EconPapers    
Economics at your fingertips  
 

The need for a contextualized adaptation of the evaluation of the destination image

Feriel Gadhoumi, Patrick Legohérel () and Karim Errajaa ()
Additional contact information
Feriel Gadhoumi: Esthua Faculté de Tourisme, Culture et Hospitalité
Patrick Legohérel: Esthua Faculté de Tourisme, Culture et Hospitalité
Karim Errajaa: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

Post-Print from HAL

Abstract: The literature stresses the importance of measuring the destination brand image to determine a successful tourism promotion strategy, a strategy that is likely to enhance the competitiveness and attractiveness of a destination in a highly competitive and changing environment. Measurement scales are commonly used by academics and practitioners. An empirical study was conducted with French tourists, regarded as the main source market for the competing destinations of Tunisia and Spain. In light of a prior qualitative study, the brand image was quantitatively measured using semantic differential scales taken from the literature and adapted following expert advice. The results raised the issue of the international adaptation of measurement scales, despite the proper use of the operative procedures for measurement scales valid in several countries. The main objective of the present study is to raise a methodological issue regarding the desirable degree of adaptation of the measurement scales used by Destination Marketing Organizations while taking into account the validity and reliability constraints of the tools. To what extent is the adapted version of the chosen scale equivalent to the source version? The present study, conducted on two destinations and different cultural contexts, shows that a rigorous adaptation might lead to a loss of about 40% of the original scales.

Date: 2023-06-19
References: Add references at CitEc
Citations:

Published in Journal of Vacation Marketing, 2023, 22 (5), pp.159-163. ⟨10.1177/13567667231182539⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04316388

DOI: 10.1177/13567667231182539

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().

 
Page updated 2025-03-22
Handle: RePEc:hal:journl:hal-04316388