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Despite the significance of city branding in both academia and industry, literature on its conceptual development is limited. The current study aims to explain and test a theoretical model of city branding, which integrates the concepts of the tourism event on decision to visit and intention to revisit. Type of this research was explanatory, and data was collected by distributing questionnaires to 116 domestic tourists in Banyuwangi, Indonesia. Path analysis was used to analyse the data. The study results show that city branding and tourism event directly and indirectly affect intention to revisit through decision to visit. It is proposed that the decision to visit is a mediator between city brand and tourism event influence on intention to revisit. The results confirmed that intention to revisit is influenced by decision to visit which is a critical mediator between city brand and tourism event. It suggested that government and entrepreneurs in tourism sector should consistently maintain city branding of Banyuwangi and to promote more tourism attractions in order to increase tourist visits to Banyuwangi. In addition, creating synergy among travel agents and initiating more innovative tourism event are also become policy recommendation that should be taken into account by the goverment.

INTEGRATING THE CONCEPTS OF CITY BRANDING AND TOURISM EVENT ON BEHAVIOURAL INTENTION IN DOMESTIC URBAN TOURISM