Measuring Destination Image Do Existing Scales Work?

ORCiD

0000-0003-4244-6767

Document Type

Article

Publication Title

Tourism Review International

ISSN

1544-2721

Volume

10

Issue

3

DOI

10.3727/154427206779307204

First Page

141

Last Page

153

Publication Date

1-1-2006

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.

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