This study examines attitudes and opinions of local residents regarding place marketing and identifies the role of cognitive, affective, and behavioral components in residents’ positive or negative attitudes toward place marketing. The conceptual model is developed based on attitude, reasoned action, and social exchange theories. Data are collected across several destination areas at different levels of tourism development to test Doxey’s Irridex model. Results show an adequate role of the cognitive, affective, and behavioral components on positive or negative attitude formation in place marketing. Personal benefit from tourism is relevant for moderating the relationship between the three components and attitudes toward place marketing. Results imply residents from the least developed tourism county are more optimistic about increasing the local tourism economic growth as they are in the beginning stage of tourism development compared with the moderately and most developed counties, where some residents openly express a strong dislike of tourists.
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