THE INFLUENCE OF A HERITAGE CITY BRANDING ON THE CITY’S BRAND IDENTITY AND BRAND IMAGE, AND TOURISTS’ VISITING DECISION

Jurnal Ekonomi Bisnis dan Kewirausahaan JEBIK Pub Date : 2023-10-29 DOI:10.26418/jebik.v12i2.60169

Indah Fatmawati, Anindya Maharani

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Abstract

The growing emphasis on urban management has driven a trend toward city branding to enhance the city attractiveness. This study investigates the influence of city branding on the city’s brand identity and brand image, and tourists’ visiting decision. This study was done in a quantitative approach. The data was collected by distributing online questionnaire, targeting visitors of Yogyakarta city. A total of 216 respondents participated in this study, obtained using a purposive sampling method. The data was analyzed using Structural Equation Modeling (SEM) in AMOS 21.0. The results show that the city branding directly influences the brand identity and visiting decision, but does not directly influence the brand image. Furthermore, the brand identity has a positive, significant and direct influence on the brand image and visiting decision. The brand identity mediates the influence of city branding on the visiting decision. The brand identity also mediates the influence of city branding on the brand image. Lastly, the brand image mediates the influence of brand identity on the visiting decision.JEL: M30, M31, M39.

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遗产城市品牌化对城市品牌认同、品牌形象、游客参观决策的影响

对城市管理的日益重视推动了城市品牌化的趋势，以增强城市的吸引力。本研究探讨城市品牌化对城市品牌认同、品牌形象及游客观光决策的影响。这项研究是用定量方法进行的。数据是通过发放在线问卷收集的，目标是日惹市的游客。本研究采用目的性抽样法，共有216名受访者参与。采用结构方程模型(SEM)对数据进行分析。结果表明，城市品牌化直接影响品牌认同和访客决策，但不直接影响品牌形象。此外，品牌识别对品牌形象和访问决策有正向、显著和直接的影响。品牌认同在城市品牌化对旅游决策的影响中起中介作用。品牌认同也在城市品牌化对品牌形象的影响中起到中介作用。最后，品牌形象中介品牌认同对旅游决策的影响。Jel: m30, m31, m39。

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Jurnal Ekonomi Bisnis dan Kewirausahaan JEBIK

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8 weeks