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.

Response format

Likert (1–7) and semantic differential pairs

Scale items

Cognitive Image — knowledge-based beliefs about destination attributes (Likert 1–7, strongly disagree to strongly agree)

• [Destination] has attractive natural scenery and environments.
• [Destination] has rich historical and cultural heritage.
• [Destination] offers a variety of local food and cuisine.
• [Destination] has good tourist infrastructure and facilities.
• [Destination] offers a variety of activities and entertainment.
• [Destination] provides good value for money.

Affective Image — emotional responses to the destination

• [Destination] is a pleasant place to visit.
• [Destination] is an exciting place.
• [Destination] is a relaxing place.
• [Destination] makes me feel welcome.

Conative Image — intended behaviour toward the destination

• I intend to visit [destination] in the future.
• I would recommend [destination] to others.
• I am likely to return to [destination].
• [Destination] is my first choice for my next holiday.
• I would go out of my way to visit [destination].

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Three component scores. Affective image is a stronger predictor of visit intention and satisfaction than cognitive image. Image can be measured pre-visit (projected), during visit (received), and post-visit (recalled).

Recommended companion scales

Citation

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

Keywords