Abstract
ABSTRACT The current paper extends the concept of brand community–a compelling form of relationship marketing-to the hospitality firms and destinations of the tourism sector by introducing the notion of “visitor communities.” The authors argue that destinations and hospitality firms can enhance their marketing efforts by following the lead of sophisticated consumer product firms which have successfully fostered brand communities. By attracting and developing preformed and temporal/situational visitor communities, tourism destinations and their partners can benefit from increased visitor satisfaction and ultimately, higher levels of repeat visitation and positive referrals.
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