An alternative approach to destination image measurement: Introducing best–worst scaling
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on July 08, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
The Likert-type scale is widely used to measure destination image but is ill-suited for relative comparisons across items or groups because of its methodological characteristics. As a forced-choice method, best–worst scaling (BWS) compels respondents to ...
The Likert-type scale is widely used to measure destination image but is ill-suited for relative comparisons across items or groups because of its methodological characteristics. As a forced-choice method, best–worst scaling (BWS) compels respondents to ...