Validating Scale for Measuring Destination Brand Image

Abstract

This research validates a scale to assess the destination brand image with its two components: Destination Brand Personality (DBP) and Destination Brand Associations (DBA). Factor analysis (FA) based on 159 survey responses from foreign visitors to Gilgit-Baltistan, Pakistan, revealed that DBP has five dimensions with 22 items (Sincerity Tranquillity and Charming, Sophisticated and Reliable, Vibrant and Creative, Courteousness, and Conformity), while DBA has six dimensions with 23 items (Destination Recreation and Lifestyle Appeal, Perceived Destination Value, Socio-Cultural and Nature Appeal, Tourist Support and Convenience Facilities, Social and Leisure Outing Appeal and Escape). The validated scale can allow destination marketing companies to accurately measure the brand image and to position the brand effectively to strengthen brand equity. The combination of DBA and DBP as cognitive and affective images within the same framework to measure their combined impact on Destination Attitudinal Loyalty (DAL) represents an original contribution that fills an important gap in the literature and provides a broader conceptualization of destination branding.