Classifying residents' roles as online place-ambassadors
dc.contributor.author | Uchinaka, S. | * |
dc.contributor.author | Yoganathan, Vignesh | * |
dc.contributor.author | Osburg, V-S | * |
dc.date.accessioned | 2018-10-26T09:42:55Z | |
dc.date.available | 2018-10-26T09:42:55Z | |
dc.date.issued | 2018 | |
dc.identifier.citation | Uchinaks S, Yoganathan V and Osburg VS (2018) Classifying residents' roles as online place-ambassadors. Tourism Management. 71: 137-150. | en_US |
dc.identifier.uri | http://hdl.handle.net/10454/16629 | |
dc.description | yes | en_US |
dc.description.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. | en_US |
dc.language.iso | en | en_US |
dc.relation.isreferencedby | https://doi.org/10.1016/j.tourman.2018.10.008 | en_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.subject | Residents | en_US |
dc.subject | Place marketing | en_US |
dc.subject | Destination branding | en_US |
dc.subject | Word-of-mouth | en_US |
dc.subject | Social media | en_US |
dc.subject | Tourism | en_US |
dc.subject | Destinations | en_US |
dc.title | Classifying residents' roles as online place-ambassadors | en_US |
dc.status.refereed | yes | en_US |
dc.date.Accepted | 2018-10-08 | |
dc.date.application | 2018-10-15 | |
dc.type | Article | en_US |
dc.type.version | Accepted Manuscript | en_US |