Zusammenfassung:
Purpose: The main purpose of this paper is to develop a reliability and validity scale for measuring instruments of city marketing (CM) those are liveability, visitability and investability for Maluku Province in Indonesia.Design: The methodology consists of developing the scale based on a literature review and qualitative method. The proposed scale is then purified and validated through confirmatory factor analysis (CFA).Findings: CM can be applied not only in the city but also in a province or region. Based on the CFA, the result reveals that city marketing contains 24 attributes which can be categorized into three dimensions: liveability, visitability and investability. Two indicators of visitability not valid, two indicators of investability not valid and one indicator of liveability not valid.Originality/value: The concept of CM has been explored many years. Generally the dimension is divided into residents, visitors and investors and tested on policy makers in a region as a analysis unit. This study, the dimensions are different because they want to see the perception of three respondents (residents, visitors and entrepreneurs) to measure perceptions of liveability, investability and visitability.