Effect of the Quality of Tourism Objects and Brand Image of Tourism Aspects on the Tourism City’s Image the Case of Tawangmangu, Indonesia
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This study examines the effects of the quality of the tourism model and the aspects of the brand image of tourism on the image of Tawangmangu as a tourism city. The study was conducted in the Tawangmangu Sub-District of the Karanganyar Regency in Central Java, Indonesia, at the beginning of 2024. Purposive sampling was used to select a sample of 100 domestic travelers, all of whom responded to a standardized questionnaire. Software called SMARTPLS was used to analyze the data. The results showed that the quality of the tourism model and the brand image of its tourism components had a favorable and considerable impact on Tawangmangu's reputation as a tourist destination, both individually and collectively. Furthermore, the study discovered that the quality of the tourist model positively and significantly impacted the brand image of tourism-related features. Based on the findings, Tawangmangu should develop a strong tourism image by first creating a quality tourism model, which includes herbal tourism attractions, natural and cultural tourism objects, supporting facilities, and tourism services. A compelling brand image should be developed, encompassing destination naming, city environment, tourism logos, and identity. Additionally, the study shows that Tawangmangu's tourist model quality is a significant factor in determining how the tourism industry is portrayed.
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