Better destination image data through lower cognitive load measures (2014-2017)
Abstract
Destination image affects destination choice. As such it is critical to developing valid theories of tourism consumer behaviour and effective destination marketing plans. Yet, current image measures suffer from low test-retest reliability and evasion bias due to cognitive overload experienced by survey respondents. Using Cognitive Load Theory we will develop Lower Cognitive Load Destination Image Measures (LoLoad DIMs) and compare their performance with conventional measures using test-retest reliability, predictive validity, user-friendliness and cognitive load. If they perform better, LoLoad DIMs will contribute to increasing the validity of consumer behaviour theories and the effectiveness of destination marketing plans.
