Abstract
AbstractConsistent with growing research interest in local residents' roles and resident‐tourist relationship in destination marketing and branding, this study examines how residents' welcoming nature affects their destination brand advocacy and brand‐consistent behaviors in a rural destination in China. Focusing on destination branding in rural China and drawing upon internal branding literature, this study further examines how resident perceived interaction quality with tourists transforms their welcoming nature into destination brand‐supporting behaviors. Findings offer strong empirical results that highlight a critical internal branding perspective for mobilizing residents to support the destination brand. This study offers further theoretical and practical insights to an internally driven approach that cultivates destination brand ambassadors.
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