Building Destination Brand Equity Teba Majalangu as a Subak-based Agrotourism in the Urban Area of Bali Province

This study aims to evaluate destination brand awareness, brand image, quality, trust, satisfaction, and brand equity at TeBa Majalangu agrotourism, as well as analyze the influence of the first five factors on brand equity. This study is driven by the importance of destination branding in sustainable and culturally rooted agrotourism. TeBa Majalangu represents a unique case because it integrates cultural heritage, particularly the subak system, with educational and environmentally friendly tourism. Data werecollected from 96 visitors through structured questionnaires, while qualitative and quantitative descriptive analysis wasused to interpret the data with the application of Generalized Structured Component Analysis (GSCA) to explore the relationships between variables. The results show that brand awareness, brand image, and perceived quality do not have a significant influence on destination brand equity. Conversely, brand trust and visitor satisfaction exhibit significant positive effects, underscoring their pivotal role in enhancing destination brand value. These results suggest that emotional and experiential dimensions, including trust and satisfaction, have a greater impact on shaping brand equity than traditional marketing attributes, such as awareness and image. The theoretical contribution of this study is a deeper understanding of brand equity development in environmentally and culturally based agrotourism. It highlights that maintaining trust and satisfaction is crucial for long-term brand value, especially in destinations that depend on cultural heritage and ecological sustainability. Practically, these findings suggest that TeBa Majalangu managers should prioritize service quality, environmental conservation, the development of meaningful educational activities, and enhanced promotional strategies. Expanding agriculture-based activities such as hydroponics and diversifying flora and fauna can further increase visitor engagement and satisfaction. Promotion through local influencers and social media is also recommended, to strengthen public awareness and position TeBa Majalangu as a leading agrotourism destination. Overall, this study shows that destination brand equity in agrotourism is driven by the ability to build and maintain visitor trust and satisfaction. Strengthening these aspects not only improves competitive positioning but also contributes to the preservation of cultural heritage and the sustainability of the subak system through educational tourism initiatives. Key words: Agriculture, Agrotourism, Branding, Destination, Education, Environment, Trust, Visitor Satisfaction