RIS ID
65570
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.
Grant Number
ARC/LX0881890, ARC/DP0878423
Publication Details
Dolnicar, S. & Grun, B. (2013). Validly measuring destination image in survey studies. Journal of Travel Research, 52 (1), 3-14.