engleski

Human-placed Relationship Factors and WOM Behaviours

Word-of-mouth, as a strong marketing tool, is important in creating destination’s image but influencing tourism products’/experiences’ purchasing process as well. WOM is growing mostly for 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.

human-place relationship factors, word-of-mouth, local residents, destination branding

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