Determining outcome factors of city branding post-Covid-19

Roles of brand satisfaction, brand experience and perceived risk

Dados Bibliográficos

ID19554180
AutoresAndriani Kusumawati (0000-0002-0684-8550, University of Brawijaya), Rizki Yudhi Dewantara (0000-0002-4181-7100, University of Brawijaya), Devi Farah Azizah, Dеvi Farah Azizah (University of Brawijaya), Supriono Supriono (0000-0002-0851-1708, University of Brawijaya)
Ano2024
Volume10
Fascículo2
Páginas350-371
Data de publicação2024-06-06
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoJournal of Tourism Futures (JOURNAL)
Identificadores do periódicoISSN: 2055-5911 • E-ISSN: 2055-592X
EditoraEmerald (PUBLISHER)
DOI10.1108/jtf-03-2022-0080
OpenAlexW4361274439
IdiomaEN
Citações recebidas1
Referências citadas84

Purpose This study aims to investigate city branding as a post-pandemic COVID-19 outcome factor on brand satisfaction, brand experience, perceived risk and revisit intention. In addition, this research contributes to the discussion of post-COVID-19 city branding that needs to be considered in the development of future tourism marketing. Design/methodology/approach A quantitative approach was used with PLS-SEM statistical analysis and a 263-tourist sample. The study was conducted on tourists from Malang Regency in Indonesia by distributing questionnaires modified from previous studies in a similar context. Findings The results of this study found that there were significant influences of city brand personality on brand experience, brand satisfaction, brand experience on perceived risk, brand satisfaction on revisit intention and perceived risk on revisit intention. This study also presents the mediating role. Research limitations/implications The study was only conducted on a small regency in Indonesia, and therefore the results cannot be generalized for other cities over the world. Practical implications The proposed study model suggests that stakeholders must seek to socialize services to potential tourists, so that tourists can understand the description of tourism activities that can be enjoyed during the COVID-19 pandemic and the way they travel in the future. Social implications Understanding the determinant factors of city branding post-COVID-19 was valuable for developing marketing strategies to cope with intense competition among the city. Originality/value This study emphasizes the determinants of COVID-19 perceived risk and revisit intentions as explained in the tourism marketing literature by considering the role of brand satisfaction, brand experience and city brand personality which significantly contribute to build the city competitiveness. Therefore, various creative strategies should be implemented to promote the city as well as escalate tourist visits without ignoring the pandemic’s risks

Advertising · Brand equity · Business · Geography · Originality · Structural equation modeling · Tourism · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Psychology · Social Psychology · Marketing