Residents’ power and trust: A road to brand ambassadorship?
نویسندگان
چکیده
As key stakeholders in successful destination branding campaigns, residents have the potential to act as brand ambassadors. Based on literature branding, this study examines residents' ambassador behavior (BAB) relation power and trust relevant authorities. such, research considers ‘citizens’, which frames their relationship with local Using survey data from 651 Hong Kong permanent residents, finds psychological empowerment public be closely related. Structural equation modeling revealed that both variables positively influenced intentions engage BAB. Implications future directions are presented at end of study.
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ژورنال
عنوان ژورنال: Journal of Destination Marketing and Management
سال: 2021
ISSN: ['2212-5752', '2212-571X']
DOI: https://doi.org/10.1016/j.jdmm.2020.100550