The Measurement of Destination Image: An Empirical Assessment

It is proposed that a combination of structured and unstructured methodologies is necessary to measure destination image as envisaged in the conceptual framework and a series of openended questions and scale items are shown to successfully capture all of the components of destination image.

Abstract

The purpose of this article is to carefully examine the concept of destination image with the goal of designing more appropriate and rigorous techniques for its measurement. A framework is presented which suggests that to completely measure destination image, several components must be captured. These include attribute-based images, holistic impressions, and functional, psychological, unique and common characteristics. It is proposed that a combination of structured and unstructured methodologies is necessary to measure destination image as envisaged in the conceptual framework. A series of openended questions and scale items are developed and are shown to successfully capture all of the components of destination image.