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Abstract
This research aims to analyze the relationships between brand coolness, brand love, and brand equity in the context of a tourist destination. Questionnaires were used as the primary instrument to collect data from the 300 domestic tourists who traveled to Bali, Indonesia. Path analysis was utilized in the analysis of the data. The findings of the research showed that brand coolness has an influence on brand love. Additionally, there are both direct and indirect effects of brand coolness on brand equity. Specifically, the indirect effect is mediated by brand love. It is expected that this research will contribute new knowledge to the growing body of literature on tourism marketing and city branding. In addition, the findings of this study can also be utilized to enhance the brand strategies of tourism destinations.