Structural Equation Modeling (SEM) Analysis Of Creative Video Competition Event On The Brand Image Of "Bogor Sport And Tourism" As Branding Bogor Regency

The purpose of this research is to find out how the Bogor Regency branding campaign (city branding) "Bogor Sport and Tourism" can shape brand image as a sports tourism destination through activity "Creative Video Singing Competition" about tourist destinations in Regency. This one efforts build its terms communication with city stakeholders branding). stimulus-response theory was used title-related research. quantitative study that uses PLS-SEM data analysis. study's population consisted 67 participants who had gone selection stage determine winner. employed quota sampling. findings revealed government must continue improving event marketing improve image. According findings, improves when performance successful. Event be strengthened by strengthening forming constructs: individual, innovation, integrity, intensity, interaction, involvement. At same time, seen infrastructure, landscape, structure, behavioural aspects.