Publication

Abstract : Our study aims to develop an index for measuring destination image perceptions based on data collected from three prime tourism destinations (destination A = 212, destination B = 194 and destination C = 176 responses) in India in the new normal. There are three studies based on self-reported measures conducted. While the first two studies collected perceptual responses from destinations A and B and were used to validate the factor structure of the destination image, the third study-based responses were used to assess the criterion validity of the destination image index. Our instrument shows that destination image is a second-order index composed of hygiene and vaccination, socio-political environment, natural environment, attractions, and value for money. Implications for managers and practitioners were also provided.