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    Author(s): Jeamok Kwon; Christine Vogt
    Date: 2009
    Source: In: Klenosky, David B.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2008 Northeastern Recreation Research Symposium; 2008 March 30 - April 1; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-42. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 298-305.
    Publication Series: Other
    Station: Northern Research Station
    PDF: View PDF  (260.61 KB)

    Description

    Part of a successful marketing program for a tourism product is an advertising campaign that reflects its target audiences' characteristics (Mohsin 2005). This study sought to understand the attitudes and opinions of local residents regarding place marketing using attitude formation theory presented by Eagly and Chaiken (1993). Consistent results were found across three Michigan counties when attitude toward place marketing was regressed on cognitive, affective, and behavioral components. Overall, the "cognitive component" of attitudes (i.e., beliefs) was found to be more influential on residents' attitudes toward place marketing than were affective or behavioral components. These findings contribute evidence to the theory on the role of the cognitive component on positive attitude formation toward place marketing.

    Publication Notes

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    • This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.

    Citation

    Kwon, Jeamok; Vogt, Christine. 2009. Identifying the effects of cognitive, affective, and behavioral components on residents'' attitudes toward place marketing. In: Klenosky, David B.; Fisher, Cherie LeBlanc, eds. Proceedings of the 2008 Northeastern Recreation Research Symposium; 2008 March 30 - April 1; Bolton Landing, NY. Gen. Tech. Rep. NRS-P-42. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 298-305.

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