Abstract:
The objective of this study was to assess customer based brand equity for a tourism
destination: the case of Gondar city. The researcher used the behavioral components of CBBE
i.e. brand awareness, brand association, perceived quality , and brand loyalty as independent
variables to Assess on brand equity. The researcher formulated explanatory research design
to meet the research objectives. The researcher used census sampling method to the
populations. The researcher collected data from Gondar tourism sector employee and
guiders through structured questionnaire to assess branded domestic tourist respond in
Gondar. A total of 156 questionnaires were distributed to collect data. The collected data
was analyzed using statistical package for social science (SPSS). The descriptive statistics
(mean, standard deviation) and inferential statistics (correlation and regression) were used
to describe demographic facts, to test hypothesis and to answer research questions. The
statistical result showed that consumer based brand equity which is represented by four
behavioral components and significant influence on brand equity. The researcher suggested
that Gondar city have to pay attention to CBBE dimension as it has highest influence on
brand equity.
