Testing destination image scale invariance among British, German and Russian tourists: a multigroup confirmatory factor analysis

Abstract

Researchers agree that destination image is a multi-dimensional and complex structure of attitude. Social psychology suggests that attitudes are composed of affective, cognitive, and conative components. This study contributes to literature with (i) scale development integrating 3 explanatory dimensions of destination image; (ii) utilization of item parceling technique enabling extended depth with sub scales and (iii) by providing supporting evidence with multigroup confirmatory factor analysis that this measurement scale is invariant thus applicable for 3 nationalities namely British, German and Russian tourist. This empirical study provides clarity to number and definition of dimensions with an integrated scale invariant for three nationalities. The survey is carried in summer 2017 at Antalya Airport with a total of 1495 British, German and Russian respondents visiting Antalya region for holiday purposes.