Brand Cairns: An Insider (resident) Stakeholder Perspective

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Author(s)
Merrilees, Bill
Miller, Dale
Herington, Carmel
Smith, Christine
Griffith University Author(s)
Year published
2007
Metadata
Show full item recordAbstract
Usually destination branding is looked at from the visitor's perspective. However, previous literature does not adequately address the perceptions that residents have of their own place of residence. The residents are a major stakeholder in tourism and their perspective has been overlooked, other than their views about tourists. To analyze this perspective, a structural model is developed to explain the formation of residents' attitude to their city brand (Brand Cairns) and further the path to explaining intentions of residents to act as "occasional tourists" in their own city. The statistical tests demonstrate the ...
View more >Usually destination branding is looked at from the visitor's perspective. However, previous literature does not adequately address the perceptions that residents have of their own place of residence. The residents are a major stakeholder in tourism and their perspective has been overlooked, other than their views about tourists. To analyze this perspective, a structural model is developed to explain the formation of residents' attitude to their city brand (Brand Cairns) and further the path to explaining intentions of residents to act as "occasional tourists" in their own city. The statistical tests demonstrate the validity of the structural model.
View less >
View more >Usually destination branding is looked at from the visitor's perspective. However, previous literature does not adequately address the perceptions that residents have of their own place of residence. The residents are a major stakeholder in tourism and their perspective has been overlooked, other than their views about tourists. To analyze this perspective, a structural model is developed to explain the formation of residents' attitude to their city brand (Brand Cairns) and further the path to explaining intentions of residents to act as "occasional tourists" in their own city. The statistical tests demonstrate the validity of the structural model.
View less >
Journal Title
Tourism Analysis
Volume
12
Issue
5/6
Copyright Statement
© 2007 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Commercial Services
Marketing
Tourism