CUSTOMER-BASED BRAND EQUITY OF A TOURISM DESTINATION: AN EMPIRICAL STUDY OF THE LIBEREC REGION

The aim of this contribution is to explore the demand-side of the tourism destination and to investigate whether the destination brand could be evaluated by the model of customer-based brand equity for a tourism destination (CBBETD). The presented study is focused on the Liberec Region as a destination. The data was gathered by the means of the structured questionnaire and exploratory factor analyses were run to test and reduce the items within the sub-dimensions of CBBETD. It was found that CBBETD for the Liberec Region consists of four sub-dimensions - awareness, image that includes four factors (outdoor, technical attractions, entertainment and non-traditional recreation), perceived quality including two factors (cleanliness and services) and loyalty.