An Assessment Of Tourist Destination Brand Image Perception: The Case Of Addis Ababa City
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Date
2017-06-12
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Addis Ababa University
Abstract
The main purpose of this research is to assess tourists’ perception of the brand image of the Addis Ababa
City. Data for the sample was collected from 393 tourists who visited Addis Ababa City between 11 April
2017 and 15 May 2017. Descriptive statistics, exploratory factor analysis (EFA), confirmatory factor
analysis (CFA), and regression analysis were conducted to test the hypotheses. The results show that the
cognitive destination image is a multidimensional construct. Also it is confirmed that both cognitive and
affective destination brand image perceptions significantly contributes for conative destination brand
image perception, i.e. the cognitive and the affective components of destination image can be used as a
predictor of tourists’ behavioral intentions toward destinations, such as intention to revisit and
recommend for others. In terms of magnitude the affective destination brand image perception
contributes more for the conative brand image perception than the cognitive brand image perception
does.
This study found out that both the cognitive and affective destination brand images significantly and
positively contribute to the conative destination brand image. The results of the regression analysis
indicated that the cognitive destination brand image contributes significantly (B=0.31, P<0.01) to the
conative destination image. The affective destination brand image also contributes significantly (B=0.34,
P<0.01) to the conative image.
Based on the findings of the research it recommended that there should be a well-coordinated effort in
building the brand image of the Addis Ababa City and the competitiveness of the city as a destination
should be enhanced through marketing both the cognitive and affective destination image aspects. Also,
there should be government-private-professional partnership in order to build the institutional capacity of
the tourism sector of the Addis Ababa City
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Keywords
brand image, Descriptive statistics