ASSESSMENT OF CUSTOMER BASED BRAND EQUITY: THE CASE OF ADDIS ABABA AS A TOURIST DESTINATION FROM THE TOURISTS PERSPECTIVE

Abstract

The objective of the research was to measure the overall Consumer Based Brand Equity of Addis Ababa as a tourist destination for domestic tourists. The research has followed Descriptive. Since the focus of the research was the domestic tourist, in order to make the research representative, the researcher has tried to approach the people/visitors from different origin by classifying the origins into East Ethiopia, West Ethiopia, North Ethiopia, Central Ethiopia and South Ethiopia. Design/methodology/approach-variables of interest in the customer based brand equity for tourism destination CBBETD model is adopted. Samples for the research has taken purposively thus the research is approached by convenience sampling. Findings, from the proposed relationships, the existing relations between Perceived quality and Brand Loyalty with Overall Brand Equity were relatively the strongest. This indicated that of all the four constructs proposed by the model, these relationships are the most significant and strong one. But also Brand awareness has moderate positive relation with brand equity. Because of these when formulating a tourism development strategy and programs that are targeted to domestic tourists, the policy makers’ first emphasis should be on developing perceived quality, brand loyalty, brand awareness and brand association. The study has concluded that Brand awareness of Addis Ababa as a tourism destination is actually quite low as most of the respondents’ awareness was in question as they were in dilemma to recognize the city as a tourism destination and Although the respondents have a good level of association with their chosen tourist destination, their association doesn't go to the level of personal attachment. The researcher recommends future studies to be done for the advancement of the sector.