The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site

Residents' engagement in promoting the Amalfi Coast, an Italian UNESCO World Heritage Site, is significantly influenced by their community commitment, environmental attitudes, and perceptions of existing place marketing communications. This study highlights how these factors shape residents' willingness to act as ambassadors for tourism, offering critical insights for destination management and policy makers. The research employed empirical methods to analyze the relationships between these community factors and resident engagement, contributing to a broader understanding of effective collaboration in heritage site promotion.

Vollero, A., Conte, F., Bottoni, G., & Siano, A. (2017). The influence of community factors on the engagement of residents in place promotion: Empirical evidence from an Italian heritage site. International Journal of Tourism Research, 20(1), 88–99. Portico. https://doi.org/10.1002/jtr.2164