TY  - JOUR
AB  - Purpose– The purpose of this paper is to develop the scale of destination image (SDI) to assess destination image affecting the consumption associated with tourism.Design/methodology/approach– The scale was developed through four steps: review of literature, formulation of a preliminary scale, confirmatory factor analysis (CFA), and examination of predictive validity by a structural equation modeling (SEM) analysis. The preliminary scale consisted of 32 items. Employing a systematic sampling method, a total of 199 research participants responded to a mail survey.Findings– In the CFA with maximum likelihood estimation, four factors with 18 pertinent items are retained. This four‐factor model displays good fit to the data, preliminary construct validity, and high reliability. The SEM analysis reveals that the SDI is found to be positively predictive of tourism behavioral intentions.Originality/value– This paper develops an original multi‐dimensional 18‐item scale measuring destination image from the perspective of tourists, which can provide academicians and practitioners with a reliable and valid analytical tool to assess destination image.
VL  - 28
IS  - 4
SN  - 0263-4503
DO  - 10.1108/02634501011053595
UR  - https://doi.org/10.1108/02634501011053595
AU  - Byon Kevin K.
AU  - Zhang James J.
ED  - Rodoula H. Tsiotsou
ED  - Vanessa Ratten
PY  - 2010
Y1  - 2010/01/01
TI  - Development of a scale measuring destination image
T2  - Marketing Intelligence & Planning
PB  - Emerald Group Publishing Limited
SP  - 508
EP  - 532
Y2  - 2024/04/20
ER  -