!is study examines in detail the use of customer-based brand equity for a tourism des-
tination (CBBETD) as a strategic tool for use with a speci"c city (Bandung City, Indonesia in this
instance). !e CBBETD scale developed by Konecnik (2005) and empiricized by Konecnik and
Gartner (2007) was successfully adapted using qualitative and quantitative re"nements for the city of
Bandung. A sample of 400 visitors to Bandung was surveyed, and empirical psychometric assessment
was run. !e scale required minor adaptations but was found to be appropriate for use in this new
context. !e components of customer-based brand equity for a tourism destination were found to be:
awareness, image, quality and loyalty. !e successful adaptation of the scale is encouraging as it pro-
vides strategic insight on strengthening destination positioning in the minds of both current and future
tourists. Managerial implications and suggestions for future research are provided.
Key words: tourism marketing, city branding, brand equity