e-journal

Validly Measuring Destination Image in Survey Studies

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Abstract.
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.

Keywords: destination image, image measurement, brand image, Likert, DLF IIST, binary

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Ketersediaan

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Informasi Detail

Judul Seri

Journal of Travel Research

No. Panggil

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Penerbit

London : SAGE Publications Ltd., 2013

Deskripsi Fisik

Journal of Travel Research 52(1) 3– 14

Bahasa

English

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

52(1)

Subjek

PARIWISATA DAN TRAVEL

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

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