Promoting resident-tourist interaction quality when residents are expected to be hospitable hosts at destinations

Residents contribute significantly to transforming the destination brand promise into consistent destination experiences for tourists. However, residents' experiences including perceived consistency between their own values and the destination brand as well as potential emotional burden when hosting tourists need be considered and examined. Drawing upon destination branding and emotional labor literature, this study reveals that residents’ perceived value consistency with the destination brand significantly contributes to the display of genuine emotions toward tourists through deep acting. This also drives resident-tourist interaction quality and their support for tourism development.