CITY BRANDING AND ITS VARIABLES: THE EVIDENCE FROM INDONESIA

Geo Journal of Tourism and Geosites

article

Asep MIFTAHUDDIN¹  Bambang HERMANTO¹  Sam'un Jaja RAHARJA¹  Arianis CHAN¹ 

[1] Universitas Padjadjaran, Business Administration Faculty of Social and Political Science

关键词: city branding;    city brand attractiveness;    tourism experience;    city brand attitude;    city brand equity;   

DOI  :  10.30892/gtg.34132-643

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

This study aims to analyze city branding in tourist areas, with the variables being studied city brand attractiveness, tourism experience, city brand attitude, and city brand equity in tourism areas in Indonesia. This research method uses a quantitative approach with online surveys design, namely by taking a sample from a population and using a questionnaire to collect data. The main thing is that there is a hypothesis that will be tested for truth in this study. The survey questionnaire used is the Ministry of Education and Culture survey form. The research sample was conducted on 181 visitors to Bandung Barat, Indonesia. Structural equation modelling in this study uses a partial least square (PLS) structure. The research findings show city brand attractiveness and tourism experience on city brand equity through city brand attitude. This study produces a new model, namely, city brand attitude as a moderating variable that plays an essential role in building city brand attractiveness and tourism experience, which have the tourists primary preference. The tourist of Bandung Barat to be used as an affirmation of the identity of a vital city branding compared to other cities.

【 授权许可】

CC BY-NC-ND