The Role of City Branding Mediation in Building Domestic Tourists’ Intention to Visit: Empirical Study Lawang Kuwari as City Branding Sekadau Regency
DOI:
https://doi.org/10.47747/snfmi.v2i1.2344Abstract
The purpose of this study is to examine the influence of natural attractions, cultural attractions, and social media promotion on domestic tourists' visit intentions through the mediating role of city branding. This study determines the Lawang Kuwari tourist attraction as city branding in Sekadau Regency, West Kalimantan, Indonesia. The survey was conducted by distributing questionnaires to 100 respondents. The sampling method used purposive sampling. The analysis tool used SEM-PLS. The results of this study indicate that of the seven hypotheses, 3 hypotheses show no significant results while four are significant, namely, H1: Natural Attraction has a significant effect on City Branding, H2: Cultural Attraction has a significant effect on City Branding, H3: Social Media Promotion has no significant effect to City Branding, H4: Natural Attraction has no significant effect to Visit Intention, H5: Cultural Attraction has no significant effect to Visit Intention, H6: Social Media Promotion has significant effect to Visit Intention, H7: City Branding has significant effect on Visit Intention.
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