Tourist Citizenship Behavior and Destination Branding: State of the Art and Future Research Agenda
DOI:
https://doi.org/10.47747/fmiic.v1i3.3568Abstract
The organization spends millions of dollars on branding simply only gets reviews, not citizens. Why? Because most of the research separates Tourist Citizenship Behavior (TCB) from Destination Branding. This Systematic Literature Review (SLR) unites them. By analyzing 166 Scopus/WoS/EBSCO articles (2010-2025), it shows that tourists become brand citizens when they co-author the brand instead of consuming the advertisement. VOSviewer and NVivo exposed four channels: online advocacy, brand equity co-creation, emotional attachment, and smart technology participation. Besides, six branding strategies operationalize this shift: tourist generated advocacy, co-creative branding, sustainability-based branding, governance-centered branding, emotional attachment branding, and TCB-driven brand equity. However, there is a critical gap that is isolated and has not been widely researched. This review proposes an integrated framework positioning affective brand identity as the mechanism linking co-creation to citizenship. Four agendas were revealed: brand co-creation; immersive innovation; place-based public diplomacy; and cross domain theory. This is the first review to theorize TCB as political, not managerial. A shift from marketing places to governing brand citizenship.
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