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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Validly Measuring Destination Image In Survey Studies, Sara Dolnicar, Bettina Grun
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.
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
Faculty of Commerce - Papers (Archive)
Brand image measures using the typical "pick-any" answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations …
The Portrayal Of Aboriginal Spiritual Identity In Tourism Advertising: Creating An Image Of Extraordinary Reality Or Mere Confusion?, Alan A. Pomering
The Portrayal Of Aboriginal Spiritual Identity In Tourism Advertising: Creating An Image Of Extraordinary Reality Or Mere Confusion?, Alan A. Pomering
Faculty of Commerce - Papers (Archive)
This paper considers how Aboriginal identity and spirituality are appropriated to construct national identity for an Australian tourism advertising campaign, and proposes a research agenda to investigate whether incongruity, based on consumers’ prior knowledge of Indigenous Australians’ real everyday identity, might reduce advertising effectiveness.
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
Faculty of Commerce - Papers (Archive)
The aims of this study were (1) to understand the extent to which offering or not offering a Don’t know option has the potential of contaminating survey data, and (2) to investigate the interaction between offering a Don’t know option and the verbalisation of scale points. Results from an experimental study with 196 online panel members indicate that empirical data sets can be contaminated if Don’t know options are not offered to respondents who are unable to to assess an object under study. The maximum extent of data contamination could not be determined because only one product category was examined. …