“City marketing: Scale development and measurement indicators applicated to Maluku province- Indonesia”
Purpose: The main purpose of this paper is to develop a reliability and validity scale for measuring instruments of city marketing (CM) those are liveability, visitability and investability for Maluku Province in Indonesia. Design: The methodology consists of developing the scale based on a literat...
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| Autores principales: | , , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2018
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/ff5aa2422064441cb8a81f924e8bde3a |
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| Sumario: | Purpose: The main purpose of this paper is to develop a reliability and validity scale for measuring instruments of city marketing (CM) those are liveability, visitability and investability for Maluku Province in Indonesia. Design: The methodology consists of developing the scale based on a literature review and qualitative method. The proposed scale is then purified and validated through confirmatory factor analysis (CFA). Findings: CM can be applied not only in the city but also in a province or region. Based on the CFA, the result reveals that city marketing contains 24 attributes which can be categorized into three dimensions: liveability, visitability and investability. Two indicators of visitability not valid, two indicators of investability not valid and one indicator of liveability not valid. Originality/value: The concept of CM has been explored many years. Generally the dimension is divided into residents, visitors and investors and tested on policy makers in a region as a analysis unit. This study, the dimensions are different because they want to see the perception of three respondents (residents, visitors and entrepreneurs) to measure perceptions of liveability, investability and visitability. |
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