*2.5. Executed Research on Customer-Based Brand Equity*

The concept of CBBETD started to be tested for many destinations by various researchers and from many perspectives more than 10 years ago. For example, Boo et al. (2009) measured the CBBE for Las Vegas and Atlantic City. However, in contrast to our paper, besides awareness, image quality and loyalty, they added another dimension of destination brand value to their model. Yousaf and Amin (2017) measured the CBBE for a tourist destination named the Kashmir valley in India. Their study suggests particular steps to ensure a strong brand equity of the Kashmir valley. Almeyda and George (2020) compared the CBBEs of Puerto Rico and the US Virgin Islands while using different dimensions of the CBBETD model (value, social image, performance, trustworthiness and identification). Their study claims that the core dimension that explains more than ninety percent of the customer-based brand equity is brand performance, which is a substitute of the destination quality in our CBBETD model.

The study executed by Suta et al. (2019) investigated empirical information for testing the concept of cultural differences on the integration of variables in the CBBETD. The subject of their research was the tourist destination of Bali. Furthermore, their research applied the CBBETD model to investigate cultural differences as a mediating indicator of the correlation among brand loyalty and other indicators in the CBBETD.

Another study that needs to be listed is an empirical CBBETD study of the Liberec region in the Czech Republic executed by the authors of this paper (Cervov ˇ á and Pavl ˚u 2018). The previous study used the same dimensions of CBBETD and also tested the concept very well.

Based on the literature review, the following research questions are addressed in this study:

