**4. Results**

A factor analysis was conducted to test and eliminate attributes within the four CBBETD subdimensions. The first subdimension examined was awareness. As can be inferred from Table 4, respondents rated awareness very well (means ranging from 4.34 to 4.40). All three attributes examined reached a factor loading of more than 0.500, thus constituting a single factor ("awareness"), explaining 72.18% of the total variability.



Note: TD = tourist destination. Source: own processing.

The second subdimension analysed was image. In this case, the factor analysis was conducted a total of three times with the successive elimination of variables that were not part of either factor. The aim of this procedure was to eliminate variables with low factor loading (less than 0.500) and to explain as much of the variability as possible. The third factor analysis identified three factors explaining 60.32% of the variability (see Table 5). The first factor, named attractions, includes variables such as towns and villages, nature, cultural attractions, beaches, mountains and historical attractions. The second factor can be named amenities and includes opportunities for water recreation, opportunities for recreational activities, wide range of gastronomy and accommodation facilities, pleasant weather, summer destination, friendly and hospitable people and easy accessibility. Within the image subdimension, a third factor was also identified and named ambiance. It contains variables such as modern wellness resorts, shopping facilities, exciting atmosphere, good nightlife and entertainment. Looking closely at the averages of all variables within the image subdimension, it is clear that the variables that respondents rated the highest were summer destination, opportunities for recreational activities including water recreation, pleasant weather, relaxing atmosphere (means from 4.18 to 4.63). On the other hand, the lowest rated variables were wellness resorts (2.98), shopping facilities (3.30) and exciting atmosphere (3.45). Similar results emerged from the qualitative study (focus groups) in which participants most frequently mentioned Croatia as a summer, relaxing destination with many opportunities for recreation at the seaside, including a variety of beaches.


**Table 5.** Image.

Source: own processing.

Within the third subdimension "quality", one factor explaining 55.11% of the variability (see Table 6) was identified. A factor analysis was conducted twice in total, with the successive elimination of variables that did not reach a factor loading of 0.500. The quality subdimension included variables such as quality of gastronomy, services, accommodation, infrastructure, unpolluted environment, good value for money and personal safety. The latter two variables were also rated the highest by respondents—a mean of 3.85 for personal

safety and a mean of 3.82 for good value for money. In contrast, the lowest rated attribute was the level of cleanliness (3.30).

**Table 6.** Perceived quality.


Source: own processing.

The last subdimension was loyalty. The factor analysis performed showed high loadings on a single factor ("loyalty"), which explained 81.03% of the total variability (see Table 7). Tourists visiting Croatia would recommend a visit to this destination to their friends and acquaintances (mean of 3.90) and would also visit again in the future (mean 3.86). The evaluation of the variable choice of Croatia as a holiday destination was slightly worse, even if the cost of a holiday in Croatia increased (mean of 3.24).

#### **Table 7.** Loyalty.


Note: TD = tourist destination. Source: own processing.
