Place attachment and affinity: turning the Mainland Chinese students into “Word-of-Mouth Champions”

What is it about?

The role of international students in destination marketing has been neglected, although it is notable that they can be seen as “Word Of Mouth Champions”. This study attempts to examine the effect of place attachment and affinity for residents on Mainland Chinese students’ word-of-mouth (WOM) recommendation intention in Macao. Fills a research gap by investigating the relationship between place attachment and social distance in influencing sojourners’ behaviour, a link that has rarely been examined in tourism research.

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