Exploring the Relationship between Perceived Community Support and Psychological Well-Being of Tourist Destinations Residents.

To explore the relationship between community support in tourist destinations and residents' psychological well-being in the post-COVID-19 pandemic period, this study adopts the questionnaire survey method and draws the following conclusions by constructing a structural equation model: (1) perceived community support is very helpful for the psychological well-being of residents, (2) psychological resilience significantly mediates the relationship between perceived community support and residents' psychological well-being, (3) the resident-tourist interaction mediates the relationship between perceived community support and residents' psychological well-being, and (4) the resident-tourist interaction and psychological resilience play an ordered chain-mediating role between perceived community support and residents' psychological well-being. These findings not only fill the gap in tourism research regarding destination-based community support studies but also provide a theoretical basis for maintaining residents' psychological well-being in a given destination in the context of the COVID-19 pandemic. To a certain extent, improving residents' well-being is helpful for promoting the healthy and sustainable development of tourism activities and realizing a "win-win" situation in which tourist destinations develop economically while promoting their residents' living standards.

Customer engagement in online service brand communities

Purpose>Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS).Design/methodology/approach>The research model was tested using survey data from 256 participants;137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used.Findings>SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator.Practical implications>Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment.Originality/value>The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.