Destination Image Scale

What it measures

Measures three components of destination image: cognitive (beliefs about destination attributes), affective (feelings evoked), and conative (likelihood of visiting). Baloglu and McCleary's tripartite model is foundational to destination image research. Destination image is the most studied construct in tourism and a primary driver of destination choice.

Representative items

• This destination has a variety of attractive natural scenery. (Cognitive)
• This destination offers good value for money. (Cognitive)
• This destination makes me feel relaxed. (Affective)
• This destination is an exciting place to visit. (Affective)
• I intend to visit this destination in the next two years. (Conative)

Citation

Baloglu, S., & McCleary, K.W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.