Abstract

Host community’s perceptions of tourism impacts have been widely discussed in tourism literature, however, little attention has been paid to residents’ role in supporting and advocating inward tourism, especially whether residents’ identity with their living place has a significant effect on their advocacy for incoming tourism. This study posits that residents’ social identity can play a significant role in predicting their involvement and intent behavior in supporting and advocating tourism. One specific purpose of this study is to explore how the social identity components, i.e. the cognitive and affective identities can prompt residents to be more actively involved in tourism support and promotion. Another purpose is to propose and test a conceptual model which depicts specific relations between residents’ social identity and their involvement in tourism advocacy. The significance and implications of this study are discussed.

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Residents’ Propensity for Tourism Advocacy, a Place Identity Perspective

Host community’s perceptions of tourism impacts have been widely discussed in tourism literature, however, little attention has been paid to residents’ role in supporting and advocating inward tourism, especially whether residents’ identity with their living place has a significant effect on their advocacy for incoming tourism. This study posits that residents’ social identity can play a significant role in predicting their involvement and intent behavior in supporting and advocating tourism. One specific purpose of this study is to explore how the social identity components, i.e. the cognitive and affective identities can prompt residents to be more actively involved in tourism support and promotion. Another purpose is to propose and test a conceptual model which depicts specific relations between residents’ social identity and their involvement in tourism advocacy. The significance and implications of this study are discussed.