The role of quality of life, communication and affective image in the WOM of residents in tourism promotion

• Autor(a) principal: Oliveira, Adriana José de
• Data de Publicação: 2023
• Outros Autores: Augusto, Luísa Paula, Santo, Pedro Manuel do Espírito, Santos, Sara Cristina Valente dos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v40i0.31534

When residing in a territory, the citizen experiences the city, builds emotions, and lives his city in a unique way. With the evolution of tourism and the increase of competitiveness between tourist destinations, the word of mouth (WOM) has become an increasingly strategic method to be leveraged by tourism entities and destinations. Specifically, the WOM that residents make of their cities becomes more and more relevant for cities to capture more tourists. Thus, it was conducted a study with a sample of 428 individuals that, through structural equations identified the role of residents' quality of life, communication and affective image in the WOM. This research reveals that it is important to improve citizens' quality of life and to define an efficient communication strategy with the aim that city residents increasingly perform positive word of mouth about their territories.