Driving Revisit Intentions of Tourists With Satisfaction and City Branding

Muhammad Syarif Hidayatullah Elmas, Widji Astuti, Mokhamad Natsir 

(Universitas Merdeka Malang, East Java, Indonesia)

Abstract: This paper assesses the direct and indirect effects of city branding on revisit intentions, with tourist satisfaction as mediation. Using a quantitative approach with explanatory research, this study tests hypotheses and explains causal relationships between variables by collecting and analyzing numerical data through statistical methods. The sample consisted of 155 tourists who visited tourist villages in Batu City and the analysis used structural equation modeling (SEM) with AMOS program. The findings show that city branding significantly affects traveller satisfaction, which in turn affects revisit intentions. In addition, city branding has a significant impact on revisit intentions, both directly and indirectly through tourist satisfaction.

Key words: revisit intentions, satisfaction, city branding

JEL code: Z3