摘要：This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity.In particular,the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience.The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty.Also,the analysis suggests the existence of the higher order construct confirming the country brand equity concept.Based on the research findings,the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.
其他摘要：U radu je predložen model vrednosti nacionalnog brenda u koji je uključen koncept održivosti radi određivanja vrednosti brenda destinacije.Predloženi model uključuje elemente održivosti,kao centralne dimenzije modela,i promoviše koncept "obećane održivosti” koji transformiše resurse destinacije u pozitivni doživljaj i iskustvo.Teorijski model je empirijski proveren globalnim sekundarnim podacima pri čemu je potvrđeno da nacionalni imidž održivost i lojalnost predstavljaju najvažnije elemente teorijskog modela.Istraživanje je pokazalo da rezultati ovog rada mogu imati uticaj na planiranje i implementaciju razvojne strategije destinacija.
关键词：This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity.In particular,the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience.The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty.Also,the analysis suggests the existence of the higher order construct confirming the country brand equity concept.Based on the research findings,the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.
其他关键词：U radu je predložen model vrednosti nacionalnog brenda u koji je uključen koncept održivosti radi određivanja vrednosti brenda destinacije.Predloženi model uključuje elemente održivosti,kao centralne dimenzije modela,i promoviše koncept "obećane održivosti” koji transformiše resurse destinacije u pozitivni doživljaj i iskustvo.Teorijski model je empirijski proveren globalnim sekundarnim podacima pri čemu je potvrđeno da nacionalni imidž održivost i lojalnost predstavljaju najvažnije elemente teorijskog modela.Istraživanje je pokazalo da rezultati ovog rada mogu imati uticaj na planiranje i implementaciju razvojne strategije destinacija.
