Validly Measuring Destination Image in Survey Studies

Destination image is among the most frequently measured constructs in empirical survey research. Academic tourism researchers tend to use multi-category scales, often referring to them as “Likert scales,” while industry typically uses “pick-any” measures. But which leads to results that are more val...

Full description

Saved in:
Bibliographic Details
Published in:Journal of travel research 2013-01, Vol.52 (1), p.3-14
Main Authors: Dolnicar, Sara, Grün, Bettina
Format: Article
Language:English
Subjects:
Construction
Construction industry
Empirical analysis
Format
Likert scale
Measurement techniques
Studies
Ticks
Tourism
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Destination image is among the most frequently measured constructs in empirical survey research. Academic tourism researchers tend to use multi-category scales, often referring to them as “Likert scales,” while industry typically uses “pick-any” measures. But which leads to results that are more valid? Findings from a large-scale experimental study show that a “forced-choice full binary” format (where respondents have to tick “yes” and “no” for each destination-attribute combination) performs better than both current preferred formats in academic and applied studies.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287512457267