61645 20190709135505.0 sideral 94502 ART-2017-94502 eng Plumed, Marta Place branding process: Analysis of population as consumers of destination image 2017 Access copy available to the general public Unrestricted In tourist marketing and branding strategies considering residents’ perceptionsis essential as promotional actions must convey an image that adequately represents the place and its inhabitants. This research considers that a destination brand cannot be successful if the residents’ perspective is not taken into account. Thanks to a quantitative study of the case of Zaragoza (Spain), a model of research is presented to analyse the residents’ brand attitude, perception of usefulness, and perceived image. The results confirm that the inhabitants’ attitude is the main variable to get a good destination image through a place branding strategy, which will depend on the brand’sperceived usefulness. Thus, the present paper verifies the importance of considering residents’ perspective in destination image managementdue to they are both the first producers and consumers of their own place image. info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 0.109 2017 Tourism, Leisure and Hospitality Management 2017 Q4 Business and International Management 2017 Q4 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion (orcid)0000-0003-4530-9645 Iñiguez Berrozpe, Tatiana Universidad de Zaragoza (orcid)0000-0003-0937-4861 Elboj, Carmen Universidad de Zaragoza 4009 775 Universidad de Zaragoza Dpto. Psicología y Sociología Área Sociología 11, 4 (2017), 31-52 Tourismos Tourismos 1790-8418 558774 http://zaguan.unizar.es/record/61645/files/texto_completo.pdf Versión publicada 42367 http://zaguan.unizar.es/record/61645/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:61645 articulos driver 2019-07-09-11:48:21 ARTICLE