An Assessment Of Tourist Destination Brand Image Perception The Case Of Addis Ababa City

The main purpose of this research is to assess tourists’ perception of the brand image of the Addis AbabarnCity. Data for the sample was collected from 393 tourists who visited Addis Ababa City between 11 Aprilrn2017 and 15 May 2017. Descriptive statistics, exploratory factor analysis (EFA), confirmatory factorrnanalysis (CFA), and regression analysis were conducted to test the hypotheses. The results show that therncognitive destination image is a multidimensional construct. Also it is confirmed that both cognitive andrnaffective destination brand image perceptions significantly contributes for conative destination brandrnimage perception, i.e. the cognitive and the affective components of destination image can be used as arnpredictor of tourists’ behavioral intentions toward destinations, such as intention to revisit andrnrecommend for others. In terms of magnitude the affective destination brand image perceptionrncontributes more for the conative brand image perception than the cognitive brand image perceptionrndoes.rnThis study found out that both the cognitive and affective destination brand images significantly andrnpositively contribute to the conative destination brand image. The results of the regression analysisrnindicated that the cognitive destination brand image contributes significantly (B=0.31, P

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