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Explaining residents' attitudes towards tourism and tourists: A new approach based on brand theory
Author(s) -
San Martín Héctor,
Garcíade los Salmones María del Mar,
Herrero Ángel,
Pérez Andrea
Publication year - 2018
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2220
Subject(s) - tourism , brand equity , perception , identification (biology) , marketing , brand community , advertising , equity (law) , business , psychology , geography , political science , ecology , archaeology , neuroscience , law , biology
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.