destination image: validation of a measurement scale

Abstract

Image is a factor that directly influences the decision to visit a destination. Nowadays more and more destinations are emerging that have different characteristics, from the consolidated and massive sun and beach destinations. The objective is to validate an unconventional destination image mesuretment scale in the mexican context. with the support of the scientific literature review, an instrument was disigned and applied to 405 visitors, from three destinations: Sultepec, Almoloya de Alquisiras and Texcaltitlán, municipalities belonging to the State of Mexico, Mexico. For data processing the measurement and structural model was evaluated with the support of different tests of internal consistency, validity and structural equation modelling. The results show that the destination image is integrated by affective, cognitive and global components, In conclusion, the instrument in question showed highly satisfactory values to be considered reliable and valid.