Pengaruh City Branding Terhadap Keputusan Berkunjung Wisatawan di Kabupaten Sumedang
DOI:
https://doi.org/10.32659/tsj.v10i1.359Keywords:
City Branding, Keputusan Berkunjung, SumedangAbstract
Sumedang are propose to be the city of tourism to generate the region’s economy, city branding are critical as direction to city’s development regulation that also qualified as promotive tool in order to construct a unique image of the city. Nonetheless, there are numerous of local civillians who are not yet aware to Sumedang’s city branding due to the lack of education and ineffectiveness of promotion and marketing. This research purpose to analyse the role of city branding against tourist visiting decisions to Sumedang. This research include a quantitative method. The survey method contain analysis descriptive statistics through explanatory survey and verificative analysis, 130 data collected through distributing questionnaires involving domestic tourist as correspondent. This research resulting variable city branding that maintained six dimentions including; presence, potential, place, people, pulse, and prerequisite influence regarding against tourist visiting decisions. Inference to this research is X variable (City Branding) affecting significantly to the Y variable (Visiting Decision) and the R Square coefficient value (R2) influenced by 0.724, or 72.4, this shows that develop city branding will gain the tourist visiting decision level to Sumedang. According to the research, Sumedang government or DISPARBUDPORA should give education to local citizen regarding local tourism especially in Sumedang and improving access to tourist destination and facilities.
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