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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, Morrison, Alastair 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 (13):7434. pp. 1-15. 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 international (rather than domestic) visitors. Jakarta is chosen as the geographical test area for this study, which incorporates structural equation modelling 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: This article belongs to the Collection Advances in Marketing and Managing Tourism Destinations.
Uncontrolled Keywords: destination image; Indonesia; intentions; Jakarta; LISREL; structural equation modelling
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs
G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group: Faculty of Business
Last Modified: 06 May 2024 09:23

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