Does City Brand Attitude Moderate Millennials’ Destination Value and Destination Loyalty Relationship?

\nThe millennial generation mostly dominates the number of tourists in Indonesia. However, more research is needed on millennial travel patterns, particularly how their brand value perspective impacts loyalty. This study looks into millennial consumers' perceived value of brand destinations and what makes millennial consumers loyal to the destination. We consider the moderating effect of city brand attitude on the relationship between destination values and loyalty. Our theoretical framework employs five dimensions of destination values. The research setting is in Yogyakarta City, Indonesia, and the respondents are Yogyakarta millennial visitors. We operate a quantitative explanatory survey involving 186 millennials who've already visited Yogyakarta, Indonesia, within the last year. The data analysis used AMOS SEM, and our findings indicated that all perceived destination values, i.e., functional, social, emotional, monetary, and epistemic perceived brand values, positively affect destination loyalty. The moderating regression analysis also showed that city brand attitude positively moderates the relationship between perceived destination values and loyalty.\n