Conceptualizing residents' destination brand ambassador behavior.

Abstract

Although destination branding has become increasingly popular throughout the last decades, the role of the biggest destination brand stakeholder has scarcely been researched: the local inhabitants of a destination, commonly called the “resident” stakeholder. Only recently scholars have speculated that residents could be a brand‟s most valuable advocate through showing “residents‟ destination brand ambassador behavior” (RDBAB) and enhancing brand equity. However, what this concept really means has hardly been investigated. This research employs content analysis of related destination branding literature in order to conceptualize the notion of RDBAB. Findings have shown that a general distinction between planned/spontaneous, and promotion/development-related RDBAB can be made. Offline and online word-of-mouth, personal use of promotional material, as well as participation in promotion and development-related events and activities are given as behavioral examples. Finally, a definition of RDBAB is offered based on the findings and suggestions for future studies are given.