Abstract
AbstractConsidering 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.
Highlights
Many studies have paid special attention to residents’ perceptions of the economic, sociocultural, and environmental impacts of tourism in host communities
The results of the analysis indicate that the items loaded into more than one factor and, common method variance (CMV) does not significantly influence this quantitative research
Despite the fact that many studies have been focused on explaining how resident attitudes towards tourism are formed, we adopted a new approach with two differentiating elements
Summary
Many studies have paid special attention to residents’ perceptions of the economic, sociocultural, and environmental impacts of tourism in host communities (see a review in San Martín, García-de los Salmones & Herrero, 2017) These perceptions, which significantly contribute to the formation of resident attitudes towards tourism, are conceived as a key factor in the successful development of tourism in host communities (Sharpley, 2014). & Jackson, 2006), contributing to more satisfying experiences for visitors In this field, Sharpley (2014) conducted a review of research on host perceptions of tourism and he found that most studies have examined how resident attitudes towards tourism in their communities are influenced by tourism-specific factors, such as type of tourism, density of tourists, or dependency on tourism. Identification is considered a keystone in building strong relationships between individuals and brands (e.g. Kuezel and Halliday, 2008; Tuškej, Golob and Podnar, 2013) –in our case, identification would be a key driver of the relationships between residents and host communities–
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