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

Author:

Gadhoumi Feriel12,Legohérel Patrick3ORCID,Errajaa Karim4ORCID

Affiliation:

1. Tunisian National Tourist Office, Tunis, Tunisia

2. ESTHUA – University of Angers, France

3. ESTHUA-GRANEM, University of Angers, Angers cedex 01, France

4. ICN Business School, Paris, France

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.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management

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