Periódico: Tourism and Hospitality International Journal
Fonte: Tourism and Hospitality International Journal ; Vol. 7 No. 2 (2016): October 2016 [14th Edition - EE]; 38-62
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Resumo: This paper aims to make a comparison between two measurement scales used to measure the same construct - the affective image of tourist destinations. To achieve this goal it was deemed necessary to detail the application of the Likert scale and semantic differential; to introduce the measurement model of affective image using the mentioned scales; and analyse whether the two scales can be used interchangeably in a study on affective image. After a literature review on the tourist image and the measurement techniques used in this research, it presentes a construct and the scales methods used in two different studies that measured the same affective image. This is a survey research with closed-ended questions to measure the image. For the Likert scale 1040 surveys were compiled and for semantic differential scale type were compiled 213. It was found that either of the two scales can be used to measure the affective image construct since of the statistical tests have ratified the use of these two scales. According to the literature review, affective image has always been measured using semantic differential scale. However, we deem the study of tourist destinations image by using the Likert scale as innovative model to measure its affective component.
