Brand Cairns: An Insider (resident) Stakeholder Perspective

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Title Brand Cairns: An Insider (resident) Stakeholder Perspective
Author Merrilees, Bill; Miller, Dale; Herington, Carmel Ann; Smith, Christine Ann
Journal Name Tourism Analysis
Year Published 2007
Place of publication United States
Publisher Cognizant Communication Corporation
Abstract Usually destination branding is looked at from the visitor's perspective. However, previous literature does not adequately address the perceptions that residents have of their own place of residence. The residents are a major stakeholder in tourism and their perspective has been overlooked, other than their views about tourists. To analyze this perspective, a structural model is developed to explain the formation of residents' attitude to their city brand (Brand Cairns) and further the path to explaining intentions of residents to act as “occasional tourists” in their own city. The statistical tests demonstrate the validity of the structural model.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.3727/108354207783227975
Volume 12
Issue Number 5/6
Page from 409
Page to 417
ISSN 1083-5423
Date Accessioned 2007-06-11
Date Available 2010-07-12T06:39:08Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/17962
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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