The Effect of City Branding on Tourism Business Through City Image as a Moderating Variable

DOI

10.2991/978-2-38476-202-6_40How to use a DOI?

Keywords

City branding; Tourism business; City image

Abstract

This study aims to test the hypothesis that city branding is an effective way to increase tourism business through city image. In addition, city branding is also seen as a process of building a positive image to attract tourists and increase revenue for tourism business ventures. In other words, city branding allows a city to promote its various assets such as culinary, culture, shopping, accommodation and so on, thereby increasing economic activity, creating jobs, and increasing revenue. In addition, city branding is also a way to improve a city’s reputation and attract investors.

The method used in this research is a quantitative approach using regression analysis tools (Path Analysis). The population and samples used in this study are tourism businesses in Kupang city consisting of hotels, restaurants, transportation, tour packages, entertainment venues and tourist attractions. The sample technique that can be used in this case is simple random sampling, which is a technique that allows researchers to randomly select samples from a predetermined population so that the sample used is 30. The results obtained show that the city branding variable (X) has a significant effect on city image (Z) by 89.6%, the city branding variable (X) has a significant effect on tourism business (Y) by 1.4%, and the city image variable (Z) has a significant effect on tourism business (Y) by 62.3% so it can be concluded that city branding has a significant effect on tourism business through city image.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Imelda Regina Pellokila
AU  - Damianus Sonny Lamoren
AU  - Reyshandy Otemusu
PY  - 2024
DA  - 2024/02/15
TI  - The Effect of City Branding on Tourism Business Through City Image as a Moderating Variable
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 295
EP  - 300
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_40
DO  - 10.2991/978-2-38476-202-6_40
ID  - Pellokila2024
ER  -