Santos, SaraSanto, Pedro EspíritoAugusto, Luisa2024-01-172024-01-172023-05-26Santos, S., Santo, P. E. & Augusto, L. (2023). WOM antecedents of city residents: differences between men and women. International Journal of Marketing Innovation and Strategy, Vol. 1, No. 1, pp. 41-50. doi.org/10.34624/ijmis.v1i1.32362.2975-9226http://hdl.handle.net/10400.8/9300Acknowledgments This work is funded by National Funds through the FCT - Foundation for Science and Technology, I.P., within the scope of the project Refª UIDB/05583/2020. Furthermore, we would like to thank the Research Centre in Digital Services (CISeD) and the Polytechnic of Viseu for their support. A version of this paper was presented at ICIEMC – International Conference on Innovation and Entrepreneurship in Marketing and Consumer BehaviourThe impact of the COVID-19 pandemic on tourism has reduced the flow of visitors to cities, paralyzing what was a growing sector in recent years. Currently, cities urgently need to attract tourists to their territories. In this dissemination of cities, the role of citizens residing in cities cannot be neglected since, through their word of mouth (WOM), they promote their cities' experiences, infrastructure, and atmosphere. However, the WOM of cities differs between men and women. In this context, our study aimed to explore the factors that influence WOM by men and women residing in cities, identifying that infrastructure, atmosphere, and perceived psychological well-being play an essential role in this influence. Thus, this cross-sectional study obtained data through a questionnaire that resulted in a sample consisting of 428 individuals. The hypothesis test was carried out using SMART PLS software and identified that infrastructure, atmosphere, and perceived psychological well-being positively influence citizens' WOM. In this context, our research contributes to those responsible for cities to develop actions, with their citizens, with the aim of disseminating their heritage and encouraging tourists to visit the territories through them.engInfrastructuresWellnessWord of MouthResidentsTourismjournal articlehttps://doi.org/10.34624/ijmis.v1i1.32362