This study aims to determine the influence of city image on visitors' revisit intention at Malang, Indonesia. This study also examines the influence of visitors' satisfaction on the paths from perceived image to visitors' revisit intention. This study uses a quantitative explanatory approach. The primary data were obtained using a questionnaire addressed to 180 visitors' who ever visit Malang for a holiday reason only. Analysis of the data used is Partial Least Square (PLS) with PLS-Path Modelling (PLS-PM) method. The results of this study are: first, visitors' perceived image about city plays an important role in enhancing visitors' revisit intention. Second, visitors' satisfaction directly affects to visitors' satisfaction. Third, visitors' satisfaction partially mediated the relationship between city image and visitors' revisit intention.

The main purpose of this paper is to investigate the influence of city branding on visitors’ revisit intention to Malang city which is well-known as a holiday destination in Indonesia. Study about city branding has been conducted by many researchers before, but study that applied in an enclave city, like Malang, has not been thoroughly examined. In order to make this study result becomes a guideline to design proper marketing strategies, this study will focused on the impact of three city branding attributes that is city image, city authenticity and city uniqueness on visitors’ revisit intention. A quantitative, explanatory approach conducted with visitors’ who chose Malang city as their holiday destination. Results indicate that city branding has a relationship with visitors’ revisit intention and city image plays an important role on the relationship.