City Branding and Its Variables: The Evidence From Indonesia

Abstract

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.

Brand Element: Exploring the Effect on City Branding

“…On the other hand, as an additional reference in this discussion, the previous study (Miftahuddin et al, 2021) explains that the attractiveness of the city affects brand attitudes and shows that the attractiveness of the city in the tourist area of West Bandung Regency is a factor that plays an essential role in maintaining the brand attitude of the tourist area. The higher the attractiveness of the city in the study, the determinant in improving brand attitudes.…”

Tourism Experience in Indonesia: A New Approach Using the Rasch Model Scale

“…Finally, an irregular case, atypical or usual, is more likely to be seen than a regular occurrence. To support the previous discussion, the researcher's tourism study of the tourism experience discovered that affective feelings such as sociability, fun, happiness, upset, guilt, sadness, and anxiety, including in the tourism experience of individuals (Xie et al, 2013;Miftahuddin, 2021;Kóródi, 2020;Akay, 2020). Scientists have observed that when people did not specifically remember their perspectives (i.e.…”

The "Putting Territories Into Tourism", a Tourism Diagnosis Tool Case of the Wilaya of Algiers

“…as a set of historical-socio-cultural factors that are established in the local community and institutions, to an approach where the territory is above all a network. In other words, the space-territory is not the only one that creates the behaviours of the actors; the latter in their diversity also participate in the creation of this spaceterritory not only through their own behaviours but also through the interrelations they build between them (Merasli, 2012;Lascu et al, 2018). Murphy in 2013, states that the continued attractiveness of a territory is articulated through material and functional changes that challenge traditional political-territorial arrangements.…”

“…This tourism development is appreciated first of all according to an economic process through the contribution of foreign currency and space through the development of places, while its implications also, if not more so, concern the society within which this process is organised (Kadri et al, 2019). Thus, culture, history, economy, architecture, landscape, social development as well as infrastructure combined in a unified whole as an identity of the territory, can be sold and accepted by everyone as a brand image (Miftahuddin et al, 2021).…”