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  • Brand Cairns: An Insider (resident) Stakeholder Perspective

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    43445_1.pdf (164.6Kb)
    Author(s)
    Merrilees, Bill
    Miller, Dale
    Herington, Carmel
    Smith, Christine
    Griffith University Author(s)
    Smith, Christine A.
    Miller, Dale
    Merrilees, Bill J.
    Herington, Carmel A.
    Year published
    2007
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Tourism Analysis
    Volume
    12
    Issue
    5/6
    DOI
    https://doi.org/10.3727/108354207783227975
    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
    Publication URI
    http://hdl.handle.net/10072/17962
    Collection
    • Journal articles

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