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Friendly locals and clean streets? – Evaluating Jakarta’s destination brand image

Friendly locals and clean streets? – Evaluating Jakarta’s destination brand image

Setiawan, Chandra, Meivitawanli, Bryna, Arrieta-Paredes, Mary-Paz ORCID: 0000-0001-5632-394X , Morrison, Alastair M. ORCID: 0000-0002-0754-1083 and Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X (2021) Friendly locals and clean streets? – Evaluating Jakarta’s destination brand image. Sustainability, 13:7434. ISSN 2071-1050 (Online) (doi:

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Destination image and city branding are accumulating a growing body of knowledge in urban studies and tourism literature. Although several visitor destination image models have been proposed, the most prevalent in Asia remains the comprehensive destination image model. This is the first research to test the applicability of this model beyond the United States and with in-ternational (rather than domestic) visitors. Jakarta is chosen as the geographical test area for this study, which incorporates structural equation modeling on a data sample of international leisure visitors in Jakarta. The findings indicate that the destination image model could be generalized beyond the US and applied to Jakarta. This study finds that tourism policymakers in Jakarta should focus on promoting the friendliness of local residents and improving the city’s cleanliness, as these are the two most positive and negative perceptions. Overall, this study showed that a unique destination image—a largely under-researched topic in place branding—is a variable that should be considered when formulating the overall place image of city destinations around the world.

Item Type: Article
Additional Information: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
Uncontrolled Keywords: destination image; Indonesia; intentions; Jakarta; LISREL; structural equation modeling
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Last Modified: 28 Sep 2023 20:38

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