“City marketing: Scale development and measurement indicators applicated to Maluku province- Indonesia”

Abstract

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.

Keywords

• city marketing
• liveability
• visitability
• investability
• province