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dc.contributor.authorUchinaka, S.
dc.contributor.authorYoganathan, Vignesh
dc.contributor.authorOsburg, V-S
dc.date.accessioned2018-10-26T09:42:55Z
dc.date.available2018-10-26T09:42:55Z
dc.date.issued2018
dc.identifier.citationUchinaks S, Yoganathan V and Osburg VS (2018) Classifying residents' roles as online place-ambassadors. Tourism Management. 71: 137-150.en_US
dc.identifier.urihttp://hdl.handle.net/10454/16629
dc.descriptionyesen_US
dc.description.abstractResidents 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.tourman.2018.10.008en_US
dc.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.en_US
dc.subjectResidentsen_US
dc.subjectPlace marketingen_US
dc.subjectDestination brandingen_US
dc.subjectWord-of-mouthen_US
dc.subjectSocial mediaen_US
dc.subjectTourismen_US
dc.subjectDestinationsen_US
dc.titleClassifying residents' roles as online place-ambassadorsen_US
dc.status.refereedyesen_US
dc.date.Accepted2018-10-08
dc.date.application2018-10-15
dc.typeArticleen_US
dc.date.EndofEmbargo2020-10-15
dc.type.versionAccepted Manuscripten_US
dc.description.publicnotesThe full text will be available at the end of the publisher's embargo, 15th Oct 2020.en_US


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