Brand Cairns : an insider (resident) stakeholder perspective

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Title: Brand Cairns : an insider (resident) stakeholder perspective
Related: Tourism analysis, Vol. 12, No. 5/6, (2007), p.409-417
DOI: 10.3727/108354207783227975
Publisher: Cognizant Communications Corporation
Date: 2007
Author/Creator: Merrilees, Bill
Author/Creator: Miller, Dale
Author/Creator: Herington, Carmel
Author/Creator: Smith, Christine
Description: 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.
Description: 9 page(s)
Subject Keyword: 150500 Marketing
Subject Keyword: city branding
Subject Keyword: residents
Subject Keyword: recreational demand
Subject Keyword: community attributes
Subject Keyword: occasional tourism
Resource Type: journal article
Organisation: Macquarie University. Macquarie Graduate School of Management

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