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Human-Place Relationship Factors and WOM Behaviours

Human-Place Relationship Factors and WOM Behaviours

Golja, Tea and Šegota, Tina ORCID: 0000-0001-7994-1396 (2019) Human-Place Relationship Factors and WOM Behaviours. In: Golja, Tea, Sergeevich Globov, Kirill, Silvar, Iva and Oksana, Artemenko, (eds.) New Challenges in Tourism Development. Juraj Dobrila University of Pula and Kazan Innovative University named after V. G. Timiryasov, Pula, Croatia, pp. 216-229. ISBN 978-953-8278-29-7

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Word-of-mouth, as a strong marketing tool, is important in creating destination image but influencing tourism product/ experience purchasing process as well. WOM is growing mostly beacuse of the growing importance and usage of social media and social networking. Although in the core of academic research for many decades, human-place relationship needs to be refocused to local residents due to their strong role in destination branding. This paper aims to bring into focus different human-place relationship factors, namely place attachment and self-congruity, and better understanding of how these two factors influence residents’ word-of-mouth behaviours, which lead to positive destination image building and destination brand ambassadorship.

Item Type: Book Section
Additional Information: Ch. 10.
Uncontrolled Keywords: human-place relationship factors, word-of-mouth, local residents, destination branding
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 27 Jan 2020 16:03

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