City Brand Attractiveness on Tourism using Rasch Model Approach

Asep Miftahuddin (Universitas Padjadjaran)
Bambang Hermanto (Universitas Padjadjaran)
Sam'un Jaja Raharja (Universitas Padjadjaran)
Arianis Chan (Universitas Padjadjaran)

International Journal of Supply Chain Management
Vol 9, No 2 (2020): International Journal of Supply Chain Management (IJSCM)

The study presented in this paper analyzes City Brand Attractiveness. Focusing on the city in Indonesia, namely West Bandung Regency, this study aims to examine the factors that affect the City Brand Attractiveness. The empirical application is performed on the basis of a sample of 373 visitors who have traveled to West Bandung Regency, analyzed by using Rasch Model. The findings show that tourists 'response to the city's attractiveness is low, the Ancillary Service factor with a low response, and the Tourism Attraction factor get high expectations from tourists responses.