The Effect of Destination Branding on Tourists’ Interest and Decision to Visit Mount Matebian, Timor-Leste

Abstract

Tourism supports economic diversification in Timor-Leste; however, many destinations remain insufficiently recognized due to limited infrastructure, accessibility challenges, and the lack of integrated promotion. Mount Matebian possesses natural, historical, cultural, and spiritual values that require effective destination branding to enhance its competitiveness. This study aimed to examine the effects of destination branding on tourists’ visiting interest and decisions to visit Mount Matebian, as well as to assess the mediating role of visiting interest. A quantitative explanatory research design was employed using questionnaire data collected from 140 respondents through a five-point Likert scale. The relationships among the constructs were analyzed using partial least squares structural equation modeling (PLS-SEM). The results demonstrated that destination branding had a positive and significant effect on visiting interest (? = 0.721; p < 0.001) and visiting decisions (? = 0.359; p = 0.002). Visiting interest also had a positive and significant effect on visiting decisions (? = 0.377; p = 0.001). Furthermore, visiting interest significantly mediated the relationship between destination branding and visiting decisions (? = 0.272; p = 0.003), indicating partial mediation. The model explained 51.9% of the variance in visiting interest and 46.6% of the variance in visiting decisions. Therefore, branding strategies based on Mount Matebian’s historical, cultural, and spiritual identity can enhance tourist interest and strengthen decisions to visit the destination.