BUILDING A DOMESTIC DESTINATION BRAND: A CASE OF SERBIA

Abstract

This paper uses the customer-based brand equity (CBBE) model to empirically evaluate the brand equity of Serbia as a tourist destination, its underlying dimensions and interrelated causal relations from the perspective of domestic visitors. The study is in line with the previous research findings and brings new insights into the destination’s analysis; it shows that the Serbian domestic tourism market has not yet developed the critical area of destination image and empirically proves the importance of awareness as the most important dimension of the CBBE of the Serbian domestic tourism market. The implications of the Serbian domestic destination tourism market are evaluated, and future research avenues based on the outcomes are highlighted.