Hi
I am interested in measuring 'prior destination image'. That is to say, tourists visit a destination, that has previously weak or a negative image, and now after gaining first hand experience in that destination they now possess a 'current image'. I want to measure how far their 'current image' of a destination is from their 'prior image'.
Is there a scale to measure 'prior image'? Can regular scales of destination image be employed to measure prior image by certain adaptations like 'prior coming to this country, I believed..." etc.
Usually, interviews methodology is applied to measure prior image but is there an evidence of quantitative operationalization and measurement of prior image?
Regards
Salman
Dear Salman Sahib
In case someone is interested in measurement of prior image and expectations in terms of service quality, the traditional tools of quality measurement i.e. SERVQUAL / PAKSERV can be utilized.
On the other side, since you are interested in measurement of Brand Image, the attached article is a similar effort and will work for you, hopefully. The authors have tried their best to measure prior image of destination.
Above all, your question and issue are of paramount importance.
Thanks.
Dear sir, thanks for sharing this article. I went through it and it is an interesting take on measuring images of luxury brands before and after co-branding in an experimental setting. But the authors have only focused upon 'affective image' of the brand. While destination image is theorized as a combination of cognitive and affective images (and also conative images in some instants). This leads to another question that whether only affective image can be operationalized in a "prior image" setting or is it also possible to gauge cognitive "prior" image.
Thanks a lot for your valuable input and looking forward to more of your insights and guidance. :)
Hi Salman,
My suggestion would be to issue some type of Likert-scale survey as one enters a country that queries perceptions upon national entry. Upon leaving the country, issue the survey again after the visit ends. I believe you could do a paired t-test or ANOVA to determine whether a statistically significant difference existed between the events.
Have a great day!
--Adrian
Dear Salman Yousaf
Check this one by Ryan and Cessford (2010). www.researchgate.net/profile/Chris_Ryan2/publication/249024231_Developing_a_Visitor_Satisfaction_Monitoring_Methodology_Quality_Gaps_Crowding_and_Some_Results/links/54b3455c0cf2318f0f954157/Developing-a-Visitor-Satisfaction-Monitoring-Methodology-Quality-Gaps-Crowding-and-Some-Results.pdf
All the best!
Mary Anne
Thank you very much Daniel and Mary Anne for your valuable insights. I will read the suggested literature and hopefully find the answers. Many thanks.
Hi Salman,
Sorry for a late reply.
In case of measurement of 'prior reputation' researchers have used secondary data. However, I have not yet gone through any scale used for measurement of 'prior image'. Well, it may be an opportunity area :) If I come across any such scale, I'll share with you.
Best regards
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