City Research Online

Abstract

The engagement of community residents in place promotion is increasingly recognized as desirable for ensuring effective and reliable communication with tourists. The study investigated the effects of community factors on residents' engagement in the promotion of an Italian heritage site. Community commitment, environmental attitudes, and perceptions of the effectiveness of existing place marketing communications were found to be decisive in influencing residents' engagement in the promotion of the Amalfi Coast. The paper helps to shed light on collaboration in place promotion, thus enriching the debate on the ambassadorship role of residents and suggesting useful insights for policy makers/destination management organizations

Publication Type:	Article
Additional Information:	This is the peer reviewed version of the following article: Vollero A., Conte F., Bottoni G., Siano A. The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site. International Journal of Tourism Research, 20(1):88–99, which has been published in final form at https://doi.org/10.1002/jtr.2164. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving
Publisher Keywords:	Amalfi Coast, community commitment, community factors, place promotion, residents' engagement, World Heritage Site
Departments:	School of Policy & Global Affairs > Sociology & Criminology
SWORD Depositor:	Symplectic Administrator

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