Measuring Destination Image: Do the Existing Scales Work?

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.