LAUSR

Abstract The effects of destination resource evaluation and place identity, conceptualised as a dynamic process, on destination ambassadorship, expressed in intention to invite friends, relatives and acquaintances, from the resident perspective were examined in this study. The heterogeneity of residents, defined by length of residence, and its moderating effects on the aforementioned relationships were also investigated. Analyses of data from 545 respondents living in the post-industrial city of Newcastle, Australia revealed a partial mediation of place identity process on how resource evaluation affected resident intention to invite friends, relatives and acquaintances to their home city, which varied between residents with different lengths of residence in the city. These findings offer insights into the dynamic process of place identity and related effects on resident destination ambassadorship, as well as destination planning and management in the context of VFR (Visiting Friends and Relatives) tourism.