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Residents' power and trust: A road to brand ambassadorship?

被引：23
|
作者：
Wassler, Philipp [1 ]
Wang, Liang [2 ]
Hung, Kam [3 ]
机构：
[1] Bournemouth Univ, Fac Management, Talbot Campus, Poole, Dorset, England
[2] Zhejiang Univ, Sch Management, 866 Yuhangtang Rd, Hangzhou, Zhejiang, Peoples R China
[3] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Kowloon, 17 Sci Museum Rd, Hong Kong, Peoples R China
来源：
JOURNAL OF DESTINATION MARKETING & MANAGEMENT | 2021年 / 19卷
基金：
中国国家自然科学基金;
关键词：
Destination residents; Destination brand ambassador behavior (BAB); Psychological empowerment; Trust; Hong Kong; DESTINATION BRAND; EMPOWERMENT; TOURISM; PLACE; CITY; COMMUNITY; ATTITUDES; IDENTITY; EQUITY; SATISFACTION;
D O I：
10.1016/j.jdmm.2020.100550
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
As key stakeholders in successful destination branding campaigns, residents have the potential to act as desti-nation brand ambassadors. Based on the literature on destination branding, this study examines residents? brand ambassador behavior (BAB) in relation to power and trust in relevant authorities. As such, this research considers destination residents as ?citizens?, which frames their relationship with local authorities. Using survey data from 651 Hong Kong permanent residents, this study finds psychological empowerment and public trust to be closely related. Structural equation modeling revealed that both variables positively influenced residents? intentions to engage in BAB. Implications and future research directions are presented at the end of this study.
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页数：9
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