**3. Methodology**

The purpose of this paper is to verify and modify the CBBETD model in the context of the destination of Croatia from the perspective of Czech visitors. The research methodology is based on the CBBETD concept introduced and modified by Ruzzier (2010). This concept of brand equity consists of four subdimensions, namely, awareness, image, quality and loyalty. Since the attributes within the subdimensions of awareness (three attributes) and loyalty (three attributes) are generally applicable regardless of the destination, they were adopted without change from the original model by Ruzzier (2010). However, the attributes included in the image and quality subdimensions had to be adapted to fit the characteristics of the destination. To this end, focus group research was conducted in the first phase of the research, involving 25 potential respondents. The aim of the focus group interviews was to identify suitable attributes specific to Croatia from the perspective of Czech visitors that would have an impact on image and quality. The focus groups were conducted with an emphasis on subjective perceptions, expectations and experiences; therefore, no attribute options were presented to the participants in order not to influence their opinion. The output of the focus groups was 21 attributes falling into the image subdimension and 9 attributes falling into the quality subdimension. Thus, the brand equity of the destination of Croatia was measured using a total of 36 attributes.

In the second phase of our research, the data were collected through a structured questionnaire (see the Appendix A) using the method of online interviewing (CAWI). The first part of the questionnaire consisted of questions characterizing the respondents' travels to Croatia (such as frequency of visits, length of stay, sources of information, way of organizing holidays, etc.). The second part of the questionnaire focused on the attributes of CBBETD, which were transformed into statements and rated on a scale of 1 to 5, with 1 indicating total disagreement and 5 total agreement with the statement.

The respondents were selected by a quota selection method according to gender and age so that the sample would correspond to the profile of a Czech visitor to Croatia (Czechtourism 2019). However, only people over 18 years of age could participate in the survey. The data were analysed using IBM SPSS Statistics software. Factor analysis using principal components and the varimax rotation method was performed to identify significant attributes determining the four subdimensions of CBBETD. The appropriateness of using exploratory factor analysis was verified using Barlett's test of sphericity, which showed significant correlations in the correlation matrix (value of 0.000 for all analyses performed). The validity and reliability for each of the subdimensions were verified using Kaiser–Meyer–Olkin (KMO) values and Cronbach's alpha coefficients. All variables could be considered valid as KMO values ranged from 0.701 to 0.940. The values of Cronbach's alpha coefficients were 0.803 to 0.934, indicating acceptable to excellent results. The identified factors within the four subdimensions explained 55.11 to 81.03% of the total variability. Three factors were identified in the image subdimension and one factor each in the other subdimensions (see Table 2).

