Destination image: validation of a measurement scale
Resumen
Image is a factor that directly influences the decision tovisit 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 measurement scale in the Mexican context. With the support of the scientific literature review, an instrument was designed 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.
Keywords: Destiny image, affective image, cognitive image, global image, measurement scale.
RESUMEN
La imagen es un factor que influye directamente en la decisión
de visita de un destino. Hoy en día, emergen cada vez más destinos que cuentan con características, diferentes a los destinos consolidados y masivos de sol y playa. El artículo tiene por objetivo validar una escala de medición de la imagen del destino no convencionales en el contexto mexicano. Con apoyo de la revisión de literatura científica, se diseñó un instrumento el cual se aplicó a 405 visitantes de tres destinos: Sultepec, Almoloya de Alquisiras y Texcaltitlán, municipios pertenecientes al Estado de México, México. Para el tratamiento de datos se evaluó el modelo de medida y estructural con apoyo de diferentes pruebas de consistencia interna, validez y modelación de ecuaciones estructurales. Los resultados muestran que la imagen del destino se integra por componentes afectivos, cognitivos y globales. En conclusión, el instrumento en cuestión evidenció valores altamente satisfactorios para considerarse confiable y válido.
Palabras clave: Imagen del destino, imagen afectiva, imagen
cognitiva, imagen global, escala de medición.
Received: 2022-02-05 Accepted for publication: 2022-04-18 Published: 2022-06-30
Palabras clave
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