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 perspective of customers—visitors. The aim this paper is therefore verify and modify model customer-based a tourism destination (CBBETD) its attributes Croatia Czech tourists, among whom primary research was conducted using CAWI method (n = 451). main CBBE dimensions were extracted factor analysis with four (awareness, image, quality loyalty) created. identified explain between 55% 82% variability given dimension. Although study’s results follow published models CBBETD, in each dimension subdimension image reflect specificities Croatia. Thus, extend economic theory another are also applicable field management.