Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia
Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-11-01
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| Series: | Economies |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2227-7099/9/4/178 |
| _version_ | 1797505343868108800 |
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| author | Lenka Cervova Jitka Vavrova |
| author_facet | Lenka Cervova Jitka Vavrova |
| author_sort | Lenka Cervova |
| collection | DOAJ |
| description | Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equity for a tourism destination (CBBETD) and its attributes for the destination of Croatia from the perspective of Czech tourists, among whom primary research was conducted using the CAWI method (n = 451). The main CBBE dimensions were extracted using factor analysis and a model with four dimensions (awareness, image, quality and loyalty) was created. The identified attributes explain between 55% and 82% of the variability of a given dimension. Although the study’s results follow the published models of CBBETD, the attributes in each dimension and the subdimension in the image dimension reflect the specificities of the destination of Croatia. Thus, the results of this paper extend the economic theory with another model and are also applicable in the field of destination management. |
| first_indexed | 2024-03-10T04:17:18Z |
| format | Article |
| id | doaj.art-b9b31479b6fa4a73ab8835721306aea0 |
| institution | Directory Open Access Journal |
| issn | 2227-7099 |
| language | English |
| last_indexed | 2024-03-10T04:17:18Z |
| publishDate | 2021-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Economies |
| spelling | doaj.art-b9b31479b6fa4a73ab8835721306aea02023-11-23T07:59:02ZengMDPI AGEconomies2227-70992021-11-019417810.3390/economies9040178Customer-Based Brand Equity for a Tourism Destination: The Case of CroatiaLenka Cervova0Jitka Vavrova1Faculty of Economics, Technical University of Liberec, 460 01 Liberec, Czech RepublicFaculty of Economics, Technical University of Liberec, 460 01 Liberec, Czech RepublicTourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equity for a tourism destination (CBBETD) and its attributes for the destination of Croatia from the perspective of Czech tourists, among whom primary research was conducted using the CAWI method (n = 451). The main CBBE dimensions were extracted using factor analysis and a model with four dimensions (awareness, image, quality and loyalty) was created. The identified attributes explain between 55% and 82% of the variability of a given dimension. Although the study’s results follow the published models of CBBETD, the attributes in each dimension and the subdimension in the image dimension reflect the specificities of the destination of Croatia. Thus, the results of this paper extend the economic theory with another model and are also applicable in the field of destination management.https://www.mdpi.com/2227-7099/9/4/178brand equitycustomer-based brand equityCroatiadestinationdestination awarenessdestination brand |
| spellingShingle | Lenka Cervova Jitka Vavrova Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia Economies brand equity customer-based brand equity Croatia destination destination awareness destination brand |
| title | Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia |
| title_full | Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia |
| title_fullStr | Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia |
| title_full_unstemmed | Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia |
| title_short | Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia |
| title_sort | customer based brand equity for a tourism destination the case of croatia |
| topic | brand equity customer-based brand equity Croatia destination destination awareness destination brand |
| url | https://www.mdpi.com/2227-7099/9/4/178 |
| work_keys_str_mv | AT lenkacervova customerbasedbrandequityforatourismdestinationthecaseofcroatia AT jitkavavrova customerbasedbrandequityforatourismdestinationthecaseofcroatia |