Abstract
This research is based on the perspective of Moral legitimacy to develop place role positioning strategies and enrich the place role positioning theory. The place role positioning strategy developed in this research can provide place brands with guidance on behavior, attitude, and ability management in the process of internationalization. Through role behaviors, attitudes, and ability, they can demonstrate adherence to fairness and justice, social responsibility, and integrity Management, respect for the host country's traditions, consideration of the overall development and safety of the society, and protection of the environment can achieve Moral legitimacy, which in turn translates into host country consumer acceptance.
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