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  • 标题:“City marketing: Scale development and measurement indicators applicated to Maluku province- Indonesia”
  • 本地全文:下载
  • 作者:Aisah Asnawi ; Dwi Kartini ; Faisal Afiff
  • 期刊名称:Cogent Business & Management
  • 电子版ISSN:2331-1975
  • 出版年度:2018
  • 卷号:5
  • 期号:1
  • 页码:1-15
  • DOI:10.1080/23311975.2018.1525827
  • 出版社:Taylor and Francis Ltd
  • 摘要: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..
  • 关键词:City marketing; liveability; visitability; investability; province
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