Leveraging Cultural Events for Destination Branding: Assessing the Impact of the Radin Jambat Festival on the Image of Way Kanan Regency, Indonesia
Abstract
This study investigates the strategic role of cultural festivals in shaping destination image within the context of emerging tourism regions in Indonesia. Specifically, it examines the influence of the Radin Jambat Festival on the destination image of Way Kanan Regency, Lampung Province. Utilizing a quantitative approach, this research surveyed 95 respondents who attended the festival. Data were analyzed using Simple Linear Regression via SPSS. The findings reveal a significant positive correlation, where the festival contributes 57.5% to the variance in the destination's image (R2=0.575,β=0.758,p<0.05). This study analyzes the Radin Jambat Festival as a strategic tool for enhancing Way Kanan’s destination image and brand equity. The research demonstrates that the festival functions as a unique cultural catalyst, shifting the region’s identity from administrative to experiential. While the festival successfully bolsters affective imagery and behavioral intentions, a critical gap remains regarding cognitive attributes like infrastructure. Findings suggest that sustainable tourism loyalty requires balancing high-quality event management with improvements in physical accessibility to ensure long-term destination attractiveness. These results empirically validate that authentic cultural events are potent drivers for enhancing regional competitiveness. The study concludes that while the festival successfully elevates the region's cognitive and affective image, improvements in supporting infrastructure are necessary to maximize tourism potential.
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