Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand equity for a tourism destination (CBBETD) and its attributes for the destination of Croatia from the perspective of Czech tourists, among whom primary research was conducted using the CAWI method (n = 451). The main CBBE dimensions were extracted using factor analysis and a model with four dimensions (awareness, image, quality and loyalty) was created. The identified attributes explain between 55% and 82% of the variability of a given dimension. Although the study’s results follow the published models of CBBETD, the attributes in each dimension and the subdimension in the image dimension reflect the specificities of the destination of Croatia. Thus, the results of this paper extend the economic theory with another model and are also applicable in the field of destination management.

This research article focuses on the ecological operation of accommodation services in Bulgaria. The aim of this article is to evaluate the application of various green management elements and measures in selected hotels in Bulgaria, namely in the cities of Sofia and Varna. The research will pay attention to the implementation of individual green measures in hotel operations as well as a comparison between hotel categories and hotels in the two cities in terms of the application of green measures. Running an environmentally friendly hotel can have several positive effects. It significantly manifests itself in the area of marketing – it creates an image, has an effect on current and prospective guests, and defines the positioning of the hotel. It also impacts the economic and operational aspects, with ecological elements having the potential to reduce hotels’ operating costs. The societal impact of running hotels in an environmentally friendly fashion lies in resource conservation and ensuring environmental sustainability. This research was carried out using mixed research methods, combining semi-structured interviews with hotel management staff in Varna (n = 90) and Sofia (n = 96). The total sample of participating hotels represented 81.6% of hotels in the two cities. The interviews were complemented with a questionnaire survey, which focused on the application of environmentally friendly solutions in hotel operations. In the data analysis stage, the methods of correspondence analysis, the ANOVA test and the Kruskal-Wallis test were used. The results suggest that the higher the hotel category, the stronger the trend to use environmentally friendly methods in running hotels. The research also found that there were differences between the level at which green measures were applied in hotel operations in the two cities. The research results are applicable in practice by national professional associations that support resource conservation and thus affect the entire hospitality industry.

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.

Tourism is one of today's phenomena. It is a major sector of the economy and it is therefore essential to focus on the competitiveness of individual tourism destinations. Compared to the classic product, the destination differs in many aspects and approaches to competitiveness. The Czech Republic is an integral part of international tourism and therefore the aim of the paper is to evaluate its position in this sector. The position is analyzed from the point of view of international tourist arrivals and receipts by means of indexes and ranking in the list of countries. The Travel & Tourism Competitiveness Index, published by the World Economic Forum, is used to illustrate its competitiveness. As this index is mainly compiled on the basis of quantitative data, it provides an objective comparison of both the country´s position among other destinations and the evaluation of its position over time.

Film industry belongs to the worldwide phenomena and is considered to be a tourism development driver in many destinations. This is the case of Iceland, for example, which has become a popular film location in recent years and as a result the number of visitors to the country has been increasing. The aim of this paper is to analyse film tourism in this destination, considering both economic indicators of the benefits to the country's economy in general and the entities active in tourism. Both primary and secondary research have proved that Iceland is a film location and the local business entities share a positive attitude towards filming in the area. However, the Icelandic Tourist Board does not use this fact in a sufficient way to promote their destination and therefore a draft of a communication campaign focused on film tourism is included in this paper.