Validly Measuring Destination Image in Survey Studies

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 pick-any 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.