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Validly Measuring Destination Image In Survey Studies, Sara Dolnicar, Bettina Grun

Faculty of Commerce - Papers (Archive)

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 "pickany" 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.