City branding and urban tourist revisit intention: The mediation role of city image and visitor satisfaction

Two research objectives have been addressed in this study. The first objective aims to determine the relationships among city branding, city image, visitor satisfaction and revisit intention. The second objective is to examine the mediation role of visitor satisfaction and city image in the relationship between city branding and revisit intention. Data were collected from several urban tourism spots in Malang City, Indonesia. Structural equation modelling (SEM) was used to analyse the data. The results indicated that both dimensions of city branding (i.e., city uniqueness and city authenticity) do not have direct effects on revisit intention. However, it was found that these two dimensions significantly affect visitor satisfaction and city image. The mediation analysis indicated that city image and visitor satisfaction fully mediate the effect of city branding dimensions on revisit intention.