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

被引：0

作者：

Cervova, Lenka ^{[1
]}

Pavlu, Karolina ^{[1
]}

机构：

[1] Tech Univ Liberec, Voronezska 13, Liberec 46001 1, Czech Republic

来源：

AD ALTA-JOURNAL OF INTERDISCIPLINARY RESEARCH | 2018年 / 8卷 / 02期

关键词：

branding; tourism; destination; brand-equity; marketing; customer;

D O I：

暂无

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

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

引用

页码：32 / 36

页数：5

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