Sanae Uchinaka
Classifying residents’ roles as online place-ambassadors
Uchinaka, Sanae; Yoganathan, Vignesh; Osburg, Victoria-Sophie
Authors
Vignesh Yoganathan
Victoria-Sophie Osburg
Abstract
Residents are pivotal in the competitiveness of tourism destinations. Yet, their role as place-brand ambassadors needs better understanding, particularly in relation to social media, which directly link visitors to residents through user-generated-content (UGC). This paper explores residents' roles as place-brand ambassadors on Twitter, using the case of Onomichi (Japan), where decreasing population meets economic dependence on tourism. From a content analysis of residents’ tweets, four distinct roles are identified, and corresponding types of content are mapped on a two-dimensional continuum based on direct vs. Indirect word-of-mouth and the level of sentiment. Authors discuss implications for Destination Management Organizations (DMOs). Findings highlight the increasingly shifting role of residents towards being primary sources of place-marketing, especially due to social media, and as active proponents (rather than passive targets) of place-branding in the digital age. Such organic place-marketing may be the key to sustaining tourism in the face of rising anti-tourist sentiments worldwide.
Citation
Uchinaka, S., Yoganathan, V., & Osburg, V.-S. (2019). Classifying residents’ roles as online place-ambassadors. Tourism Management, 71, 137-150. https://doi.org/10.1016/j.tourman.2018.10.008
Journal Article Type | Article |
---|---|
Acceptance Date | Oct 8, 2018 |
Online Publication Date | Oct 15, 2018 |
Publication Date | Apr 1, 2019 |
Deposit Date | Oct 9, 2018 |
Publicly Available Date | Oct 16, 2020 |
Print ISSN | 0261-5177 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 71 |
Pages | 137-150 |
DOI | https://doi.org/10.1016/j.tourman.2018.10.008 |
Keywords | Residents; Place Marketing; Destination branding; Word-of-mouth; Social media |
Public URL | https://hull-repository.worktribe.com/output/1106809 |
Publisher URL | https://www.sciencedirect.com/science/article/pii/S0261517718302437 |
Contract Date | Oct 9, 2018 |
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Publisher Licence URL
https://creativecommons.org/licenses/by-nc-nd/4.0/
Copyright Statement
© 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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