EAS Publisher | Effects of City Branding and Image on the Tourists' Satisfaction and Revisit Intention to Banda Aceh, Indonesia

Effects of City Branding and Image on the Tourists' Satisfaction and Revisit Intention to Banda Aceh, Indonesia

DOI : https://doi.org/10.36349/EASJEBM.2020.v03i04.009

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This study aims to empirically explore the effects of city branding and image on revisit intention to the City of Banda Aceh, Indonesia, mediated by the satisfaction of tourists. 114 foreign and domestic tourists who visited the city were selected as the respondents of the study using the purposive sampling technique. To gather the data, questionnaires were distributed to respondents and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM). The study documented the mediating effect of tourists’ satisfaction on the influences of city branding and image on tourists’ revisit intention to the City of Banda Aceh, Indonesia. These findings suggested that to attract more revisit intention of tourist, the focus should be given on improving their satisfaction based on the enhancements of city branding and its image.

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