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This study empirically tests the role of residents in branding tourism destinations, which has rarely been explored. Results from a survey of 371 residents in Hawaii show positive relationships between residents' identification with their destination brand and their behavior in three ways: (a)...

Choo, H. S.; Park, S. Y.; Petrick, J. F.
Routledge, Taylor and Francis Group, Philadelphia, USA
Journal of Hospitality Marketing & Management, 2011, 20, 2, pp 198-216