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Abstract
This study aims to investigate the interrelationship among brand coolness, destination value, and brand equity in the case of Bali, Indonesia. Questionnaires were used to collect data from 300 domestic tourists who traveled to Bali. Data collection was analyzed by using path analysis. Accordingly, the result showed that brand coolness has a direct influence on destination value. Furthermore, brand coolness directly and indirectly influences brand equity through destination value. As a result, it is anticipated that this study will add to the expanding new knowledge of the literature on destination marketing and city branding. In addition, the outcomes of this research might be used to improve the brand strategies of tourist destinations.