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    Classifying residents' roles as online place-ambassadors

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    Publication date
    2018
    Author
    Uchinaka, S.
    Yoganathan, Vignesh
    Osburg, V-S
    Keyword
    Residents
    Place marketing
    Destination branding
    Word-of-mouth
    Social media
    Tourism
    Destinations
    Rights
    © 2018 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
    Peer-Reviewed
    yes
    
    Metadata
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    Abstract
    Residents are pivotal in the competitiveness of tourism destinations. Yet, their role as place-brand ambassadors needs better understanding, particularly in relation to social media, which directly link visitors to residents through user-generated-content (UGC). This paper explores residents’ roles as place-brand ambassadors on Twitter, using the case of Onomichi (Japan), where decreasing population meets economic dependence on tourism. From a content analysis of residents’ tweets, four distinct roles are identified, and corresponding types of content are mapped on a two-dimensional continuum based on direct vs. indirect word-of-mouth and the level of sentiment. Authors discuss implications for Destination Management Organizations (DMOs). Findings highlight the increasingly shifting role of residents towards being primary sources of place-marketing, especially due to social media, and as active proponents (rather than passive targets) of place-branding in the digital age. Such organic place-marketing may be the key to sustaining tourism in the face of rising anti-tourist sentiments worldwide.
    URI
    http://hdl.handle.net/10454/16629
    Version
    Accepted Manuscript
    Citation
    Uchinaks S, Yoganathan V and Osburg VS (2018) Classifying residents' roles as online place-ambassadors. Tourism Management. 71: 137-150.
    Link to publisher’s version
    https://doi.org/10.1016/j.tourman.2018.10.008
    Type
    Article
    Collections
    Management and Law Publications

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