Engagement of residents in place promotion

What is it about?

The paper deals with the impact of the community factors (community attachment, community commitment, environmental attitudes, etc.) on effective willingness of residents to participate in concrete promotional initiatives (such as generating new marketing “content” or co-creating place brand). The proposed conceptual model was tested on a sample of residents from the Amalfi Coast, which is one of the most popular Italian heritage sites, where community factors have historically played a decisive role.

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Why is it important?

We show that “community commitment” has a decisive role in prompting the effective involvement of residents, also by mediating the role of community attachment. The contribution is also significant in terms of highlighting the “supplemental” role residents can play in place promotion when they perceive the role of local community actors to be ineffective in communicating their place. In practical terms, we believe that the implications of such findings are very important, especially in terms of supporting local policy makers interested in co-creating value from a collaborative place promotion perspective.