Abstract:

Places are facing, today, many ‘revolutionary changes’ of different nature, leading to a fierce competition to attract different target markets. It is now more important than ever to implement a new marketing approach, based on collaboration, co-creation, and co-participation to promote the place attractiveness. Citizen participation stresses the importance of the participatory paradigm, in creating more value and ensuring a better performance. Among the numerous motives for citizen participation, place attachment influences residents’ behaviors at various levels. Place attachment is found to be linked to ambassador behaviors, word-of-mouth, participation in activities that benefit the place and loyalty (Chen & Dwyer, 2017).