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The purpose of this study is to investigate the impact of psychological ownership (PO) on residents’ destination advocacy (DA) behaviour in the context of emerging tourist destinations and to assess the role of attitude as a mediator in the relationship.

A quantitative methodology was used and primary data was collected via an online survey to a sample of 333 residents from emerging tourist destinations in India. This study used the partial least squares (PLS) method to test the hypotheses.

The results indicate that residents’ knowledge about their hometown positively influences PO which in turn affects DA behaviour. Furthermore, PO influences attitude which in turn significantly influences DA behaviour. Additionally, the findings reveal the mediating role of attitude between PO and residents’ advocacy behavioural outcomes.

This study advances the concept that residents are important stakeholders who can promote a destination. Local authorities should prioritise residents over tourists and incorporate their image, identity, personality, style and values into destination promotion. They can also improve destination services to boost residents' positive attitudes.

The uniqueness of the study lies in associating PO and outcome as DA behaviour. The model suggests that enhancing PO of their hometown among the residents can have significant advantages for tourism development.