An exploratory study of residents’ perception of place image: the case of Kavala

Dimitrios Stylidis, Jason Sit, Avital Biran

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    Abstract

    Studies on place image have predominantly focused on the tourists’ destination image and have given limited attention to other stakeholders’ perspectives. This study aims to address this gap by focusing on the notion of residents’ place image, whereby it reviews existing literature on residents’ place image in terms of whether common attributes can be identified, and examines the role of community-focused attributes in its measurement. Data collected from a sample of 481 Kavala residents (Greece) were subjected to exploratory and confirmatory factor analysis. The study reveals that the existing measurement tools have typically emphasized destination-focused attributes and neglected community-focused attributes. This study contributes to the residents’ place image research by proposing a more holistic measurement, which consisted of four dimensions: physical appearance, community services, social environment, and entertainment opportunities. The study also offers practical insights for developing and promoting a tourist place while simultaneously enhancing its residents’ quality of life.
    Original languageEnglish
    Pages (from-to)659-674
    JournalJournal of Travel Research
    Volume55
    Issue number5
    Early online date10 Dec 2014
    DOIs
    Publication statusPublished - 1 May 2016

    Keywords

    • local residents
    • place image
    • destination image
    • community satisfaction
    • place marketing

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