WHAT DRIVES CITY BRAND ATTRACTIVENESS? AN EMPIRICAL STUDY on SOME PROVINCES in INDONESIA

Abstract

Current study is aiming to investigate the key determinant factors of city attractiveness. Research background was triggered by, firstly, the lack of literature focused on this phenomenon. Secondly, the concern of people to live in environmentally friendly place and the local plan to complete city management in order to increase economics performance and international competitiveness by using visibilities and economics benefit globally. This research took sampling with specific target (600 respondents) from local potential talents, such as young entrepreneurship, international business, high educated persons with age range 25 until 45 years old. A ten likert scale is used to evaluate city brand which is considered as a key factor to influence city attractiveness. A structural equation modeling is deployed to analyze the city attractiveness driven. Those driven factors such as environmental outlook, responsive social service, tourism and cultural tangible, education and job opportunity, safety and health, international level and city attractiveness performance. Statistical outputs demonstrated that all hypotheses (H1 until H5) have shown significant antecedents of city attractiveness. H6 stated that international level is insignificant as a driver for city attractiveness performance.