Establishing a destination image scale

Although the image is pivotal for destination success, there is a lack of consensus in the literature about its measurement. Following rigorous multi-stage scale development procedures, and using data drawn from four different research settings, the study identified 5 dimensions with 14 underlying items that constitute peoples' cognitive perceptions of a tourist destination: natural environment, tourist infrastructure, attractions, access, and social environment. The validated scale contributes to the theoretical advancement of the image, minimising methodological flows and facilitating the comparability of the results, while also serving as a practical tool for destination managers.