In order to focus on the degree of adaptation and resilience of residents of tourist destinations to the changes caused by the COVID-19 pandemic, and to explore how the psychological resilience of residents affects their attitudes and behavioral intentions toward destination brand development, this study constructs a structural equation model guided by positive organizational behavior and uses a questionnaire method to conduct the research. The results show that (1) residents’ psychological resilience has a positive effect on brand ambassador behavioral intentions; (2) residents’ psychological resilience has a positive effect on resident–tourist interaction; (3) resident–tourist interaction has a positive effect on brand ambassador behavioral intentions; (4) resident–tourist interaction plays a mediating role between psychological resilience and brand ambassador behavioral intentions; and (5) cognitive reappraisal plays a moderating role between psychological resilience and resident–tourist interaction. The findings not only fill the deficiency of positive organizational behavior in tourism research, but also provide a theoretical basis for developing residents as destination brand ambassadors in the context of the COVID-19 pandemic according to destination branding. In fact, destination managers not only need to strengthen residents’ behaviors to participate in destination brand development, but also should care about the psychological state and emotional events of residents who are negatively affected by the COVID-19 pandemic.

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.

Training employees to become image ambassadors is an important manifestation of an organization’s internal branding. However, most tourism destination marketing studies consider external image-building and pay little attention to the brand ambassador behavior of internal members. This study investigates 208 front-line employees in two tourist attractions and constructs a structural equation model including workplace friendship, employee well-being, employee helping behavior, and employee brand ambassador behavior. The results show that: (1) workplace friendship has a significant promoting effect on employee brand ambassador behavior; (2) employee helping behavior mediates the relationships between workplace friendship and employee well-being, and between workplace friendship and employee brand ambassador behavior; (3) employee well-being mediates the relationship between workplace friendship and employee brand ambassador behavior; (4) employee helping behavior and employee well-being play a chain-mediating role in the relationship between workplace friendship and employee brand ambassador behavior. Our findings not only enrich the theoretical understanding of outcomes of workplace friendship, but also provide important guidance for tourist attractions regarding internal brand marketing.