Destination Identification and Destination Community Identification as Drivers of Destination Brand Value Co-Creation in Emerging Tourism Destinations: A Social Identity Theory Perspective
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Date
2024
Authors
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Journal ISSN
Volume Title
Publisher
Informa UK Limited
Abstract
This study investigates the impact of destination identification and destination community identification on the co-creation of destination brand value through tourism ethnocentrism. Data from a survey of 302 local residents in Dodoma City, Tanzania, were analyzed using structural equation modeling. The results demonstrate that both destination identification and destination community identification influence the co-creation of destination brand value through tourism ethnocentrism. This study suggests that fostering local residents’ connection to both the tourism destination and its communities is essential to promote their participation in co-creating destination brand value. Furthermore, it highlights the theoretical significance of social identification categories, such as destination identification and destination community identification, as key drivers motivating local residents to engage in co-creating destination brand value.
Description
Full text article available at: https://doi.org/10.1080/15256480.2024.2332990
Keywords
Destination branding, destination identification, destination community identification, tourism ethnocentrism, destination brand value co-creation
Citation
Amani, D. (2024). Destination Identification and Destination Community Identification as Drivers of Destination Brand Value Co-Creation in Emerging Tourism Destinations: A Social Identity Theory Perspective. International Journal of Hospitality & Tourism Administration, 1-37.