The tourism sector is a sector that has a role in improving the country's economy. In supporting the sector, the government will provide support for the facilities and infrastructure needed so that the tourism sector has an attractiveness for tourists. Each region has its own characteristics as well as its own historical story, through the landscape of the region both architecture, old buildings, government offices, infrastructure and culinary in an area that has its unique origins. If all

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... relics are well managed and preserved, they can become an attraction for tourists to come to visit, not only to see history but also to commemorate its existence, understand the journey and the value behind events in the course of time. The Malang city government is currently preparing the Kayutangan area as a tourist destination that carries the concept of heritage. The mayor is targeting that by the end of 2020, tourists can enjoy various supporting facilities and unique heritage ornaments. Brand equity in tourism is defined as a valuable asset and a symbol of authentic destinations to be able to provide value to tourists. Destination equity is more than just an asset. This study explains the factors that influence the value perceived by tourists at Malang Heritage Kayutangan.