Fostering destination brand love

Fostering destination brand love develops psychological ownership among both residents and tourists that can guide individuals to see themselves as environmental protectors.

Fostering brand love of your destination with residents and tourists motivates individuals to take responsibility for their environmental impact. The emotional connection can enhance environmentally responsible behavior because individuals who feel a strong connection to a destination are more likely to act in its best interest. DMOs should guide residents and tourists to see themselves as environmental protectors which enhances their readiness to act responsibly. DMOs can raise awareness on the significance of environmental protection and foster a sense of environmental responsibility through targeted communication campaigns. Practical training such as interactive workshops, seminars, and immersive learning experiences can empower residents and tourists with the knowledge and skills necessary to fulfil their environmental responsibilities. By considering the nuances between residents and tourists through fostering emotional connections and encouraging active participation, DMOs can encourage responsible behavior.

The study can be found here.

Zhang, H., Lin, Z. (CJ), & Li, S. (2024). The effect of Destination Brand Love on Environmentally Responsible Behavior: A comparison between tourists and residents. Journal of Sustainable Tourism, 1–19. https://doi.org/10.1080/09669582.2024.2397644