ASSESSMENT OF CUSTOMER-BASED BRAND EQUITY FOR A TOURISM DESTINATION: THE CASE OF GONDAR CITY

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.