Destination ambassador programs: Building informed tourist friendly destinations

Abstract

This exploratory project investigated the understudied topic of destination ambassador programs, specifically their efforts to increase tourist satisfaction by training local stakeholders for positive, informative interactions with tourists. Twenty-seven USA destination ambassador program representatives from 21 states were interviewed by phone to discuss their program's purpose, structure, value, and challenges. Seven themes emerged that help explain the ambassador programs: 1) organizations that created and administered destination ambassador programs, 2) purpose and content delivered, 3) program delivery, 4) funding, 5) benefits, 6) challenges, and 7) desired changes. Beneficial outcomes included: 1) increased or better customer service, 2) increased awareness of both the importance of tourism as an industry and local attractions, and 3) strengthened relationships between local tourism stakeholders. The various ambassador types are explained, leading to defining a destination ambassador program. Stakeholder, social exchange, and community attachment theories are theoretical underpinnings of this study as they help explain the tourist-local resident relationships. These findings can be used by practitioners and researchers, as this is one of a few articles on destination ambassador programs and the most holistic one of which the authors are aware. Practitioners can compare their programs to the findings to see how they equate, generate program ideas, and help determine if creating a program is an option for their destination. Researchers can use the results as baseline data for additional destination ambassador studies.