Visitor Communities: Extending the Brand Community Concept to Tourism

Abstract

The current study extends the concept of brand community - a compelling form of relationship marketing - to the hospitality firms and destinations of the tourism sector by introducing the notion of “Visitor communities.” It is revealed that many of the markers associated with brand communities can already be found in the festivals, events and attractions that are hosted and/or supported by tourist organizations. The authors argue that destinations and hospitality firms can enhance their marketing efforts by attracting and developing visitor communities.