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Advisor(s)
Abstract(s)
Host communities play diverse roles in tourism, from suppliers to ‘place ambassadors’, enriching the visitor experience with their local knowledge and hospitality. While recognising these advantages, gaps in understanding the overall impact of positive host-guest interactions on destination success, through word-of-mouth (WOM), persist. This research studies the dynamics in resident-tourist interactions by examining how the social environment (reflected in residents’ friendliness) and emotional solidarity (sense of being welcome, emotional closeness, and sympathetic understanding), augment tourists' likelihood to share positive WOM, thus enhancing destination management strategies. This may be one of the first studies focused on WOM as an outcome of host-guest interactions, where recommendations on this specific area are given, to the Mediterranean region.
An online survey was conducted among Portuguese who reported holidays in the Mediterranean region. Data was analysed using multiple linear regression modelling. Findings indicate that the perceived social environment, sense of being welcome, and sympathetic understanding on behalf of residents significantly and positively influence tourists’ WOM about the Mediterranean region. These results reinforce the importance of involving residents in destination management. First, as key points of contact with tourists, fostering positive interactions and promoting the destination through subsequent WOM. Additionally, residents' involvement in destination management allows them to control their interaction purposes, minimising negative impacts and strengthening their commitment to the destination. Effective tourism strategies should prioritise host-guest interaction, which could be central to the community-led tourism concept, benefiting both tourists and residents alike.
Description
Chapter 4
Keywords
social environment sense of being welcome emotional closeness sympathetic understanding word-of-mouth
Pedagogical Context
Citation
Gomes, D., Kastenholz, E. & Ferreira, A.G. (2024). Host-guest interactions as a key to enhancing tourists WOM communication about Mediterranean destinations. In: Vargas-Sánchez, A. (Guest editor), Buonincontri, P., Errichiello, L., Micera, R. (Gen.eds). Tourism Governance Approaches for Facing the New Challenges of the Tourism Industry in the Mediterranean region. McGraw-Hill Education, Milan. ISBN: 9788838612787
Publisher
McGraw-Hill Education
CC License
Without CC licence