The effect of destination brand love on environmentally responsible behavior: A comparison between tourists and residents

Destination environmental problems are largely caused by tourists and residents, two of the most important stakeholders in destination branding. Therefore, its solution depends on the joint efforts of these two groups. Drawing on the broaden-and-build theory of positive emotions and the psychological ownership theory, this study hypothesizes a model to assess the effects of destination brand love on tourists' and residents' environmentally responsible behavior (ERB). Destination psychological ownership, together with role readiness, which reflects the extent to which an individual is cognitively and behaviorally prepared for the role of "environmental protector", mediate these effects. Three studies were conducted to test the research hypotheses, employing a combination of survey-based and experimental methodologies. The results indicate that destination brand love indirectly promotes ERB, with destination psychological ownership and role readiness sequentially mediating the impact of destination brand love on ERB for both residents and tourists. It is also found that role readiness has a greater impact on residents' ERB than tourists. Theoretical and managerial implications are offered in this study.