by Bryna Meivitawanli 

Tourist Destination Branding Model: Application to City Branding of Jakarta, Indonesia

The concept of destination branding or in this case city branding has been widely discussed in tourism literature. Several models have been developed and tested. One of the most comprehensive destination branding models include three destination branding images, which are cognitive image, unique image and affective image. These images develop into an overall destination image which acts as a mediator between the three images and two dimensions of tourist’s behaviors. The two dimensions are intention to revisit and intention to recommend destination to others. This model is revisited by using data taken from Jakarta, Indonesia with the hope of guiding local governments in the implementation of city branding in their respective areas.

The analysis was done using confirmatory factor analysis (CFA) or structural equation modeling (SEM). The final result is very similar to the result of the original literature. This indicates that the original destination branding model can be applied to Jakarta. The results confirmed that the three destination images affect overall image and that overall image affects tourist’s behaviors. Therefore, it is important to maintain the three types of images in order to make sure that tourists want to revisit Jakarta and recommend Jakarta to others. Several components of the images include friendliness of the local people, cleanliness, value for money, availability of public transportation, ease of getting information and so on.