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Conceptualising The Dimensionality of Place Attachment for a Tourism Destination

Presentation for EMAC 2012
by

Ning Chen

on 28 November 2012

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Transcript of Conceptualising The Dimensionality of Place Attachment for a Tourism Destination

Conceptualising The Dimensionality of Place Attachment for a Tourism Destination  Ning (Chris) Chen


University of New South Wales

For EMAC May 23th 2012 Relationship
Study in Literature Review Human-place Relationship Introduction Conceptual Model Empirical Study Implications for Conclusions & Implications (1) Applying marketing and branding theories to human-place relationship? (2) How to understand the increasingly complicated relationship? 1. Can ATTACHMENT work?

2. To what extent can it work?

3. How can make it work better? Research Questions: Brand Commitment:
enduring and intention of long-term relationship
(Fournier, 1998; Gundlach, Achrol, and Mentzer, 1995; Moorman, Zaltman, and Deshpande, 1992; Morgan and Hunt, 1994)

sacrifice in short term (Fullerton, 2003) Organizational Identification: a process to a collective’s identity

Albert, Ashforth, Barker, Dukerich, Elsbach, Glynn, Harquail, Kramer, and Parks, 1998; Ashforth, Harrison, and Corley, 2008; Ashforth and Mael, 1989)

Basis: strong individual-organization relationship
Outcome: Social identity
Internal Branding Brand and
Service Marketing Organizational Studies Brand Loyalty: repeat purchase
(Tellis, 1988; Newman and Werbel, 1973; Oliver, 1999)

Dimensions (Oliver, 1997):
Cognitive loyalty
Affective loyalty
Conative loyalty
Action loyalty Look back at
Geography study &
Environmental Psychology Place attachment
affectional bond or tie; a basic human need for security
(Bowlby 1969; 1973; 1980; Bremerton 1992; Greider and Garkovich, 1994; Williams and Vaske, 2003; Hey, 1998; Hidalgo and Hernández, 2001; Jorgensen and Stedman, 2001; Kyle, Absher, and Graefe, 2003; Kyle, Bricker, Graefe, and Wickham, 2004; Kyle, Graefe, Manning, and Bacon, 2004; Kyle, Graefe, and Manning, 2005)
Dimensions:
Place Identity Affective Attachment
Place dependence Social Bonding Identity or social bonding has to be constructed after years
Dependence is either based on long term stay or specific purpose of stay (e.g. diving in Great Barrier Reef, skiing in Andorra, fishing in the Great Lakes, etc) Limitations of Previous Discussion
on Place Attachment (1) Based on long term relationship (2) The person has to have been to the place Dimensions including dependence, social bonding are based on evaluation of the experience in the place Attachment based on some unique events
or unforgettable memories (it doesn’t have to be long) Interactional Past E.g. “I had a very good story in Prague. Although I have only been there once for 2 days, I kept thinking about it since I had a great memory there/I met my wife there/my experience there changed my life.” Attachment based on high expectation (you don’t have to have been there) Interactional Potential E.g. the great movie The Truman Show (1998) Two dimensions based on
Interactions between an individual and a place The Model Scale Development & Confirmatory Factor Analysis (1) Scale Development
4 focus group plus expert and peer review
plus literature review
Items from 46 to 32

(2) Confirmatory Factor Analysis
Two locations: Sydney (361) and Shanghai (330)
22 items retained Alternative models comparison Model 1: a unidimensional model
Model 2: a first-order, six-factor correlated model
Model 3: a second-order model consisting six first-order factors loading onto a single second-order factor
Model 4: a second-order model consisting six first-order factors loading onto two correlated second-order factors Alternative models comparison MODEL 1
a unidimensional model MODEL 2
a first-order, six-factor correlated model MODEL 3
a second-order model consisting six first-order factors loading onto a single second-order factor MODEL 4
a second-order model consisting six first-order factors loading onto two correlated second-order factors Marketing Tourism Use the attachment construct to understand
more complex relationship such as:

(1) brand: Mac people
(2) event: soccer fans to chase World Cup
(3) fan club: Justin Bieber fan club Residents
Experienced tourists
Potential tourists

From the different dimensions of Place Attachment to behaviours:
(1) WOM from residents to tourists
(2) WOM from tourists to tourists
(3) WOM on social networks and tourism forums Furture research Thanks for your attention!
Q&A ning.chen@unsw.edu.au
Full transcript