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 communi...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universidad de Cantabria (UC) |
| Repositorio: | UCrea Repositorio Abierto de la Universidad de Cantabria |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.unican.es:10902/15033 |
| Acceso en línea: | http://hdl.handle.net/10902/15033 |
| Access Level: | acceso abierto |
| Palabra clave: | Attitudes Brand Equity Identification Residents |
| Sumario: | 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. |
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