City identity in tourist intention: mediating role of city branding and tourism city value resonance

The historical value of destination has the power to enliven tourist experience. In the digital age, a wide range of media channels convey authentic site content to attract travelers. Heritage sites are able to provide an excellent personalized tourist cultural experience. Sekadau is one of the regencies in West Kalimantan developing Lawang Kuari as its iconic tourism destination, although it remains unrecognizable to a broader audience. The relationship between city identity, city branding, and tourism city value resonance in influencing travel intention is still underexplored. This research adopted the resonance theory framework to strengthen city identity and branding in stimulating travel intention. Empirical data were collected by using multiple-choice questionnaires and in-depth interviews. PLS-SEM was applied to analyze 183 samples. The study concludes that all hypotheses are statistically supported, confirming the role of city identity and branding in shaping travel intention through tourism city value resonance. Findings highlight the importance of social media in shaping city branding and encouraging travel intention. This study offers guidance for destination managers to develop strategies aligned with local culture and strengthen city identity for effective branding.