2006. The influence of previous visitation on customer’s evaluation of a tourism destination

The paper investigates the customer’s perspective on a tourism destina-tion brand through four proposed dimensions: awareness, image, qual-ity and loyalty dimension. In addition to the brand’s dimensions evalu-ation, the influence of previous visitation on each proposed dimension is presented. The evaluation of tourism destination brand Slovenia in the minds of German respondents serves as an investigated example. In addition to an evaluation for each investigated dimensions ’ variables for destination Slovenia as perceived by German respondents, the study confirms also the influence of previous visitation on brand evaluation. In the investigated example, previous visitation is recognized as the im-provement factor in Slovenia’s evaluation in the minds of German re-spondents. Key Words: customer’s evaluation, tourism destination, brand, previous visitation, Sloveni