Measuring Destination Image: Do the Existing Scales Work?

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Abstract:

Although numerous destination image scales have been developed, little empirical research has been published that evaluates the reliability and validity of these measures. This article begins this process by describing a study using data from a convenience sample of 187 students comparing three different image measurement scales using a multitrait-multimethod analysis developed by Campbell and Fiske in 1959. The study compared three states—Texas, Washington, and New York—across each of the three scales. The scales generally had acceptable though inconsistent levels of reliability, but were problematic in respect of convergent validity. A destination image scale for theory testing purposes is suggested.

Keywords: BRAND IMAGE; DESTINATION IMAGE; MEASUREMENT; MULTITRAIT-MULTIMETHOD MATRIX; USA

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/154427206779307204

Publication date: October 1, 2006

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  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.
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