THE EFFECT OF CITY BRANDING TO THE CITY IMAGE AND ITS
IMPACT TO POST-VISIT BEHAVIOR OF TOURISTS IN THE TOURISM
SITES OF MANADO

Marcelina Brigita Mangkey; I Wayan Jaman Adi Putra; Sutrisno

Title: THE EFFECT OF CITY BRANDING TO THE CITY IMAGE AND ITS IMPACT TO POST-VISIT BEHAVIOR OF TOURISTS IN THE TOURISM SITES OF MANADO
Authors: Marcelina Brigita Mangkey, I Wayan Jaman Adi Putra, Sutrisno
Journal: International Journal of Social Science and Economic Research (IJSSER) ISSN: 2455-8834 Volume: 3 Issue: 4 Publication Date: May 2018
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Marcelina Brigita Mangkey, I Wayan Jaman Adi Putra, Sutrisno Master of Management, State University of Malang, Jl. Semarang No.5, Sumbersari, Lowokwaru, Malang, 65145, Indonesia
MLA 8 Mangkey, Marcelina Brigita, et al. "THE EFFECT OF CITY BRANDING TO THE CITY IMAGE AND ITS IMPACT TO POST-VISIT BEHAVIOR OF TOURISTS IN THE TOURISM SITES OF MANADO." Int. j. of Social Science and Economic Research, vol. 3, no. 4, Apr. 2018, pp. 1631-1644, ijsser.org/more2018.php?id=111. Accessed 2018. APA Mangkey, M., Adi Putra, I. J., & Sutrisno. (2018, April). THE EFFECT OF CITY BRANDING TO THE CITY IMAGE AND ITS IMPACT TO POST-VISIT BEHAVIOR OF TOURISTS IN THE TOURISM SITES OF MANADO. Int. j. of Social Science and Economic Research, 3(4), 1631-1644. Retrieved from ijsser.org/more2018.php?id=111 Chicago Mangkey, Marcelina Brigita, I Wayan J. Adi Putra, and Sutrisno. "THE EFFECT OF CITY BRANDING TO THE CITY IMAGE AND ITS IMPACT TO POST-VISIT BEHAVIOR OF TOURISTS IN THE TOURISM SITES OF MANADO." Int. j. of Social Science and Economic Research 3, no. 4 (April 2018), 1631-1644. Accessed , 2018. ijsser.org/more2018.php?id=111.
References [1]. Aaker, D.A. 2004. Manajemen Ekuitas Merek: Memanfaatkan Nilai dari Suatu Merek. Cetakan Pertama, Jakarta: Penerbit Mitra Utama. [2]. Anholt, S., Gfk R. 2011. City Brands Index. [online]
ABSTRACT: The rise amount of tourist visit from foreign countries to a tourism site would impact positively to the society from the economic perspective. Knowing the term of city branding and city image is regarded as significant since they are able to affect the post-visit behavior of tourist. This research aims to describe the city branding, city image, and post-visit behavior of foreign tourists who are visiting to Manado, and identify how much the direct and indirect effect of city branding to the post-visit behavior of tourist through the city image. The method exerted in this research is quantitative research with descriptive approach and path analysis. The result from the descriptive analysis indicates that (1) Variable of city branding is considered as it is effective to be one of tourism promotion strategies in Manado to attract the tourist interest. (2) City image of tourist to the tourism site in Manado is in good category. (3) Post-visit behavior of tourist which is observed from the aspect of satisfaction is in high criterion. The result of path analysis test shows that: (1) Variable of city branding affect positively and significantly to the city image. (2) Indirect effect of city branding (x1) to the post-visit behavior through the city image is greater than its direct effect. This signifies that the intervening variable is able to strengthen the effect of independent variable towards the dependent variable.

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