Author(s) :

Emmanuel Chao.

Volume/Issue :

Abstract :

Purpose: Tourism is one of the most competitive sectors globally due to its social and economic contribution in the development of nations. Local residents support towards destination branding has not adequately examined, especially from the supply side of tourism destination This is a gap which this study aims at investigating. Specifically, the study used the relational governance dimensions in understanding the influence of local residents support towards destination branding. Design/Methodology: The study applied a cross-sectional survey research design with 302 respondents. Data was collected by structured questionnaires that were self-administered and analyzed through the structural equation modeling (SEM). Findings: The findings show that relational trust, control mutuality (power) and relational commitment has a positive influence on relational satisfaction. Further, the Relational Satisfaction was found to positively influence the local residents support for destination branding. The study also found that Relational Satisfaction mediates the relationship between the relational governance dimensions (relational trust, mutual control and relational commitment) and local residents support towards destination branding. Research Limitation: The study adopted a quantitative approach, which has the limitation of being unable to provide detailed insights and critical incidences around the topic. Thus, in further studies, a qualitative approach or mixed approach is recommended to provide detailed insights and cases that support the results. The current study focused on stakeholders with direct attachment to tourism sector, but future studies can include other stakeholders who play a role in destination branding. The scope of research can also influence the study findings, thus we recommend future studies to include other sectors which indirectly or directly influence tourism Practical implications: The findings from this study recommend the need for developing a strong relationship with the entire tourism ecosystem. This relationship should ensure that the interests of all the key players are observed and a win-win situation should be of a key emphasis. Dyadic relations such as tour operators and tourists, local government and tour operators, government and local residents, tour operators and local residents should be built from the perspective of mutual benefits and fairness. Theoretical implications: Theoretically, the study advanced theoretical understanding and the application of combined theories, i.e., relational exchange theory and identity theory, in explaining the driving mechanism behind the local residents’ support towards destination branding. The study has also contributed in terms of the understanding of relational perspectives from the tourists, governments and local residents and how such are interconnected in building a long-term destination brand. Originality/value: The study complement in the understanding of the relational environment as a whole and its role in the building block of the entire feeling of tourists and local residents and ultimately how such a feeling can result in the development of a destination branding. Keywords: Mutual control, relational trust, relational commitment, relational satisfaction, destination branding Paper type: Research paper

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