Friendly Locals and Clean Streets?—Evaluating Jakarta’s Destination Brand Image

Destination image and city branding are accumulating a growing body of knowledge in urban studies tourism literature. Although several visitor destination models have been proposed, the most prevalent Asia remains comprehensive model. This is first research to test applicability this model beyond United States with international (rather than domestic) visitors. Jakarta chosen as geographical area for study, which incorporates structural equation modeling on data sample leisure visitors Jakarta. The findings indicate that could be generalized US applied study finds policymakers should focus promoting friendliness local residents improving city’s cleanliness, these two positive negative perceptions. Overall, showed unique image—a largely under-researched topic place branding—is variable considered when formulating overall destinations around world.