IS IT CULINARY TOURISM, SHOPPING TOURISM, OR HERITAGE TOURISM? BANDUNG CITY’S BRANDING FROM A TOURIST PERCEPTION
DOI:
https://doi.org/10.35814/rvadnw67Keywords:
Customer-Based Brand Equity, Destination Branding, Analytic Hierarchy Process, Culinary Tourism, Bandung CityAbstract
Destination branding is a critical component of urban tourism marketing, yet scholarly consensus on the dominant brand identity of multifaceted destinations remains limited. Bandung City, Indonesia, presents a compelling case: the city is simultaneously perceived by tourists as a culinary tourism destination, a shopping tourism destination, and a heritage tourism destination, yet no study has systematically prioritized these competing identities using a consumer-based framework. This study addresses that gap by applying Customer-Based Brand Equity (CBBE) theory (Konecnik & Gartner, 2007) integrated with the Analytic Hierarchy Process (AHP) to determine which destination branding alternative—culinary, shopping, or heritage tourism—best reflects tourist perceptions of Bandung City. Data were collected via a structured questionnaire administered to 100 purposively sampled tourists who had visited Bandung City within the preceding two years. CBBE was operationalized through four dimensions: destination awareness, destination image, destination quality, and destination loyalty. AHP pairwise comparisons were processed using Expert Choice 11 software, with all consistency ratios confirmed at ≤ 0.1. Results reveal that culinary tourism emerged as the highest-ranked branding alternative, scoring highest on destination image, quality, and loyalty, while shopping tourism led on destination awareness. Heritage tourism demonstrated the most consistent performance across all CBBE dimensions. These findings offer evidence-based recommendations for destination management organizations and city governments seeking to develop targeted, equity-driven tourism marketing strategies.
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