Peran City Branding dan City Image dalam Menarik Minat Wisatawan: Studi Kasus Kawasan Kota Lama Surabaya

Alawi, Tazkiyah Rizqi (2025) Peran City Branding dan City Image dalam Menarik Minat Wisatawan: Studi Kasus Kawasan Kota Lama Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sektor pariwisata sebagai kontributor utama pertumbuhan ekonomi di Indonesia, khususnya di Kota Surabaya yang memiliki potensi besar dalam wisata heritage. Penelitian ini bertujuan untuk menganalisis pengaruh city branding dan city image terhadap niat dan keputusan wisatawan dalam mengunjungi Kawasan Kota Lama Surabaya. Penelitian ini berfokus pada bagaimana strategi city branding dan persepsi city image dapat meningkatkan minat dan keputusan wisatawan untuk berkunjung. Penelitian ini menggunakan metode kuantitatif konfirmatori, yaitu menguji pengaruh city branding dan city image terhadap intention to visit dan decision to visit, dengan intention to visit sebagai mediasi. Teknik analisis dan pengolahan data menggunakan analisis deskriptif dan pendekatan Structural Equation Modeling (SEM), menggunakan data primer dengan 240 sampel masyarakat Kota Surabaya dan luar Kota Surabaya yang dikumpulkan melalui kuesioner online. Pengolahan data dalam penelitian ini menggunakan aplikasi SPSS AMOS 23. Hasil penelitian mengonfirmasi bahwa city branding berpengaruh positif terhadap city image, intention to visit, dan decision to visit. Selain itu, city image terbukti berpengaruh positif terhadap intention to visit, namun tidak memiliki pengaruh langsung terhadap decision to visit. Kemudian, intention to visit berpengaruh signifikan terhadap decision to visit, Selain itu, intention to visit terbukti berperan sebagai mediator pada hubungan city branding terhadap decision to visit, dan pada hubungan city image terhadap decision to visit. Analisis multigrup menunjukkan bahwa perbedaan domisili memengaruhi kekuatan hubungan antar variabel, di mana keputusan berkunjung wisatawan lokal cenderung lebih dipengaruhi oleh city branding dan intention to visit, sementara city image dari Kota Surabaya dapat membentuk niat untuk berkunjung pada wisatawan dari luar Surabaya. Penelitian ini memberikan rekomendasi strategi pemasaran yang efektif untuk meningkatkan daya tarik wisata heritage di Kota Lama Surabaya, serta memberikan kontribusi bagi pengembangan literatur tentang city branding dan city image dalam konteks pariwisata heritage.
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The tourism sector is a key contributor to economic growth in Indonesia, particularly in Surabaya, which has significant potential for heritage tourism. This study aims to analyze the influence of city branding and city image on tourists' intention and decision to visit the Old Town Area of Surabaya. It focuses on how city branding strategies and perceptions of city image can enhance tourists' interest and decision to visit. This study employs a confirmatory quantitative method, examining the effects of city branding and city image on intention to visit and decision to visit, with intention to visit acting as a mediating variable. Data analysis and processing were conducted using descriptive analysis and the Structural Equation Modeling (SEM) approach, utilizing primary data from 240 respondents, both from Surabaya and outside the city, collected through an online questionnaire. Data processing in this study was performed using SPSS AMOS 23. The findings confirm that city branding has a positive effect on city image, intention to visit, and decision to visit. Additionally, city image is shown to have a positive effect on intention to visit but does not have a direct impact on decision to visit. Furthermore, intention to visit significantly influences decision to visit and serves as a mediator in the relationship between city branding and decision to visit, as well as between city image and decision to visit. A multi-group analysis indicates that differences in domicile affect the strength of relationships between variables. Local tourists' decisions to visit tend to be more influenced by city branding and intention to visit, while Surabaya’s city image plays a role in shaping the intention to visit among tourists from outside Surabaya. This study provides strategic marketing recommendations to enhance the appeal of heritage tourism in the Old Town Area of Surabaya and contributes to the development of literature on city branding and city image in the context of heritage tourism.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	City Branding, City Image, Intention to Visit, Decision to Visit, Wisata Heritage, Heritage Tourism
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HT Communities. Classes. Races > HT133 City and Towns. Land use,urban
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Tazkiyah Rizqi Alawi
Date Deposited:	02 Feb 2025 03:15
Last Modified:	02 Feb 2025 03:15
URI:	http://repository.its.ac.id/id/eprint/117677

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