How Does Friendship Motivate Frontline Employees to Exhibit Brand Ambassador Behavior: The Important Role of Well-Being and Helping Behavior

Training employees to become image ambassadors is an important manifestation of organization’s internal branding. However, most tourism destination marketing studies consider external image-building and pay little attention the brand ambassador behavior members. This study investigates 208 front-line in two tourist attractions constructs a structural equation model including workplace friendship, employee well-being, helping behavior, behavior. The results show that: (1) friendship has significant promoting effect on behavior; (2) mediates relationships between (3) well-being relationship (4) play chain-mediating role Our findings not only enrich theoretical understanding outcomes but also provide guidance for regarding marketing.