Identifying the effects of cognitive, affective, and behavioral components on residents' attitudes toward place marketing

Abstract

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.

Parent Publication

• Proceedings of the 2008 Northeastern Recreation Research Symposium

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.