Destination Branding by Residents: The Role of Perceived Responsibility in Positive and Negative Word-of-Mouth

The importance of residents’ communication about their home region as tourist destination is increasingly acknowledged in the place branding process. However, the extent to which residents feel responsible for communicating Destination Images (DIs), and how these attributions affect word-of-mouth (WOM) behavior has remained unclear. This paper addresses this topic by reporting a quantitative study (N = 913) among residents of the Dutch province of Fryslân. The results show that responsibility attributions for communicating positive regional images predict, next to Place Attachment and DI, positive and negative WOM behavior (pWOM and nWOM). Particularly attributing responsibility to citizens themselves is a significant predictor of pWOM and nWOM. Further, findings point to the role of age in variation in responsibility attributions and to previous holiday experience as predictor of nWOM. The implications for citizen engagement in destination branding and regional tourism management are discussed.