The Measurement of Destination Image: Scale Development and Validation

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Ajit Kumar Singh, Pankaj Kumar Tyagi, Alka Maheshwari


Image plays an important role while selecting tourist destinations. This research aims to examine destination image , in order to construct a scale to measure destination image. Data was collected through two different surveys from the respective sample size of 195 each. It revolves around a process of meticulous scale development, two-dimensional 20 item model is developed. Overall fit statistical indices depicts how the probable model is statistically significant and reproduces the sample covariance matrix reasonably well.

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