ABSTRACT

Paris, popularly known as the "City of Lights," has long been a leading destination for international tourists, offering a unique blend of history, culture, gastronomy, and art. This research aims to elucidate the role of destination branding in shaping tourist perceptions of Paris and attracting international visitors. The background of this study lies in the growing importance of strategic branding for destinations in the increasingly competitive global tourism market. A mixed-methods approach was employed, utilizing both quantitative surveys and qualitative interviews. The sample population included international tourists who visited Paris within the past year. The study further conducted in-depth interviews with key personnel involved in Paris's tourism marketing and branding initiatives to provide an industry perspective. Results revealed that the city's branding significantly influences tourists' perception, largely driven by its successful association with romance, fashion, culture, and culinary experiences. Moreover, Paris's branding as a luxury and high-culture destination was found to attract a specific demographic of international visitors. In conclusion, destination branding plays a pivotal role in forming the international tourist perception of Paris. The findings underscore the importance of maintaining a strong, consistent brand image that resonates with potential visitors, particularly in an era where digital media have transformed travel planning behaviors. This study contributes to the broader understanding of destination branding's effectiveness, specifically within a globally recognized city such as Paris.

Keywords: Destination Branding, Tourist Perceptions, Paris, International Visitors, Tourism Marketing, City Branding.