attitudes towards tourists are positively influenced by attitudes towards tourism and identification with the community. These findings represent a step forward in better understanding how both types of resident attitudes are influenced by nontourism-related factors.

 Fuente: International Journal of Tourism Research, Volume20, Issue 6 November/December 2018 Pages 738-747

Editorial: John Wiley & Sons

 Fecha de publicación: 01/12/2018

Nº de páginas: 36

Tipo de publicación: Artículo de Revista

 DOI: 10.1002/jtr.2220

ISSN: 1522-1970,1099-2340