Abstract
ABSTRACT This study investigates the impact of destination identification and destination community identification on the co-creation of destination brand value through tourism ethnocentrism. Data from a survey of 302 local residents in Dodoma City, Tanzania, were analyzed using structural equation modeling. The results demonstrate that both destination identification and destination community identification influence the co-creation of destination brand value through tourism ethnocentrism. This study suggests that fostering local residents’ connection to both the tourism destination and its communities is essential to promote their participation in co-creating destination brand value. Furthermore, it highlights the theoretical significance of social identification categories, such as destination identification and destination community identification, as key drivers motivating local residents to engage in co-creating destination brand value.
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