Abstract

In a gradually more hypercompetitive global tourism arena, destination marketers are increasingly seeking effective ways to promote places through appealing place brand messages. Local residents can be valuable ambassadors for the place, as well as co-creators of place-related brand communication. However, research focusing on place advertising from the residents’ perspective is scant. To address this gap, this work identifies three main antecedents of residents’ intention to share a place brand message online: place attachment, place ad–brand congruity, and self-expressiveness. A model is developed and tested on a sample of current and former residents of a Swedish city. Structural equation model results support that these antecedents have a positive influence on current as well as former residents’ intention to share a place brand ad online. Place attachment also has a significant indirect influence on intention to share, with place ad–brand congruity and self-expressiveness as partial mediators. Furthermore, place ad–brand congruity partially mediates the relationship between place attachment and self-expressiveness.

摘要

在竞争日益激烈的全球旅游领域中，目的地营销人员越来越寻求通过吸引人的地名品牌信息来促进地名的有效方法。当地居民可以成为该地点的宝贵大使，以及与地点相关的品牌传播的共同创造者。但是，从居民的角度关注场所广告的研究很少。为了弥补这一差距，这项工作确定了居民在线共享地方品牌信息的三个主要前提：地方依恋，地方广告-品牌一致性和自我表达能力。在瑞典城市的现有和以前居民的样本上开发并测试了模型。结构方程模型结果支持这些先例对当前以及前居民在线共享地方品牌广告的意图产生积极影响。位置依恋对分享的意愿也有很大的间接影响，位置广告品牌的一致性和自我表达是部分中介者。此外，位置广告与品牌的一致性部分地调节了位置依恋与自我表达之间的关系。