How can destinations engage their second home owners? A process for active engagement

The author proposes a four-step process for destinations to actively engage with their second home owners.
Engagement has risen to the top of many managers’ strategic wish lists in the last decade. The engagement theory helps understand how to design the relationship between a destination and their second home owners more productively. Nevertheless, most engagement research focuses on the demand side, i.e., how customers, employees, or investors engage with firms, brands, or destinations. This comparative case study examines engagement induced from the supply side, i.e., how destinations can actively engage their second home owners.
The author finds that destinations must follow a four-step process to trigger engagement among their second home owners. If destinations focus on the visualization, accessibility, controllability, and utilization of their relationship with second home owners, they can engage second home owners in a structured and systematic way. The study advances the supply-side view of engagement and the flow-based view of tourist destinations. The findings significantly affect destination managers, policymakers, and tourism marketers.